The New York Times gets deep into logo theory this morning with this story that spins off of the new logo for The New Museum of Contemporary Art. I don't get how the picture at left, from the Times story, is meant to depict the logo, or why the headline of it seems to be missing a word: "One the most important buildings to be built in New York City in the last fifty years," but the logo theory is this: that in an era of endlessly manipulative content, logos must, instead of being static, be capable of being "'containers' for content." This theory is being spouted by Karl Heiselman, the head of Omincom Group's Wolff Olins, the company that designed the New Museum's logo and the much derided one for the 2012 Olympics. Hmmm. My head is starting to hurt.
Thursday, October 18, 2007
It's not just a logo; it's a vessel for content
The New York Times gets deep into logo theory this morning with this story that spins off of the new logo for The New Museum of Contemporary Art. I don't get how the picture at left, from the Times story, is meant to depict the logo, or why the headline of it seems to be missing a word: "One the most important buildings to be built in New York City in the last fifty years," but the logo theory is this: that in an era of endlessly manipulative content, logos must, instead of being static, be capable of being "'containers' for content." This theory is being spouted by Karl Heiselman, the head of Omincom Group's Wolff Olins, the company that designed the New Museum's logo and the much derided one for the 2012 Olympics. Hmmm. My head is starting to hurt.
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