Can you see the arrow? (it's
between the E and the x). I didn't see at first, but now I
use it as an example of how the subtle use of letterforms
can make a design convey a message, even if we don't see it
immediately. Think of it as the design world's equivalent
of the "Da Vinci Code". You can read an interview with the
designer, Lindon Leader, here.
After graduation from Loyola in 1978, I worked for a
typesetting house in Culver City, California,
Lettergraphics. I became very aware of how letterforms are
artworks in their own right. I later started working in the
computer graphics field in 1981 using a Genigraphics
workstation. I copied many logos into the computer for our
clients and this helped me understand how figure and
ground, as well as color and form, can work to create a
memorable design.