Images as logos

For the book jacket of Beautiful Evidence, I used 4 photographs (Nikon N90, 105mm macro,
Velvia film at probably ISO100) of our dog Max
diving into a pond.

The photographs were taken around 1995 in about 10 minutes as our young athletic
Golden Retriever

was learning to dive and retrieve. The cover designed itself and was ready a couple of
years before I

finished the book itself. The book jacket mock-up (wrapped around an earlier book of
mine) provided

inspiration to get on with my work on Beautiful Evidence.

Then quietly the cover images turned into the logo for the book and maybe for logo-less
Graphics Press.

The Max Diving logo is recognizable at fairly small sizes. For example, in its appearance
(a happy luck-out)

on the iPhone screen:

Or as a small ad at The New York Times website:

Unlike the twisted typography of conventional logos, the image-as-logo gets better and
better, revealing more detail,

as it gets larger and larger:

The 4 images of the cover provide a gentle multiplicity of logotypes (ala the MTV and
Google logos):

The Max Diving logo has some properties of classic engraved postage stamps: readable at
small sizes,

even more interesting at large sizes.