Page 16 - Sphere No.7 (Oct 2002)

SPHERE
14
B R A N D I N G
it looks like this
“We focused on three key functions the
logo should perform,” says Hamilton.
“First, we should recognise it when
we see it or read it.
“Second, we should be able to
remember it. We can’t expect customers
to remember everything, so we’d like
them to remember 3 instead of some-
thing else.
“And, third, we should understand its
potential. We not only recognise and
remember something good, we come to
understand what we can expect from it.
That’s the most fugitive part to capture.”
“The 3 logo has been developed for
an ‘on-screen’ world,” explains Kirby.
“The ‘outside’ of the logo is a three
dimensional, cool titanium shell, repre-
senting all that’s useful. And the ‘inside’
of the logo, representing all that’s enjoy-
able, animates across a spectrum of
colour. Wherever it can be done – on
the handset, on the Internet, on some
signage and on TV – the colours are in
motion. Not static, but moving. Not one
flat colour but three dimensional and
full of colour. Or you could say, cool on
the outside, hot on the inside.”
now we see it
I N NUMEROLOGY, THE “LUCKY”
number 3 is associated with enter-
tainment, effervescence, optimism
and clarity.
In Chinese, 3 is considered very
lucky. It sounds similar to “liveliness”
or “life” and also alludes to ideas of
infinity, continuity and eternity.
In fairytales there are always 3
wishes.
There were 3 wise men.
3 introduces the idea of another and
contains the essence of mathematics. It
enables multiplication, geometry, calcu-
lus and the triangle.
You can only truly know where you
are if you have 3 co-ordinates.
It’s a name, a number and a logo at
the same.
THE RIGHT NUMBER