If you’ve been to this website before you will have noticed that we’ve made a number of changes. One of those changes is our formerly frontwards, now backwards logo.
We tossed out the box. While I (personally) loved the hexagonal symmetry of the symbol, it’s one of those ideas that tends to reoccur. See: Karma, Coincidence & Container Corporation of America (See also: Dropbox)
And too many people were contacting us, incorrectly assuming that we manufacture boxes. It seemed likely that our previous logo had something to do with that. We needed a logo that emphasized the branding part over the physical package.
Deborah’s backwards BEACH design did this in an aggressive, attention-grabbing way. Perplexing enough to raise questions, but also rich with metaphorical possibilities.
The term “branding,” as we hear it used most often today, derives originally from livestock branding. And, as anyone who does livestock branding knows: the letters on the branding iron must be backwards for the “brand” to read correctly.
We also added the question, “Why is your logo backwards?” to our FAQ. (Our answer there supplies a different metaphor.)
Oh, and one more thing: click on it.
There’s still a lot we need to do on this project. We need to add BEACH’s new backwards logo to the slug that we include in all our mechanicals.
And where the Beach Packaging Design box ( ) made a great favicon, we haven’t yet figured out how to make the backwards logo work in that tiny space. ( ? )