Rectangles, what do they mean? According to whiteriverdesign.com, these shapes represent stability. In fact, the rectangle is the most commonly used area shape in logo design. The reason for its popularity, apparently, is that it is a trusted familiar shape that represents honesty, solidity and stability. As squares and rectangles have straight lines and right angles they have a very mathematical, balanced feel. These shapes scream rationality, practicality and conformity. Rectangles are neither flashy nor attention-seeking – some may even venture they are boring – but clever designers will twist or turn them to add interest to a design. Enter the Reverso book from Jaeger-LeCoultre. That final idea of added interest is poignant when we are considering the Reverso. The fundamental concept of the Reverso rectangular case being able to turn, makes it in addition to its balanced design, a talking point. And not to mention a space for interpretation, complications and case art, from a simple monogram to lacquerwork and miniature art, something JLC has shown us over the years. Though starting out as a purely protective measure for polo players in the early 20th century, the Reverso presents another face that can remain minimalist, decorated or even surprise…
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