Concept / 01
The intersection in our mark
Something remains, even as the shape changes.
Draw an outline. Leave a gap. Exchange white and navy. Following the forms of the aDaD Press logo leads to a small intersection: a point where four regions meet.
Motion study
One intersection. Two movements.
Both marks turn around the same point, at the same pace. Change what moves, and something different comes into view.
Motion is off to respect your reduced-motion preference.
The whole mark turns
The outline and checker pattern turn together. Their orientation changes, revealing the offset between the pivot and the outline’s center.
Only the checker turns
The outline stays still while the checker pattern turns. Within the same container, the relationship between white and navy changes.
Rest → one turn → rest. Select “Show the intersection” to reveal the pivot.
The aDaD Press credo
Widen your focus.
It’s okay if things get a little blurry.
フォーカスをひろげる。
少しボヤけてもいいから。
Near their intersection, the two marks appear to turn in the same way. Look out toward their outlines, and a difference emerges: one turns with its frame, while the other moves only within it. The intersection is the same, but what is happening is not.
Agreeing on one point is not the same as understanding the whole. The words that emerged from this movement became the aDaD Press credo.
From the logo
Different forms. A shared beginning.
From our company logo to the B of Book, then to outlines and a checker pattern. Rather than introducing unrelated symbols, we draw different expressions from the same geometry.
a and D
Our company’s logo, used since its founding: a lowercase a on the left and an uppercase D on the right. This is where the forms begin.
B for Book
The forms of a and D are rearranged into a B and its reflection, back to back. Their relationship between curves and straight lines carries forward.
The checker intersection
Solid and outlined regions alternate, then the gaps close. The white cross disappears, but the point where four regions meet remains.
01
Remove the cross. Keep the intersection.
Remove the curves, and lines emerge that recall printers’ crop marks. Close the gaps to form a checker pattern, and the cross itself disappears.
Yet the intersection is still there: at the corners of the checker pattern, where white and navy meet. We can remove a visible symbol while preserving the relationship that holds its form together.
02
Movement makes it visible.
Turn the whole mark, and its shape moves. Turn only the checker pattern, and the outline remains while the relationships inside it move.
Watching both at once raises a question: what changes, and what stays the same? An intersection that was easy to overlook in a still image becomes visible as the pivot of movement.
03
From reading to thinking.
Beside letters, the mark can look like another letter. In motion, it becomes a shape of its own. “What is that?” A brief pause and a small question are part of its expression, too.
We also approach ornaments in our books and on our website as forms derived from the logo. Their appearance may change, but they share a beginning. These relationships connect aDaD Press as a place to read with a place to think.
A changing shape. An enduring intersection. Between them, room to think.