Box Vox

packaging as content

January 10, 2013

Joy & Crest (2 multicolor logos by Donald Deskey)

In case there was any lingering doubt, it’s “Multicolor Typography Week” here on box vox. (Starting with last Friday’s Holiday vs. Vacation)

Arguably, a more popular graphic design device in the 1950s and 60s, although eBay & Google might suggest otherwise.

These two examples (Joy dishwashing detergent and Crest toothpaste) by Donald Deskey typify the playful, informal sixties style. Not only do the colors of the letters vary, but the position and the angle of each letter also differs deliberately.


Joy ad via: SaltyCotton’s Flickr Photostream; 1950s Joy bottle via: RoadsidePictures’ Flickr Photostream

One surprising area of variability were the specific colors assigned for each letters in the word, “Joy.” Not sure if this was due to advertisers disregarding the style guide or what, but while the “J” was always red, the “o” and “y” seemed to occasionally swap colors.


Crest carton (at top) from RoadsidePictures’ Flickr Photostream

With Crest Toothpaste’s early branding the colors of the letters were more consistently assigned, although in later years the two blues were consolidated into one color. (See also: Donald Deskey’s Toothpaste Tubes)

Both of these brands had a very different look when they were originally trademarked…

(See also: NBC & Jif Peanut Butter and 2 More Design Patent Bottles by Donald Deskey)

 

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