Following the criticism of the logo, a new approach to the concept was considered. Rather than force type into the shape of steps, have the outline of the shape be a symbol for the gallery that is independent and more versatile as a motif. The name of the gallery set traditionally from left to right allows quick reading of the logo for the reader.
However the logo set this way feels like a conventional approach to the concept. The brief should demonstrate the extent of ugly designs characteristics and to determine whether it can be effective as a professional identity.
Hence the original type set is retained but is combined with the outline in the previous experiment. Having the line gives the logo more shape which was a problem in initial applications. Looking closer, a small detail was added to help complete the logo. The line has been skewed in the same manner as the type has, creating a unified look for the logo that effectively communicates the idea to the reader.
Turning the logo another 30 degrees fixes the a lot of issues regarding the diagonal shape of the previous versions. The copy now reads conventionally from left to right, forming a more manageable rectangular shape that is easier to form content around. The step concept is still evident through the perspective of the type, clearly depicting the words going 'in' and 'out' of the page.
As mentioned earlier, because the logo now has a neutral colour scheme, it allows the gallery to colour in the line for certain exhibitions or promotional material as seen in the changing colour of the RA logo on their flyers.
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