Uppercase, lowercase, spiral square case:
Three well-known trademarks in which letters form rectangular spirals. (Sid Dickens’ TaB logo would also fit this criteria, but we’ve covered that already…)
(More about all 3 trademarks, after the fold…)
2. TD Bank: designed in 1969 by Hans Kleefeld (at Stewart & Morrison Ltd.)
Trademark registered in 1982.
3. iD Gum: packaging (and logo?) designed in 2012 by Dale Doyle at Landor.
The mark consists of stylized letters “lower-case i” and “upper-case D”
The name “iD” apparently refers, not just to “identity,” but also to Freud’s concept of “id…”
In 1989, Sigmund Freud came up with Psychodynamic Theories of Personality Development. He mentioned how there were 3 basic levels of consciousness. The ego and superego were said to be the little filters for our subconscious, making logical boundaries around impulses and memories (Romero & Kemp, 2007), which is excellent to live a secure life, but where is the fun in logic?
That’s where the id comes in. it doesn’t make much sense but it doesn’t have to. Theoretically it exists solely on the drive of spontaneity, impulse and creativity, and, now Stride is encouraging us to play along with that eccentric subconscious. That’s where the name iD comes from and it sits well with its objectives to encourage teenagers to embrace their identities.
from KRAFT Group’s “Report on the Appropriateness of iD gum for teen market”
Interestingly, the Freud Museum sells “ego” and “id” shot glasses (below) and the sandblasted “iD” looks pretty close to the iD gum trademark.
Not well known and not typography, but before they changed their logo, The Freud Museum, themselves used to use the abstract square spiral on the left as their logo—based on Freud’s doodles (on the right).
“It was adapted from these doodles drawn by Freud in the early 1920s, during a meeting of the Vienna Psychoanalytic Society. Because it represents a classical Greek motif it was considered a suitable emblem for the Museum, which contains Freud’s collection of antiquities, including many Greek objects. The drawing also suggests a simplified labyrinth.”