Tumblr is… how to describe it?… I think the correct phrase is ‘micro-blogging’ site. That doesn’t mean much, though, right? It is an orgy of thoughts and images and it has remained relatively advertising/pimping/self-promoting/spam free because it bumps up what the masses like, and what the masses like is clever thoughts, beautiful photos, anything that teaches, anything that feeds your eyes, anything that is truly humorous. Believe it or not, but tumblr is the aesthetic of the masses. Much more reliable than their wisdom, I think. It is better than Twitter, Sean says via gchat, because “you can tumble a quote, for example, that someone else came up with, someone else’s thoughts and words, and make it about you/as a brand/that’s hot/you can’t do that shit on twitter/you can only link to it/tell people to go somewhere else…”.

So it’s a few seconds to grab a blog – the stock themes are pretty righteous. You could write your own theme, or customize an existing one if you’re really ambitious but unlike a website that you want to have “functionality” and “navigability” the microblog theme is just a picture frame for your content. I like focusing on content. I am hot for minimalist blogs that keep it clean, embrace white space and don’t try to augment their core content with filler, fluff or flash. Then, Tumblr streams the top posts: you can find feeds or posts and reblog very simply and make other content part of your feed. It is gloriously spreadable. I am interested in aggregating things that inspire me, like good typeface projects, lovely drawings or designs, soft kitsch and irony.

I also got http://stlouis.tumblr.com which I think is a minor win. I am a little up in the air about what to do with it, so I would love input. It could be photos of St. Louis; graffiti; St. Louis writers; St. Louis bands; it could be all of the above or more specific.

I really like this fake ad. I think it worked out really well and I’m going to keep trying my hand at branding/logo-design projects for fake companies. Also, they will probably all be puns.