Tanner Woodford, a visual communication design student at Arizona State University, chronicled every brand, logo, identity and symbol that he interacted with throughout the day to develop his brand clock, titled Interaction. I bought a poster copy to hang in my office and emailed him with a question: “Why are some logos faded/washed out while others are bold/brilliant? Was that to reflect a different interaction or observation with that brand?”
His response: “You’re actually the first person to ask me about that. You are correct. The fully bright logos are the ones I interacted with directly. The faded logos are the ones I observed, but did not directly interact with. For example, a bright logo would be my shirt, hat, personal computer, etc. A faded logo would be my friend’s water bottle, an identity on a billboard I’m passing, etc.”
It’s pretty clear that Tanner used a Moleskine for keeping track of the brands.