This is a video recommend to watch about branding. A short talk by Angus Hyland covering lots of interesting case studies on branding and how far it has came.
The first study was on Apple. A brand instantly recognised across the world. Hyland shows us the original version of the logo, something not what I was expecting.
Left is the original which features an illustration of Issac Newton, created in 1976. A more minimalistic approach was needed, Rob Janoff created the iconic apple logo we still have today a year later (1977). Hyland also describes how this logo is called a Rebus; a representation of a word or phrase by pictures, symbols, etc., that suggest that word or phrase or its syllables. Creating a rebus of a well known word and making it a logo you own is very powerful.
The evolution of the Shell logo from 1990 to present day. Having an object and having text to reveal what it is makes the branding lose its power, thats why todays current logo for Shell is just a bold clear illustration. – Thinking about this research in context with our lesson recapping semiotics and looking into BP’s logo there is a few comparisons I can now make.
Both companies are of course fuel companies, both logos feature naturally occurring objects, BP has a flower and Shell has a shell (relating to the oil and process) Both have also changed lettering to lowercase, which creates a more friendly and welcoming look.
WWF is another study in the video, developing from sketches to cleaner and more minimal illustration. Also to note is the change in serif to sans serif typeface, I have a feeling this was because the previous logo from present was designed in 1986, where traditional serif typefaces were common in braining, however sans serif creates a more up to date and modern feel to show the charity is up with current times.
The black and white aspect of this logo is also purposeful, this can be reproduced across in any developing nation in any situation. Mobile perception is another phrase used by Hyland which means where your eye draws in the pieces that aren’t there (negative space).
British Railway is something I have researched into from Hyland’s video.
The British Railway original logo was again a detailed illustration that moved into a more minimalistic feel. Something really interesting I discovered is the British Railway corporate manual, which gives refined details of how the logo should be used in a variety of situations, from logo placement and colours to how staff members should dress.
Conclusion from Hyland’s Symbol Video:
“Commercial symbols are like people, some are reasonably put together but lack personalities, others are aggressive, pompous and some our unpleasant. A trademark must meet a certain criteria, the utilitarian values of being relevant, appropriate and practical with the inaudible qualities of being memorable and distinctive and that little something extra (little tweak) that creates a unique personality.”