Pixels + time = comedy

A journey through time and space with one of my oldest sites

It’s a good thing none of my old sites are around today. For one thing, many of them used Flash. Gratuitously. And while we didn’t have to think about responsive layouts or breakpoints, we did have to contend with displays that are tiny compared to today’s screens.

In fact, a 1998 iMac had a display resolution of 800 by 600 pixels. With browser chrome, the effective canvas shrunk to about 650 by 440 pixels. Talk about a design constraint.

Partying like it’s 1999

Among the sites I designed in 1999 was one for the Lionsgate documentary by Errol Morris, Mr. Death: The Rise and Fall of Fred A. Leuchter, Jr. (It’s a powerful and disturbing doc, if that’s your bag.)

Here’s how it looked on an all-in-one iMac from the period:

The original iMac’s 13.8" (viewable) screen had a resolution of 800 x 600.

Not too shabby. This was when we were told to mind the fold. Also, when home pages were supposed to look like posters, not portals. Anyway, the 650 pixel site width fit right in. Get it? Fit right in? Sorry.

PS Internet Explorer 5! Just sayin’.

Give us 1024 or give us a poor user experience!

Even in the stone ages, some people had larger monitors. Here’s how the site looked on a second generation iMac from 2002:

A second generation iMac with a 15" screen had a resolution of 1024 x 768.

Wunderbar—if you’re a fan of negative space. Nothing’s expanding to fit the viewport here, nosiree. Nonetheless, it works. Kind of.

And now I’d like to direct your attention to the gaping chasm on the right side of the browser—that, folks, is the Grand Canyon!

We used to pin our sites to the upper left corner of the browser to avoid clipping the edges at lower resolutions. At higher resolutions, this left things hanging. Get it? Left things hanging? Sigh.

You don’t see many left-aligned sites anymore. Thankfully.

Fast forward to 2016. I mean, 2560.

If the Mr. Death site weren’t…dead, here’s what it would look like on my 27" Thunderbolt Display:

The 27" Apple Thunderbolt Display has a resolution of 2560 x 1440.

Gah! My eyes! The tiny site occupies less than a quarter of the screen.

And now things get weird.

Here’s how Mr. Death looks on an iPhone 6S Plus:

The 5.5" screen on an iPhone 6S Plus has a resolution of 1920 x 1080.

Okay, that’s just stupid. Apple recommends a 44 pixel hit area for all tap targets. The entire site is basically one large tap target!


Of course, we were designing for what was, not for what might be. We dreamt of larger screens with more pixels, but we also had to play the cards we were dealt.

And guess what: the things we’re designing today? They’re going to be just as obsolete in 10–15 years. Trust me. I know. I’ve been there.

Our new logo

We'd like to tell you that our redesigned logo is a sign of our renewed commitment to our core brand attributes of innovation, integrity, and service. We'd hope to say that our new logo builds upon our unique heritage, but also allows us to take a bold new step forward into a future that requires greater adaptability and innovation than ever before. 

We hope that you'll see that our new logo represents both solidity and movement, steadfastness and adaptability, and sends a clear signal that we're building on our long-established history while opening the next exciting chapter of our brand story.

But the truth is that we just got tired of the old logo the same way you wake up one day and decide it's time to paint the bathroom. Also, our biggest competitor recently refreshed their logo and got a lot of press for it.

Plus, the marketing team was recently criticized for not "moving the needle" enough in Q3.

That's why we recently solicited bids from some of the most prestigious branding and identity agencies in the world. After weeks of thoughtful due diligence, we selected a creative partner we felt would be able to interpret the spirit — the very essence — of who we are as an organization, and manifest that in a brand identity that reflected us in a way that was fresh, unique, and yet somehow familiar

And in fact our agency partner delivered above and beyond our wildest expectations. Too much so, in fact. The work they developed was just a little too fresh, a little too innovative, and maybe not quite familiar enough.

So after all was said and done, we ended up settling on a logo that was designed by Sue in Accounting. And we're damn proud of it.