
I think that OXO is probably my favourite product name and logo of all time. Look at it how you will - horizontally, vertically, upside down, in a mirror - it works. In its original form it had a quality that was almost mystical, simultaneously reminiscent of hieroglyphs and numerals, football pools, games of hopscotch and noughts and crosses, hugs and kisses at the end of a letter or text message...quite magical.
And as a product name what could be more succinct or direct? It's an ox in a box. Oxo. I love the way that early advertisers thought it sufficient to simply stick an 'o' on the end of a word that evoked the product. Brasso, Silvo, Rinso, Draino. They all do the job, and you can pretty well guess what that job is. Esso seems a bit obscure, until you remember that petrol used to be known as essence. Not sure about Omo...

So the OXO logo is design perfection. Or rather it used to be, because of course they had to go and mess with it. The two circles became egg-shaped, with offset centres, and the cross a bit curvy and long-legged. They made it so that you could only look at it the one way up, and so now it pains me to look at it at all. I wonder if they ever really knew what it was that they had.
Here's another lovely piece of design. Oban whisky. I was looking at a row of malt whisky bottles on a shelf not so long ago (I suppose I might have been in a bar at the time) and considering their various merits. Each bottle seemed to be trying to give out the same message: 'I am an aged and very special single malt, from a one-goat Hebridean island that you've never heard of. My provenance is impeccable, and my peatiness undeniable. And look, they've given me this fancy bottle to attract your attention. Try pronouncing my name and watch the barman sneer. You probably couldn't afford me anyway.'
And it's true. Some of those bottles were very fancy indeed - high shouldered ones, dumpy ones, dimpled and medallioned ones, bottles bedizened in jewels and gold netting. And some of the names, well, you'd need to take a pretty good run up to stand any chance of clearing them.
But a few of them had gone the other way, the simple-is-classy route of plain black and white labels, and decently proportioned bottles. That doesn't fool me either, quiet understatement being just as much an advertising ploy as bawling through a megaphone. Laphroaig and Talisker were pretty good in this department, though, and not far behind what was for me the leader: Oban.
Look at that label. The brand name, OBAN, just four letters, rendered in capitals for a sturdy symmetry. The paragraphs of type, neatly justified, the copy no doubt attempting to justify the ruinous effects of the contents on your liver and pocket. The whole underlaid with a pretty illustration of sea birds (we're on an island don't forget) and the number 14 to indicate just how many years this stuff has been waiting for you to show up. Beautiful.

The general feel is vaguely pharmaceutical. It smacks of the apothecary, gives you the sense that it might be just what the doctor ordered.
At first glance the bottle also seems perfect, straight sides and long neck, as unpretentious as an everyday table wine. But the sides are actually very slightly tapered, and the neck a little bulbous - more complicated than it need be, as though the designers had lost the confidence to make it completely featureless. Pity about that.

I saw this third example of simplicity in design on the site of dovegreyreader (see left somewhere) and was immediately struck by it. Personal taste will always be a factor, and I happen to be interested in scraperboard and woodcut illustration, so this one's off to a good start with me if only for that reason. But I think it works in so many ways. Competition is intense, shelves are crowded, and bookjackets have to work hard to attract the attention of the potential customer. One way of succeeding is to define a target readership, and then reach out and grab it by the cravat. And this design does exactly that.
The subject of Justine Picardie's book is Daphne du Maurier. Anyone who has read du Maurier will have read
Rebecca, her gothic novel centring on the stately home of Manderley, and so the illustration of a whacking great house coupled with the title
Daphne will have immediate resonance with those readers. The strong thirties feel to the design, lent by the typeface, colour, and classic illustration technique, is also totally appropriate to the subject. This is the equivalent of advertising Stannah stairlifts in The Lady. Your readers may not be in the immediate market for one, but by God they'll know where you're coming from. Dovegreyreader makes the astute comment that the colour of this bookjacket is 'pure Farrow and Ball' - a reference that will be well understood by the likely demographic. I love it. A job well done.
So here are three great examples of simplicity in design. Will I be buying any of these beautiful objects? Probably not. I rarely use Oxo cubes, don't drink whisky, and would be more likely to read a book by Daphne du Maurier than one about her.
I appreciate the effort, though.