Take a look at this beautiful array of hands that are abundant this year. Dramatically different in illustration style, and beyond the hands themselves, there’s one distinct commonality: They all have something either hovering above them or we captured these elements in free fall. This may be symbolic of the magical essence of the relationship between the product and the user. Grant it, the bird has reason to hover but there is some kinda special levitation going on when a bottle not only rises out of the hand but GLOWS!
When a hand appears as part of a logo, it’s often to represent a human experience that’s part of the brand assurance. I think these demonstrate a receptive attitude with palms up, open and at ease. These hands impart a new-age culture and are likely to be accepted in an artisan boutique or definitely in a business to consumer category. Handcrafted products seem to fit this genre, but more likely these are associated with an experience with an extraordinary promise. These marks tell enchanting stories and ask the consumer to both suspend belief and to believe at the very same time.
ZAC JACOBSON / BAR GRAMERCY
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