Lately, I’ve been looking at some interesting logos in avatar format:

Harris and Associates, a construction management firm, uses shapes that, together, look at once like an H and like an A. All right angles and stacked, it’s built like construction materials (notice the T-notches in the empty space). Rock solid. It’d look good in black, too.

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Juul, an e-cigarette company, taps into the tubey-ness of its name. Its logotype capitalizes on the verticals and curves of the letterforms…vertical like the product, and curvy like an unending chain (implicit priming?). The repetitiveness reminds me of the O’s made by the Hookah-Smoking Caterpillar in Alice in Wonderland.


Oculus, leading innovators in virtual reality. Impeccable design. It’s an O, it’s the shape of the headpiece, it’s a window into another world. If thinner, it’d look flimsy. It’s sleek. Scalable. Instantly recognizable and unforgettable.


Molekule, an air purification system, has this charming-yet-sophisticated logo avatar. It looks like a wee atom surrounded by a little electron orbital.

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Intrigued, I headed over to their website

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Clean, quiet, and collected. The airy visual style and typography match exactly what the purification systems claim to do. Their science is presented beautifully and simply.

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Their technical diagrams are sketched out as if in pencil, bringing a human touch to an otherwise mechanical (stuffy?) topic. Notice how color accents jump out to guide your attention.

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It’s rare to see data and engineering diagrams presented so clearly and elegantly. (And serif faces combined with sans serif faces so seamlessly.) A breath of fresh air, really.