To create an identity for Sagging Meniscus Press, a new small press in New York City specializing in the literature of the American underground.
Simplicity and clarity were the guiding directives for the development of this logo. The icon and wordmark are unified by a typographic abstraction: the icon is formed from the bowl of the letter “g” in the name. It was a happy coincidence that there were two lower case g's in the word “sagging” which I played upon to be suggestive of kneecaps.
The client was delighted with the end result; this was the first iteration and there were few revisions.