If we recognize the logo as a species that must have existed and developed with humankind through many periods, which remarkable evolution steps has the logo made? Join us to explore the process of evolution of logo design in the world.
1800 - 1900 (Logo Erectus): With a non-stop innovation, the logo has steadily grown more complex with geometric detail and diverse sizes. The first logo design was invented by merchants in the era of Queen Victoria, merchant John Cadbury is typical. At that time, Red color was a zenith color in logo design such as Coca Cola, Bass…
1900 - 1930 (Logo antecessor - ancestors of the modern logo): With the invention of color printing technology and advertising industry, logo design was tended to use the national image, marine, medals, and agriculture to be easily understandable. National symbols and medals (costumes, flags ...) represent the high value and estate, while the symbol of maritime and agriculture (ocean, life buoys, wheats and cattle) represents the purity and freshness...
1930 - 1980 (Logo Rhodesiensis - Simplified Logo): The greatest graphic designers as Paul Rand and Milton Glaser and Alan Fletcher has revolutionized the artistic elements in logo design, at the same time, invented simple principles that have been applied to nowadays in the field of design. At that time, the CMYK color system was established to cater to the print media for branding; in parallel with that, the Helvetica font was popular than ever, the typical brands were the American Airlines, Nestle, Panasonic, 3M and Toyota...
1980 (Logo Sapiens - Modern Logo): Today, the logo design are developed towards simplicity, flexibility, and can be applied to all of the media and of course, always be built depend on brand orientation.
The Logo is not just a beautiful design, but it’s the way that brands communicate with customers.That's why when returning to the market in 2000, The British oil group BP has spent more than 136 million pounds (more than 4622 billion) for the sunflowers logo design as we see today.
Today, in the Brand Era, human life is too plentiful that being complex, therefore, the amount of information and images too easily lead to a state of "overload". Every day, a lot of images will be recorded in the brain when we watch TV, surf magazines or even when we are driving on the road. Therefore, a smart logo is a logo following the concept "Less is more" (roughly translated: as simple as possible); because as a simple logo as more quickly brand identity.
Above all, the brand will continue to expand into new areas and brand designers will come to dissatisfied with their logo. They are aware of the change of the surrounding culture and the desire to keep an active role in the design and direction of their logo in the trend of the time, or even go ahead and capture the era. Therefore, the development and continuous innovation are inevitable. However, do not forget that a bold design with aesthetic value and meaning over time is the base.
Therefore, a truly designer will study the evolutionary steps hourly and daily for its design even when ideas pushing from nobody, simply because the design is a destiny, not a job.
GREY ANTS DESIGN - freelance group
377/27D Cach Mang Thang 8 Street, District 10, HCM City, Vietnam
Email: greyants.design@gmail.com
Skype: greyants.design
Blog: http://greyantsdesign.blogspot.com/
The process of "evolution" of the logo
1800 (Logo Hobilis): At that time, the logo just was still pictures or characters that aimed to decorate or illustrate. the logo was almost designed with 2 colors, white and black, and with entirely handwritten text.1800 - 1900 (Logo Erectus): With a non-stop innovation, the logo has steadily grown more complex with geometric detail and diverse sizes. The first logo design was invented by merchants in the era of Queen Victoria, merchant John Cadbury is typical. At that time, Red color was a zenith color in logo design such as Coca Cola, Bass…
1900 - 1930 (Logo antecessor - ancestors of the modern logo): With the invention of color printing technology and advertising industry, logo design was tended to use the national image, marine, medals, and agriculture to be easily understandable. National symbols and medals (costumes, flags ...) represent the high value and estate, while the symbol of maritime and agriculture (ocean, life buoys, wheats and cattle) represents the purity and freshness...
1930 - 1980 (Logo Rhodesiensis - Simplified Logo): The greatest graphic designers as Paul Rand and Milton Glaser and Alan Fletcher has revolutionized the artistic elements in logo design, at the same time, invented simple principles that have been applied to nowadays in the field of design. At that time, the CMYK color system was established to cater to the print media for branding; in parallel with that, the Helvetica font was popular than ever, the typical brands were the American Airlines, Nestle, Panasonic, 3M and Toyota...
1980 (Logo Sapiens - Modern Logo): Today, the logo design are developed towards simplicity, flexibility, and can be applied to all of the media and of course, always be built depend on brand orientation.
Why the process of "evolution" above occurs?
As Naomi Klein, the famous author of No Logo, has said:"…that successful corporations must primarily produce brands, as opposed to products". And of course, none of these methods can mark your brand more clearly and efficiently like using the logo.The Logo is not just a beautiful design, but it’s the way that brands communicate with customers.That's why when returning to the market in 2000, The British oil group BP has spent more than 136 million pounds (more than 4622 billion) for the sunflowers logo design as we see today.
Today, in the Brand Era, human life is too plentiful that being complex, therefore, the amount of information and images too easily lead to a state of "overload". Every day, a lot of images will be recorded in the brain when we watch TV, surf magazines or even when we are driving on the road. Therefore, a smart logo is a logo following the concept "Less is more" (roughly translated: as simple as possible); because as a simple logo as more quickly brand identity.
Above all, the brand will continue to expand into new areas and brand designers will come to dissatisfied with their logo. They are aware of the change of the surrounding culture and the desire to keep an active role in the design and direction of their logo in the trend of the time, or even go ahead and capture the era. Therefore, the development and continuous innovation are inevitable. However, do not forget that a bold design with aesthetic value and meaning over time is the base.
Conclusion
Ultimately, the logo design is still a very special handicraft job, but instead of tinkering sculpting or hand drawing, people are served by tools such as Photoshop and Illustrator with an incredibly development making the design in general and the logo design, in particular, easier than ever before. In any era, any space, even though the technology has been limited, the imagination and creativity of human are infinite, just when we know the leverage and fully exploit the tools to execute the idea, we will get greatest designs.Therefore, a truly designer will study the evolutionary steps hourly and daily for its design even when ideas pushing from nobody, simply because the design is a destiny, not a job.
GREY ANTS DESIGN - freelance group
377/27D Cach Mang Thang 8 Street, District 10, HCM City, Vietnam
Email: greyants.design@gmail.com
Skype: greyants.design
Blog: http://greyantsdesign.blogspot.com/
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