The New Brand

In my notes from 1997 and 1998 I found this graphic from the last days of Fractal Design, immediately after the merger with MetaTools, and the start of the newly-formed company, which was to be called MetaCreations. It shows my irreverent take on typography, with letters verging on an alien alphabet. Perhaps this was my thinking in those days, clearly influenced by Star Trek: The Next Generation design and increasingly beginning to think that aliens were taking over my company.

The graphic was a last hurrah, buried in my logo-search stack. These were the papers that detail the search for a new company name and logo, begun as a result of merger. Those were turbulent days, full of interesting ideas that never made it. Here is another little sketch from that collection of the doodles drawn in those days when the meetings were long and the bickering was uncomfortable. I was already thinking about the metaphors for the idea processor.

Name search

First came the name search. The first edict, from John Wilczak (the MetaTools CEO and soon to be replaced) was that the name should contain "Meta". Once you put that flag in the ground, there are only so many names that can be chosen. We all bought into it.

John Derry and I thought up several meta-rooted names for the company. We centered around various concepts, like making: names like metaforge, metafactory, and metaforce. We also tried words around branding: names like metabrand, metaware, metafactor, and metacraft. Next we covered concept names like metapath, metaform, and metadesign. Of course, we also looked at location names like metaworld, metastage, metasphere, metawave, and metalevel. Combination names sometimes became useful, like metalith and metastar. We were going for simplicity and pith.

We had a hundred names to choose from, and three or four made the top of the list. But it turned out that they were always taken by one company or another, and so proved themselves to be unsuitable for our purposes.

In the end, the root word meta (meaning "on another level") was merged with "create" and we somehow found MetaCreations as our new name. We worked out the typestyle, using a PR branding firm called 30SIXTY, contracted by Sallie Olmstead. The result was a very good type treatment. One of their designs stuck, seen here. MetaCreations passed the trademark search and so we found ourselves in the position of needing a good catchphrase to go with it.

Catchphrase and Logo

At this point, we hired a new CEO and the branding began afresh. This cast us into disarray: the implications of three separate groups pushing in different directions. Let me introduce you to the three groups:

One group was Gary Lauer's group. Gary was the new CEO, hired by the board and taking on the challenge of merging two cultures with a third culture of his own. The second group was Kai Krause's group. Kai was the design thinker from MetaTools and the creative face of the company. The third group was John Derry and myself, Mark Zimmer. But, frankly, I took the lead because I was the representative to the logo group. As you will see, the three groups couldn't agree less. And yet we eventually found a logo. Here I show a doodle from a page drawn during the endless logo meetings.

The catchphrase Gary preferred was staid and traditional: The Visual Computing Software Company. The logos from his group were not unlike the ones from Claris in style. The other two groups saw the logos as pedestrian and frankly uninteresting. Here you can see one of the color schemes of his final logo set. The earlier ones were considerably more amateurish. This one features an M-shape with a bit of a shine nestling into it. My comments on this particular logo are unprintable, sadly: I will leave them to your imagination. Kai felt pretty much the same about this logo.

The catchphrase Kai preferred was genuinely clever: where great ideas are born. Also, John Wilczak, before he left, preferred start the migration, though I'm still not sure where he was going with that one. The logos from Kai's group initially centered on an egg - with the idea of hatching a new idea. Other groups just kept thinking "Meta lays an egg" as the headline. After a brief trademark search, we discovered Software Ventures had an egg with a shadow as its logo, and that was the final crack.

In the sessions for my group, John and I tossed around the creativity concept endlessly. One catchphrase was bringing creativity to you. Another was changing the way people think. Our final try was sparking your creativity. While fascinating and very ambitious, I still think Kai's catchphrase was best. Our logo designs centered on a hand - for software that was human-centric. The hand was the artist's signature from the days of the cave-painters. Other groups just saw "stop" - a hand telling you not to enter. Here, we placed it inside an oval form to suggest an egg.

All three groups had a basic problem - the other two groups opposed their design. So Gary, thinking his group was more equal than the other two, decided to make a presentation of his logo. Allowing us to choose the color scheme. Ah, that was a rough meeting.

This required Kai and I to work together on a new logo. I dredged up an old design: the trefoil knot. I had made this design in 1983 when working as a consultant for Auto-Trol (I was building them a 3D system for computer-aided engineering). I had resurrected this design when working on Detailer, the 3D Paint Program, adding a mirrored surface to it. Here we see a small version of this knot, produced in Detailer using a brassy look. Kai's people used Bryce to create a much cleaner, smoother nicely-tilted version of this knot, and added a slight soft shadow underneath it.

This shadow was eventually omitted and the catchphrase was changed once again.

This time I wasn't asked. As you can see, it became The Creative Web Company. The times were changing, and at this time, before the dot-com boom and collapse, everything had to be  naively covered with web-web-web. The trefoil knot had a nice reflection and self-shadowing, though. Kai and I approved the form.

After Kai and I decided to redesign the logo, he had his people design some new forms. Many of them were based on threefold symmetry, which I also tend to prefer. One designer, Athena Kekenes, produced some iconic figures that still hold up today. The first figures were triangular-symmetry organic forms that had a very interesting, yet somehow alien, lilt to them. With tree-like branching properties and spherical ends, it looked a bit like some strange form of sea-weed. You can see one of the designs here. We asked for some more ideas.

One was a cube that had a sphere subtracted from it. This, when viewed from the direction of a corner, had a six-fold symmetry that was quite pleasing.

Here you can see the cube, with the sphere subtracted. With Boolean operations in Bryce, this stuff just jumped right out of the imagination into the page.

When you look at it, it's a bit busy. It has a shadow, the three visible sides of the cube have different shades. The sphere has gradations. The objects even shadows itself!

I'm sure this is what Kai and Athena were thinking when they came up with the simpler version of the logo.


Here we can see the flower logo. It's very clean, simple, stylistic, and suggestive of 3D.

Negative space is used in two ways: the sphere is negative space when subtracted from the cube, and the flower is the result of looking through the negative space of the 3D form and coloring in the holes.

In some way, though, we found these cube-based logos to be too derivative of the Silicon Graphics logo. I even found the SGI logo in my notes right next to this one.

Kai's group never really gave up on the egg, until the trefoil knot became our focus. By that time we were tired of the process of logo search.

Here is an egg-derived logo that used the shape several times in negative and positive space to form an op-art logo. This held up better because it could be reproduced in black-and-white. As any good logo should.

But eventually we centered on the trefoil knot. It's iconic form was clear. Before any of his people had a chance to perfect the trefoil with reflections and shadows, he had his people do special black-and-white versions of the trefoil.

This version is exceptionally clever, using rotated versions of the knot silhouette in alternating colors, then subtracting out the middle.

Though we liked the line art reproduce-ability of this form, we thought it looked a bit too much like the woolmark logo.

In all, we spent too much time working on the logo. Gary, in his desperation, did an end-around and created his own logo and placed it on our products. This was done because, after all, we had to have something to put on shipping products. This was another logo based on the M (and, it seems, on Freddy Krueger).

As you can see, Gary even replaced the typeface we selected! His quest for a unified package design was next. This actually made us mad, because each product was a brand of its own and the entire concept of unified product packaging design seemed wrong.

What did we do to deserve this?

In all, I wasn't really satisfied with what came out of this process. Personally, I doubt Kai was either. Meta continued to create great products, nonetheless. Bryce, Painter, KPT, and Poser saw fantastic new versions. And Ray Dream Designer metamorphosed into Carrara, which was a very ambitious project and a great product in its own right.

And I just kept drawing new iconic logo designs. I knew that someday they might be useful to me. And someday the story would be told.

Knots

Knots are entanglement. They serve to bind, to secure, to tie. But the complex bonds that they represent are more than just bonds and complexity. There is actually a science to them.

Their overlapping, interweaving character is what makes them secure. Because of it, they don't fall apart. If you take one strand, you can't pull it away because it's entangled in the knot. This is one simple definition of a knot: no one strand can be removed without untying it.

In mathematics, a knot is a loop. The loop is officially embedded in three-dimensional space, but you can also embed it in the plane, if you consider, in addition, the crossing.

The overhand knot shown above is actually a trefoil knot with one cut. It is crucial to realize that any knot can be untied if the strand is cut.

In the real world, knots may be composed of more than one loop as well. An instance of this is two loops interlocking. Or the small weave is another good example.

Knots are important to sailors because ropes tie all things on a ship. Sometimes, like in the figure eight bend knot which can connect two ends of rope, they are designed to be strong, and yet untied in an instance so the two ends of rope can be disconnected.

In mathematics, again, there is a notion of a prime knot. This is a knot consisting of a loop that is indecomposable into a simpler prime knot. Each prime knot is defined by the number and configuration of their crossings. Cut the loop once and you can untie it.

The trefoil knot is the only prime knot with three crossings. It is one of the prototypes for the Valknut (along with the Borromean rings), a knot from Norse mythology. In the mathematical world, it is the simplest prime knot.

A simple figure-eight may be twisted and turned into a simple loop, called the unknot.

If you cut it at any place, you end up with the standard overhand knot, which is a knot in the middle of a single strand, used to thicken a strand so it might stay in place, for instance. This is called a stopper knot. A better stopper knot is the figure eight knot. Over, under, around, and through.

Some knots are really just intertwining of multiple strands. But these are not prime knots. A typical example of this is the simple 3-braid. This consists of three strands that are interwoven.

Pippi Longstocking (Pippi Långstrump in Sweden) probably braids her red pigtails this way. As did the Viking women more than a thousand years ago on Gotland.

Given three fibers, pretty much everybody knows how to make a braid. But really a braid can be made out of any number of fibers. In fact, the copper wire shielding on coaxial cable is braided in a pattern that wraps around in a circle, so it represents a higher-order of braid with a cylindrical connectivity. This kind of braid is less embeddable in the plane than, say, the 3-braid shown here.

In some ways, braids are a degenerate form of a weaving. But knots aren't really.

Knots are interesting to tie from rope. They have several uses. For instance, you can make a loop at the end of a rope for securing the rope to an object. This is a common knot, the slip knot. It has the distinction for being less secure than other knots made for the same purpose. For instance, the noose (shown) is a more secure loop end.

This is because, when you make a slip knot, it is important to take care that the part that slips is not the loose end. Otherwise it will slip right out. As you can see here, you make the connected end the part that slips and when you pull on it, it will become tighter.

To a point. And then the loose end will eventually pull through. Which is why a real noose additionally secures the loose end in some way. Using a figure eight knot as a stopper knot on the loose end is a good way to make sure it won't slip through eventually.

This is a very simple utilitarian knot.

But if you really need a good stopper knot at the end of a rope, try the double overhand knot. This knot is a bit larger than the overhand knot, more secure than the figure eight knot, and it's also probably easier to untie when you need to.

The double overhand knot is like an overhand knot, but you pass the loose end through one more time than usual. Once you have made the knot, then pull it tight and it makes a tight ball at the end of your rope that is very secure. It looks like the knot shown here. It makes one of the best stopper knots. When you don't want a rope to pull through a hole, you use this one.

It's secure enough to use when climbing, for instance.

If you want to learn how to tie proper knots, you can use the animated knot site, or their animated knot how-to apps.

Cryptography?

Anyway, knots are fun, and they have a mathematical basis that is even useful for cryptography. Imagine a digital signature scheme using a braid group, for instance. You can come up with standard notations for the prime knots also. More complex knots can be found to be decomposed into connected sums of prime knots. Unfortunately this is hard, like factoring numbers. And this is another reason why knot theory is sometimes used for cryptography.

Knots form groups and groups can be the source of endless interest.

Knot theory has often been identified by physicists as a basis for the process of quantum entanglement and other natural processes that occur at the subatomic level.

It seems that there is more to knots than meets the eye!