Of all the plausible, transparent logo solutions, I'm personally
most seduced by the beauty and potential of faceting.
Until a few years ago, there were very
few logos that incorporated this combination of transparent planes.
To create the beauty of a gemstone, an object that looks as
if it's polished from the most elusive and valuable substance on earth.
Because of the geometric complexity of these logos, they convey
a scientific or technical aura on those associated with them.
The surfaces refracting opulent light assures the public this company
is multifaceted and promises value in every aspect of their offering.
But here's the analogy I find most compelling.
More than 1,000 years ago, an Indian farmer let his camel
rest for a drink of water on the stream of his property.
And as he waited, he looked down to see a rock that
had been tumbled and kicked around for a few millennia before that.
But as he gazed at the black stone, he noticed that
it had an eye that reflected the full spectrum of a rainbow.
And now, with his focus set, he noticed
the same stones were strewn abundantly across his property.
Diamonds.
And that's the legend of the discovery of one
of the most prolific diamond producing sites in the world.
Golconda India, the origin of the Hope diamond and nearly every other
significant diamond that has ever graced the crowns of a monarch for centuries.
So, when I imagine a client represented by a faceted logo, I picture a
company that's able to see past the rough and dusty surface of a common rock.
I see a company that recognizes value in what others have
passed by for eons, and I imagine a company that is
able to take that base material and polish and hone its
surface until it glows with all the fire of a star.
What better possible analogy could highlight the traits of this company?
I also love the story, because I think it applies to us as designers as well.
When we start to design a logo, our early ideas represent a
field of humble stones, only a few of which are truly diamonds.
It's with experience and knowledge, like that shared here, that we're
able to identify and polish those solutions that are true treasures.