TRADEMARKS, LOGOS, and SYMBOLS

“Good design is good business.” After World War II… “Good design is good business.”

William Golden CBS Art Director for The Columbia Broadcasting System CBS logo, first appearance - 1951 Art Director for The Columbia Broadcasting System Designed one of the most successful trademarks of the twentieth century

The New Haven Railroad design program Herbert Matter New York, New Haven, and Hartford Railroad trademark, 1954 Mathematical Harmony of parts demonstrates how alphabetic forms can be unified into a unique harmony.

IBM Paul Rand International Business Machine 1956 Developed from a typeface called City Medium. Redesigned in 1970 to unify the three forms and hint at scan lines on video terminals.

Westinghouse Trademark, 1960 The nature of the company’s business, is incorporated in this logo that is simple, memorable, and distinct This design, made to look like electronic diagrams and circuitry(wires, plugs, molecular structures), is shown here as it might be constructed in an animation.

American Broadcasting Company trademark, 1965 Paul Rand Next trademark, 1986 A four letter name is divided into two rows to give a common name an uncommon appearance. The black box signifies the black box of the NEXT computer American Broadcasting Company trademark, 1965 Steve Jobs on working with Rand: “I asked him if he would come up with a few options, and he said, ‘No, I will solve your problem for you and you will pay me. You don’t have to use the solution. If you want options go talk to other people.'”

Lester Beal International Paper Company trademark, 1960 Stenciling the mark on the tree is one of numerous applications that must be considered

Mobil Chermayeff & Geismar Associates Cylinder forms and a thematic repetition of circular bands brings design order to a type of retail outlet that are usually noted for visual pollution and clutter. Chermayeff & Geismar Associates Mobil Oil trademark, 1964 Mobil

Chermayeff & Geismar Associates Bottom Row: Burlington Industries, 1965 National Broadcasting Company, 1986 Rockefeller Center, 1985 The National Aquarium in Baltimore, 1979 Top Row: The American Film Institute, 1964 Time Warner, 1990 The American Revolution Bicentennial, 1971 Screen Gems, 1966

Saul Bass & Associates Top Row: AT&T (Bell), 1969 AT&T (Globe), 1984 Celanese, 1965 Continental Airlines, 1965 Girl Scouts, 1978 Bottom Row: Minolta, 1980 United Airlines, 197 United Way, 1972 Warner Communications, 1974 YWCA, 1988

Transportation Signage & Symbols In 1974, the United States Department of Transportation commissioned the American Institute of Graphic Arts (AIGA), the nation’s oldest professional graphic design organization, to create a master set of thirty-four passenger-and pedestrian-oriented symbols for use in transportation related facilities.

Design Systems for the Olympic games Adopted the use of repeated multiple lines as well as bright colors based on studies of ancient Aztec artifacts and Mexican folk art. Lance Wyman Nineteenth Olympiad Mexico City, 1968

Olympic Pictographs

Otl Aicher Grid system for pictographs Twentieth Olympiad, Munich, Germany - 1972

Min Wang 29th Olympiad Beijing, China 2008 Pictograms are based on the structure of modern Chinese script and the forms of ancient Chinese writings.

Susan Kare Mac icons – 1983 pixels, color, simplicity, recognizable