Words by Jenkin Au
Edited by Alan Ng
Design by Jessey Kwong

Earlier last year, justalilhype! rolled out with it’s official logo. The main concept of the logo was that just HYPE should always be together – it is what justalilhype! involves itself with. To this end, the “J” and the “H” were fused together, symbolizing it’s need to be together. In addition to this, what the Crew have always insisted was that too much HYPE was never a good thing. Having an open logo always felt like it was missing something. By having the logo enclosed with a circle, it encompassed the “a lil” portion and the need of having it limited. This logo was primarily created by Jenkin Au, and Alan Ng suggested the addition of the circle. Assisting with the logo was Crew member Hasan Hamze, and he transferred the logo from the physical world to the digital world. But since its creation, the Crew always felt like there was something missing from the logo, but none of the Crew really had the vision and the talent to morph the logo into something spectacular at that time.

Right before the Crew was about to design a slew of marketing material, they were contacted by their friend, Jessey Kwong of the Groovy G’s. Originating with a marketing and design background, Jessey wanted to contribute back to justalilhype! He looked through the website and saw that there were a few things that he really wanted to work with, specifically with the logo and the typeface. After a brief chat, the justalilhype! Crew was confident in Jessey’s ability to deliver something that could fill the gap.

After working closely with the justalilhype! Crew, Jessey was able to create the new logo. Jessey created something truly different and it was just what justalilhype! was looking for. Not saying that our first logo will disappear because that will always be the basis of every future designs. The new logo has a theme of contemporary status. Bridging the gap from our previous design, the core of the essentials of the logo is still there. With rounded, smoothed out edges, the logo serves to the masses as an eye candy object while representing our the identity of our magazine, serving as a media outlet that focuses on both the underground and mainstream talents, events and people of Vancouver. This revamped logo will be used throughout the year of 2010 our Crew is currently working on in pushing out new exciting marketing goodies out. Perhaps the next time you see this image again, it’ll be a button pinned on to your friends’ backpack or embedded on top of your classmates’ clipboard. On to the next one.