Chapter 4. The Weapons: Visual Lies, Manufactured Needs

The Weapons: Visual Lies, Manufactured Needs

If only all weapons could be this clever: promotion for Belgian crime writer Pieter Aspe


“Designers: don’t work for companies that want you to lie for them.”

 --TIBOR KALMAN (1949–1999)

When I ask most people what they think of the design of the Coca-Cola wordmark, they say “Great logo!” However, if you look at it as if you’ve never seen it before – as a piece of typography it is awkward to read, and crudely lettered by the inventor’s bookkeeper in a Spencerian typestyle we now usually reserve for schmaltzy wedding invitations.

No, the equity and charm of the Coca-Cola mark as the world’s most ...

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