JKR

This month marks the thirty fifth anniversary of the first commercial appearance of a barcode (at the Marsh Supermarket in Troy, Ohio). With the data matrix “square” generation of barcodes soon to supplant the original, it might not be long until those ubiquitous stripes disappear. A moment then to reflect on the notion that even a pack’s most functional elements can offer creative opportunities. For example Esquire magazine has been quietly playing with its barcode for a while (above), tailoring it to each month’s big feature. Having a little fun is a great way to imbue a brand with soul, and all the better for being discovered rather than telegraphed. Below are some more neat examples…