I'd like for you to consider just
how rebellious this simple logo most have appeared
at the beginning of the new millennium when
it first was adopted for the Microsoft network.
MSN literally discussed leaving us paperless
society and probably was one of the
first services to recognize just how important
online information would be in the future.
The logo itself was a butterfly, the very essence
of the freedom the users could expect to experience.
Understanding that this product was going to be delivered onscreen and
not in print had to really open the minds of the designers.
The cost of delivering color was not even a consideration.
In determining how best to show off an RGB computer screen,
they jumped a generation ahead of anything in the market at the
time by creating a vivid transparent symbol that could flutter from place
to place as easily as we'd be able to navigate the Web.
Logo design has always been about fitting as much
meaning as possible into the simplest and smallest package.
Because we ply our trade in compact quarters,
we've learned to be efficient with our imagery.
We've learned how to draw a dove with just four strokes
or how to reduce a complex subject to the most essential elements.
But to create even greater depth and meaning,
we're lending the public a set of X-ray eyes.
We now have a way of layering graphic parcels, one on top of
the other, to build much more information into a minute area than ever imagined.
We've discovered a way to capture the attention of the
most jaded consumer with brilliant
complexity despite the simplicity of construction.
You now have a tool that industry professionals
might be lost without, whether linking elements into a
sequence to demonstrate process or just assuring the public
of your client's solid commitment to openness and clarity.