"In todays marketplace, corporate symbols must be distinctive and communicate effectively with desired audiences."
'legendary' corporate logo design agencies - Saul Bass, Paul Rand, Chermayeff & Geismar
A SHORT HISTORY OF LOGOS
Symbols / logos / trademarks are everywhere. Very recognisable / memorable - you instantly know what the company is. This concept is prehistoric beginning with the basics. e.g., a circle = the "endlessness of the universe", eternity, god.
put a dot in the middle = the sun, the open eye of a supreme being. One of the oldest signs that seems to appear in every culture of the world stretching back before language.
the cross = predates christianity. appears during the Neolithic Age.
the triangle = chosen to represent triads. Birth - life - death. Body - soul - spirit
Pythagorus used it to represent wisdom
the square = restraint, solidarity, order, safety. matter and earth.
these may well have been some of first attempts at communication alongside the development of verbal communication.
SPQR "Senatus Populusque Romanus" - the senate and the people of Rome. "The roman empire developed the first nationalistic logo"
14th century - "artisans were beginning to employ symbols to identify their creations." stonemasons marks on cathedrals and castles. Potters signed their wares. assurances of quality. "quality assurance via the use of trademarks became so important and prevalent that English law mandated they be used where ever possible, even on every loaf of bred baked."
Procter & Gamble - "One of the first companies to capitalise on the use of trademarks."
Dock workers on the mississippi painted a star or cross (conflicting sources) so that those down river would recognise the crates to contain P & G goods. After a refinement of the logo "Merchants would only accept the "starred" crates ."
soon after, Arm & Hammer, Quaker Oats, Coca-Cola, John Deere took up this innovation with billboards…
"The government was called upon to protect these new emerging symbols by establishing trademark patents."
N.W. Ayer - one of the earliest advertising agencies, (National biscuit - Uneeda boy. "Developed the classic Morton Salt Girl - the smiling little blond girl clothed in a simple yellow rain slicker who guaranteed the purchaser that Morton's salt "Poured like rain"."
Corporate identity "Specialists" appeared - Lippincott & Margoles, Raymond Loewy
Chermayeff & Geismer developed the "Stark, powerful octagonal symbol for the Chase Manhattan Bank"
Paul Rand repositioned IBM, Westinghouse, UPS and more.
Fewer lines, tighter shapes, powerful bold graphics.
1970s + 80s, acquisitions led to large conglomerates. Trend towards less specific more general symbols.
Logos on clothes "sported" by the wearers,
the message for new companies: "Our times demand fast, easily recognisable symbols to denote the product and service of the corporation or even the individual maker." "Just as Michelangelo, in a rage, chiseled "Michelangelo made this" into the sash of Mary's robe on the Pieta, Manufacturers are finding ways not only to identify themselves and their products but to advertise them."
"In an age of media clutter and hype, a product must advertise itself, stand alone and contain its origin, source and standard of quality in one word or symbol."
"History has proven that the ideal trademark - from a marketing viewpoint - must be simple and unique, distinctive and, most importantly, memorable. It must conjure instant association with one particular product or service. It must encourage repeat purchase. It must mean excellence on all levels."
Gregory Thomas. 2000. How to Design Logos, Symbols & Icons. Ohio: How Design Books