15 April 2014

101010 on sale today!


"101010" is on sale on Qwertee for a limited time only! You only have 48 hours to grab it!



This design, a quote from Douglas Adams' "The Hitchhiker's Guide to the Galaxy", has a concept based on the duality of complex questions and simple answers. The number "42" is made of pattern of "101010" (which is 42 in binary) while "THE ANSWER" is made by the words "life", "universe" and "everything". Thus, the idea I wanted to convey is that complex questions can be hidden inside very simple answers. Even the apparently plain and obvious football-like style has been chosen to strengthen this concept: simple and common things can have complex meaning inside, and vice-versa.

Initially I had the entire "the answer to the ultimate question of life, the universe and everything" phrase on the design, but I felt it was too cumbersome. I tried to rearrange the words, rotate them, writing them in vertical but still it was too "heavy", too complicated. Then I came up with the idea of the pattern. First I tried only with the "42" but it was too simplistic, then I added "THE ANSWER" above... and I knew that was the perfect solution. It was familiar but not trivial. From there on, it was just a matter of choosing the right colors, dimensions and shape. The "101010" for example had to look like computer code, but at the same time the various rows had to look good and not too boring or repetitive, so I created a pattern which consisted of 7 differently-aligned rows, separating the 101010s with a dash. The same with "life", "universe" and "everything". The big characters are black, but the small ones make them seem blue overall, a nice "familiar" color with which I wanted to convey a sort of confident consciousness and security. Blue is also the color of depth and intellect, so I felt that was the right choice.

What are you waiting for? Go to Qwertee and get one while it lasts!