We’ve always thought of a petri dish as a fully contained eco-system that investigates bacteria and other phenomenon. Those clear dishes serve as our little round window into discovery of the unknown, while sealed to protect us from their content. Exactly like these logos. These micro views of a macro world are tightly cropped shots, often framed in a simple circle or square. That cropping purposefully focuses the consumer on just enough detail to extrapolate the rest of the story.
Swimming in these pools are right angles, arcs, points and curves ‒ just enough to telegraph the actual contents as circles, squares, stars or whatever the visual totem happens to be. This places faith in the public’s participation and their deductive skills at ferreting out the intended message. Dana-Farber captures the arc of a D and the right angle of an F coming together to form a human with a focused venn diagram at the intersection. Investissement Quebec crops in on its proprietary Q just enough to show a profit chart with a sweeping upward trend. You have to appreciate an entity that avoids pure literal solutions in favor of placing faith in our ability to attain our own aha moment.
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