When you saw the logo at the right, did you still recognize it as a McDonald's logo? Was the hollow part a hindrance to see the brand?
If not, then the design company Ecobranding is on the right path in its mission to save ink (and therefore save the environment)!
“Naturally, one logo isn’t too expensive to print because it doesn’t need much ink,” they write, “but printing a single logo on a billion bottles? That’s huge!” By making small changes to the branding—such as “hollowing out” a once-solid shape—Ecobranding says they can save 10% to 40% in printing costs, with the essence of an identity remaining the same. “Printer ink costs two times as much as Chanel N°5. Limiting the use of ink can save millions on a global production.”
Which logo is your favorite? I like the H&M one!
Images by Ecobranding