Lovecraft Logo


Lovecraft is a women owned and operated sex shop located in Toronto’s upscale Yorkville neighbourhood. I’ve walked past Lovercraft a few times and always thought that the logo was a little gaudy — yet when I came across it in a book of vintage logos, I suddenly gained a greater appreciation for it. It’s a little on the nose (eating the forbidden fruit — geddit?), but it’s also very much of the time (Yorkville was a very different place in the 70s).

It’s funny how knowing that the reason a logo is the way it is has more to do with the technology available at, and the mindset of, the time and less to do with an inexperienced designer either not knowing what they’re doing, or trying to ape a throwback style, suddenly makes it seem that much better.


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