Sometimes designers aren’t happy with just creating an exceptional logo, they have to put hidden messages in their design as well.

We’ve already covered five of them on this blog previously, but now designers aren’t content with keeping it in the logos. Frederik Molenschot and Susanne Happle have come up with Solid Poetry, a way to hide messages and design on concrete. Whilst it remains dry the concrete retains it’s normal dull appearance but when it becomes wet it becomes two tone, revealing the design inherent.

The designs created by Molenschot and Happle are very attractive, but it’s worth considering the functional application of this. For example, you could use it as a flooring material which comes up with the message ‘Careful, floor wet’, or as the wall material in a club which has designs in the wall which come out as the night progresses and the room becomes more humid.

However, there is a lesson here, there isn’t much point in hiding design just for the sake of it. As Jared Spool said “Good design, when it’s done well, becomes invisible”. Sometimes designers can be too clever for their own good, over-complicating their design until it starts to detract from the original purpose of the event. The idea of clever design is attractive, but the most intelligent design is the one that works.

Do you have a great idea but don’t know how to realise it? Why not submit a brief?

This blog by Will van Wyngaarden, blur Group Brief Manager