FastCompany Magazine

The official Tumblr of Fast Company.

How A Bad Logo Moved Canada’s Creative Community To Action

When Heritage Canada released five possible logos to celebrate the country’s sesquicentennial, Canada’s design community responded with a resounding “hell, no.” Now, professional designers have taken it upon themselves to show the country how designing a commemorative mark is done.


What happens when you’re a Brooklyn-based illustration studio that releases an absurdly, ridiculously, profusely detailed chart of beer? Unable to top this perfect intersection of high-minded design and sudsy, sudsy illustration, do you just pop a cold one and close up shop? Or do you put a fresh coat of wax on that handlebar mustache, grab another cronut, and get back to work?

Pop Chart Lab did the latter, doubling down on their design that’s been in the works since 2010 to create this 60-by-40-inch malty monstrosity calledThe Magnificent Multitude of Beer. That’s 5 feet wide. In fact, once the crew added in a whole new level of beer subgenres—like West Coast IPA and vegetable beer—the print ended up so large that Pop Chart Lab had to find a new printing crew capable of handling the job.

"We live in a world that is so saturated by design and branding that these homemade begging signs just get drowned out…We want people to see these signs, and be curious about the person holding it.” 

The Signs for the Homeless project exchanges handwritten panhandling signs for colorfully illustrated, eye-catching recreations that aim to give the homeless a power that most of us take for granted: The power to be noticed.