In my professional bios, I always state that I am still in hot pursuit of the perfect idea. I define perfection as simplicity, beauty and absolute executional relevance to the product.
Have I ever come close? Perhaps on two occasions, both print ads. Coincidentally, they shared a theme of being type-only ads where the words tell the visual story.
I was influenced in this regard by the legendary New York graphic designer Bob Gill, who loved type-only design and applied the concept of reductum ad infinitum with relish. He removed everything from his designs except what was essential to telling the story. His United Nations lunch series invitation inspires me still.
Bob is 80 now and his website still crackles with energy and simplicity.
I came across these word-as-image examples and recognized in them not only the excellent logo of a fellow T-CAAN agency, Vancouver’s Elevator Strategy, but a number of executions which nail my definition of the perfect idea. Most of them would make memorable animated logos.
I loved Voyeur the best. Which was your favourite?