> Instead, the logo is noteworthy precisely because it has achieved critical acclaim despite, or more accurately, because of its failure to communicate.
That, right there, is a damning indictment of the entire modernist project: communication achieves acclaim because it fails to communicate; art achieves acclaim because it fails to be beautiful; life achieves acclaim because it is sterile.
As an aside, I love the dry tone of the piece, with lines like 'However, not only does the new abstract logo break this entire history, but it adds even more potential readings of the logo' — with a demonstration of how the upside-down new logo looks like a hand flipping the bird. The essay's full of bone-dry commentary like that. It's glorious in its restrained vehemence.
That, right there, is a damning indictment of the entire modernist project: communication achieves acclaim because it fails to communicate; art achieves acclaim because it fails to be beautiful; life achieves acclaim because it is sterile.
As an aside, I love the dry tone of the piece, with lines like 'However, not only does the new abstract logo break this entire history, but it adds even more potential readings of the logo' — with a demonstration of how the upside-down new logo looks like a hand flipping the bird. The essay's full of bone-dry commentary like that. It's glorious in its restrained vehemence.