One of the fun things about working alongside talented designers is getting the chance to peek behind the curtain into the creation of some really clever and thought-provoking design. This is especially true when it comes to identities – specifically when these seemingly “simple” marks must bear the responsibility and reputation of some pretty heavy-hitting companies. Our designers are regularly challenged with distilling a client’s mission, service and promise into an eye-catching, aesthetically appealing symbol or word mark that the consumer will hopefully come to recognize, love, and celebrate. Not always an easy feat. But when designers can successfully accomplish all of that AND do it in a clever way that makes the consumer stop and ponder, well you’ve got yourself something pretty special. The element of a hidden “Easter egg,” if you will, in identities isn’t new, but it’s doubtful that it will ever get old. That sudden, knowing smile crossing a consumer’s face at the moment they “see it” helps create a deeper connection with the company it represents. It’s like being given the secret handshake to enter the clubhouse. We’ve done this for many of our clients, including most recently the hidden loaf of bread in the La Brea Bakery identity. And before that, in the refreshed Tostitos identity, which is also featured in this fun article spotlighting the hidden meanings and symbols in sports logos.
And then there’s the unintentional hidden image in the Chicago Bulls’ head when turned upside down. Do you see the robot reading a book, while sitting on a bench? Warning: Once seen, it can never be unseen.