afdnce is a clothing company that plays with the concept of affordance*. The logo includes an adjustable scale bar that indicates the size of the surface it lives on.
*Coined by James J. Gibson, the word, affordance, means what an object or environment provides to an individual based on its quality or property. For example, a vase’s opening end provides us the possibility to insert flowers; its handle allows us to hold it up with our fingers.
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