Academy Year Five
THE NEW LOGO
By Nancy LeMay
For the last five years, it's been my happy task to try and
get, in the form of a logotype design, the uniqueness of the
annual APTRA Academy. Each year, the design has been different.
Each year the new logo design is a take on the concept, the
activity, the fun and the aims of the Academy, and it's amazing
This year, the design is based on a dialogue balloon, a great
graphic symbol for the spoken word and a form known to all
consumers of comic books, graphic novels and advertising (that?s
pretty much everybody). Inside the balloon are big quotation
marks. Together, they describe thought, conversation, exchange,
and action. These are the essential elements of the APTRA
Academy, which is a two-day, non-stop, "as-real-as-we-can-make-it"
broadcasting boot camp. It has been a sold-out event each
October since it's inception in the year 2000. Several "graduates"
have launched their TV careers with the experience gained
at this weekend workout.
My participation as a designer includes the logo, as well
as news graphics that each participant can cut into his or
her demo tape. Each student will report, shoot, write and
supervise the editing of a news story for the fictional "News
12 Malibu" (which has a logo of it's own). Each person
leaves at the close of the two days with that demo tape in
That goes for APTRA Academy's Anchor Camp as well!
If you're not familiar with it, news directors, managers,
producers, reporters, assignment editors, shooters and news
editors from all over California, Nevada and elsewhere take
part in helping aspiring reporters and anchors as a way of
giving back for some of the help we received during our own
There is no other program like it. We try to make it as real
as we can; the success of the program is certainly real enough.