Oh The Humanity

For our second day of food-related blogging, I’d like an answer to the question: Who removed the blimp from Blimpie? Oh the humanity … Why did Blimpie replace their iconic Blimp mark with a line of unadorned, flawlessly geometric Futura Extra Bold (bottom)? The riddle is as befuddling as “who was responsible for the explosion of the Hindenburg?” The typographic mnemonic for the sub sandwich may have been inelegant, but reducing the logo to these generic characters does not make the popular fast food chain any more appetizing or memorable. In fact, now the logo reads Blim Pie. What is a Blim Pie anyhoo?

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About Steven Heller

Steven Heller is the co-chair of the SVA MFA Designer /Designer as Author + Entrepreneur program, writes frequently for Wired and Design Observer. He is also the author of over 170 books on design and visual culture. He received the 1999 AIGA Medal and is the 2011 recipient of the Smithsonian National Design Award.

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