Less is more, and making a virtue of necessity
19th November
(Photo: Flickr.com by Neato Coolville)
Gunther Kilsheimer passed away this August aged 86. Like many in the world of branding, he wasn’t exactly a household name himself, but his work was. He was integral in the design of the Toys ‘R’ Us logo and sign. According to the website of the company he founded, Kilsheimer “designed a sign for one of the founders of the company, Mr. Bill Bederman when the company was still called “Children’s Supermart Toys”. Along with a new image, Mr. Bederman wanted a more upscale sign, one with individual channel letters. When Gunther showed Mr. Bederman the cost to have that many letters in the title Mr. Bederman asked for a name change. The result was “Toys ‘R’ US”. Only the “R” had to be backwards as if a child had written it.
A good example of pragmatic thinking begetting a creative solution. And of a savvy client. In our straitened times I think it points to the notion that cutting back can actually deliver more, not less, if one is smart enough to see the opportunity.
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