Advertising & Society Quarterly
One of the AEF’s core activities is to serve as a highly credible platform for thought leadership in the marketing communications industry. Among the most important vehicles delivering on that commitment has long been the Advertising & Society Review, in partnership with Duke and Johns Hopkins universities. As AEF was rethinking its overall mission, branding and applications, they determined to upgrade the A&SR as well, beginning with a name change: it would now be called the The Advertising & Society Quarterly or “ASQ,” a digital compendium of articles, white papers and relevant thought leadership concerning the marketing and communications field.
The former A&SR mark had grown a bit stale and was not working effectively in today’s digital environment, so Joseph recommended a new word mark, based on its new name, to reflect its academic heritage while referencing its connection with the AEF.
The final mark uses the same typographic treatment as its AEF parent in the descriptor, spelling out the full name of the on-line publication. The blue color is the “AEF” blue, from its refreshed branding palette. Yet the distinctive typography in the wordmark for “ASQ” conveys a classic serif-type academic feel while being thoroughly contemporary in style.