What if a logo revealed the true nature of a company, as opposed to the image it aspires to present to the world? Such is the parallel universe imagined by Swedish graphic designer Viktor Hertz, who has created a series of "honest logos" for megabrands ranging from Apple (the text below the silvery fruit becomes "Appearance Costs") to YouTube ("CatVideos"). Some may have a future as guerrilla public health campaigns, aimed at too-frequent customers of McDonald's ("McDiabetes"), Camel ("Cancer") or Marlboro ("Moneywaster"). Hertz enjoys tweaking international commercial icons, but he's also modest about the results. "Some are cheap, some might be a bit funny, some will maybe be brilliant," he says. "I don't know."