Look at how these marks seem to be in motion.
Even though they appear to be shifting, I couldn't say if
they're on their way together or, if indeed, they're shifting apart.
Because these marks are composed
of alpha-numeric characters, they already convey
a message of a quantity or a word or a name.
Placing them in action with transparencies could indicate
a shift from cool to warm, like One Journal
Square or maybe a vibrant coming together that
I detect in the Penn State Architecture 100 mark.
On the other hand, I'm not so sure these are coming together or apart.
I just suspect that they're mis-registered.
Notice that the colors used to create the
transparent effect are cyan, magenta, yellow, and black.
Yep, that's CMYK to us and what the rest of the world
knows is the inks that they have to buy for their printer.
When you see this in a logo, you can be sure the client is
trying to let the world know that they're willing to shake it up a bit.
That they have to be pressed pretty hard to conform.
And that they're vibrancy can't be constrained by molds of society.
The more subtle the shift, as in the
Kongshavn logo, the more attention it seems to draw.
Either the consumer can see there is something a bit out of
place or they sense they have oncoming migraine just staring at it.
Finally, in my childhood, 3D movie technology was fairly lame.
Cinema customers were given disposable cardboard glasses
with one blue and one red lens.
The projected image without the glasses looked like these
marks with a blue and a red image that overlapped.
Wearing the glasses, each eye picked out
the visual corresponding to the colored lens.
I think the designers here have merely taken an opportunity to
wink at us about this antiquated technology referred to as an anaglyph.
They still have an important message and they found a clever way to deliver.
And the message.
Your point of view on something depends entirely on how you look at it.
A pretty sly way for designers to
identify an entity with very divergent perspectives.