SYMBOLS DISCUSSION - Philosophy
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LECTURE - Using the Illustrator artboard
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IN-CLASS EXERCISE - Working on Symbols
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HOMEWORK
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INSPIRATION & EXTRAS
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SYMBOLS IN HISTORY Part 6
Thought we'd change it up a little this week and start having a look at brands, or brands that have become a symbol. The original logo was actually designed by Steve Jobs and Ronald Wayne and depicts Sir Isaac Newton sitting under an Apple tree. In this picture the apple symbolises the great and all powerful idea, in this case the one Newton had when the apple dropped on his head: the theory of gravitation.
In 1976 Rob Janoff designed the legendary rainbow apple with equally famous missing bite.
The rainbow apple was used up until 1998 when it was replaced with a simple monochrome logo. Recently it got the ‘Web 2.0’ treatment and became gradient happy.
In 1978 Apple Computers was sued by Apple Corps, a multimedia company founded by the Beatles, for trademark infringement. In 1981 the suit was settled with Apple Computers paying $80,000 and agreeing to stay out of the music business. They went back to court in 1989 when it became apparent that Apple Computers had an ability to play MIDI files. Apple Corps cited that this was a violation of the stipulations of the 1981 agreement. Apple Computers payed out $26.5 million dollars in 1991 to settle this dispute. Apple Computers was again sued in 2003 when the iTunes store was released, but this time Apple Computers won.
What other symbology does a simple apple have?
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LOGO MOVE-ONS
Now might be a good time to talk a little about logo move-ons (otherwise known as redesigns) as they give a good insight into simplifying and weight shedding that we need to do in order to get the perfect symbol. Have a look at this Batman identity study:
Batman's owner has also had their fair share of redesigns as well:
Redesigns are the process of taking existing symbols/identities and giving them a face lift. A company may be going through fundamental changes or may just feel like some re-invigoration. Redesigns are a great way to give a brand a makeover and change the way they are perceived.
The KFC one is an interesting one as it's gone from being very traditional to almost cartoon-like. Most notable is the change of hair, the younger appearance and add of an apron. The Colonel has bought some straighteners, is clearly using botox and has decided to get behind the counter during the the tough economic times.
Burger King on the other hand has added highlights to show how greasy their burgers are.
Have a look at some more examples on LogoDesignLove.
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INSPIRATION & EXTRAS
Each week I throw up things I find that relate to what we've been discussing or working on that week. Sometimes it might be things that relate to your major assessment and sometimes just stuff I thought was worth seeing. If you find something you think we should be showing or something we just have to see let us know in class or throw an email over to me at matt@billyblue.com.au and I'll get it up here or on the Bluni inspiration site.
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WHITE DESIGN INC.
This is an interesting idea. Over at White Design, once they have completed an identity they make a little book which holds all the process work leading up to the final logo and it's applications. Studio: White Design Inc. Designer: Jamie Graupner
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What can I say, I love this guy. Not sure if I agree with him but he does make a point about how many logos are being redesigned this way.
HERITAGE PARK AMPHITHEATRE
A nice little run through of the evolution of a logo.
