faceless cash-generating machines

As a rule I don’t pay attention to company logos. Madison Avenue will say they’re more powerful that way because they work their way into your unconscious by use of symbols you don’t really pay attention to. And that’s why this one drew me up short:

Someone paid a graphic designer a wagonload of cash to create this image, and it was selected from any number of images presented to the company to best represent themselves in the minds of their clients. If you recognize this company, please don’t identify it in the comments. I will state that they have something to do with the finances associated with health care.

I didn’t notice the image at all until my daughter said, “Why doesn’t she have a face?”

I looked at the image and said, “Because to the people who run this company, all we are is a bunch of faceless individuals who bring them wagonloads of money.”

She said, “Because we want to have faces? They think we’ll pay for new faces?”

I said, “No, they don’t want us to have faces. They want us to give them money.”

This logo appears on the front of the company’s website, but the website is directed toward other corporations, not to end-users like myself. This mailing went to end-users, and I suspect whoever made the decision to put this on the envelopes should brush up his resume.

The intended message of the picture baffles me. I guess I’m supposed to see myself as the woman dragging the wagon full of money. That’s a lot of money. But where am I dragging it to? To whom? The faceless woman is dragging it away from the city (her home) and into an empty wilderness, and doing it by a twisted path.

Is that not the best encapsulation of the American health care system you could have imagined? And yet I cannot believe any company is so cynical as to declare, right on their advertising, “You are nothing more than a faceless cash-generating machine.”

Anyone care to help me interpret this picture? How would a normal non-geek interpret it?


  1. Normandie

    She’s sneaking out of town (you can tell this because she didn’t change her togs) with all the money she embezzled from the company. If you recognize her from this milk-carton advertising, please advise. And, no, the company has no information on her appearance, other than a report on her clothes, and that only because Judy, down in accounting, just bought the exact same dress and happened to notice.

  2. cricketB

    You’re right — the leg position looks sneakish. See how the front leg is also bent and the whole body lowered? It’s a bit darker where her eyes should be — she’s wearing sunglasses.

    She took a winding route out of the city and is going to a castle in the country. The road gets wider, not because of perspective, but because it gets easier as she leaves the city.

    They sell wagons, with which we can sneak all our money to a castle, which they ever-so-nicely built for us.

  3. Nina

    The 1980s called and want their wardrobe back! It’s Diane Keaton from “Baby Boom” with those HUUUUGE shoulder pads and she’s heading out to the country to start her baby food line.

  4. capt_cardor

    She is the personification of “The Faceless Corporate Entity”, just having gone through the city and fleeced all the individuals out of their life savings. She is wearing an Alpine vest and outfit and singing, “The Hills are alive with the Sound of Money”.

    Apologies to Mad Magazine. LOL!

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