Design Observer had an article a little while ago about the power of context. One example given was about the use of bland typeface. Customers thought of it as ‘too bland for our new logo’, until they were told that this is actually the typeface used for Chanel … quite a powerful brand. Placed in the right context, the bland typeface suddenly made sense. Another example is that little design that looked like a checkmark, and which nearly didn’t make it in the end. Luckily for the company, the founder of the company had the luck to admit, “I don’t love it. But I think it’ll grow on me.” I think you know the company by it’s logo:

No one really got it in the beginning … and it took years to build it. The official story can be found here.

Something to think about next time you want to create a new slogan or brand.

Update: great article on design and the World cup here at Presentation Zen.