When a symbol works—when everybody sees it and immediately knows what the writer is saying—it really works.
Back in the mid-1970s, there was a hugely influential graphic designer named Milton Glaser. In New York City—and everywhere—every young graphic designer knew about Milton Glaser and the mighty crew at Push Pin Studios. He was asked by the State of New York to help out with an advertising campaign to promote tourism. They wanted people to come visit the state and spend money. The slogan was to be: ‘I Love New York.’ They would turn the slogan into a musical jingle for radio & tv ads. It would appear on all print promotion.
While thinking about the project in the back of a taxi cab, Milton Glaser grabbed a crayon and a scrap of paper and turned the slogan ‘I Love New York’ into a logogram: *
which became this:
Gajillions of T-shirts/buttons/coffeemugs/ballcaps later, everybody knows that logogram. The design is trademarked, but not by Milton Glaser. He was generous with his talent and did the work pro bono—for free. Pro bono is Latin for ‘why people in the graphic design business are often short of cash.’ Try to negotiate for a percentage of sales, you young designers, even if you’re doing a favor.
You can see how logograms became part of the system of hieroglyphics in ancient Egypt. A scribe might hit upon a widely-recognized symbol and use it to replace a word or words. If it worked, it became part of their writing system.
*I admit: only the ‘heart’ part of this is a true logogram, standing for the word ‘love.’ And, yes, hearts have been part of romantic love imagery and Valentine’s Day cards for years and years. But before Glaser’s design, nobody had used a heart symbol that way—to replace a word. Today it’s part of our visual language. How about that for influence on a culture?
Back to the beginning of The Western Civ User’s Guide to Reading & Writing.