Aero | Tech | Designs

A poster designed as part of an overall brand identity project for a cyclewear clothing manufacturer.

Thoughts on the Letter A

Who doesn’t love the letter A? 

And why wouldn’t you? It’s not only the first letter in the “English” alphabet (actually Latin or Roman), it symbolizes accomplishment and excellence in almost every context.

In my family the power of the “A” became apparent in grade school. My grandmother paid my brothers and I for A’s on our Report Card—for B’s you got zilch—in her mind there was no second place. You were either “A” material worth rewarding, or you weren’t. Period.

And we know that being “A-1” is the best; the "A-Train" has to be good; and "Triple A", well that’s just over the top—OK, other than in the military context. Those with last names beginning with “A” love being first on the list, first to be called and have an overwhelming superiority complex—trust me, I know, I was in business with a guy whose named started with A.

Graphic designers, calligraphers, artists and typographers all love the letter A. In corporate and brand identity, it’s a letter which is often customized to form a unique but still recognizable letterform—like the 2- sided triangular form used in the (old) NASA logo.

Other than Hester Prynne’s unfortunate “A”, all other symbolism and associations to the letterform “A” are positive, or at least neutral. In math, the first corner of a triangle is “a”; and in a hexadecimal numbering system, A is equal to the digit 10—and 10 is a nice number too, right?

"A" is the third most common letter in the English language—it’s the second most common in French & Spanish. The “A-Team” brings their “A-Game” and finds success. (although the TV show “The A-Team” left something to be desired)

In Morse code, the letter A is “dot, dash” one of only four Morse code letters formed by less than three dots or dashes ( “E” being the shortest, represented by “dot”) In the Military Phonetic Alphabet,  A is represented by “alpha”—also the first letter of the Greek alphabet, and part of the historical basis for our letter “A”. It’s also a descendant of “aleph” in the Phoenician alphabet, and before that, an ox head in Egyptian Hieroglyphics.

The letter is also a word—an indefinite article used before singular nouns—“A goofball with a computer ambled through town today with his Blog…”—well you get the idea.

The letterform "A" is an important one. Everyone likes it, everyone wants to be part of the “A Group”: the best, the highest, the first, the winners. Ever use “B-1” steak sauce? Ever call “B-1” Plumbers, or have your cleaning done at a “B-1 Dry Cleaner”? Where would we be without the “A”?

Warren Buffet’s Berkshire Hathaway was rated “AAA” until just recently. The current financial rating system used by Moody’s and other rating agencies is plagued by a desire to try to keep assigning “A”s in their rating system, even if it may not be deserved. Their system includes: Aaa, Aa1, Aa2, Aa3, A1, A2, A3, and even then only drops to Baa1, Baa2…maddeningly complex but motivated by the power of “A”—we all want to be one.

OK, so maybe there are a few “A-holes” out there who want to try to diminish the importance of “A” but forget about them and concentrate on the “A-Plus” people.

 

 

Forensic Graphic Design

Being a junk collector has no boundaries, I've also built a sizeable collection of "Ephemera"—those fleeting items created for daily use and rarely saved—except by people like me. I was admiring a few examples from my collection recently— two forms related to a 1912 business transaction between the John Kirch & Co. of Pittsburg (no H)  and The Toledo Grain and Milling Company-Armada Mills in Toledo, Ohio. I started trying to understand the dynamics of this particular business transaction from what I could derive by looking at the forms themselves—a type of "Forensic Graphic Design" if you will. A number of things stood out: this was a large business transaction that was completed professionally and expeditiously in a few days between two companies who valued their relationship. Quick shipment of a big order, credit for freight, payment in five days, use of recycled bags. No moral hazards at work here—this was a smooth and honest business transaction.

You can also see that The Toledo Grain & Milling Company placed a high value on their Brand Identity. The Company's expertly crafted and engraved identity is prominently displayed on both forms. They have several configurations of their elaborately detailed logotype & corporate symbol. This one below is apparently the "primary" configuration for their corporate signature complete with corn symbol and packaging example. 

And they have secondary graphics to accompany the corporate signature. This is the Armada Mills Plant itself depicted with its rail siding and material handling systems.

The corporate signature has a secondary configuration—this version without either the building, wheat shafts, corn plant or packaging. Both versions include their production capacity: 500 barrels of Flour—winter & spring; and 100 tons of corn and chop feed daily.

Now this was no small transaction. The total cost of $638.02 in 1912 dollars is roughly equivalent to an $18,500. transaction today. But for that size of order freight is free!

And the Invoice was paid in 5 days! This John Kirch & Co. was obviously a prosperous and reputable business.

Notice that a draft for payment was written by a representative of the Toledo Grain & Milling Company at their depot in Pittsburg, "at sight on arrival of car" Now these are payment terms that we could all live with today...none of these 30/60/90 day terms.

Mr. Hurlbut, the representative for Toledo Grain, has quite a nice calligraphic hand I'd say. In fact, it looks like fine handwriting was pretty prevalent back in 1912.

And I guess The John Kirch Company believed in recycling as well—here we can see that they provided 405 bags to be filled and reused.

Amazing what we can learn from this old junk: how to conduct your business honestly, how to be an environmentally concerned citizen, the need to write clearly and beautifully, and respect for brand & corporate identity. Not bad lessons from a couple of pieces of paper from 1912.

Indaba Global Research Identity

Recent corporate identity design work for a Boston area financial start-up. The company's business is to provide independent financial research to large institutional investors--like Fidelity Mutual Funds. Their business model is one which will aggregate information from multiple sources from around the globe.

The word "indaba" means meeting or conference, as well as "gathering". In an agricultural sense it would represent the "harvest." So, the inspiration for the mark is one which attempts to combine a contemporary harvest symbol, with the concepts of aggregation of multi-sourced information--uniting to form a circular form representing the globe--all somewhat abstractly. The secondary symbolism is that of the letterform "I" for Indaba.

Color was carefully chosen to fit the financial industry, and to have only positive global connotations. Blue tones--the most widely accepted colors--generally symbolize peace, calmness, stability, security, loyalty, sky & water.