News Loading

A loading bar bent into an N. The mark is built from square tiles stepping up the left side, turning across the top and coming down the right — the shape of a progress indicator, frozen mid-fill, and the shape of the initial at the same time. The tiles are deliberately not uniform in colour: they run through lime, cyan, magenta, orange and red as they progress, so the eye reads the sequence as filling rather than as a static pattern.

The wordmark is set in a wide-tracked serif with NEWS above and LOADING below, in a plum that appears nowhere in the tiles. That was the right call — with a mark this polychrome, a sixth colour in the type would have made it a rainbow; the plum reads as neutral by comparison and lets the tiles keep all the energy.

Shown on white cards over two paper stocks, with an outsized ghosted version of the lockup used as a background wash.