There are more than enough idioms in our language that lambast the individual that can’t spot the obvious: They can’t see the forest for the trees; Couldn’t see it if it hit you; Hidden in plain sight; or a personal favorite, Can’t see a hole in a ladder. Though questioning a designer’s perspective can be treacherous, their personal use of these phrases is less an insult to the viewer than an attempt to brag. They themselves have seen the obvious and if you were equally as smart you’d see it too. These logos are less about the colorfully arranged elements floating on the background but more about the negative counter space created between them.
There’s no better way to endear the public to a mark than to build margin in the design for them to participate. Recognizing the consumer’s intelligence and leaving room for discovery and the aha moment in these logos allow them to live on multiple levels. A tread forms an S, as well as a pair of arrows intersecting where diverse content joins together. A series of parallelograms represent structures with a sunset gradient on the horizon crafting a mnemonic reminder of the letter H. These marks tend to work best when simple and relatively geometric in construction. … But who can’t see that?
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