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Written And Designed By Hilary Rose Lee


Thank You

I would like to thank my classmates James Webber, Danniella Sandever, Jack Cuthbertson and Brenda Alexis, Daniel Vine, Alexis Taylor, Lesley Passey, Philip James Swann, Mum and Dad, Sally Lee and Felicity Lee for all their help and inspiration throughout the creation of this book.


Printed and Bound in the United Kingdom May 2011 Copyright Š 2011 by Hilary Lee


heavenlee logo design

Introduction

Every Company has a logo, whether it is good or bad, they need one. Logo Design sets up a brands identity, it is a graphic mark used to promote and individualize a brand. A company logo visually represents an organization, This forms the foundations of the corporate identity. It needs to compliment the businesses nature, suit the theme, show the unique selling point and appeal to the companies target market. The following pages explore the top brands and the history of their logo design.


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Nike originally called Blue Ribbon TO EVERY ATHLETE IN THE WORLD. A SPORTS, FOUNDED BY PHIL KNIGHT, WAY OF LIFE FOR EVERY GENERATION CHANGED TO NIKE IN 1971. THE NIKE – JUST DO IT. NAME PROVIDED THE COMPANY WITH NIKE REPRESENTS THEMSELVES AS A STRONG ASSOCIATION AND IMAGE.

SWOOSH Simple, IS DESIGNED BY CAROLYN DAVIDSON. THE LOGO REPRESENTS THE WING OF THE GREEK GODDESS. It’s a classic case of a

company gradually simplifying its corporate identity as their fame increases. THE NIKE LOGO FIRST ORIGINATED AS A TYPOGRAPHIC DESIGN PRINTED IN ORANGE. IN MY OPINION THE LOGO LOOKS

STREAMLINE &

SLICK.

Fluid and Fast. The Swoosh is an appropriate and meaningful symbol for a company that marketed running shoes. The checkmark is now so well recognisable that the company name itself has become superfluous. TOGETHER THE JUST DO IT SLOGAN AND LOGO PERFECTLY EXPRESS THE ESSENCE OF THE NIKE BRAND AND ITS PHILOSOPHY. THEY SHOW PEOPLE THE WAY TO

DETERMINATION,

HAVING THE LOGO IN EITHER GREY OR BLACK SHOWS QUALITY, ALL OF NEEDED FOR REACHING A DESIRED THESE ARE POSITIVE ASPECTS WHICH MARK IN THEIR SPORTING ACTIVITIES. REFLECT ON THE COMPANY. IT IS AMAZING HOW A SMALL SYMBOL NIKE’S MISSION IS BRINGING WE CALL A LOGO CAN CREATE SUCH INSPIRATION AND INNOVATION SUCCESS FOR A COMPANY. 6


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FEDEX ORIGINALLY FEDERAL EXPRESS, A TRANSPORTATION COMPANY, DELIVERING TO MORE THAN

200 COUNTRIES WORLDWIDE,

SO A HIGHLY RECOGNIZED BRAND, WENT THROUGH A MARKETING CHANGE IN 1994 TO CREATE A NEW BRAND IDENTITY. CHANGING THE NAME TO FEDEX CONVEYED A GREATER

SENSE OF SPEED

,TECHNOLOGY AND INNOVATION. IT IS BETTER TO COMMUNICATE THE BREADTH OF ITS SERVICES. IN THE RE-DESIGN OVER 300 DESIGNS WERE CREATED. THE

new design allows for greater consistency and impact. THE NEW LOGO AND BRAND IDENTITY WAS DESIGNED BY LINDON LEADER.

There is a secret

ELEMENT OF GENIUS

between the E and the X, pointing right.

IT SYMBOLIZES FORWARD MOVEMENT AND THINKING, REFLECTING ON THE COMPANY ITSELF. IT COULD ALSO BE SEEN AS THE

SYMBOLIC REPRESENTATION

OF THE COMPANY AS THE REST OF THE LOGO IS TYPOGRAPHIC. IT HAS BEEN USED AS A FORM OF SUBLIMINAL ADVERTISING OF THE BRAND.

Personally I am one who did not notice the arrow within the FedEx logo, and when I read it I was amazed and think it is pure genius. Not only is it a bold and distinctive logo, but it is adaptive to other areas of the business by changing the colour at the end.

THE DESIGN IS A QUALITY EXAMPLE OF

SHEER UBIQUITY

within the FedEx logo, which is neglected by many but quite obvious when pointed out. There is a hidden arrow in the negative space and inspiring symbology.


COCA COLA HAS BEEN AROUND SINCE 1886 AND GONE THROUGH A RANGE OF DESIGN PROCESSES. ITS BECOME KNOWN FOR

INNOVATIVE AND RELEVANT

MARKETING CAMPAIGNS AND FAMOUS FOR

ICONIC ADVERTISING.

REFRESH COCA COLA’S MISSION IS TO

the world – in mind, body and spirit. To inspire moments of optimism- through their brands and actions. To create value and make a difference everywhere they engage.

THE COCA COLA SCRIPT WAS DESIGNED BY

FRANK M. ROBINSON , THIS HAS BEEN

KEPT THE SAME THROUGHOUT ITS LIFETIME, IT HAS JUST BECOME MORE DIGITALIZED. THE EFFECT IT COMMUNICATES IS FLOWING AND LOOKS REFRESHING, REFLECTING THE FEELING YOU GET WHEN YOU THINK ABOUT OR DRINK COCA COLA.

THIS SCRIPT TYPEFACE IS EXTREMELY FAMOUS WORLDWIDE, EVEN THE BOTTLE IN THE LOGO IS RECOGNIZED ON ITS OWN. WOULD WE THINK THAT THE LOGO IS GOOD IF THE PRODUCT WASN’T? AFTER ALL IT IS JUST A

RED BACKGROUND WITH A PICTURE OF A BOTTLE AND

a nice typeface. IF THIS LOGO WAS FOR POWERADE WOULD WE FEEL THE SAME ABOUT IT? IT’S THE BRAND WHICH MAKES IT GOOD.

THE PRODUCT ITSELF.

I personally like the logo, its adventurous and eye catching and the bottle is a nice solo element which is used on its own for advertising as it symbolizes coca cola standing alone. Is this actually my opinion? Or is this what I have been influenced to beieve by society?! DEDICATED TO OFFERING QUALITY BEVERAGES FOR EVERY LIFESTYLE AND OCCASION.

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THE APPLE LOGO IS A MODERN AND UNIQUE DESIGN

WHICH SIGNIFIES THE QUALITY STANDARDS IT PRODUCES. IT HAS

OF AN APPLE WITH A BITE TAKEN OUT WAS THE FIRST COMPUTER FIRM NOT TO USE ITS NAME AS ITS CORPORATE IDENTITY. IT WAS CREATED BY

STEVE JOBS & ROB JANOFF. THE LOGO IS A REFERENCE TO THE BIBLE STORY OF ADAM AND EVE, THE APPLE REPRESENTS THE FRUIT AND THE TREE OF KNOWLEDGE

SIMPLE FEATURES IT SYMBOLIZES THE MAKING IT LOOK BOTH STYLISH AND MODERN. THE WHITE AND RAW-ALUMINUM

COLOUR SCHEME MADE THE LOGO LOOK POLISHED AND

FITS IDEALLY.

THE SILVERY CHROME FINISH IN THE NEW APPLE LOGO IS CONSISTENT WITH THE DESIGN SCHEME AND

FRESHENS UP THE ICON. THE LOGO IS SO WELL RECOGNIZED AND SELF ORIENTED THERE IS NO NEED FOR FONT.

HAVING AN APPLE AS THE LOGO IS VERY CLEVER, EVEN A FOUR YEAR OLD KNOWS WHAT AN APPLE IS, HAVING SOME SORT OF RECOGNITION FROM AN EXTREMELY EARLY AGE.

IDENTITYOF THE APPLE BRAND.

THE HIPPY CULTURE WAS A REALLY BIG INFLUENCE BOTH DESIGNER ROB JANOFF AND

STEVE JOBS CAME FROM THAT

BACKGROUND, PERHAPS INFLUENCING THE DESIGN OF THE APPLE.

THE IDEA OF SELLING A COMPUTER UNDER THE NAME AND IMAGE OF A FRUIT WAS THOUGHT UP BY STEVE JOBS HIMSELF.

APPLE COMPUTER HAS INTRODUCED

The logo is admired for its simplicity and the

GROUNDBREAKING

that people attach to it. The bite gives the apple

AND ACCESSORIES THAT TRULY DEFY THE

many meanings

MORE PERSONALITY. THE WELL KNOWN APPLE LOGO

PRODUCTS

TECHNOLOGICAL BARRIERS. INTRODUCING

INNOVATIVE PRODUCTS SUCH AS IPODS, IPADS, IPHONES, QUICKTIME ETC.


STARBUCKS IS THE LARGEST removing all text. This is due to the

COFFEEHOUSE

fact that Starbucks sell a range of her ringed frame, keeping the entire COMPANY IN THE WORLD, BASED background as Starbucks green and IN SEATTLE SPREADING TO 50 other products aside from coffee. COUNTRIES WITH 17,009 STORES AFTER RE-DESIGNING THE LOGO WORLDWIDE. THEIR MISSION IS TO AND LOOKING AT ALL FOUR

ELEMENTS (COLOUR, SHAPE, TYPEFACE AND THE SIREN) THE HUMAN SPIRIT – ONE PERSON, THEY FOUND THE ANSWER IN

INSPIRE AND NURTURE

ONE CUP SIMPLICITY. AND ONE NEIGHBORHOOD AT A TIME. THE STARBUCKS LOGO WAS DESIGNED BY TERRY HECKLER, THE ICONIC

mermaid

THE SIREN IS NO LONGER THE REPRESENTATION OF COFFEE,

she is The Star.

THE LINES ARE THICKER WITH A WAS BASED ON A CLASSIC 15TH SMOOTHER LINE FLOW MAKING THE LOGO STAND OUT MORE AND ARE CENTURY NORSE. ORIGINALLY THE BOLDER. THE NEW DESIGN ALLOWS MERMAID WAS BARE CHEST WHICH THEM TO HAVE

CAUSED SOME CONTROVERSY, WHEN THE LOGO GOT RE-DESIGNED THE MERMAIDS HAIR COVERED THE BREASTS. IN 2011 STARBUCKS ARE MARKING THEIR 60 YEARS ANNIVERSARY AND ADJUSTING THEIR LOGO, MAKING IT

PURELY SYMBOLIC

FREEDOM AND FLEXIBILITY

TO EXPLORE INNOVATIONS AND NEW CHANNELS OF DISTRIBUTION.

Starbucks is a restful environment between home and work in which to

RELAX,

where you can take time for yourself and enjoy WITH NO TYPOGRAPHY. THE BRAND IS a freshly brewed cup of high quality coffee – or indeed whichever snack or beverage may take NOW POWERFUL ENOUGH TO DO SO. The new logo takes the siren out of your fancy.

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Turn to page 27 to find out.

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THE FRED PERRY BRAND WAS CREATED IN THE LATE 1940’S, AND STARTED THEIR RANGE WITH A WRISTBAND WHICH WAS ADOPTED BY TENNIS PLAYERS. FRED PERRY PRIDES ITSELF ON BEING THE

developed

into one of the best known and most instantly recognizable logos in the fashion world. The wreath is a historic symbol honoring

EXCELLENCE FIRST BRITISH heritage brand to successfully

BLEND

FROM CLASSICAL TIMES. THE FRED PERRY LAUREL IS ONE OF THE MOST ENDURING AND TIMELESS LOGOS IN THE WORLD AND IS ASSOCIATED WITH

ICONIC STYLES

HERITAGE AND INTEGRITY.

SPORTSWEAR WITH STREETWEAR. WHICH HAS CREATED SOME OF THE MOST OF THE LAST CENTURY.

The laurel wreath has

AUTHENTICITY,

FASHIONS MAY COME AND GO, BUT STYLE IS TIMELESS.


THE MICROSOFT CORPORATION MICROSOFTS LOGO IS A PHYSICAL IS AN AMERICAN COMPUTER MANIFESTATION OF THE COMPANY’S TECHNOLOGICAL PERSUITS. TECHNOLOGY CORPORATION. INNOVATION MEETS SIMPLICITY, IT HAS 79,000 EMPLOYEES IN THE LOGO INTELLIGENTLY EXPRESSES 102 COUNTRIES. IT DEVELOPS, THE COMPANY’S MISSION OF PROVIDING MANUFACTURES, LICENSES AND QUALITY PRODUCTS SUPPORTS A WIDE RANGE OF to the customers with its strong slogan SOFTWARE PRODUCTS FOR (Your potential. Our Passion) and simple

COMPUTING DEVICES.

typeface. The slogan itself echoes a strong IT IS THE WORLDWIDE LEADER IN voice of consumer satisfaction and the SOFTWARE. THE CURRENT LOGO WAS brand’s fidelity.

PACMAN CREATED IN 1987 AND IS CALLED THE

Personally I prefer the logo now it has some colour with the four squares. When I think of computers or software LOGO DESIGNED BY SCOTT BAKER. the Microsoft logo automatically comes THE LOGO IS IN A HELVETICA ITALIC into my head. I have known about it TYPEFACE. my whole life, it has been advertised THE LOGO HAS A SLASH BETWEEN THE throughout society and O AND THE S TO EMPHASIZE THE SOFT PART OF THE NAME AND CONVEY

MOTION AND SPEED.

INFLUENCED

ME IN MY COMPUTING SKILLS.

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Turn back to page 13 to see my re-make.

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MILTON GLASER IS A GRAPHIC DESIGNER MOST FAMO U S L Y K N O W N F O R H I S

I LOVE NEW YORK

icon

A MASSIVE EXTENT AND BECOME AN

LOGO, WHICH HE DESIGNED IN 1975. THE LOGO HELPS BECKON 140 MILLION TOURISTS TO THE EMPIRE around the world. New creations of this design STATE EACH YEAR. HE IS

IMMENSELY CREATIVE

are still being made. It is a very simple logo that has become so well recognised worldwide. The font used is called

and articulate. AMERICAN TYPEWRITER.

THE LOGO WAS CREATED AS PART OF AN ADVERTISING CAMPAIGN TO AFTER THE ATTACK OF 9/11 MILTON GLASER UPDATED THE LOGO USING PROMOTE

TOURISM

THE SAME FORMAT SAYING ‘I LOVE NEW YORK MORE THAN EVER’ WITH A

THE LOGO HAS BEEN RECREATED TO

HEART.

SMUDGE

IN NEW YORK CITY. IT MOSTLY APPEARS IN SOUVENIR SHOPS AND BROCHURES THROUGHOUT IN THE LOWER LEFT CORNER OF THE 26


easyjet

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EASYJET AIRLINE COMPANY IS A

BRITISH AIRLINE.

COOPER BLACK.

ORANGE IS A VIBRANT COLOUR SO IT CARRIES MORE PASSENGERS THAN YOU CAN SEE THE LETTERS ON THE ANY OTHER UNITED KINGDOM BASED PLANE FLYING ABOVE YOU. A GREAT AIRLINE. IT WAS ESTABLISHED IN 1995 FORM OF AND HAS GROWN RAPIDLY SINCE, NOW HAVING 8000 EMPLOYEES THROUGHOUT EUROPE WITH THE MAJORITY IN ORIGINALLY THE LOGO USED TO BE THE UK. EASY JET IS AN ONLINE BASED WHITE TYPE ON AN ORANGE BACKAIRLINE WHICH HAS BRANCHED OUT GROUND, THIS PROVED TO BE TOO TO EASY HOTEL, EASY CAB AND EASY HARSH ON THE EYES. THE ORANGE BUS. EASY JET IS ONE OF THE TYPE STANDING SOLO IS MUCH MORE

ADVERTISING.

FASTEST GROWING

ONLINE AIRLINE COMPANIES. THE LOGO IS

PURELY TYPOGRAPHIC

USING THE TYPEFACE

POWERFUL.

COOPER BLACK HAS BECOME A LOT MORE POPULAR SINCE EASY JET HAS USED IT, IT IS A FRIENDLY & BUBBLY

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THE OFFICIAL AND CURRENT the rules. The font used is Catull BQ has a GOOGLE LOGO IS DESIGNED BY

RUTH KEDA. The logo gets various modifications and humorous features such as cartoons to represent each holiday, birthday, famous event or famous people, some of these logos are designed by Dennis Hwang.

THE LOGO CONSISTS OF

PRIMARY COLOURS

CALLIGRAPHIC FEEL with contrasting stroke weights and distinctive serifs.

EVERY NOW AND AGAIN A COLORLESS LOGO IS USED IN RECOGNITION OF A MAJOR TRAGEDY AND WILL STAY UP FOR A FEW DAYS. THERE ARE MANY DIFFERENT LOGOS THAT GOOGLE HAVE ADAPTED AND USE EVERY YEAR INCLUDING THE PAC-MAN LOGO AND CHRISTMAS LOGO. THE GOOGLE LOGO IS THIN AND

ELEGANT, DISRUPT THE PATTERN. WITH EXCEPTION TO THE ‘L’ USING A SECONDARY COLOUR TO

IT CHANGES OCCASIONALLY WHICH IS

To represent that Google does not follow

EXCITING AND DIFFERENT.

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Photograph Sources Nike Logo 1 - Page 6

http://www.ahoodie.com/wp-content/uploads/2009/12/ nike_swoosh_Wallpaper_desktop_background_logo_quality300x225.jpg

Nike Logo 2 - Page 7

http://www.officialpsds.com/images/thumbs/Nike-Logo-2psd9917.png

FedEx Logo - Page 10

http://renoairport.com/images/general/fedex_logo_2200.png

FedEx Photo 1 - Page 9

http://theinspirationroom.com/daily/print/2009/3/fedex_ box_vase.jpg

CocaCola Logo - Page 11

http://www.presidiacreative.com/wp-content/uploads/2010/07/The_Wonderful_Game_by_Coca_Cola_ArtGallery.jpg

CocaCola Image - Page 12

http://fc08.deviantart.net/fs33/i/2008/295/9/8/Coca_Cola_ Vintage_Summer_Fun_by_Coca_Cola_ArtGallery.jpg

Fre Perry Image - Page 21 Photo taken by James Webber - WolfpackMedia

Fred Perry Logo - Page 22

http://www.brandsapparel.co.uk/images/Fred-Perry.jpg

Microsoft Windows Logo - Page 23

http://softsupplier.com/wp-content/uploads/2010/08/windows_xp_logo11.jpg

Microsoft Logo - Page 24

http://ww1.prweb.com/prfiles/2006/01/25/337982/MicrosoftCorporateLogoWhite.jpg

I Love NY - Page 25

http://i710.photobucket.com/albums/ww102/razdi/i-loveNY.jpg

I Love NY More Than Ever - Page 26

http://www.innerspaeth.com/wp-contentuploads/2009 /10/368px-Morethanever.jpg

EasyJet - Page 27

Photos talen by Sally Lee at Luton Airport.


Hilary Rose Lee was born in England in 1990. She is inspired by shape and design. Her ambitions include enjoying a freelance career in Graphics while maintaining an active interest in dance and performance. To help businesses take steps to greater success through understanding and creating unique brand identities .


heavenlee logo design AN ANALYSIS OF BRAND IDENTITIES


HeavenLee Logo Design