Logo of the month #11
Human Worldwide is a music and sound design initiative, creating work for commercials, film, television and culture. The Human logo was designed by Paul Driver, of London-based design firm, Social UK.
Steven Lucker, Social UK’s Managing Director, had this to say.
…so much music is created using computers — yet human talent and passion remain the key to its success… A clever typographic tweak lent itself perfectly to the creation of the sperm shape. We wanted a clean and minimal — almost clinical — finish to offset the name.
Quoted in Decoding Design, by Maggie Macnab
Screenshot from the Human website
Personally, I’d add a tiny bit more spacing between the letters ‘a’ and ‘n’, so it matches the space either side of the ‘u’, but that’s nit-picking.
Great idea.
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32 appreciated comments to “Logo of the month #11”
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Just noticed your link on Twitter – I’m rarely impressed with a simple logo design straight away, but I love this logo.
You’re right about the spacing, but the concept is outstanding. It’s kind of ‘up-there’ with the “twi2s” logo I saw on LDL. I think some more work could be done merging the tail of the sperm to the upper “n”, but conceptually, it’s a great idea.
I’m curious what inspired the sperm shape.
That’s a really nice identity. I’m a big fan of typographical logo’s, especially one’s with a clever addition.
I would also add more space between the ‘a’ and ‘n’ but like you said nit-picking.
Doesn’t the word “human” paired with a specifically male, uh, thing, come off as rather sexist? Or is there an ovum in the design, I’m not seeing?
It is a great idea, but would love to see more space between the letters.
I don’t think improving kerning on a typographic logo is nit-picking.
It should have been seen by someone–and adjusted–before going public.
Still, very nice logo.
Not so sure about this one. Sperm ia not exclusive of humans, and talent and passion for making great music doesn’t have any (proven) connection to genetics (and therefore reproductive cells). The execution is too obvious IMHO. About the kerning, I guess it was tighten to make sure the sperm’s tail would not disappear or be interrupted by a gap, but it does not look nice.
Even am not sure about the relation between the logo and the company.But love the creativity which looks so simple and neat.
Like it, but personally I find the ascender of ‘h’ not tall enough. As I see the logo, they have kept the spacing but widened the letter a, so it doesnt fit anymore.
Hi everyone, thanks for your own thoughts. I’ve certainly come to expect a difference of opinion with these short features.
Andrew,
The Twins logo is definitely one of my favourite.
Jared,
The bowl of the ‘a’ acts as the egg.
Sander,
I didn’t consider a widening of the ‘a’, but now you mention it…
Great, love the simplicity, although after reading your comment, David, saying that “the bowl of the ‘a’ acts as the egg”. I would have never have saw that without your comment.
Whether or not that is a good thing, i don’t know, it might just be me. I do always like a logo which almost acts as a puzzle. Subtlety almost beyond recognition!
Regards
Euan
Simple and professional looking.
That’s a sperm? I would have never guessed! :P
> Personally, I’d add a tiny bit more spacing between the letters ‘a’ and ‘n’, so it matches the space either side of the ‘u’, but that’s nit-picking.
I’d agree with that, though a great concept well executed – not so keen on its application on the website, though.
Neat, love the simplicity…
I like the logo, although I, like many people on here, didn’t see the egg before it was pointed out. My concern comes from a larger branding perspective — isn’t it a little gross having sperm in your logo? Maybe I’m just too uptight, but I think that would be a big turnoff to some people (potential customers). I also don’t know how I would feel in this age of political correctness (or any age for that matter) handing my business card to a woman and then having to explain the logo to her. No first business conversation should include the word “sperm.”
Logos like this are why I love graphic design.
The overall opinion that the egg in the bowl of the ‘a’ isn’t obvious I think is quite justified, I didn’t see it and just saw the sperm.
I think the idea overall is well executed though there are kerning issues as already outlined. BUT there is something slightly uncomfortable about the sperm idea when used to represent music, it doesn’t quite work and needs further explanation which effective logo’s shouldn’t need.
Sometimes a simple logo is the best!
you, david said “Personally, I’d add a tiny bit more spacing between the letters ‘a’ and ‘n’, so it matches the space either side of the ‘u’….”
yes, I agree.
I like clever logos, and that sir is a very clever logo. Sometimes the simpler the better too, at least in my opinion.
The logo seems very solid from my point of view and visually has no apparent weaknesses.
Adding more space from my point of view would make the egg shape more difficult to read. Let’s not forget that the key of what we are doing is to effectively communicate an idea. The author found a brilliant way to express the human factor (with the shape of a sperm which I feel is very appropriate for the industry), if anything I would completely get rid of the space between the “a” and the “n” so it eases it’s readability.
Very nice. I think you might be better closing the gaps between all the letters, I think it would still read well. Either way, it’s a great concept and I like it. I can see why it might be read as being a bit sexist, but I think you’d have difficulty making an egg as easily identifiable. Also, you could say that human are selling their services into a male dominated industry anyway, so why not use a sperm?
David, this is a great logo to include in your “Logo of the month” series. I remember seeing it in Maggie Macnab’s “Decoding Design,” (a GREAT book to read) and wondered what others thought about it. I never “saw” the egg until I read your comment.
I absolutely LOVE this logo and strive to design marks that are just as beautifully executed. I agree with Matt and David Morin that if they’d tighten the kerning on all the letters, it would be even better. Still, its an amazing logo.
LawrenceH said “No first business conversation should include the word “sperm.” Although I think that’s correct, I also believe it does a lot to get people talking. Also, it’s quite memorable. You can’t forget this logo once you’ve seen it.
I do not see an egg in the logo – “…A clever typographic tweak lent itself perfectly to the creation of the sperm shape.” This is a quote from the designer, who does not mention the egg. I think we want to see the egg to make the human logo seem more human and less sexist. All that being said, I love the logo and it makes sense that you would include it on your website.
I love the design but very unsure about the concept behind it and if it matches the company very well! :)
Spacing … oh yes, that’s possibly an error isn’t it really because it’s not there for any particular ‘design necessity’ reason. The design would work just as well even with the right sized gap there.
I’ve noticed recently that even when you think a logo is great, if you get hold of the source vector file of another designer … many times I’ve spotted little tiny errors like that.
I even spot it on my own designs post sign off. None of us are perfect :)
Good point about the male dominance of the design when it’s not for a specifically male dominated target audience? That also seems strange and I’m surprised it got sign off for that reason alone.
Interesting design to discuss.
Richard,
I agree about the website, though I’ve never been too keen on Flash-based sites as a whole.
LawrenceH,
Kervin makes some good points. The logo can get people talking, and if they can’t see it’s a sperm, tell them it’s a tadpole. Thanks though, to both you and Gareth for offering opinions on the other side of the fence.
Amanda,
I’ll back you up on that one. We all make mistakes. I certainly know how to.
Thanks, everyone, for adding to the chat. I hope you all have a great weekend.
Awesome find! That logo is genius.
Very nice logo here good find!
really nice use of the negative space david
the tail take eye along adds sense of movement and humour whilst looking modern and memorable excellent
ps. I posted a bit of a life story in my last post about a pressing issue sorry if this aint a forum for debate on such matters of rignts of desingers
No need to apologise, Colm. I’ve just posted a reply to your question on the Giacom post, and hope it’s of some help.