Neiwai’s Clever Logo

There’s a Chinese women’s clothing brand called NEIWAI (内外), literally, “inside-outside,” and it has one of the cleverest examples of characterplay that I’ve seen in a while [image source]:

Neiwai Logo

It might take a few seconds to get, but what you’re seeing is the character on the left, slightly modified so that the character on the right overlaps it on its left side.

Here’s an unstylized version of the overlap that’s going on in the logo:

Neiwai-expl

So, at the risk of pointing out the obvious, you have “outside” both inside and outside “inside.” Meanwhile, “inside” is also both inside and outside “outside.”

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John Pasden

John is a Shanghai-based linguist and entrepreneur, founder of AllSet Learning.

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