To create The Mad Hatter’s logo, we took a very different approach than normal. First, a typographic lockup was created with modern san-serif fonts. Then, the lockup was printed out and ripped in half across the word “Hatter”. This was then finally brought back onto the computer and vectorized once more. The tear in such blocky letters screams rebel from the first look. As for the magazine, a pattern of illustrations was formed through skeletons, tattoos, graffiti, cameras, art, and more to further push their rebellious nature and to show the context of some topics you may find in the editorial and blog. In contrast to the outside of the magazine, each article was neatly set up to allow the readers to focus on the topic they are reading. The blog followed the magazine’s design aesthetics as well (patterns to bring attention to various call-to-actions but each article is simple to read).