Climb with us into a time machine back — well, not all that far really, just to late summer 2012. CBS Television Distribution had just announced that Arsenio Hall would be returning to late-night television a year hence after a nearly two-decade hiatus.
The no-longer-young Arsenio was to be repackaged with a new syndicated talk show for a new generation, and CBSTD was reaching out to brand Hall in a way that wouldn't paint him as an irrelevant relic struggling to reconnect.
It was the kind of challenge that Alex Swart relishes.
Swart is a graphics and design wizard who runs the Glendale mom-and-pop shop Swart Advertising with his wife, Ellen Considine. He's the go-to guy for sharp, imaginative, eye-popping visuals in everything from commemorative Oscar posters to news and entertainment marketing campaigns.
So when he was approached by the Arsenio Hall people to craft a logo for the forthcoming show, Swart had no hesitation.