(Please note: this post is a deeper dive into a subset of Substack visuals. For context, please start here.)
As its name suggests, the Daughters of the Dial (DoD) Substack focuses on pop culture dated by a dial – a TV dial, radio dial, rotary phone, etc. Obviously, the logo needed to incorporate a dial.
Researching and sketching the dials of a 1970s childhood, I discovered that if the dial was turned upright I could hide the initials “D.O.D.” within. It’s subtle, especially at tiny Substack-set logo display size, but:
The dots surrounding the dial aren’t numbered like traditional channels, but rainbow-colored to signal a diverse set of sources; indeed, DoD covers tv, movies, music, and more. The palette also evokes a 70s/80s childhood awash in rainbows.
Wordmark
Besides a small, generally symbolic, logo, Substack invites its authors to provide a wordmark, a typographical treatment of the title (also commonly known as a logotype). Because Substack currently strictly defines the size and placement of both elements, it is important to work wisely within these constraints. For instance, there is no need to incorporate the logo symbol into the wordmark as they often shown in close proximity to each other. So, for the DoD wordmark, I used a toned-down purple from the dial, with a contemporaneous-looking casual typeface. The tilting and overlapping of the central “of the” saves space and adds some energy and extra pizazz.
Of the branded elements Substack supports, the newsletter email banner offers a great opportunity to combine the logo and wordmark, as neither element is strictly assigned to the header.
This is actually my favorite branding moment, because it blends the best of both into a fun, dynamic combo that captures the vibe of DoD most effectively.