Break Time #12

Today I had to rename things in my office. I had to look at the item and blurt out alligator when it was really my cell phone. This concept was a challenge because you look at the item and the correct name pops in your head and I had to force myself to rename it. This same concept plays out in logo design. When you, or other people are evaluating a logo, then instantly make up an image in their mind, and it always sticks. I can’t look at the FedEx logo without seeing the arrow. It’s impossible for me to avert my eyes from that beautiful negative space. This lesson was a great one because it taught me that I need to think on my feet quicker and try not to distract myself with images I create in my mind.