For this session, we were asked to bring in examples of logo and branding work that we liked; a minimum of 5 different examples. To start the session off we were shown the very iconic 'NASA' logo, the original one.
As a whole class we were began to discuss what we thought was the concept behind the logo and all of the possible connotations that we felt were associated with it. Initially we spoke about colour and the way in which the logo would sometimes be red, usually depending on the context that the logo was being used.
Red could have been used to imply a sense of danger. Obviously NASA involves astronauts going into space on a shuttle that is filled with highly explosive cargo so danger is a huge aspect of their work. Also, with astronauts being all white and this logo being red, especially when there are also links to blue, it has very strong patriotic connotations. America are clearly very proud of their space program and through the use of these colours this can instantly be seen.
We then began talking about the actual letter forms. The letter forms appear to be very futuristic in appearance which links with the idea of space travel and exploration being a thing of the future. We also realised that the letter forms are representative of tubes. When out in space, the only thing that keeps them alive is the tubes that is giving them oxygen. The way in which the 'AS' are joined represents an idea of unity as well as perhaps standing for 'astronaut in space' or 'astronaut and shuttle'.
After the accident of Challenger, in which a shuttle exploding killing all on board, NASA decided to rebrand and change their logo. They felt that this logo was associated with the accident and was obviously giving them bad press. Although completely changing the aesthetics of the logo, the concept behind it stayed fairly similar. The idea of patriotism is still very apparent within their new logo.
We then, in groups, went around the table and each presented our logo's and discussed why we felt they were effective and what we thought the concept behind the logo could be. What we began to realise, more so which each logo that we looked at, was that concept plays a much bigger part in the design of logo's than we first thought. When looking at a logo and analysing each design element of it, you start to become aware that everything means something; a thought process has been used throughout the whole design.
We looked at the simplest logo from the group and discussed why it was so simple yet so effective. We decided that the recycle logo was the simplest we had.
These are the reasons that we felt it was so simple:
- There is no text used which means that the logo is much more likely to withstand time and not need to be changed.
- It is the same image simply repeated 3 times, meaning no matter what angle you look at it from it will always be recognisable.
- The colour choice is very effective. Again looking at the idea of it being universal, the colour green has strong connotations of life and nature, these being universal.
- With it being so simple and basic lines, scale would not effect the legibility of the logo.
We discussed the use of circles and mathematical equations within the design of logo's. Many of the most iconic logo designs have been created with the use of circles; the use of the Fibonacci sequence and the Golden Ratio is also often used. In the majority of cases by using these methods, the resulting design becomes much more aesthetically balanced and pleasing as well as making the logo much more timeless. Here are some examples these methods have been put in place to create iconic logo designs:
1. Circles:
Twitter -
Braun -
2. Golden Ratio:
Apple -
Pepsi -
National Geographic -
These are some of the most iconic and recognisable logo's in the world and the application of these design methods to create their logo's has played a big part in this.
TASK: Choose at least one logo design and find out more about it; it can be one that I presented, one that someone else presented or even a completely new logo. When researching into the logo, I need to be thinking about the concept behind it and why the designer has made the choices that they did.
Union of Moscow Architects:
This was one of the logo designs that a member of my group brought in with them. However, I really liked it and think it is a very good example of clever logo design. There is a strong concept and thought process behind every element of the design.
The use of the colour red is very symbolic of Russia, this is echoed through the use of the star. These are both design decisions that, especially when used in conjunction, have strong connotations to Russia. At first glance the image clearly depicts a pencil or pen, which has clear links to the architect aspect. However, on closer inspection you can also see the shape of a paperclip. This refers to union side and they way in which they both hold things together and create stability. The sans serif font used is due to the more modernist approach that has been taken, also linking to architecture and the sense of modernity involved within this area. This design has been made with a clear decision to avoid the stereotypical Russian design that its predecessors used; all of the individual elements coming together in order to achieve this.
ABC:
This is one of the most iconic logo's ever created, which I think is partly due to the sheer simplicity of the design; the creative use of negative space to clearly convey the message makes this a bold and effective design.
Created by Paul Rand, one of the most prolific graphic designers who is renown for his corporate logo's, in 1961 it has basically stayed the same until the current day. With only slight differences made, such as the 3-D version that was unveiled in 2007 which simply tried to give it a more modernistic, glossier, trendy and eye-catching touch. 'The selection of Bauhaus family font back in the 1960s was experimental,
brave and remarkably elegant at the same time – especially when the use
of computer graphics was nearly absent and this particular font could
be easily duplicated.'
V&A:
The V&A logo was designed around a very touching and strong concept which is why it is so successful and iconic.
Designed for Victoria & Albert the logo represents the close bond and love that they shared, their relationship being portrayed through various elements of the design. Victoria & Albert were very upper class and British and the choice of a serif font clearly illustrates this whilst also conveying a sense of high quality and elegance; the tight spacing of the letter forms portraying the close relationship that they shared. Black was used for this logo as a sign of respect for the death of Albert, as well as the way in which Victoria wore black to mourn his passing. This idea is also echoed by the way in which half of the A is missing, implying that Albert is not completely here any more.
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