Monday, February 28, 2011

Michelle - Paul Rand Logos


"Ultimately, the only mandate in the design of logos, it seems, is that they be distinctive, memorable, and clear."













With a portfolio that includes logos for ABC (America), UPS, NeXT, IBM and Westinghouse, Paul Rand has been described as "the greatest living graphic designer".

Rand used a variety of techniques such as painting, collage, photography, typography and montage. This combination of elements produced a distinctive and modern visual image.

In his book, Design, Form and Chaos, 1993, Rand shared "some thoughts and despair about the design of a logo".

"A logo is a flag, a signature, an escutcheon, a street sign. 
A logo does not sell (directly), it identifies.
 A logo is rarely a description of a business.
 A logo derives meaning from the quality of the thing it symbolizes,
 not the other way around.

A logo is less important than the product it signifies; what it represents is more
 important than what it looks like."


Rand explains that the quality of logo is tied to the quality of the company it represents.











"If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned."


"Surprising to many, the subject
matter of a logo is of relatively little importance, and even appropriateness of content does not always play a significant role."





"Ultimately, the only mandate in the design of logos, it seems, is that they be distinctive, memorable, and clear."




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