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You make me smile
On my way to work this morning on Mass Ave at Symphony, I caught a glimpse of a logo that makes me smile. It’s Yamato Transport’s mama cat securely carrying her kitten to safety. What could be more fitting for an international package delivery and moving company? There’s no globe, no swish, no speeding arrows—just a warm and fuzzy feeling; exactly how you need to feel when your belongings or valuables are being shipped. Paul Rand’s original UPS package logo with the sweet little bow was another, more perfect execution that pulled heartstrings. (When Rand showed his seven-year-old daughter the UPS logo sketch she said, “That’s a present, Daddy.” Not a package; a present—and all that it promises.)
In the first episode in season two of AMC’s Mad Men, the agency develops a campaign for Mohawk Airlines is which the stewardesses’ short hemlines are the selling point. Peggy Olson, the agency’s copywriter, defends the team’s strategy to an unimpressed Don Draper, saying, “Sex sells.” Don replies, “Says who? The people who talk like that think monkeys can do this. You feel something. That’s what sells. Not sex.” The resulting strategy is re-focused on a businessman’s daughter welcoming her father home.
Anyone can put together symbols and words (and show some proverbial skin), but more challenging—and maybe more risky—is bringing humanity to design. What moves you to recall a memory, imagine a story, make you feel happy, make you FEEL, keep the connection long after the visual is gone?
I like to imagine a trembling designer presenting the little cats to the Yamato board, the raised eyebrows, the clearing of throats, and then… a warm smile of recognition.
Categories Design, Outside the Square
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I couldn’t agree more but let’s not restrict humanity to humans. The Yamato logo makes me smile too. It really takes me back to my blissful childhood.
ps. D.D. is the cats meow. I missed the season three opener last night. Fortunately, I have on demand.
“ON DEMAND”. Don’t you just love that phrase?
I don’t think I’ve ever thought of logo design (specifically at least) in this way. But I’m sure this part of the reason I have a similar reaction to the “Families” logo designed by Herb Lubalin. (fourth logo down) http://www.logodesignlove.com/10-timeless-logo-designs Makes me smile every time I see it.