.CO campaign – It’s the typography, silly!
As a graphic designer and web developer, I’m well aware of the lack of aesthetics in the domain industry.
Very rarely do I come across well-designed web sites that deliver and maintain the intended message and retain an identity across the board.
In a world plagued by cheap labor and designers willing to work for a pittance, quality is a rare element.
Let’s take logos, for example.
A logo is 75% typography, the rest is color selection and surrounding elements that define the logo’s overall impact.
What a logo isn’t: an image, such as clipart, stuck next to a company name.
That’s called scrapbooking.
But let’s go back to the domain industry.
I’m impressed by the .CO campaign; after all, it comes from a group of industry giants located in Washington DC.
The folks at Pappas Group – already a bonus point for being a company of Greek roots - did an outstanding job with the .CO campaign; the logo, choice of colors and overall approach to what would have been “just another TLD” all contributed to the .CO success.
I did some scouting of my own and discovered that the primary font used for the .CO campaign was created by London-based Dalton Maag – a creative company with two decades of experience in font and logo creation. Incidentally, the font itself is called “Co Font” – a striking .COincidence that generated plenty of positive vibes for the marketing team of the Pappas Group.
A job well done and a lesson in creative design and advertising principles, from the .CO campaign!
