I have been aware of the MtBuller identity for some time but have never really taken much notice of it.
I thought it was a pleasant take on the snow crystal idea and left it at that.
Then last week, I had a eureka moment, when I discovered that the bottom part of the logo was a snow capped mountain (MtBuller)
The same thing happened a few years back when Federal Express made an image change.
I wondered what all the fuss was about, after all it was just a couple of words fused together in a rather ordinary sans serif typeface.
Then I noticed the arrow between the ‘E’ and the ‘x’ in Express.
It these little extras that make a good design and help both the logo and the brand to be remembered.
It’s also the consumer’s reward for taking notice and my surprise at being so unobservant.
