Behind-The-Scenes: Creating The PCH “Turn Back Time” Logo
What if you could go back to the year 2007 and make yourself the winner of a $5,000 A Week For Life giveaway? By now, you’d have accumulated 10 years’ worth of $5,000 weekly payments, equal to $2.6 million. Now, what if those payments kept going? That’s the idea behind the new “Turn Back Time” PCH SuperPrize – $2,600,000 immediately plus $5,000 A Week For Life!
Creating the “Turn Back Time” Design
The “Turn Back Time” SuperPrize needed an amazing logo, so PCH turned to Senior Designer Saverio Castelli.
The logo needed to “help people think about going back in time,” said Castelli. It also had to be instantly recognizable as a PCH SuperPrize, so Castelli built on proven concepts such as fonts and colors as a platform for his memorable design. “We also discussed things like clocks and circling back to help communicate the idea of turning back time.”
Castelli then took the design to a new level by adding the arrow graphic. “People typically don’t spend too much time looking at a logo,” he continued. “The arrow makes the logo easier for people to read and recognize. Then I added some subtle touches to make it stand out without steering away from the brand. It’s those small details that can really make an image come alive.”
The Power of A Logo
In Romeo and Juliet, William Shakespeare asked us to consider the importance of a name with the lines, “What’s in a name? That which we call a rose/By any other name would smell as sweet.”
Can the same be said of a logo? Logos often can communicate much more than just a brand. Don’t believe me? It’s true! Let’s say you’re on vacation in Beijing and you’re hungry. You see a sign for a restaurant (below) and wonder if you should eat there. What kind of food do they serve? How will you know what to order? Will it be any good?
Now, how about if the sign looked like this?
You still can’t read, write, or speak the language, but all of a sudden, you know exactly where you’re going. So as you can see, a logo can make all the difference in the world.
Enter To Win The Prize Of A Lifetime!
Speaking of making all the difference in the world, that’s exactly what could happen for the winner of the amazing new “Turn Back Time” SuperPrize! Right off the bat, the winner would receive $2,600,000 – equal to 10 years’ worth of $5,000 weekly payments. And those payments would keep going because the winner also would receive $5,000 A Week For Life. So if you haven’t been in it to win it for the past 10 years, don’t let another day go by!
Russell S.
PCH Creative
