22 ADDIS CRESON
“The word turn can be about ‘turning’ ads into customers. Turn can represent innovation. Turn talks about a transaction, about following through,” says Rebecca Au Williams. A designer at Addis Creson, an independent, Berkeley-based firm, Williams was commissioned to create a bold, original logo for Turn, an online advertising network that connects consumers to advertisers via the internet.

The geometrical font she developed reflects what she calls Turn’s “advanced technology, their ability to match users with the right advertisers and their science of complete transactions.” This idea is expressed in the revolving, directional quality of the logotype and in the gray-and-yellow palette, selected to enhance the twisting origami-like folds of the abstracted letters. The word turn itself has an “illusionistic” look and a 3D quality. Williams admits there was initial difficulty with legibility, but she prevailed with finesse, designing a daring and innovative final product. by Rebecca Williams

Addis Creson
ART DIRECTOR: John Creson
DESIGNER: Rebecca Au Williams
CLIENT: Turn
CONTACT: www.addiscreson.com