History of Graphic Design 3: workbook/blog exercises: EXERCISE 1

History of Graphic Design 3:

Workbook / Blog Set Exercises:

EXERCISE 1:

The objective of this exercise was to collect 10 contemporary logos that reflect the International Typographic Style (ITS) principles and style.

What is the ITS?

· It is the Swiss Design movement that emerged in Switzerland and Germany.

· Its influence continues into the 21^st century, mainly Graphic Design, which then branches off into logo design as well as Corporate Identity Design.

Some visual characteristics of the ITS are:

· A unity of design is created by an asymmetrical organization of design elements with the use of a mathematically constructed grid.

· There was objective photography and copy to present visual and verbal information in a clear and factual manner.

· It was free from exaggerated claims of propaganda and commercial advertising.

· The use of san-serif typography set in a flush left and ragged- right margin configuration.

· San-serif typography was seen as a technique to express the spirit of a more progressive age and mathematical grids symbolized legibility and harmonious means for structuring information.

· The ITS was socially useful and an important activity. The design approach was more universal and scientific as problem solving was embraced.

· The AIM = to achieve clarity and order.

Here they are seen below:

1. The BMW logo. (From past to present).

2. The Starbucks logo (From past to present).

3. The Pepsi logo. (From past to present).

4. The BP ( Petrol Station) logo.

5. The Rolls Royce logo.

6. Sterkinekor Movie logo.

7. Windows 7 logo.

8. Adidas logo.

9. Channel logo.

10. Mercedes logo.

Analysis of 5 favourite logos:

1. The BMW logo. This is a popular car brand. It stands for Bavarian Motor Works and symbolizes either a rotating propeller as well as the place, Bavaria which is where the brand is manufactured. This depicts a thick black ring encircled by a silver lining. The capitals “BMW” are inscribed in a single san-serif type, situated on the top half of the black ring. This suggests the progressive age, being now the present and the future to come. The middle of the logo is divided into 4 equal parts, and 4 alternative colours, blue and white. Here one can see the use of a grid is visible.The logo is known as a “roundel”. The logo design is simple, and creates a smart, clear, sporty and image-conscious identity for the brand. It also represents class, personality and sophistication. The logo makes use of neutral colours. Motion is created with the repetition of circles. There is unity, order and clarity as the logo fits as a whole and stands as a bold representation.
2. The bp, petrol station logo: Starts of with a fairly reasonable single, green, san-serif type that is right aligned. Directly below this is a geometric sunflower-like representation. The outer ring is seen in a dark shade of green, the 2^nd ring is in a slightly lighter shade of green, more like opacity, the 3^rd ring moves into a bright yellow and the middle, quite pure in white. The imagery was created with a repetition of the diamond-like shape. The typography is kept simple and minimal as well as the imagery. Although, the flower does compliment the type/brand by being bold and stands out as natural, bright and energetic. Here we can see the use on contemporary design.
3. The Rolls Royce logo is a car brand. This logo has two R’s which are overlapping each other. The double R’s stand for Rolls Royce. The back R works as a reflection or shadow of the front R. This works with positive and negative spacing. The logo is simple, yet the two types of san-serif typography creates a very creative, stylish, attractive and distinctive look. The full name of the brand is in a thinner stroke of typography compared to the middle abbreviation which has thick and bold weights of typography. All letters are uppercase. The rectangle is divided into three sections, the 1^st and 3^rd part are equal in size, this bringing in the use of a mathematically constructed grid. The middle section is three times the size of the outer two on either side. Rolls Royce is normally seen with a hyphen, this indicating the partnership between its two founders. The logo enclosed within the rectangular form creates unity. It is very neat and pure with just the use of the colours black and white.
4. The Adidas logo. This is a sports / clothing brand. The logo symbolizes aspects of elegance, durability and a leading sports brand in the world. The logo consists of three stripes, all equal in thickness but varies in length, from shortest to longest. The image created here is a mountain that indicates the challenges, seen ahead and the goals to be achieved. Below the stripes is the word “adidas”. This is seen in a single, bold san-serif font. The “i” from the word dissolves into the middle stripe. The logo brings out clarity, simplicity, confidence and leadership. There is uniformity within the size and spacing of the letters. Negative space is used within the typographic layout as well as the created imagery. The stripes are geometric, thus creating an abstract image. This logo is very minimal and both typography and imagery play equal roles in the design of the corporate identity.
5. The Ster-kinekor logo. This Movie / theatre/ Entertainment logo makes use of the ITS very clearly. The there are 3 variations of san-serif fonts used. The main letters “SK” are seen in blue uppercase letters and connect to each other. The top of the “K” extends to the right, right until the two lines of type below end. “SK” is seen in thick stroke weights. Directly underneath this is a simple white san-serif font, in a slighter thinner stroke weight, “THEATRES” in uppercase, aligned to the right and lastly the design ends of with a stylish, curly-like font, in white. This is aligned to the right as well. The slogan “your happy place” is aligned just under the middle of the “K” and is depicted in the thinnest stroke weight. This creating quite a space till the bottom of the “K”. This typographic representation brings in excitement, happiness, warmth and a bubbly-like feeling. All of this is place against a dark background being the contrast. The logo design is very structured with clarity and order. The word “THEATRES” is way smaller in size when compared to the brand name. The curly slogan is very harmonious and universal. The use of white brings out the purpose of existence of the brand.