Everyone loves an ass

14th May 2008

Typography in a logo design is vastly important. Something that we know here at Underscore as many of our projects have involved very successful and creative logo redesigns.

So, I recently went to the FOWD and one of the speakers came from the great AgencyNet in NY. As much as I love their work it was a joy to find a little problem with their logo.

When looking at the AgencyNet logo at an angle (as per pic taken of slide at the event), I keep seeing the word looks like ‘ass’. The italics and curve of the bottom right of the last letter don’t help either!

Why is this? We read letters from the top half first so at a glance it could easily be an S being repeated.

Our brains love repetition and symmetrical things. For example, when you find someone hot, it’s normally just down to how symmetrical their face is. Fact. ;0)