A New Mark for America

Posted inThe Daily Heller
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In the late ’80s and early ’90s, the Jeffries Banknote Company of Los Angeles commissioned LA designers to contribute to its “Evolution” series of conceptual booklets. I don’t know how many issues were produced, but Number 1, conceived and designed by Advertising Designers, Inc., under the creative direction of Carl Seltzer, was produced in seven colors on a five-color press. The theme was the design of a new mark for the U.S. Government.

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The parameters included keeping the “most recognizable elements” and “the colors associated with the country,” and then integrating these into a mark. Can you see the eagle?

Sadly the money below doesn’t quite live up to the authority of the classic greenback—it looks rather like raffle tickets. But maybe there is prescience in that.

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