On a recent trip to Lowes, I discovered this clever logotype. The design of this logo really jumped out at me. Without even knowing what kind of product Swiftlock makes, it is clear to how they've illustrated the concept behind their within the logo by using just typography. This logo is for Swiftlock laminate flooring. Being aware of the product the logo is advertising adds a new level of conceptual understanding to the design of the logo. The ideal laminate flooring locks together perfectly and quickly and is durable as well. These qualities are represented in the typographic logo by using a strong & sturdy feeling sans serif typeface, the crossbar of the lowercase has been altered so it interlocks securely with the uppercase L next to it,(evoking the feeling of locking the pieces of laminate together) I think the success of the logo really plays on how the letterforms work together. This is a very simple but successful design element, I think it really supports the concept of the product and what it stands for- and that's just what a logo should do :)
It does look like laminate flooring. Good find.
ReplyDelete