For me it's the first one; just lower the the arrow to compensate for the break. Now it seems to point too high on the stem.

1st.

The last one feels like something from a 60-70s magazine :)

Tomi- i'll look into that.

apankrat - agree. kinda like the road/lanes tie-in though.

thanks.

First one.
If you like the lanes' idea, you could add a white (dashed) line inside.

might have to try that. thanks riccard0.

You're trying to tuck the 2010 ROAD in there, but to me it seems a tad too close to the as. Could it be a point or so smaller?

Also wondering about the emphasis. Atlas is already large, and to me, making it bold while the 2010 ROAD is less heavy, makes me read atlas-2010-road, rather than 2010-road-atlas.

I am curious if it would read any differently to me with a heavier 2010 ROAD and a more hairline atlas. Maybe the fact that atlas is so much bigger wont let that resolve itself, in which case, I wouldn't mind seeing 2010 ROAD in a heavier weight itself.

evanbrog - People around me also cut it down to "The Atlas" or "Atlas". Again it's a generalized term. This is how i'm thinking about using it. hopefully client feels the same way. =)

updated the lane idea. thoughts? comments are welcomed.

Ya know I'm actually quite intrigued by these road/lane ideas. Liking the first better than the second. Definitely the middle inline stroke has lots of problems. But my general beef is that the cap height of ATL (space) A is all the same. I want rhythm! Maybe the top of the TL can come down a bit lower. You should fix that up, even if the arrow version is the solution, just for fun.

something like this...

some modifications to the arrow concept. thoughts?

with "2010 Road". quick digital comps. does it have merit to fully develop?

Nice, but a little too crowded/confusing.

yeah, I think so too. thanks. =)

Yeah, looks like the driver found some acid in the glove compartment, and is now going to the moon. :-)

Must say I really like both your concepts though. Solid. FWIW the only thing I'm wondering about is how "2010 ROAD" is treated as one visual unit; I'd expect this to read "2010 | ROAD ATLAS", not "2010 ROAD | ATLAS" if you know what I mean. I see that both of those aren't as important as "ATLAS", but I'd maybe try taking them apart a bit more (at least in the "arrow" concept).

agree. thanks nina. =)

agree. thanks nina. =)

Re the «lanes» concept, I just stumbled across this FYI:
http://typojar.posterous.com/cities-roads-and-factories-loulou-and-tummie

awesome. thanks nina. presented concepts to client. looks likes it's to be the arrow concept. I'll updated progress.

I stumbled upon a piece I've done in 2007, and thought it could be of interest:

love it. very cool. I pushed it for it, but in the end the client wins. No biggie. I liked the final result.

nice one hola, illustrations look great.

wtf at mountaineering atlas?

i know right?! =) thanks everyone.

Sometimes I think having clients is overrated.

Oh wow, I wish they went for that third version - aside from the AAA logo placement it's fantastic. Love the illustration. The logo in that negative space below the A kills me though, Id likely try to work it into the space above the s or in the lower left corner of the cover.

That guy in the final version is definitely going to find that ROAD atlas useful.