Comments on: Paul Rand’s vs New Brands:Has Logo Design Changed Forever?

By: hoyth2

hoyth2 — Wed, 03 Sep 2008 16:23:00 +0000

I agree with Jeff in that corporations need marks that are very refined an distilled down to its essence. Product marks tend to be more colorful exhibit more flare. To Julio’s question, “why not to create someting in 17 million colors, I would add that unless the product or identity lives exclusively online then 17 million colors will cause headaches for the identity. More to the point it is like saying lets build a machine with 17 million moving parts because we can. As any engineer would speak to, more parts equate to more problems. This axiomatic statement applies to design because all logos need to interact with many other elements—both now and those not yet imagined—even in an exclusive online world.

By: Jeff H

Jeff H — Thu, 28 Aug 2008 14:51:28 +0000

I think that comparing corporate logo design to product logo design may be the issue here. Usually, a logo design for a corporation is still simple and clean. The goal is to become an imprint on the minds of everyone who sees it. Product logo design is generally more elaborate because the goal is to get the product from the store shelf, to the shelf in the consumer’s pantry.

By: Julio Ferro

Julio Ferro — Tue, 26 Aug 2008 14:30:55 +0000

The screen has changed the way we conceive logos. The Rand’s simplicity is OK, but why not to create someting in 17 million colors? That’s one of the differences, but now once we’ve proved this, logo design trends points to simplicity again.
The first 2000 years showed what you say, but after those baroquesque times design is moving back to its roots.