The following is what happens when you mix 6 cups of coffee with a Saturday morning and a lot of time.

The Human Locator is an interesting next (appropriate) step allowing an advertisement to engage and interact with the spectator.

<B>However</B>, I cannot seem to get by without commenting on, what I consider to be, a poor logo choice. I find the Human Locator mark to be unsettling, unprofessional and inappropriate for their market and wonder if the concept behind the mark was to give it a “human” feel. That said, I believe there are alternatives that exist but appears as though they haven't been explored.

Keep in mind that the customer of Human Locator is the “large corporation” and their marketing department and not the products potential customer so this particular mark has me at a great loss.

Additionally, the mark does not appear to embody a shelf life that would sustain a trend shift and looks as though it may breakup when scaled down or applied through any other medium other than screen. An example of a poorly branded good product and ironically enough being advertised to advertisers.

There is some serious potential here, and unfortunately some serious potential for a copycat company with a more suitable and responsible execution of their own brand just may leave Freeset™ at a loss while selling the same exact product.

It is important that designers identify and focus on the specific brands message and not focus on what is currently considered "hip and cool" but instead approach and render a design desirable after achieving the translation of its original message.

Contrary to popular belief, there is such a thing as “good” design and it is not a matter of taste. For example, the CAT® logo may not do anything for me personally, yet it achieves its purpose and resonates with it's target.

Do not misinterpret my intent. I believe this product is so tremendous that this lengthy review is deserving. But to think that the product itself will determine its successfulness alone is a fundamental misunderstanding of marketing and belittles the effects branding can have on its consumers. After all, Beta was a better product than VHS.

All the above aside, I will not allow the mark itself to take away the fact that Freeset™ and its Human Locator product has done a great job in potentially making our world slightly more interesting when it comes to, what used to be, traditional advertising.