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neenah

Logolounge the 2011 report

Comma

What is it about this shape? It continues to reoccur in broadly differing incarnations. It's an unexplained obsession, like when Richard Dreyfuss tries to craft the alien landing site out of mashed potatoes in "Close Encounters of the Third Kind." We're calling them "comma" because they look like a large, dimensional comma or maybe a bit of a nautilus shell playing out the concept of mathematical perfection. There's a swirl in play that tells us motion is a part of the story as well. Or maybe it is a seed unfurling as it prepares to spring into life in a new form.

The rendering of these obviously varies but the primary commonality in these examples is the transparency, with dimensionality dialed way up and a color palette that vividly attaches us to nature in an unearthly way. Like the Orb trend seen years ago, these marks seem to be imbued with a visual magic that tells the viewer not to look for reasoning but just believe.

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