The NAI 2012 logo: Not literal

It’s been two weeks since the NAI National Workshop in Saint Paul ended, which means one thing: We’re counting down to next year’s workshop in Hampton, Virginia, November 13-17. (Also, we’ve almost gotten the smell of lutefisk out of our hair.)

I lived in Richmond, Virginia, an hour or two down the road from Hampton, for basically the entire 1990s, so I entered into designing the logo for NAI 2012 with a sense of the place. My first thought was that the logo should feature a steady stream of cars hurtling at 70 miles per hour along Interstate 64 and disappearing suddenly and horrifyingly into the middle of the Chesapeake Bay. This idea was borne from repeated and horrifying trips that I used to take across and/or through the 3.5-mile-long Hampton Roads Bridge-Tunnel between Richmond and the beach. (Thanks to the Virginia Department of Transportation for the horrifying photo I’ve used here.)

There’s a lot going on in Hampton that would make great fodder for a logo. The region is rich in Native American heritage, Colonial history, a contemporary military culture, and an abundance of natural beauty. I briefly flirted with the idea of coming up with a cartoon character like a blue crab in a three-cornered hat, but as a designer, I felt my chief responsibility in coming up with a logo for NAI 2012 was to exercise restraint. (I’ve always said that a logo is the face of an identity system, not the entire body.) It would be all too easy in trying to literally represent all of the noteworthy aspects of the Chesapeake Bay area for the logo to degenerate into a cluttered mess—or worse yet, a collage. (There’s nothing worse, in my opinion, than a collage masquerading as a logo.)

So I started with this image of the Chesapeake Bay from a site called My Desktop Wallpapers. Of all the photos I found online of the area, I chose this one because it most closely reflected my memories of the sunlit skies over the bay.

I imported the photo into one of my favorite color-palette websites, Kuler, and it generated the palette pictured above. (I wrote a post about Kuler way back in March 2009 here.)

While I was not trying to literally represent natural and cultural features of the area, I certainly wanted to suggest them. Guided by a theme settled on by our Workshop committee, “Chesapeake Reflections,” I used the palette above and typographic composition to mimic a sunrise over water. I chose to juxtapose a handwriting typeface and a bold, architectural-feeling sans serif to represent the diversity of cultural heritage in the area.

Based on feedback on the first draft, I darkened the colors a little (particularly the yellow-orange of “NAI 2012”) and changed the handwriting typeface to one with more of a historical feeling—as though it could be from a 17th-century explorer’s journal.

One note on the type: I felt that the zero character in this typeface (on the left) was too intrusive, so I changed it to a lower-case O (on the right), which I feel works better and is a little more visually interesting.

As the art director for an organization of individuals who interpret an incredible diversity of nature and culture, I try to strike a balance in everything I do. I try to be careful that our magazine, Legacy, does not focus too heavily on either nature or culture. When I go looking for photos or other visual elements for our publications, I try to be sure that for every photo of a stream or a mountain, that there’s an image that represents the cultural heritage that NAI members interpret. (And vice versa.)

In the end, some people liked what we ended up with for the NAI 2012 logo, and some people wanted it to say more. However, in designing the logo, I decided that trying to fairly represent all of the natural and cultural resources in the Hampton area (or even some nature and some culture) would result in a logo that was too cluttered. Ultimately, it was my responsibility to settle on abstractions rather than literal representations.

That said, I still plan to use images of the great natural and cultural heritage we’ll find in Virginia next year—just not as part of the logo. If you go to the Workshop website right now, you’ll find three photos in the banner at the top. These will change throughout the year. Right now, there are two natural features depicted (seagulls and a horseshoe crab) and one cultural (a boat), but if you keep score between now and next November, I bet you’ll find that the final tally will be pretty close to even.

And when we’re actually in Hampton, I can tell you one place I won’t be going: That scary bridge-tunnel.

Paul’s Grammar Pet Peeves: Part 1 of Literally Millions

When I studied journalism in college, one of the first things my copy-editing professor said to the class was, “This course will not make you any friends.” Indeed, the only person at the party less popular than the typography nerd has to be the grammar purist. With that, I bring you the first installment of my top grammar pet peeves!

Me/I
I theorize that when English speakers learn their native language, they so frequently get corrected for using “me” incorrectly that they start using “I” all the time, no matter what. Now you hear statements like, “People often tell Shea and I how much they love our website” (which is incorrect because it should be me instead of I and also because they actually hate our website).

My favorite quick and easy way to think my way around this one is simply to remove the other person from the sentence. You wouldn’t say, “People often tell I how much they hate my website.” You would say, “People often tell me how much they hate my website.”

IMG_1697-bLess/Fewer
I blame grocery stores for this one. Every time you see a “10 Items or Less” sign at your local market, I encourage you to get in line with 11 items just to protest the poor grammar. (Kudos to Whole Foods, pictured here, for getting this one right.) The word fewer should be used for items that can be counted (like items in a grocery cart), while less is for what they call mass nouns (like milk or sand). Think of this as the “Things vs. Stuff” rule. When you leave the hatchback of your car open and drive 80 miles per hour on the highway after a trip to the grocery store, you will end up with less stuff and fewer things by the time you get home.

An Historic
As I watched coverage of the presidential election last fall, I cringed every time I heard Barack Obama’s election described as an historic moment. And these weren’t just the local news pinheads, but respected national journalists like Charles Gibson and Jon Stewart! When did America stop pronouncing the H in historic? What is this, Great Britain? We don’t hit our thumbs with an hammer or drive an hydrofoil through Florida swamps. The H in “historic” is not silent like the H in “honor,” so it seems to me that it should be a historic moment rather than an historic moment.

His or Her/Their
This one is not the fault of English speakers, but rather the fault of the English language. Where is our gender-neutral singular pronoun? They have it in other languages! It’s technically incorrect to say “A person traveling in Philadelphia should monitor their cheesesteak intake” because a person is singular and their is plural. But the grammatically correct version, “A person traveling in Philadelphia should monitor his or her cheesesteak intake,” is clumsy.

You could say, “People traveling in Philadelphia should monitor their cheesesteak intake,” but instead, I propose that we make a gender-neutral proper name like Chris, Pat, or Terry the official gender-neutral pronoun of the English language. This would make the correct version of the above example, “A person traveling in Philadelphia should monitor Terry’s cheesesteak intake.”

Problem solved.

People Who Stand Rather than Walk on Escalators or People Movers
This is not a grammar pet peeve. Just something that annoys me.

Literally
The common usage of this word has completely inverted its meaning. People use the word literally to emphasize hyperbole in a statement, as in, “Literally every time I go to the grocery store, some weirdo is there taking pictures of the ’10 items or fewer’ sign.” Clearly, that just happened the one time (maybe twice), so what Terry means here is, “Frequently when I go to the grocery store, some weirdo is there taking pictures of the ’10 items or fewer’ sign.” If Terry wants to use hyperbole, Terry can still say, “Every time I go to the grocery store, some weirdo is there taking pictures of the ’10 items or fewer’ sign.”

The problem with this misuse of literally is that it saps it of its power when it’s used to emphasize an impressive actual fact like, “This website gets literally tens of hits every day.”