It all started with the name. We wanted it to be something common, but memorable. Something which you'd almost gloss over in your day to day activities. From this small brief we created a shortlist. Names such as "Play Next" or "Add to library" were pondered. Ultimately we landed on "Add 2 Queue". Derived from the Spotify's "Add to Queue" feature that many users use everyday. It was soon shortened to "A2Q".
Then there was the logo. I started by researching existing online magazines such as GQ, Highsnobiety, Rolling Stone, and i-D. From there, I got to work in Adobe Illustrator. Eventually landing on a square design with a page-turn tuck in the bottom right corner, with the letters A2 above and Q below.
I envisioned a logo that was versatile and unconfined. I wanted to be able to invert it, change the colours, remove the background, place it over textures all whilst maintaining its integrity. It was also essential that it looked nothing like the A24 logo due to the already similar name.
