D E S I G N E R
C L I E N T
B A C K G R O U N D
Landor's website says: "J. Dukes Wooters, former president of Cotton Incorporated, met with Walter Landor aboard the Klamath in 1971 to discuss the association of cotton growers’ need for a new logo. The design had to identify cotton as a homegrown alternative to synthetic fabrics, and convey a sense of its being 'natural ... timeless.' Landor’s team came up with the tagline a natural wonder and the graphic portraying a cotton boll growing out of the two t’s to communicate that cotton is unique and pure, an organic fiber with a bloom and roots."
H I G H L I G H T S
Before I call out a few of the graphic "highlights," let me get a little sentimental on you... First off, one of my all time favorites, and I can really say "all time" because I actually remember seeing this logo on tags in department stores as a kid and thinking how cool it was (way before I had any idea what graphic/logo design even was). Now, blending those original "cool" vibes I got as a kid with the graphic achievements seen here today are easy... It's memorable. The sophistication of the type integration with the friendly "poofiness" of the cotton design is very engaging and seamless. The two "t" letterforms form the stem of the cotton plant perfectly and flair out at the bottom beautifully. The three little "branches" extending out from the stem add some depth. That large field of uninterrupted white cotton space surrounded by the holding shape is refreshing to look at and very approachable with the simple, cloud-like ripples around the edge. Positive and negative space is crucial for the visual interest and graphic execution. To get the mark to be so well balanced takes some "luck," but really, excellent craftsmanship is essential—as demonstrated in how the letterforms work together. Even scaled (though the type becomes illegible), the cotton, with it's three little "branches" on the underside, is very recognizable.