F & C

I think this is a very effective logo that contains more than initially meets the eye. When the viewer firsts observes this mark, it easily reads the word “Thirteen”, as it should, but upon further inspection one starts to realize that there are missing characters. While at first that may seem like the case, but in truth it is not, and this is where the connections between content and form come in. Herb Lubalin’s goal here was to visually recreate the word “Thirteen” while still making it visually interesting, so what he did was shorten the overall length of the word by subtracting parts of letter forms and combining them with others. The result is the illusion of a shortened word that still contains all of its letters.