Apr 24, 2014 David Lang

Throwback Thursday: A Capital Offense

When Accordance was first released, our logo looked like this:


Pretty cool, right? The almost completely curved letters of the typeface stood out from all the other text on our brochures. This font was also somewhat similar to the Chicago typeface used throughout the Macintosh interface. The use of lowercase for the initial "a" further reflected the playfulness and approachability of the Macintosh platform. At the same time, the capitalization of the second "c" drew attention to the "Cord" part of the name—a play on the name of The GRAMCORD Institute, which initially was our sole distributor. "GRAMCORD" was itself derived from the idea of a "GRAMmatical conCORDance," and the name Accordance likewise called to mind the idea of a concordance.

As you can probably guess, I personally liked that logo. Unfortunately, not everybody understood why we capitalized that second "c." We eventually discovered that some people were pronouncing the name as ay-cee-Cordance, which of course was nonsensical. We therefore had to redesign our logo when Accordance 2.0 was released so that the initial "A" was capitalized and the rest of the name was lowercase.


The new look was arguably a little less avant garde, but it had the advantage of helping folks realize that "Accordance" should be pronounced normally.

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