Classic Logo: Expo'74, 1972
Lloyd L. Carson’s 1972 logo for Expo'74
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The city of Spokane, Washington was the location of the 1974 Spokane World's Fair (Expo‘74), a small but grand exposition situated around the falls, rapids, and islands of the scenic Spokane River. The American city, which was undergoing a period of urban renewal and revitalisation, had decided to put itself forward as a World's Fair host in an effort to bolster the city’s reputation, economy, and tourism. As environmentalism was a popular and progressive topic, the theme of the exposition would be environmentally-minded and future-focused; “How Man Can Live, Work and Play in Harmony With His Environment”. This theme was central to the development of the Expo’s logo.
In a conscious decision to distance itself from the technology and innovation-driven expositions of the previous decade, Expo ’74 would include several high profile events where regional environmental issues would be discussed. the programme of events included a symposium on UN World Environment day. The event would be an opportunity for nations, industries, and organisations to showcase and discuss the possibilities for planet-friendly living.
The logo design for Expo‘74 was decided through a design competition, of which several Spokane designers took part. The symbol and selection committee of Expo‘74 were looking for something that could be used as a trademark; something memorable, functional and easy to reproduce in a variety of media. And, more importantly, it was essential that the logo reflect the spirit of the exposition, and in line with its environmental theme.
The committee selected the logo of Lloyd L. Carlson, a well known Spokane artist and graphic designer who had previously designed the city’s seal.
The abstract logo, unveiled in 1972, is a stylised adaptation of the Mobius strip; a three dimensional form to a flat plane. The improbable shape, first introduced by mathematician August Ferdinand Mobius in 1858, has no definable beginning nor end. As a continuous shape, Carlson’s design expresses a theme of continuity within the cycle of life as well as humankind’s perpetual relationship with the environment.
In a letter between Carlson and the organising committee chairman, the designer outlines his thinking and process behind the logo.
“By its nature,” he explains, “this symbol also suggests an ever-repeating ‘trinity’ of themes already expressed in words about the exposition’s concept of how man can live in harmony, work in harmony, play in harmony with his outdoor environment.”
In the letter, Carlson goes on to explain that the triad concept runs further through the design thinking, where “each area expresses and specifies an objective within the exposition’s three themes.” This is where the selected colours of white, blue, and green are also significant. When viewed through the context of “man’s environment”, they represent cleanliness of fresh air; purity of clean water; and unspoiled natural beauty of plants and trees, respectively. Within the context of “play in harmony”, each unit represents a form of recreation: (white) winter sports, (blue) water sports, and (green) summer outdoor recreation on land. Finally, considering the theme of “living in harmony”, the units represent keeping rivers and streams pollution free; maintaining fresh air; and finding solutions to industrial pollution problems.
As Carlson concludes, the symbol meets the Expo’s criteria, describing it as
“a simple yet powerful form, which is universal in concept yet specific in application.”
Complimenting the logo, the designers settled on the typeface ‘Harry’, selected because the designers ‘felt tired’ of Helvetica and wanted something with more individuality. However, it was later said to have not been ideal, and suffered from broken patterns in spacing and, if not tracked tightly, become difficult to read.
The fair's opening ceremony took place on May 4, 1974, and closed on the 3rd November. In the decade following Expo‘74, the city of Spokane saw a period of economic growth thanks to the national and international recognition the event provided.
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