Artist Mehmet Gozetlik has designed a series of popular trademarks into neon signs. The series called Chinatown takes popular logos and adds a description of the represented product in chinese neon letters. The sign’s unusual characters reminisce experiences tourists have wandering aimlessly throughout the world’s Chinatowns letting themselves get seduced by these exotic bright letters. The irony is that nine out of ten times the logo itself is recognizable on its own and the words are unnecessary. Is there anyone on the planet who cannot identify Starbucks or Pepsi brands on sight?
Mehmet’s signs are made from handblown painted glass. Each letter and product logo is stenciled out and designed from a printed drawing. The process of blowing glass is long and tedious. The flame has to be exactly the right temperature in order for it to mold into the desired shape. After it hardens the glass is painted. Upon studying the signs and seeing them together you realize people cannot digest more than a few colors at once when making a decision. Each logo Mehmet chose has three colors or less which is not a coincidence. It’s been documented that the brain can only handle six choices at once. If it goes over that number it shuts down. Corporate culture wouldn’t dream of this happening and explains why these logos are kept simple.
A few years ago, Gozetlik designed another interesting series which minimized logo packaging. The study “Minimalist effect in the maximalist market” showed how a product becomes more desirable as the packaging is stripped away. He used brands such as Nutella and Pringles to achieve this goal. (via designboom)