I came across this video and I thought, this will be a nice share for my followers and client to understand what is a logo? what makes a great logo? how it play its role in the whole picture.
So what makes a logo tick.
Pentagram partner Michael Bierut has teamed up with Vox.com’s Joe Posner to release a short film, ‘What makes a truly great logo’. Bierut is the designer behind Hillary Clinton’s recent logo, and boasts a rich history of wordmarks and iconography in his portfolio.
In this video you will examine three kinds of logo design:
- Wordmarks – Logo made with text-only and is given a typographic treatment. For example FedE, Google, Disney, Budweiser and many more.
- Pictorial Logos – Associating the logo with pictorial graphic . For example Apple, Target, through to indirect pictorial associations like Lacoste
- Abstract Iconography – Such as Pepsi, Chase, and the Nike swoosh.
Bierut also explains the logo system, a graphical framework that can have endless permutations, which has been put into great effect at brands including Google, with the daily doodle, MTV, and most recently, Hillary. Here’s the short film – if you’re working with a client who doesn’t understand what makes a good logo, maybe point them this way:
“It used to be that if a company was doing a logo, there would be this military operation that would be inscribed on all their equipment, and their aeroplanes, and their retail facilities, and gold pins, and cufflinks would be made for the executive suite and put on spittoons and ashtrays… and on everyone’s business cards, right?”
“Nowadays, none of that’s as important as an email signature, or your Twitter avatar, or the title thing that sits next to your URL,” says Bierut. “Those things are much more ubiquitous. They can be changed at the drop of a hat.”
“[The Nike founders] sort of said, ‘Aw, let’s use that one’ and then they started putting it on the sides of shoes, the shoes were good, and then the genius of Nike’s marketing apparatus made us further associate that product not merely with performance athletic gear but with the very idea of athletic achievement itself.”
Below are some more resources related to logo designing: