Incredible to see this company https://doit.com re-learning the hard lessons from the days of the Apple Lisa (1980s) - "DO IT" looks a lot like "DOLT" - and having to design their branding to avoid it.
Check out this story from Bill Atkinson, creator of Hypercard, MacPaint, + designer on Lisa/Macintosh:
Check out this story from Bill Atkinson, creator of Hypercard, MacPaint, + designer on Lisa/Macintosh:
Comments
"This person was supposed to choose between 'do it' and 'cancel', and he looked a little miffed and hit 'cancel.'
So we turned up the volume on the recording and listened carefully. He was muttering under his breath, saying,
We [on the team] knew that it said 'do it', but it just looked like 'dolt' to several users...
The bottom line is that we changed it to 'okay' and then everybody sailed right through it."
https://archive.computerhistory.org/resources/access/text/2013/05/102658007-05-01-acc.pdf (pp 20-21)
In the logo, "do" and "it" are distinctly separated through color.
In text, the company is branded as DoiT - I hope the dotted "i" helps avoid the dolt confusion.