Ceci n’est pas une abacus

An abacus is an ancient calculator of sorts. Maybe ancient is too old of a word since many cultures still use abaci today. Although they vary from culture to culture most have beads suspended on metal rods in a frame. So how do you make an abacus into a logo? Well, as with many other literal word-as-company name, the temptation is to be well, literal. Apple, Shell, Target and others have all done very well with the literal route however for my personal taste, they’re a bit boring. I always want something a bit unexpected. After all, if your company’s name is Key, do you need to show a picture of a key or do you use the opportunity to say something else? Maybe you do need to show a key. Abacus, “a leading marketing solutions provider” recently changed their logo from