underscored — Underscored

@underscored

3 clips · 1 follower

Tag:brandingClear

whyisthisinteresting

For most consumers, brand has functioned as a research shortcut. Nobody generally has ten hours to hone in on the greatest mousetrap, mattress or dishwasher, so we outsource the decision to familiarity: the name we've heard, the logo we trust, the thing our parents bought. "Nobody ever got fired for buying IBM" is perfect shorthand.
— Colin Nagy

3w ago

whyisthisinteresting

The Please Call Again Edition

"CLOSED" is set in high-contrast uppercase, the typographic register of regulation and function, the language of parking signs and warning labels. "Please Call Again" is written in cursive, the register of warmth, of handwritten notes, of the personal. These two modes live on the same piece of plastic, covering the entire emotional project of the American small business: I am a commercial entity that also genuinely likes you.

4mo ago

whyisthisinteresting

The Saturday Selection, Vol. 101

For more than 50 years, France's brown motorway signs have done far more than point the way: they've sold the country's history, culture and identity in seconds.

6mo ago

Underscored — save the words that stop you in your tracks.

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