On logos

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At the moment, typography-heavy logos are popular. Many logos are solely typographical. That's fine. Some of the most famous and long-lasting logos are just logotype. Take IBM and ABC. Both are just treatments of letters. Both are well known in design circles. Both are instantly recognizable. There are loads of other examples of type-based logos. But I'd rather talk about a different kind of logo right now. That different kind of logo doesn't even need typography. A good example of this sort of logo is the NBC peacock. It communicates well and is well known. It works and is recognizable without the initials.

All is not well in logoland, though. At this point in time, many logos are quite similar to each other. They use basic fonts and are distinguished by the configuration and colour of words, as well as by small additional elements (example: the fast forward symbol on the Futureshop logo, the slant of the Zellers logo). Some logos are boxed, some have a coloured ground. Many logos don't say much about the company. This, in my opinion, is the result of the (sometimes) bland rules of good design being implemented in uninspired ways by bored (or boring) designers.

All of this, of course, does nothing to help me rationalize the logo I'm currently working on.

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