We may fall for stunning look design at the first sight, but it doesn’t mean intelligent ideas have to have some brilliant facade.
FedEx logo is a good example. It contains that well-known "hidden arrow" which is funny and appropriate in terms of its business. Now, the impressive logo can be seen on 10 Modec’s electric trucks in London, which has easily earned itself an eco-friendly name.
Another famous example is the British design house Jasper Morrison Ltd. Their products range from tableware to electricals , and everything speaks out the concept of the company—"Super Normal". What’s the difference between "super normal" and "normal"? You will know when you visit their shop at 24b Kingsland Road in east London.
image source: http://www.jaspermorrison.com/
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