A friend of mine, a brilliantly talented raconteur, film-maker, designer, strategist and art-director, named Nick Ace recently posted a logo he helped design with his talented team at bursting-at-the-seams-with-talent Collins. I saw it on LinkedIn just yesterday.
Nick and I have worked together on and off since about 2014. For brief periods we've been joined at the hip, neck-deep in a particular problem or client. Then we drift apart and go our separate ways. Then, gravitationally, we come back together.
What you find in our estranged and strange business and world is this: when you find someone good who's also fun and also a good human being, you hold onto the friendship. As the kids' ditty goes: "Make new friends but keep the old. One is silver and the other is gold."
I know that's McGuffey's-Reader level-poetry. But that doesn't mean it ain't seminal.
As I was saying, Nick led the redesign for a logo for Match.com, which I presume is a dating site, not America's top resource for phosphorescence. He posted it on LinkedIn. I saw it, and I loved it.
Here's the old and the new.
I'll admit, the art of logo design, in summing up the spirit and core of a company in the fewest possible "brushstrokes" is something I don't ordinarily give that much thought to. Especially when there's generally so much lip-flapping about redesigns that are, to my uneducated eye, so small and without meaning or consequence.
However, I love what Nick did here.
I'm not kissing up or blowing smoke.
The new logo just feels right. It feels like your favorite flannel shirt. Comfortable, worn-in, just right.
What my nearly glaucoma'd eyes zeroed it on (besides the heart period) is that crazy, leaning a.
I LOVE THAT a.
Somehow that a says everything to me. It says we're not uptight. It says we don't take ourselves too seriously. It says we have a sense of humor. It says it's ok to be you, weird and different. You don't have to be neat. You can have one collar in and one out. You can wear unmatched socks if that's your thing.
You can be you.
I wrote Nick a note and sent him a photograph of something I had seen years earlier: Winston Churchill's tombstone.
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