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Logo History

and Design
Chia Ning Lee
Tze-Hsiang Lee
David Quick
What is a logo?

• A logo is the visual representation of a

company or organization, which forms the
foundation of its corporate identity. It is a
name, symbol, monogram, emblem,
trademark, or other graphic device designed
for easy and definitive recognition by the
company’s audience.
• Trust, recognition, and attraction.

Smashlab: Understanding Logo Design:

Images and words…

...for profit and not for profit

History of logos

• Ancient Greece
• Early technology of writing and seals
• Religious and political identification

Smashlab: Understanding Logo Design:

History of logos

• Industrial technology changes everything.

• 18th and 19th Centuries: Lithography and
typography bring increased use of trademarks
for merchants and businesses.
• By 20th Century, logo design is established part
of printing and advertising.

Meggs, Philip B. (1998). A History of Graphic Design (Third ed.). John Wiley & Sons, Inc..
What should a logo be?

“The trademark should embody in the simplest

form the essential characteristics of the product
or institution being advertised.” Paul Rand

• Simple (Describable)
• Versatile (Scalable and B&W-friendly)
• Distinctive (Memorable)

Smashlab: Understanding Logo Design:

What makes a good logo?

Simple? Versatile?


Smashlab: Understanding Logo Design:

Trend of current
logo design
2008 Logo Design Trends

1. Organic 3d: Starts with a very basic

shapes that is applied to a simple
transparency effect.

2. Waves-The New Swooshes:Flexibility,

transfer,quickness and connection.

3. “Web 2.0” Logos:So-called the “Apple

type logo”, rainbow logo,glass Apple
logo bright color, cute icon, effect, simple organic 3d Wave Web 2.0 Apple logo

font, rounded font.

2008 Logo Design Trends

4. Transparency: Growth, development,

combination and connection

5. ”Underground” Typography-Minimal
fonts: Minimal Font,catch
attention,provoke a sentiment or
desire ,but create confusion among

6. New Rainbow/Color Scale: Transparency Minimal Fonts

Color scale
Sophistication,technology and freshness.
There are no boundaries- nothing is
2008 Logo Design Trends
7. Sci-fi Fonts: Typographic logos,Straight
edges and simple shapes. less is more

8. Leaves Logos: Synonymous with

creativity and innovative thinking.web
2.0 logo feature leaves making spring-
green the preferred web 2.0 color.

9. The “Ugly” 80’s: looks like kid play

around mindlessly. stands out and get
notices,different, never boring

10. The New Crest: Contrast between the

Sci-fi Fonts Leaves 80s’ The new Crest
old and new-novelty fonts against
medieval lions, ancient decorations
versus modern object. ”blending the right
element to strike the right chord”
2009 Logo Design Trends

1. Psychedelic Pop Background: Part

60’s psychedelic part Optical Art.

2. Origami: Small but

beautiful,Japanese art of folding paper.

3. Tactile Logos:Texture,invoking the

sense of touch

4. Arabesque: Arabic Calligraphy, Psychedelic Pop Origami

beautiful soul of middle East. The Background
Tactile Arabesque
harmonious blend of ancient
calligraphy and modern sans serif fonts
works like a charm.
2009 Logo Design Trends

5. Classic Modernism: Somber and

calculated,white space is cleverly used.
Fundamental shapes,sharp contrast

6. Pictogram: good to communicate the

message of “here I am” instead of “Let me
tell you about my company”

7.80’s Geometry Lesson: fine- Pictogram 80’s Geometry

Classic Modernism
tuned,visually stable and very difficult to
2009 Logo Design Trends

8. Typographic Logos: Deliver not only

simplicity but also attractiveness.

9. Street Art: Wall paintings, a breath of

fresh air, a welcome relief from digital
computer art.

10. Puzzle Patterns: Using complex

vector graphics to intentionally veer Typograohy Street Art Puzzle Pattern
away from the rules. Undisciplined but
skillful interplay of type.
2009 Logo Design Trends
To stand out and be refreshingly different at what ever cost
From an identity point of view, web 2.0 logos failed miserably.
Minimalism is fading , this weakness is paving the way for spectacular remixes to take over
A particular style cannot emerge and expert to stay at top indefinitely.Logo trends have a
short lifespan.
New trends emerge only to be contradicted by others that go the opposite direction.
More will be the new less. Strong visibility and passion are dictating themes.
Original logo, 1971

• Make the belly button less obvious

• Slightly alter the facial expression
• Remove the unattractive shade around tummy
• Siren - represent the seductive and irresistible
quality of the coffee
Until 1987...

• Coffee brown • Head of Mercury

scheme, circular ring (mythology) - bring
surrounding the siren - out the theme of swift
resemble cigar band speed for espresso
label coffee
From 1987 to 1992

• More attractive, • Cropped the siren, leave a

stylized version hint of tail
• Chest hidden • With the introduction of a
• Text in the circular new blend (Apr, 2008)- Re-
band simplified introduced a version of the
original logo
From 1971 to now
Logo design tips

• Simple is sometimes better -

A complex logo can be difficult to reproduce and
more importantly, difficult to remember.
• A logo doesn’t have to convey what your
company does -
A logo is better designed to be able to adapted to
whatever direction the company takes.
• Size matters -
Your logo needs to reproduce at a variety of
different sizes, particularly on the smallish side.
Logo design tips

• Your logo is for your audience -

Logo is to appeal to your customers, and should
be created with them in mind.
• Your logo has to have “instant impact” -
You probably have a few seconds to ‘grab’ the
viewers attention.
• Don’t change. (Almost) never -
Brand recognition takes time.