What happens when you see a logo 100-plus times a day, but you never register recognition? A logo that if you asked 100 people to identify, only 5 might actually be able to tell you what it was, but all 100 would say “that looks familiar”?
Lamar and its invisible omnipresence interested me. I wanted to play with their wordmark, simultaneously instantly recognizable and almost nonexistent. For all its prominence in our culture, no one ever seems to remark on it. I wanted remarks.
Working with Lamar, I created plain white long sleeve t-shirts with their logo on the right breast. The intent was to take “Lamar” out of context, but in a straightforward way. The shirt almost blends in, yet its small, familiar green logo grates at the viewer: “Where have I seen that before?”