Then, onward to logo. At their meeting, Moholy-Nagy asked if Rand read art criticism. After catching up on his art theory, Rand began to philosophize about his own work — what logos are, what they are not, what they are capable of being. Designers sometimes talk about logos as if they were responsible for conveying meaning by themselves and, hence, the success or failure of a logo is a factor of the design.
If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.
They bear the burden only of marking, not meaning. This brings us to the second principle. In other words, logos can look like whatever they want. It merely indicates that a one-to-one relationship between a symbol and what it symbolized is very often impossible to achieve and, under certain conditions, objectionable.
Ultimately, the only mandate in the design of logos, it seems, is that they be distinctive, memorable, and clear. Rand placed great importance on the act of presenting a design to a client.
For each design, a designer must tell a unique story that is tailored to the client. If you truly understand what a logo is and is not capable of doing, then your designs will always have the simplicity that we all celebrate.
He was born in Brooklyn, New York in and attended Pratt institute, Parsons and Art Student League but he considered himself self taught as a designer by learning the works of Cassandre and Moholy-Nagy.
He later became a design teacher at Yale University. This made him look at the development of his designs in a different way and began questioning the meaning of branding and logos and how they are perceived or what they are capable of being. Rand was part of this movement to help corporations come up with original logos.
Because of this the commercial industry was turned into professional graphic designers and lead the way for corporations to have smarter, simplistic logos. He wanted the viewer to think, interact, and interpret his type of communication. Using unconventional approaches through the use of shapes, space, balance, tension, variety, and contrast, Rand created a unique user experience.
He was a pioneer in promoting the importance of the corporate logo as being one of the key ways consumers remember, relate to, or initially think about a company. The first of his four design principles looks at how a logo can be perceived by how important a company is,. He viewed the logo as a way of marking and not of meaning and therefore never assigned a responsibility to a logo. His logo design for IBM top , bottom is a simple logo and is very recognizable today. However the tone of voice of this design shows a strong professional company with a solid, grounded and balanced appearance, without having to use and intricate design work.
Eliot Noyes was made director of IBM in and recognized that the company logo looked very old fashioned, even though the company was very high tech. In the second logo Rand added horizontal stripes through a blue typeface. This added speed and dynamism to the logo, which is what the company stood for at these times. When Rand was hired to revamp this logo he put in extra and redesigned the companies annual reports and letterheads to provide the company with a powerful and consistent brand.
A logo is rarely a description of a business. A logo derives meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important than the product it signifies; what it represents is more important than what it looks like. The subject matter of a logo can be almost anything. A logo should be able to be printed at any size and, in most cases, be effective without color. A great logo essentially boils down to two things: great concept and great execution.
A logo takes thought and creativity, and many elements combine to make a good one. When creating a logo, follow a process that ensures the final design meets the needs of the clients. Below, we have listed the typical process that professional logo designers follow. With practice, you will no doubt develop your own. Design brief.
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