18 August 2017Hi MLE,This week our classic logo is the CBS logo. It has always seemed a bit ominous to me, and I was quite interested to hear its story…It is based on the ‘all-seeing eye’ Hex symbols painted on Shaker barns in Pennsylvania Dutch country. I have never heard of these symbols, but some of them are lovely and they look great on their amazing barns.The in-house CBS creative director of Advertising and Sales Promotion worked with a graphic designer using the Hex symbol as a starting point and created ‘the eye,’ as well as two other routes were presented - and the eye was a clear winner.On October 20, 1951, CBS Television unveiled its new logo in station breaks voiced by various celebs: “keep your eye on this eye.”
28 July 2017
Well today I am having a look at the birth of one of the most liked logos of all time: the Penguin Books logo. I do not know of anyone who does not like it.
At the time, Albatross Books based in Hamburg was very successful. See one of their book covers above. So what did Allen Lane do to for his newly formed publishing company? He called it Penguin and has a little penguin drawn up by the 21-year old production editor and designer Edward Young.
Over the years, the little penguin has been tweaked a lot by various people. During the forties alone, it was changed nine times by Young, as you can see above. The famous typographer Jan Tschichold changed it in 1949, so at least it stopped trying to do that little waddle!
Today’s logo looks like Tschichold’s 1949 logo, which in turn looks very similar to Young’s second ever logo, designed in 1938. Well, except with improved feet.
14 July 2017
Hello the MLE,
Ah yes, the ubiquitous Apple logo. It’s always ranking up there with the classic logos of all time, but is this is because it’s really such a great logo, or because everyone loves the Apple brand so much? I really enjoy speaking with clients years after we’ve created a logo for them, I’m always surprised to learn how much emotion is attached to it.Yes, believe it or not, that is the original Apple logo at the top of the post. Designed in 1976, it is Isaac Newton sitting under an apple tree, of course.It’s interesting that Steve Jobs went to the effort and expense of engaging an ad agency, just one year later to create a more businesslike logo. Evidently the brief was just, “don’t make it cute.”A bite was taken from the apple so that it didn’t look like a cherry. The coloured stripes were a reminder that the Apple II had a colour monitor. This logo was used from 1977 to 1998. After that all Apple design was done in-house and the colours were removed so that the logo could appear very large and not be too obtrusive.
30 June 2017Hi MLE,I can see why a lot of people would not consider this a classic - until they see the forward-facing arrow created in the negative space between the “E” and the “x”.Of course this subtlety has been a bit of an issue. The logo designer (who has a great name), Lindon Leader, said that FedEx’s PR firm wanted to make the arrow more obvious, like fill it in with another colour. But of course this would miss the point. What makes this a great logo is what is not obviously there, not what is.Have a nice weekend,Suzan
16 June 2017
Hello MLE,The I ♥ NY logo is similar to other classic logos in the following ways:1) It is timelessI never realised that this is a seventies logo, thought it was more recent, which is often the case with classic logos. It was created at a time when the state was almost bankrupt (and entered a certain Donald Trump who took advantage of this to get a good chunk of NYC real estate for a deal). New York wanted to increase morale as well as tourism. And it worked.2) It was sketched quicklyRenowned designer Milton Glaser had a typographic logo finished and signed off (I wish I could see what this was!) Then, a week later in a taxi, he sketched the sketch above and said to the client, “wait I have a better idea!” The client was reluctant to entertain yet another logo when everything was done and everyone was happy, but luckily he gave in.3) The designer did not get richGlaser designed the logo at no charge, so he never did get any money for this logo. He had thought it was just a very small project that would vanish in no time that he could do for free.Have a nice weekend!Suzan