SYMBOLS DISCUSSION - Warnings
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LECTURE -
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IN-CLASS EXERCISE - Presentation of 3 symbols
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HOMEWORK
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INSPIRATION & EXTRAS
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DYNAMIC LOGOS
With Pepsi's latest logo redesign they have stepped into a new area which rivals Web 2.0 logos. Dynamic logos are identities that change and evolve depending on their usage. In the Pepsi example it happens on their different types of cola. Pepsi Max's logo has more white in it, while Diet Pepsi has less.
The interesting thing I find with the new Pepsi logo is the way they have tried to go in the complete opposite direction of Coke – which is constantly trying to get back to the original essence with Coke Classic – Pepsi has gone towards the future. Love it or hate it you have to admit it's a bold step. Logoblink has a nice article on it with some classic spoofs.
Interbrand claims to have designed the very first Dynamic Logo in 2007 with the Troika dialog redesign - but that claim is hotly contested. Swisscom made theirs dynamic in 2006 with their animated logo. The interesting bit about the Troika logo is the graphic part of the logo (the lines and triangles) only ever exist as a dynamic logo. Everywhere where the logo is used it will be dynamic 3D object. For print the logo will adjust for every case, meaning one business card could have a different version to the next.
This is taken from the Interbrand press release:
“The time of simple, 2-dimensional forms is gradually sinking into the past. Corporate communications are switching over to virtual reality. In virtual space, our logo is 3-dimensional. It is dynamic. The printed version is always different too, even on your business cards. Troika’s Pattern shows connecting lines, which are meant to represent the many different levels and poles of interactions, processes, and communications between people in this complex and fast-changing world.”
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CASE STUDY - KIT Rebrand
The Royal Tropical Institute (KIT) in Amsterdam is an independent centre of knowledge and expertise in the areas of international and intercultural cooperation, operating at the interface between theory and practice and between policy and implementation. The Institute contributes to sustainable development, poverty alleviation and cultural preservation and exchange.
KIT operates internationally through development projects, scientific research and training, and also provides consultancy and information services. These activities, along with those of its Tropenmuseum, Tropentheater and the publishing house, are the Institute’s means of bringing together people and organizations within the Netherlands and all around the world.
The Institute is a non-profit organization that works for both the public and the private sector. It seeks to assist people in developing countries while encouraging diversity, sustainable development and good government.
In 2005 Eden Design & Communication (Netherlands) was asked to develop a symbol that would incorporate all of the varied divisions and KIT’s brand promise: knowledge, choices and opportunities.
The first choice of the design team was to move away from Western influence and integrate a worldly, dignified design. One that showed cooperation, sharing and respect. One that could be understood in any language in a fundamental engagement.
At first the design team gathered tree images. They were determined to show the clients attributes in the growth of caring and knowledge. A tree showed this in a universally recognisable, relevant and organic image. Because the institute increases choices and spreads a broader worldview, contributing to the odds of a better life, one design inspiration was the tree of life, an ancient symbol with many iterations and interpretations.
At the same time they wanted to show a human edge that suggested working together and a general sharing of labour, knowledge and understanding. It was the merging of these two ideas that brought out the final solution.
You can see how strong the logo stands out on some of their latest posters. It is striking and distinct while also expressing the beliefs of the institute.
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INSPIRATION + EXTRAS
LOGOORANGE YEAR TRENDS
Over at logoorange they have listed what they think the 2009 trends for logo design might be. Reading through the comments below shows how painful designers can be, lots of complaining about the integrity of having trends and whatnot. Whether you agree or not its well worth having a look at what their opinion is.
While you're there you might want to check out logooranges 2008 predictions to see if any came true.
MORE PEPSI
Interesting to see that Pepsi launched it's new logo by sending out
care packages to all the major media houses with all 11 previous logos printed onto 11 cans.
FLOATING LOGOS
Photographer, Matt Siber with his showcase of floating logos. Now everybody else knows how designers look at the world.
LOGO FACTORY BRILLIANCE
Such a great way of showing why pixel is bad and why vector is good.
