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" Through his groundbreaking work for the likes of Target, Jawbone, and Herman Miller, industrial designer Yves B\u00E9har has shown just how much you can enhance the value and utility of a product by simplifying and editing down its design. His concept for the logo, based on an accordion cover that folds out, reflects this idea of addition by subtraction: When the cover is folded up (above left), the logo reads SQR, which, if you say it out loud, sounds just like Esquire. However, once the accordion cover is unfolded (above right), the full logo is restored and previously hidden panels of paper reveal additional editorial content. There&amp;#039;s no magic going on here \u2014 it&amp;#039;s just a smart designer doing more with less. That he does it with paper, a medium still capable of a cool trick or two, is all the more surprising. Click here to see a video and more designs from the Esquire Logo Project. PLUS: How to find an Esquire letter and win a free iPad &amp;amp;gt;&amp;amp;gt; "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.esquire.com/news-politics/a9190/yves-behar-esquire-logo-0211/>