Observations

Universal S

Exceptional

The universal S, the Stussy S, an eight, the infinity symbol. Informal names of that quirky, simple, highly recognizable and incredibly reproducible S shape. You can find this shape in all corners of the globe regardless of language.

The exceptional rating is given for the ease of reproducibility for such a complex shape to be reproduced by children around the world.

June 11, 2019

Author

Published

Rafael Medina

Location

1990s

What’s going on here?

Design happens everywhere. We look at it and give you our critique.

By thinking critically about the design that exists around us -- evaluating what works, what doesn’t and why -- we can apply new perspectives and rigor to our work designing applications and systems and communicate more effectively th    rough design.

Our observations range from big corporate rebrands to local business street fliers. With each, we’ve taken the time to break down the designs and offer our point of view via a ranking system modeled after the Robert Parker wine rating system.

The Ranking System

Unsatisfactory: Does not achieve design or communication goals.
Satisfactory: Just enough, sufficient, fine or “sure.”
Good: It’s good.
Very Good: Better than most but not exceptional.
Exceptional: Unusually good, rare, outstanding.

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We love looking at new things, so if you want us to evaluate something you have seen or made, feel free to get in touch at yo@thoughtmerchants.com, and be sure to sign up for the quarterly Thought Merchants email to get new observations delivered right to you.