I overheard a conversation the other day between two young men about their problem with familiarity. One young man complained “I could be craving Starbucks like crazy and pass three on my way to work and not even realize they’re there until I’m on my way home. I see them so much I don’t even notice them anymore.” The conversation continued as the two young men suggested ways to remedy the common problem of familiarity. I smiled to myself as one suggested color changing logos and another suggested that logos change slightly every 2 years or so. If only they knew how long it took creatives to elaborate over a design as simple as Nike or Apple.
Whenever I hear conversations like this one I can’t help but be amused. If people knew the process of designing as well how far we have come in our designs, they wouldn’t be so quick to speak. The process, as rewarding as it may be, is grilling, competitive, and highly criticized. So the next time you find yourself thinking of how monotonous a corporate logo is, think of how it’s shaped your perception of popular culture, consider a career in graphic design, and check out how some of our most common logos used to look (you may have nightmares).
Logos are something we are bombarded with on a daily basis. You can’t walk anywhere without encountering some kind of trademark. Some of the very clothes I wear hold the emblem of some corporate logo and all the associations attached to them.
When one thinks of a logo they typically have a preset image in their heads upon only the mention of a word. Apple. Ford. Dodge. Nike. I’m sure you could imagine each of the logos associated with those words. The typography (if there is any), the color scheme, and all the small details. Each of those small elements was carefully researched, deliberated among creatives and corporations, thousands of design options and thumbnails were sifted through, and as the times changed so did the logo with the ever continuous movement of society and corporate image. The entire process in and of it’s self could take months or years to do, and in most cases…the process is ongoing. To see more logos then and now click here!