So i decided to look into logos that had some meaning or an interesting story behind them or logos that i thought looked interesting or were representing something i was really in to.
Lacoste
The company name derived from the surname of its founder, Rene Lacoste, a world renowned tennis player then.
Rene Lacoste was nicknamed the “crocodile” by the press after he made a bet with the captain of the French Davis Cup team. Apparently, Rene was promised a crocodile skin suitcase, something that was very important to the team, should he win the match.
Though he lost the match, the public stuck with the nickname “crocodile” and Rene then decided to have a crocodile embroidered on his blazer, which he wore to the court.
Sony Vaio
The
branding was created by Timothy Hanley to distinguish items that
integrate consumer audio and video with conventional computing
products… The VAIO logo also represents the integration of analog and
digital technology with the ‘VA’ representing an analogwave and the ‘IO’
representing a digital binary code.
Google
Ruth
Kedar, the designer of the Google logo said "there was a lot of colour
variations, but we ended up with primary colours, but instead of having
the pattern go in order, we put a secondary colour on the L, which
brought back the idea that Google doesnt follow the rules".
Adidas
The shape of 3 stripes on the Adidas Logo represents a mountain, pointing out towards the challenges that are seen ahead and goals that can be achieved. Also the logo is shaped similar to a shoe which is associated with what they sell a lot of. The 3 steps are like like taking steps within sport which every sportsmen/women would have to do.
Olympic
The current view of the International Olympic Committee (IOC) is that the symbol "reinforces the idea" that the Olympic Movement is international and welcomes all countries of the world to join. As can be read in the Olympic Charter, the Olympic symbol represents the union of the five regions of the world and the meeting of athletes from throughout the world at the Olympic Games. However, no continent is represented by any specific ring. Prior to 1951, the official handbook stated that each colour corresponded to a particular continent: blue for Europe, yellow for Asia, black for Africa, green for Australia and Oceania and red for America (North and South considered as a single continent) this was removed because there was no evidence that Coubertin had intended it.
When we came into the class today we were firstly had an example of how Lorraine wanted us to talk through our logos, she used the example NASA.
She firstly asked us to look at the colour of the logo which is black and then sometimes in red, it is red because it is associated with America, plus its a strong colour and because being an astronaut is dangerous and you have to be strong and brave it works well. The shape of the lettering is curved and looks very futuristic, something that space travel was back then. Not only that but the letters look like long pipes which the astronauts have on there space suits. Also the curved shapes resemble something like a rocket. The joining of the 'A' and the 'S' could be like that because those 2 words are what the company is actually all about are are the best 2 words to describe NASA (Aeronautics and Space).
This logo was abandoned though because it was associated with the accident where people died in a rocket crash.
This logo now clearly resembles space with the stars, but not only this but with the red stripe across the logo it resemble the flag of America (stars and stripes), a symbol they hold in very hard regard. The oval line also looks like the orbit of a planet again something that everyone recognises to be part of space.
Using this as an example we set about talking about our own logos.
For each person i wrote a bit of what they were saying about there logo they choose and what i thought interested me.
The instagram logo is shaped like a camera because it is a photo uploading app, it is also the shape of a Polaroid camera which produces 'instant' pictures, hence the name 'insta'gram. It also has the colours top left that resemble the filters on the app, the filters change the image so that it becomes more like a film camera shot, it is a complete change from the way the way film used to be viewed although not technically being film. It brings a vintage look to a modern way of viewing things.
Ministry of Sound
The ministry of sound logo has a disco ball in the center which symbolises the music they produce, the dance, trance ect, all music associated with going out and 'partying', and one recognisable symbol of that is the disco ball.
Dove
The brand sells soaps and cosmetics and so is very feminine, this is shown through the logo with the bird, the flowing nature makes you think of something light like the cream they make.
Fairtrade
The Fairtrade logo represents the blue as the sky the green as the grass, it symbolises unity. The leaf also resembles the organic trade and food they produce.
Nike
Ambitous people, positive tick, if you've achieved you've done it right
Jaguar
The company used racing green which the colour for racing cars back when they were made. The jaguar represents power and grace.
V&A
When the logo is flipped around it reads the same so it is versatile. The logo also looks elegant and superior and very upper-class, this is because it was made for Victoria and Albert who were royals, they were deeply in love shown through the closeness of each letter, but also because Albert died the A has been cut in half, showing his life was cut short. The colour also represents the fact that Victoria wore black everyday of her life after Alberts death.
Chair
The chair logo isn't in fact a furniture company but actually a games design company, the logo could be like this because playing and designing games involves you sat down for long periods on a chair.
Huggies
The logo looks cuddly and soft and harmless, something essential and reassuring to a mum who wants to buy there product. The curved edges give it a soft look and the pale skin tone below the type represents the skin its going to be used on. The dirty hand also could resemble the dirt that will get cleaned off the child's hand by there product.
Shell
The company started off selling shells hence the shell for the logo now. The yellow and red could be like a warning that it is flammable, but it also stands out and is recognisable.
Levis
Was made for the hard working minors, so they had to be 'strong', this is why on the logo they have 2 horse carts pulling the jeans apart to emphasise how strong they are. The black on the logo could also relate to strength and dirt like what the minors had to put up with.
Pandora
The Pandora logo is very simple with the only change to the typeface being the O where it has had a little crown put on top of it so it resembles a ring/jewelery which is what they sell in there shop.
First
The logo is in the shape of a F for 'first' and then also it looks like a road or path where a bus would run down.
Innocent
The innocent logo is hand drawn and organic, the hand drawn aspect represents children and they are perceived to be 'innocent'. The drink has that image because it is branded to say that there is nothing but fruit in there drink and that they are 'innocent'.
Cupcake Cafe
The cupcake cafe logo is very clever because the coffee in the middle is obviously shaped like a coffee but also like a cupcake.
Lush
The lush logo looks nothing like what the products are, what they sell is beauty and cosmetics. But there logo looks like it could be a bathroom cleaning product. Despite them selling high end products the logo doesn't say high end. This could be because its a old company
Alzheimer
The red logo has brain waves which are related to Alzheimers and then shaped like a heart which relates to health and keeping people healthy. The brain waves and heart are saying together 'healthy brain'.
Tin Can
Does what it says on the tin simple logo. The stripes represent the stripes that are around a can.
Using geometric forms and shapes help to last longer than a other logos because they are more esthetically pleasing, they are better for scaling keeping the logo more balanced and in better proportion. They create a logo that is timeless like the examples.
Why Geometry?
"The mathematically expressed module can only act to confirm a spontaneous insight. The golden rule merely defines the ideal proportion previously intuited by the artist, it is a means of verifying, not a system."
- Sizing objects and curves in relation to a single unit creates harmony
- Using the vertices/corners of shapes and their intersections creates harmony.
Quote by Adolphe Mourons (source)
After reading this on the website labeled (source) i continued reading and i found it very interesting how the man producing the logo went about creating it and how he used circles to make the logo he had been tasked to make.
His process is shown below.
When sketching fails
Simple shapes
More circles
Finishing touches
Finished design
Examples of 2 very famous logos, one of which the Apple logo that has been around for years and still today looks perfect within the contemporary design world.
Looking in greater depth at a logo
After this session we were told to go away and look in greater depth at a logo, to find the story behind it, but for mostly all of the logos i selected i found the back story for them, so i might look at one where i didn't find much or not enough or select another logo that are group talked about.
Lactose
The Lacoste brand is the legend of tennis player, René Lacoste, a member of the famous “Musketeers” team, and a star of the courts at Wimbledon, Forest Hills, and Roland Garros.
René Lacoste made a strong first impression in the world of tennis with his brilliant, strategic, and tenacious court strategy. He won the French Open three times (1925, 1927, and at Roland Garros Stadium in 1929), Wimbledon twice (1925 and 1928), and the U.S. Open at Forest Hills twice (1926 and 1927).
His exploits are those of a generation, which, in the early years of the 20th century really invented the sport as we know it today while remaining faithful to traditional values.
From these values and the idea of the sport to which they were linked, René Lacoste, the champion, invented sportswear.
Born in the early 1930s, the famous “1212” “petit piques” shirt was the answer to the specific requirements of a small elite group of sportsmen. Supported by the exploits of its founder and by the legendary crocodile, an emblem that quickly became famous, the “1212” soon became popular with the public and a great brand was born.
The Lacoste Crocodile is one of the most famous and recognizable logos in the world. Its birth was accidental since it came from a simple bet between the members of the French tennis team in 1925.While walking through the elegant streets of the Boston , René Lacoste stopped in front of a boutique where his eye was drawn to a superb suitcase made of crocodile skin and he said to Pierre Gillou, the captain of the team, “If I win the match, you must buy me this suitcase.” In the days that followed, the story was told to a journalist and, although the French team did not win, the journalist reported the story, saying “The young Lacoste has not won his crocodile skin suitcase but he fought like a real crocodile.” As early as 1927, his friend and great sportsman, Robert George, designed a crocodile with its mouth wide open, which René Lacoste wore conspicuously on his blazer.
It was in 1927 that René Lacoste had made for himself a batch of shirts he said were “more comfortable to wear in the heat of the American courts.” These shirts were of a mesh material, which completely absorbed perspiration, and they caused a sensation on the courts.
Lacoste’s shirt allowed freedom of movement while remaining gracefully elegant. The shirt has redefined men’s sportswear, replacing the popular long-sleeved, starched, woven shirts of that day. Because it had a collar, it looked equally as graceful and refined on the tennis court as it did under tennis blazers and sweaters.
In 1933 Andre Gillier, the owner of one of the biggest and oldest hosiery factories in Troyes specializing in mesh materials, entered the scene and the two men joined forces and set up a company to manufacture the crocodile logo-embroidered pique knit shirt. They created “La Chemise Lacoste” and the brand name was registered in June 1933.
Lacoste continued to work on his inventions and designs until shortly before he died in 1996 at the age of 92. He left a global empire that was presided over by his son, Bernard Lacoste, who was the president of the Company from 1963 until his death in 2006.
In 2006, Mr. Franck Riboud, Chairman of the Board and CEO of Danone Group, and Director of Accor Group, L’Oreal, Renault, and Quicksilver, was appointed as new Director and Michel Lacoste, Bernard Lacoste’s closest collaborator, was appointed Chairman of the Board and CEO of Lacoste S.A.
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