Est Trd Mrk
A deeper dive into our exuberant infatuation with badges has to touch on the use of the big three, established, trade, and mark. That quintessential balance created by clustering letters, numbers, and graphics has come to rely on some convenient abbreviating that leaves wordsmiths wriggling with pangs. Like a set of scales requiring adroit attention to level them, designers weigh out three letters on the left and three on the right. Does that mean a four-digit date on the right needs a four letter ESTB on the left? And most important, if you use TRD MRK for trademark, will consumers read TRD phonetically?
Our infatuation with the creation of implied heritage really deserves greater attention than these two paragraphs allow. The new culture of small shoppe business and personal attention are fiercely fighting the truly established bluebloods for the same share of consumer attention. Heritage that’s only inches deep is winning through smart design, even when the identity reads ESTB 2018.
SEAN HEISLER, NORTHMAN BREWING
