Putting the er in After

Let me preface by noting that I’m not Canadian. I have never lived in Canada. I’ve never seen a commercial with a pair of talking beavers named Frank and Gordon hocking telecommunications products and services. Nor have I seen a lot of the previous Bell Canada logos out there in my daily world. And the first instances of the new logo I saw were images of their teaser campaign with its ample negative space and stark typographic compositions — just the right kind of light-handed touch to peak the curiosity of the graphic designer in me. The former iteration of the Bell Canada logo was somewhat dated with its fat italic type and planetary-like rings swooshing around a stylized profile — belonging to its era of creation as much as one of its predecessors belonged to the