Metrocraft was a U.S. publishing company whose 1977 logo gained renewed attention decades later when observers noted its resemblance to the mark introduced by the online publishing platform Medium. The comparison was highlighted in a 2017 article by 99% Invisible, which pointed out that both logos created a three-dimensional letter by folding a flat plane.[1]
Design and History
The Metrocraft logo dates to 1977 and was documented in Trademarks & Symbols of the World: The Alphabet in Design, a design reference book by Yasaburo Kuwayama published in 1989.[1] The mark consists of an “M” constructed to appear three-dimensional, as if a flat plane had been folded into shape.[1]
The logo gained wider recognition after tech industry veteran Spencer Chen discovered it while flipping through the 1989 book and noticed its similarity to Medium’s “M.”[1] The resemblance was widely noted in design media as an example of how limited the possibilities are for simple geometric logo construction.[1]
Separately, the name Metrocraft appears on postcards published from Everett, Massachusetts, dating from the 1930s through the 1940s, with some cards identifiable by an “M” in a blue lantern emblem printed on the back.[2] Whether this earlier postcard publisher is the same entity that used the 1977 folded-plane “M” is not documented in available sources.
Meaning and Symbolism
No official documentation has been located that explains the intended meaning or symbolism of the 1977 Metrocraft logo. The design is described only as a three-dimensional letter created by folding a flat plane, a construction method noted for its visual similarity to Medium’s later mark.[1]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
