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Many logos are so recognizable, like Shell, they no longer need their company’s name. Some logos are well known just by using a few words, like “Golden Arches” or, simply, “Swoosh.”
When most advertisers consider logos, they think impressions, not impressionism. Viewing the same logo over and over certainly can create a lasting, well, impression. However, can our affinity for certain logos be merely explained as the result of repeated exposure? Your Guerrilla Marketer believes some logos we have come to know (and, in some cases, love) have lasted and endured because they were designed by extremely talented individuals.
In a recent blog, I took a look at the evolution of famous logos and asked “Is it time to change your logo?”
This blog takes a look at some of my favorite logo designers. Most of these artists have had amazing careers beyond any logo they designed. I cannot do their careers justice in a few sentences, so I will mainly cover their more famous logo designs.
Raymond Loewy (1893-1986) was known as “the man who changed the face of industrial design” and his work was featured as an exhibit at the Smithsonian Institution. His work included designing for Greyhound Buses, Coca-Cola bottles, Pennsylvania Railroad and Air Force One. As a testament to the power of his Shell logo design, Shell dropped its name from their advertisements.
Saul Bass (1920-1996) has designed dozens of memorable corporate logos, however he may be better known for his design of over four dozen movie title sequences. An Academy Award-winning filmmaker, he created stop-animation, full-animation and live action title sequences for movies such as The Man with the Golden Arm, Vertigo, Psycho, Big, Goodfellas and Casino.
Bass not only designed the Bell Telephone logo in 1969, but its successor, the AT&T globe in 1983. He designed the logo for Continental Airlines in 1968 and, six years later, its competitor, United Airlines. Paul Rand (1914-1996), a prestigious member of the New York Art Directors Club Hall of Fame, he may be best remembered for his IBM logo designs. Rand updated the IBM logo by applying stripes to give the look of scan lines on video terminals. He designed two versions – the first published version known as the “ThirteenStriper,” and the eight striped version we know today.
Known as a pioneer in the advertising world, he demonstrated the importance of having an art director in an agency. Rand may have put it best when he said simply, “A logo does not sell, it identifies.”Walter Landor (1913-1995) was best known for his creative re-design of the Fedex logo. The brilliant use of negative space to create an “arrow” has caused many to consider this one of the best logo designs in the world.Chermayeff & Geismar – Ivan Chermayeff and Tom Geismar were two students at Yale in the mid 1950s who founded their own firm in 1957. They have done recognizable work for large corporations such as Mobil, Time Warner, Chase Bank, NBC, Cornell University, National Geographic, Viacom, and Xerox.
These designers made my list for their considerable contributions to the world of logos. Their bodies of work speak for themselves. They were all influential in their field and their creations have stood the test of time. Who are your favorites? Who do you think should have made the list? Please post your thoughts below!
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