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.
SuzanPosted in: identities
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
2 June 2017
The Poitras Center for Affective Disorders Research was established in 2007 through funding from Patricia and James Poitras to the McGovern Institute for Brain Research at MIT. To celebrate its 10th anniversary, an illustration was created for the Poitras family which features key imagery from the past decade.
Have a nice weekend. I'm quite happy to be on holiday next week!
SuzanPosted in: MandR work
26 May 2017
It’s a gorgeous sunny Friday here in London, which is perhaps why I have selected the Michelin logo as the topic of “Classic Logos” today.
It’s hard not to feel at least a twang of affection for the Michelin logo. That cute little sunny day dude called, “Bibendum” constructed from tyres.
But Bibendum has not always appeared so jolly…
Michelin is a French company officially incorporated in 1889. During this time, using characters was trendy. The Michelin brothers simply saw their product at an exhibition and commented that the tyres looked like a little man - great logo idea for their new company! They hired a poster artist O’Galop (Marius Rossillon) to draw him et voila, he was an immediate success.
It is interesting to note that this was a time when there were no graphic designers, marketing departments, perception managers and so on. Businesses could be more honest and less self-conscious of who they really are.
Hence, Bibendum was portrayed as a successful, fat, champagne drinking, cigar smoking business executive always out to promote his product and make money.
Over the past 120 so years, Michelin has actually tried to stop using Bidendum. But they always go back because of his extreme success. Of course now Bidendum can never be seen drinking a huge glass of champagne before driving, or constantly chain smoking while chatting up the ladies. He’s slimmed down a lot, so that he is more muscular than fat.
And obviously he is a cute little sunny day dude, not a reflection of the company executives, as this no longer goes down well with consumers.