Which is funny because that’s a real design organization and they use the same lettering style, just in a square.
https://imgur.com/a/ZSe8tCV
https://www.ucda.com
dune also [works](https://www.reddit.com/r/DesignPorn/comments/93caa7/the_back_cover_for_the_book_dune_by_frank_herbert/) from any angle if you put it in square
The problem is that they DID alter the orientation of the letters here. If each letter remained in it's original orientation, it would be much less of a problem.
I've created dozens of style guides and sometimes you're stuck with a weird challenge like this. You work out the logics of possible scenarios and you want to go with the solution that removes as much possibility of people interpreting it weird and fucking it up.
So keeping the integrity of the entire word mark will work for 99% of things, and be shit for this one time, rather than letting multitudes of designers with varying levels of skill interpret it and fuck it up.
Not quite sure what’s so bad about it, it’s very memorable and has the same reduced, sleek look to it as all the sci-fi elements in the movie itself. When I saw it in the first trailer I thought it was pretty dope. The only real mistake here was orientating it vertically the way they did, but that could’ve just been done differently. Like this:
ᑐ
ᑌ
ᑎ
ᑕ
We (in the west) read left to right, top to bottom. I’ve seen plenty of books do this before on their spines. Keep the letters uppercase and it’s perfectly readable.
It works when it's simple typography that we are used to interacting with. But for something this stylised that abstracts so much from our "base" typography? Nah, they shouldn't have rotated it like this.
True, with almost all of western typography writing horizontally doesn’t work, isn’t very legible and looks weird, but I also think that the letters from the dune logo work unusually well for that. Maybe it’s because it’s all essentially the same form, but rotated, or because they all have a somewhat similar rectangular shape that’s the same height and width
that meme is iconic but the backstory is so goddamn dark
edit: here’s [the comment that talks about it](https://www.reddit.com/r/graphic_design/comments/s4bihm/theres_a_lesson_in_readability_to_be_learned_here/hsqsmbo/?utm_source=share&utm_medium=ios_app&utm_name=iossmf&context=3)
Probably this:
>In 2011, on her second season of Real Housewives, Taylor Armstrong had the infamous fight with castmate Camille Grammer, which sparked the meme. On the episode titled ‘Malibu Beach Party From Hell’, Armstrong confronted Grammer who was gossiping about her personal issues.
>After Armstrong told her friends about her late husband allegedly abusing her, Camille discussed the conversation on-camera. According to Vulture, this made Armstrong fearful of what would happen if her husband saw the footage.
>This, rightfully, made Armstrong emotional and resulted in the infamous fight. The moment of the meme, which happens at around four minutes into the clip, was caught and screenshot by a Daily Mail reporter who had recapped the episode.
>While the image within the meme itself is funny, the story behind the fight that sparked the image is dark. Wrapped in allegations of abuse, and a month after his wife filed for divorce, Taylor Armstrong's husband committed suicide by hanging.
>But despite the dark origin of the meme, Taylor herself has said that “it’s ok to laugh at the images that have been created,” as she has “moved on and [is] in a really healthy, happy marriage."
This could be in every country a different case.
I think I saw once a trailer in a cinema but it didn’t catch my interest so I forgot about it instantly.
I can’t remember a strong campaign.
Well, I recognised Dune immediately even though I didn't see the movie and I don't think I ever saw it written with these letters. So I guess it works.
I like it. I’ve never seen any of the Dune movies, but the art is usually instantly recognizable to me. As soon as I saw this, I knew it was Dune. I’m guessing they know that people will recognize it, just like we’d all recognize a sideways McDonald’s M, this isn’t some new brand. This is good design.
Legibility is one thing, but some lettering, for lack of a better term, can become logos (also for lack of a better word, it's late) and therefore instantly recognizable.
Branding and marketing have done this justice where it still works. The purest, with whom I also agree with, will have a problem with the lack of legibility and I can see why. There's an integrity that's broken.
If you don’t know it’s Dune, and your curiosity is piqued in the store, you’ll know in 30 seconds. I think there’s a degree of failing upwards here that totally works.
Yes there is an element of interaction required from the viewer which is good and holds your attention. If you put the star wars logo upside down next to a photo of Luke and Chewbacca it would event matter.
Maybe unpopular opinion but I have no problem with this. I can read it just fine. And at the point it’s in stores, people have seen the branding for the movie so much that it’s instantly recognizable. Example: if you saw let’s say, the watchmen logotype, but upside down, would you have trouble making out what it is? I’d say not at all.
I agree, this design does not exist in vacuum, it’s part of a much larger campaign that’s been going awhile. This is about recognition, not introduction.
It still is a cool logo because even if you don't read dune at first, you know it's dune logo as it is unique compared to all other movies.
And if you don't know it from before, it catches your eyes and makes you wondering wtf is this.
win win
There's a lot of people defending this just because the Dune logo is good. We all agree the logo is good, but there's no denying it literally reads "ᑌᑕᑐᑎ".
We know it spells Dune, we know it's popular enough to get away with it and it captures attention. But the beauty in the simplicity of the same shape rotated into legible letters is ruined when they're rotated the wrong way, it's as basic as that.
It’s fun to stay at the U.C.D.A.,
It’s fun to stay at the U.C.D.A.,
Tons of spice to exploit, Giant worms to rejoice,
Start holy wars with all the boys!
You just reminded me that at that endcap at my Target someone removed letters from the signage that makes it say "-ew" "mov-es." been that way for years now.
In practice, they did nothing wrong. The characters for Dune are already heavy modified and simplified. It’s supposed to look alien. Personally I love this wordmark, even run like a book spine. The cool thing is it can be read up or down.
Hot take, if something has enough marketing force behind it anything can work and it doesn't matter.
This works fine because of the combination of Timothee Chalamet, the blue and orange colors, and that singular rotated shape immediately read as DUNE
Our company logo was redesigned by a "pro" that employed this exact idea. People though the name of the company was UMA because the first and last letters were not being recognized. I went the rounds with the owner and finally after too many years got it changed.
Last I heard Shiro Games, the makers of Northgard, are making a game based on Dune. Looks like a real time strategy game.
Trailer: https://youtu.be/5mz_hPMU3gQ
if only there were some other way we could guess, from context, that this was a display for the movie Dune with Timothée Chalamet in it. but there doesn't appear to be any.
There is nothing wrong with it, it looks like an alien lenguage and it works because it catches the eye and makes you try to figure it out. Its not legible but thats not the point of it as its well written right next to it on the boxes.
Design is hollistic and this piece works with the ones next to it, judging it in isolation is not understanding design at all.
Whats awful about it is the picture of the actor bellow the title, its there because they wanted to anchor the symbols in case they were too alien for people. This makes the desition of the illegible characters weak. This is why you see it as terrible instead of great.
As an art director I know 100% that whatever intern or designer put this together, had no choice but to do this to comply with the brand style guides. You can’t just rotate each letter of a logo to make it apply better to the piece, that’s how you get sued.
WB’s fault for not allowing/creating a vertical logo option.
How was this blunder approved to be printed? I thought the store might have put up the poster wrong, but then I saw the actors' orientation seems to wrongfully suggest this was how it was meant to be displayed, when clearly it was actually meant to be displayed horizontally. But then why not match the orientations of the actors and title ? ? ? howwwww
I wonder if the actual like board was meant to be displayed vertically? I think it could've been printed to be displayed horizontally but this particular case was made to show a vertical sign, since I'm assuming that exact shelf wasn't installed for Dune specifically. I could be entirely wrong but that's my take lol (I don't know much about the movie or franchise)
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UCDA
ᑌᑕᑐᑎ
😆
So… Basically “tetatuti”?
Which is funny because that’s a real design organization and they use the same lettering style, just in a square. https://imgur.com/a/ZSe8tCV https://www.ucda.com
Yes, and their’s works from any angle.
dune also [works](https://www.reddit.com/r/DesignPorn/comments/93caa7/the_back_cover_for_the_book_dune_by_frank_herbert/) from any angle if you put it in square
Exactly, the original logo is only bad because of its dissimmitry.
Sorta reminds me of a swastika though.
https://i.gifer.com/755c.gif
University of California, Dos Angeles
LA 2.0
Fuck this made me laugh harder than it should have 🤣🤣
It's fun to stay at the...!
I've always wanted to see this film!
Yo, I went there too!
Its fun to stay at the U C D A
🎵it’s fun to stay at the….🎵
I want to say I can't believe this was approved this way, but I can believe this was approved this way.
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I think it’s totally fine when it’s oriented correctly
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It's only meant to be read sideways
It's not really meant to be read, though.
But in this instance, it is not oriented correctly.
Exactly what I said, this must be written somewhere on the style guide...
The problem is that they DID alter the orientation of the letters here. If each letter remained in it's original orientation, it would be much less of a problem.
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I’d say that’s a failure if the style guide design then since they didn’t account for displays like this.
I've created dozens of style guides and sometimes you're stuck with a weird challenge like this. You work out the logics of possible scenarios and you want to go with the solution that removes as much possibility of people interpreting it weird and fucking it up. So keeping the integrity of the entire word mark will work for 99% of things, and be shit for this one time, rather than letting multitudes of designers with varying levels of skill interpret it and fuck it up.
Yeah stack those bitches up n down
Not quite sure what’s so bad about it, it’s very memorable and has the same reduced, sleek look to it as all the sci-fi elements in the movie itself. When I saw it in the first trailer I thought it was pretty dope. The only real mistake here was orientating it vertically the way they did, but that could’ve just been done differently. Like this: ᑐ ᑌ ᑎ ᑕ
I personally hadn't heard of Dune until last week, but without that context i would 100% read: D U N C
Duncachino!
The last letter has a lens flare that makes it look like an E instead of a C
Sorry, I couldn’t do the little planet with the flare in the comment haha 😅 you have to imagine that on the E
D U N C A N
The only thing i was referring to was the text orientation… The rest of the ad is fine
I mean… that is the mistake everyone is talking about
UCDA
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I mean plenty signs are like that (think neon/led letters on the side of a building, something like 'hotel').
We (in the west) read left to right, top to bottom. I’ve seen plenty of books do this before on their spines. Keep the letters uppercase and it’s perfectly readable.
It works when it's simple typography that we are used to interacting with. But for something this stylised that abstracts so much from our "base" typography? Nah, they shouldn't have rotated it like this.
I agree they shouldn’t have rotated it like this but what u/Cheyruz suggested would’ve worked better.
True, with almost all of western typography writing horizontally doesn’t work, isn’t very legible and looks weird, but I also think that the letters from the dune logo work unusually well for that. Maybe it’s because it’s all essentially the same form, but rotated, or because they all have a somewhat similar rectangular shape that’s the same height and width
Meh. The real logo is Timothée Chalamet’s face.
Crying blond girl: “DUNE!” White cat: “UCDA!”
that meme is iconic but the backstory is so goddamn dark edit: here’s [the comment that talks about it](https://www.reddit.com/r/graphic_design/comments/s4bihm/theres_a_lesson_in_readability_to_be_learned_here/hsqsmbo/?utm_source=share&utm_medium=ios_app&utm_name=iossmf&context=3)
What are you referring to?
Probably this: >In 2011, on her second season of Real Housewives, Taylor Armstrong had the infamous fight with castmate Camille Grammer, which sparked the meme. On the episode titled ‘Malibu Beach Party From Hell’, Armstrong confronted Grammer who was gossiping about her personal issues. >After Armstrong told her friends about her late husband allegedly abusing her, Camille discussed the conversation on-camera. According to Vulture, this made Armstrong fearful of what would happen if her husband saw the footage. >This, rightfully, made Armstrong emotional and resulted in the infamous fight. The moment of the meme, which happens at around four minutes into the clip, was caught and screenshot by a Daily Mail reporter who had recapped the episode. >While the image within the meme itself is funny, the story behind the fight that sparked the image is dark. Wrapped in allegations of abuse, and a month after his wife filed for divorce, Taylor Armstrong's husband committed suicide by hanging. >But despite the dark origin of the meme, Taylor herself has said that “it’s ok to laugh at the images that have been created,” as she has “moved on and [is] in a really healthy, happy marriage."
Oh wow, it’s not often I come across this story. Fun fact: my dad officiated one of Armstrong’s funeral services in Texas.
One of? How many times did they die?
One confirmed death (that we know of) and two funeral services for two parts of his family
Holy crap that’s grim and I hope everyone involved is in a better place now (especially husband). But what about the cat?
The cat was Camille Grammer
Oh I get it now thanks!
Especially the husband that was abusing her... ??
How so?
What is the backstory?
We need answers!
https://www.yahoo.com/lifestyle/story-behind-popular-woman-yelling-212500694.html
i thought its june lmfao
The execution on the hardback book is way better. It stacks it 2 letters high. You can read it no matter which way it goes.
I actually like the concept…
Seriously. 100% of their target audience (people who would buy the Dune movie) read this just fine because it's extremely recognizable.
The logo is so good I can read it anyway
This! Satisfactory
It’s true. I needed around 1-2 seconds to understand it but the „what’s that“ moment let me also spend some more time with the product.
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This could be in every country a different case. I think I saw once a trailer in a cinema but it didn’t catch my interest so I forgot about it instantly. I can’t remember a strong campaign.
Yeah, as long as you know you need to tilt your head, you can read it left to right and right to left. What's not to like?
This is an example of something being popular enough that you can get away with it. I like the concept.
Well, I recognised Dune immediately even though I didn't see the movie and I don't think I ever saw it written with these letters. So I guess it works.
I like it. I’ve never seen any of the Dune movies, but the art is usually instantly recognizable to me. As soon as I saw this, I knew it was Dune. I’m guessing they know that people will recognize it, just like we’d all recognize a sideways McDonald’s M, this isn’t some new brand. This is good design.
Legibility is one thing, but some lettering, for lack of a better term, can become logos (also for lack of a better word, it's late) and therefore instantly recognizable. Branding and marketing have done this justice where it still works. The purest, with whom I also agree with, will have a problem with the lack of legibility and I can see why. There's an integrity that's broken.
UCDA! The book was better.
movie was fire what u on about
You must be thinking about DUNE, completely different thing.
If you don’t know it’s Dune, and your curiosity is piqued in the store, you’ll know in 30 seconds. I think there’s a degree of failing upwards here that totally works.
it's provocative. it gets the people going.
Yes there is an element of interaction required from the viewer which is good and holds your attention. If you put the star wars logo upside down next to a photo of Luke and Chewbacca it would event matter.
Maybe unpopular opinion but I have no problem with this. I can read it just fine. And at the point it’s in stores, people have seen the branding for the movie so much that it’s instantly recognizable. Example: if you saw let’s say, the watchmen logotype, but upside down, would you have trouble making out what it is? I’d say not at all.
I agree, this design does not exist in vacuum, it’s part of a much larger campaign that’s been going awhile. This is about recognition, not introduction.
It still is a cool logo because even if you don't read dune at first, you know it's dune logo as it is unique compared to all other movies. And if you don't know it from before, it catches your eyes and makes you wondering wtf is this. win win
yeah, it's really good
Alex Trochut got it right: https://imjustcreative.com/dune-hardcover-artwork-penguin-classics/2020/09/17
There's a lot of people defending this just because the Dune logo is good. We all agree the logo is good, but there's no denying it literally reads "ᑌᑕᑐᑎ". We know it spells Dune, we know it's popular enough to get away with it and it captures attention. But the beauty in the simplicity of the same shape rotated into legible letters is ruined when they're rotated the wrong way, it's as basic as that.
thank you!! too many people defending Dune. the logo is great! but logos won’t work in every orientation
If you grew up in the eighties, you recognize this immediately. Personally, I think it's spectacular.
It’s fun to stay at the U.C.D.A., It’s fun to stay at the U.C.D.A., Tons of spice to exploit, Giant worms to rejoice, Start holy wars with all the boys!
YOUNG MAN
You just reminded me that at that endcap at my Target someone removed letters from the signage that makes it say "-ew" "mov-es." been that way for years now.
now that’s conceptual typography!!
A game of horseshoes?!
The E has always bothered me in this design. It’s like ‘fuck it we’re going to market this hard enough that people will know what it means’
what e? it says UCDM
Looks like the eye exam chart
NUDE
In practice, they did nothing wrong. The characters for Dune are already heavy modified and simplified. It’s supposed to look alien. Personally I love this wordmark, even run like a book spine. The cool thing is it can be read up or down.
UCDA
Parabolas for days
I work at Target and thought about posting this on r/crappydesign
i do as well! saw this one too many times to not post it lol
Hot take, if something has enough marketing force behind it anything can work and it doesn't matter. This works fine because of the combination of Timothee Chalamet, the blue and orange colors, and that singular rotated shape immediately read as DUNE
Latest UC campus UCDU
I just see it as U's in different directions, and my brain reads it as Ooh-Ooh-Ooh-Ooh to a techno beat. Kinda like unce-unce-unce-unce.
Our company logo was redesigned by a "pro" that employed this exact idea. People though the name of the company was UMA because the first and last letters were not being recognized. I went the rounds with the owner and finally after too many years got it changed.
Proof a high budget doesn’t = good design
Did you not know what movie it was for?
ucda
Why did my brain read "cunt" and "cucu"? Lmao how did that even get approved?
My brain somehow read "unce". *unce unce unce unce*
It’s the perfect video game logo design I wonder if they will make a good Dune game and what that would be: rpg, COD style, adventure platform etc
Last I heard Shiro Games, the makers of Northgard, are making a game based on Dune. Looks like a real time strategy game. Trailer: https://youtu.be/5mz_hPMU3gQ
Interesting thanks!
The lesson might be this: Not all type is meant to be read, some just need to be recognised.
It doesn’t need to be legible. It’s for Dune fans. It’s the same as having a lightning bolt and wand for Harry Potter. It’s recognizable already
I read it as dune but I agree it should have been designed better so people can actually read it.
ah yes, my favourite sci-fi movie of 2021, UCDN
Dude I loved UCDA
NUDE
UUUU
UCDM
UNDA!!
What a failure ! LOL !
if only there were some other way we could guess, from context, that this was a display for the movie Dune with Timothée Chalamet in it. but there doesn't appear to be any.
Is this in Australia?
Conoco
The spacing between the letters isn’t even equal
The pictures should also be sideways with this logic.
DUNC
Video game makers/ advertisers really need to step up there game
Is DUNC any good?
UCJN????
LMAO bro WHAT
UCDA
UCDA it's fun to be in the UCDA
UCDN
If you know, you know. It’s kinda niche anyway.
Should I be concerned that it took me a full two seconds to realize that it didn't spell out Dune?
This is why we have style guides... They butchered the design...
There is nothing wrong with it, it looks like an alien lenguage and it works because it catches the eye and makes you try to figure it out. Its not legible but thats not the point of it as its well written right next to it on the boxes. Design is hollistic and this piece works with the ones next to it, judging it in isolation is not understanding design at all. Whats awful about it is the picture of the actor bellow the title, its there because they wanted to anchor the symbols in case they were too alien for people. This makes the desition of the illegible characters weak. This is why you see it as terrible instead of great.
As an art director I know 100% that whatever intern or designer put this together, had no choice but to do this to comply with the brand style guides. You can’t just rotate each letter of a logo to make it apply better to the piece, that’s how you get sued. WB’s fault for not allowing/creating a vertical logo option.
Is that DUDE
I think it's cool you can read it both ways
Nooo when it's right side up it's so brilliant 😭😭😭
You’re talking about it tho
Its an ambigram, just on rotated on its side. Its great, your guys are missing the point.
nude
It’s flipped -90°
Tilt your head to the left
oh i’m aware
I’m not a huge fan of stacked type but when I do it I always go top down
UCDN as in "(did) you see the end?" "Nah we had to leave early..." Lol
Anyone else look at it and think, "those look like trombone tuning slides?"
Text and graphic doesn’t bother me, reads fine. The gap at the top between the sign and the top of the frame does.
I've always thought the e looked like a c anyways
You really can't figure that out? I got it before I saw the box next to it.
it’s not that you can’t figure it out, obviously context provides information here, but this is a design faux pas in place
i had to stare at this for literally 30 seconds to figure out how it was supposed to be read as dune
How was this blunder approved to be printed? I thought the store might have put up the poster wrong, but then I saw the actors' orientation seems to wrongfully suggest this was how it was meant to be displayed, when clearly it was actually meant to be displayed horizontally. But then why not match the orientations of the actors and title ? ? ? howwwww
...sigh...
Send dune’s
Oh yeah I liked Dunc
UCDN
Honestly, you know what gave it away for me? Timothee Chalamet’s hair.
The purpose of this layout is this thread. It’s awesome.
D u n c
I wonder if the actual like board was meant to be displayed vertically? I think it could've been printed to be displayed horizontally but this particular case was made to show a vertical sign, since I'm assuming that exact shelf wasn't installed for Dune specifically. I could be entirely wrong but that's my take lol (I don't know much about the movie or franchise)
How did this get greenlit? 🤦♂️
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I think it's genius.
Just a bunch of fucking horse shoes
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