TRADEMARKS, LOGOS, and SYMBOLS

“Good design is good business.”

After World War II…

CBSWilliam Golden

Art Director for The Columbia Broadcasting System

Designed one of the most successful trademarks of the twentieth century

CBS logo,first appearance - 1951

The New Haven Railroad design program

Herbert MatterNew York, New Haven, and Hartford Railroad trademark, 1954

Mathematical Harmony of parts demonstrates how alphabetic forms can be unified into a unique harmony.

IBM

Paul Rand

International Business Machine 1956

Developed from a typeface called City Medium.

Redesigned in 1970 to unify the three forms and hint at scan lines on video terminals.

Westinghouse Trademark,1960

This design, made to look like electronic diagrams and circuitry(wires, plugs, molecular structures), is shown here as it might be constructed in an animation.

The nature of the company’s business, is incorporated in this logo that is simple, memorable, and distinct

Paul Rand

American Broadcasting Company trademark,

1965

Next trademark, 1986A four letter name is divided into two rows to give a common name an uncommon appearance. The black box signifies the black box of the NEXT computer

Steve Jobs on working with Rand:“I asked him if he would come up with a few options, and he said, ‘No, I will solve your problem for you and you will pay me. You don’t have to use the solution. If you want options go talk to other people.'”

Lester Beal International Paper Company trademark, 1960Stenciling the mark on the tree is one of numerous applications that must be considered

Mobil

Chermayeff & Geismar Associates

Mobil Oil trademark, 1964

Cylinder forms and a thematic repetition of circular bands brings design order to a type of retail outlet that are usually noted for visual pollution and

clutter.

Top Row:The American Film Institute, 1964Time Warner, 1990The American Revolution Bicentennial, 1971Screen Gems, 1966

Bottom Row:Burlington Industries, 1965National Broadcasting Company, 1986Rockefeller Center, 1985The National Aquarium in Baltimore, 1979

Chermayeff & Geismar Associates

Saul Bass & Associates

Top Row:AT&T (Bell), 1969AT&T (Globe), 1984Celanese, 1965Continental Airlines, 1965Girl Scouts, 1978

Bottom Row:Minolta, 1980United Airlines, 197United Way, 1972Warner Communications, 1974YWCA, 1988

Transportation Signage & Symbols

In 1974, the United States Department of Transportation commissioned the American Institute of Graphic Arts (AIGA), the nation’s oldest professional graphic design organization, to create a master set of thirty-four passenger-and pedestrian-oriented symbols for use in transportation related facilities.

Susan KareMac icons – 1983

pixels, simplicity, recognizable

Olympic Graphics

Design Systems forthe Olympic games

Lance WymanNineteenth OlympiadMexico City, 1968

Adopted the use of repeated multiple lines as well as bright colors based on studies of ancient Aztec artifacts and Mexican folk art.

Otl Aicher

Grid system for pictographsTwentieth Olympiad,Munich, Germany - 1972

29th OlympiadBeijing, China2008

Min Wang

Pictograms are based on the structure of modern Chinese script and the forms of ancient Chinese writings.

Athens, Greece

Sydney, Australia

S O L I D T R A D E M A R K S

5 O’clock Barber Shop

Design for the restoration of St. Mary’s Church in Rotherhithe, London

Symbol used in an international campaign

highlighting the importance of carbon-

emission reduction

Cigar Aficionado, Magazine logo to work

also on licensed products such as clothing, caps,

and cigar savers as well as print.

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Texas Alliance of Dentists, Inc., A statewide network of

dentists

Wyndham Music

Audio Visual Production

Retail Space Available

Campus Kitchen Project

Buttons Cafe

R E V I E W