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neenah

potato chip

Anyone who has ever wolfed his way through a stack of Pringles chips can relate to this shape, better known to the geometry world as a hyperbolic paraboloid. To categorize the appearance of this shape in the world of identity, we'll call it a potato chip, as the form of each instance tends to vary a bit, much like the chips in a bag. Flattened out, most of these shapes would look like a circle or an ellipse, but with a gentle twist they occupy a uniquely three-dimensional space.

The shift to a greater use of surface gradient to define shape is critical to the success of these images: If viewed with just a flat tone, they would appear as the twisted loop of an infinity sign. There is a certain tension that permeates these marks, as if releasing torque would allow the shape to relax back into a flat disk. Flexibility and elasticity come to mind as defining attributes. Being able to simultaneously show both sides of an otherwise two-dimensional shape brings forth even more conceptual opportunities (as well as an excellent bar bet).

potato_chip

Liquid Agency, Amyris

potato_chip

Yury Akulin | Logodiver, Agilis

potato_chip

Porkka & Kuutsa Oy, Telko Oy

potato_chip

Motiv Design, Austofix

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