Their logo consists of the "@", "issue" and ":", set (in this case) in white. The logo itself is quite large on the overall page space. Its orientation also is important, the semi-colon is set right up against the right border creating a subliminal "issue." The semi-colon hints at further text in this text line but the page breaks it from the first part os the sentence, the "@issue:" The "@" sign is reminds the viewer on the social, referencing the internet generations representation of the "current". This abbreviated at is a clear distinction to the audience, younger businesses that have something to do with the design field.
@ issue:'s logo typeface is called "Letter Gothic" (http://www.fonts.com/findfonts/detail.htm?productid=171579). Letter Gothic was created by Roger Roberson in 1956 and 1962. (http://en.wikipedia.org/wiki/Letter_Gothic). "This typeface was initially to be used in 'Selectic' typewriters" for IBM's Lexington plant. Because it was intentionally to be used on a typewriter in a technical way the typeface has larger kerning and and large x-height to make it easier to read in large quantities.The most discernible trait for this typeface is the lowercase "i", "j", and "l" and the elongated finial right below the dot. Another feature of this typeface is the subtle and reserve use of line-weight shifts, the"u" has a slight shift in weight at the bottom of it's counter.
The typeface is a large feeling type that takes up space. An interesting juxtaposition exists between it's contained "large-ness" and the lowercased text. Lowercase text lends type a more approachable feel, a more inviting or human aspect. The use of the lowercase and the "large-ness" represents the magazine's philosophy, to make big issues accesible.
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