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LOGO DESIGN&
CORPORATE IDENTITY
Nicole Solari and Julia Nicasto
LOGO DESIGN
Logo design is a graphic mark or image commonly used by industries and companies to promote instant
public recognition.
Rob JanoffApple logo , 1977
Apple tree represents the “tree of knowledge”
Bite can represent “biting into knowledge”
Bite can also be “byte” referring to computer technology
Sara Jessica Parker advertised for Apple
Sex in the City
Bohlin Cywinski Jackson Apple Store,
New York
Bohlin Cywinski Jackson , Apple Store, New York
Corporate identity (CI) is the external image that the company wants to be
associated with by the public.
CORPORATE IDENTITY
Corporate business, not just a coffee shop
Woman is siren from Greek Mythology
All products within the chain were specifically designed for Satrbucks
1992-2010
2011
Starbucks, Seoul
Britney Spears, Starbucks
WHAT MAKES A GOOD LOGO?
Describable
Memorable
Effective/Impacting
Relevant
LULULEMON
Ohm, Scientific
SymbolLululemon
TD, Toronto Dominion
TD CANADA TRUST
WHAT MAKES A LOGO UNSUCCESSFUL?
Too much detail
Trends
Multiple colours
Bad design
DETAIL
TOO MANY COLOURS
TRENDS
BAD DESIGN
Raymond Loewy
Associates
“Father of Industrial Design”
RAYMOND LOEWY ASSOCIATES
Raymond Loewy launched industrial design in 1929
Coldspot Refrigerator,Raymond Loewy,1930
For sears
LUCKY STRIKE CIGARETTES
Lucky Strike Pack1940, Raymond Loewy
NEW Lucky Strikes Cigarettes
Coca-Cola bottle re-design1954, Raymond Loewy
Dole Deluxe dispenser
1947, Raymond Loewy
Landor & Associates
Walter Landor
LANDOR ASSOCIATES
The firm was found in 1941 in San Francisco which is now where their headquarters is located
Landor was greatly influenced by the Bauhaus and Werkbund design movements
``Brand experience is what your customers remember about you. It's what leads to lasting impressions, preferences, and performance.``
“THE KLAMATH”
``The Klamath became our international symbol of creativity and innovation``
-Walter Landor
1964 Walter Landor bought the retired ferryboat The Klamath
They had the interior of the boat made into office space
This boat is now Landor & Associates distinctive corporate symbol
9/11 MEMORIAL & MUSEUMDefining a memorial`s public identity
``In 2010, Blackberry was named one of Landor`s Top10 Breakaway Brands, Showing a 57% increase between 2006 an
2009.``
``ACQUISITIONS BROADEN THE SCOPE OF A
RESPECTED GLOBAL BRAND``
FEDEX OFFICE
Landor`s challenge was to make FedEx a retail company
FedEx wanted to expand into a more technological branch
Landor collaborated with the Redskins to create a field The logo was placed strategically from the scoreboard to
the employees uniforms
OTHER WORK BY LANDOR
Ivan Chermayeff
Tom Geismar &
Sagi Haviv
CHERMAYEFF & GEISMAR
This company has been dealing with brand identities, art in architecture, exhibits and print and motion graphics in regards to the modern movement of idea-driven graphic design.
Libson Aquarium
Pepsi Cola D-Day Museum
They were founded by Ivan Chermayeff and Tom Geismar in 1958.
Columbia Records poster, 1958
“Trademark design challenges us to use all the magic and intelligence at our command, our skill, knowledge, vision, and
ability, in the creation of a single, clear, direct image
that will embody the character and aspirations of the organizations that come to us in search of
identity.”
Chermayeff & Geismar
Armani Exchange, New York
Barneys New York Dallas, Texas
Chermayeff&Geismer 1986
Chermayeff&Geismer, 1976
Chermayeff&Geismer, NYU
Exxon 1966, Raymond Loewy
FIRM IS OWNED AND RAN BY 17
MEMBERS
Worlds larges independent design consultancy
PENTAGRAM
The firms are located in London, Berlin, New York and Austin
The firm was founded in 1972
``…Great design cannot happen without passion, intelligence, and personal commitment…``
Graffic Europe
Chambers Hotel
21c
BRUCE MAU DESIGN
Bruce Mau, the founder of his studio in 1985
Chicago and Toronto studios
Their purpose is possibility to be adventurous and to create real lasting value with their clientele
``Mau has used design and optimism to originate, innovate, and renovate businesses, brands, products, and experiences``
Heather Reisman had a dream: to reinvent the traditional bookstore as a marketplace for culture.
INDIGO BOOKSTORE
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