Paul Rand designed the IBM trademark, the Westinghouse “W,” the marks for American Broadcasting Company (ABC), UPS, Esquire Magazine, Harcourt-Brace and other memorable trademarks. A recent post on logodesignlove discussed a 1971/71 article by Stanley Mason on how Rand presented his work to clients. Long before the days of digital graphic arts, Rand created short-run offset print publications to present to his clients. Paul Rand avoided flashy presentations and let the work speak for itself, presenting booklets to the top decisionmaking executives. This was pure genius, as these printed materials helped cement the designs as finished products.
In the 1971/72 article, Stanley Mason wrote that the trademark “should be distinctive, memorable, and reflect in some way, however abstractly, the nature of the product or service it represents.” Rand’s rebranding of IBM added eight horizontal stripes and a brilliant blue to the previous trademark. This added movement and color made the mark more dynamic and memorable. It remains strong today.
The ABC logo is simple and understated, yet everyone remembers it.
The NeXT computer logo may not be as memorable since the company disappeared.
You can read more and download PDFs of the 70s article here.
Whether you are developing a 50-page Website, a small mobile phone app or an annual report for a corporate client, you should get in the habit of developing a style guide.
Branding and style guides are important for projects large and small. They help to provide consistent messages about an organization and provide a degree of professionalism. Creative Bloq has a good post on this topic, with examples of thirteen style guides for famous organizations.
Client project style guide
The client’s goal was to refresh their brand and their Web site to draw more customers to their wellness practice and retail establishment. I prepared a simple style guide, using Adobe Illustrator. The Style Guide displays the brand, color chips for main and accent colors, typography and usage examples:
Here is how the styles look when applied to a “mobile first” Website design. Note how the colors and the leaf motif are repeated throughout the page. The design works well on a smartphone, on a tablet or on a large HD screen.
University style guide
On a whim, I researched my alma mater’s color and brand guidelines. The Miami University was established in 1809 by a charter signed by George Washington and has a long-standing with the Miami Indians in southwestern Ohio.
It was interesting to find that Miami University uses different reds for print, online and merchandise. And there are lots of formal and informal logos in different styles and sizes for print, Web and merchandise use. Certain “vintage” logos require special permission from the University,
Here is the “M” spirit mark often used on sportswear and signs.
The branding guidelines also link to the school’s Web standards. These standards cover fonts, graphic elements, headers, footers, etc. It was interesting to see the fonts used; Adelle, Gotham, Promesh and Adobe Bembo.
The Promesh font is new to me and it works well for athletic wear and athletic posters. You can download Promesh One and Promesh Two here.
More and more big companies commission their own typefaces, rather than relying upon the thousands of fonts readily available for marketing their goods and services.
Recent, notable bespoke typefaces
This month, The Coca-Cola Company (TCCC) introduced its bespoke Unity font. Depending on who you ask, some designers love it, and others hate it. Coca-Cola has used a script logotype for decades, and a while back introduced a serif font with the word, “Coke.” Unity is a departure; it is a sans-serif typeface family with several weights.
In 2017, IBM rolled out its bespoke typeface families, named Plex, and YouTube introduced YouTube Sans.
In 2016, Apple introduced San Francisco typefaces at its Worldwide Developer Conference. These fonts were inspired by Helvetica, and were developed for ease of reading on small screens like the Apple Watch and iPhone, as well as on iPads and Mac computers. The same year, CNN introduced CNN Sans—also modeled on Helvetica.
In 2015, Google rebranded its famous “G” using a proprietary font called Product Sans. Product Sans has a strong resemblance to Futura. Google rolled out Roboto In 2013 for the Android OS. Also in 2013, Mozilla rolled out typefaces for its Firefox OS, called Fira Sans and Fira Mono.
Why use a bespoke typeface?
It’s all about branding. We are bombarded by thousands of advertisements each day on smartphones and other computers. We may see an advertisement for a fraction of a second before engaging with the brand or discarding the ad. According to Envato, simply having a recognizable logo is not enough. Companies have to stand out, so branding today requires notable logos, colors, copy and typography. “Bespoke fonts offer brands more control over their identity, and in some cases can even save them money in the long run.”
Companies must stand out
Will bespoke typefaces result in the death of Helvetica?
Helvetica (Neue Haas Grotesk) was developed in 1957 by Swiss typographer Max Miedinger and became the de facto standard of international typeface design in the mid-20th Century. It remains popular today—Helvetica Neue is the default Mac font—because it is both readable and legible at many different sizes and weights.
It’s not likely that Helvetica is going away anytime soon. It is still the favorite of many designers because of its versatility and simplicity. Just make room for the new, bespoke typefaces to coexist with Helvetica.
Fall is in the air (finally) and we celebrate Thanksgiving this week. I am thankful for friends and family, our adopted dog, great professors, art & design mentors, and more. I will illustrate my dinner menu, as I have done for many years, but this year I have Ninja Illustrator and Photoshop skills. Will it be comic book style, chalkboard style, or vintage style, or a mashup?
The origin of printed menus
The whole printed menu “thing” came from my Mom, who was a Registered Dietitian. She knew how to plan meals for the masses or for our family of six. She was a good cook and baker. Mom would scribble out her menu on a slip of scrap paper and stick it to the refrigerator, just to make sure that she did not forget to cook or serve one of the many dishes she had planned.
Amateur chef meets graphic designer
I love to cook and bake, and have done both since I was a young child. After I had a home of my own, I started to generate menus for various dinners and parties as soon as I could get my hands on a computer. At first, all I had at my disposal was a simple word processor. Later, I became very proficient at MS PowerPoint and Word, and used lots of clip art. Then I started an Art & Design degree program. What I used to do in Microsoft programs was primitive, compared to the capabilities of Adobe Creative Cloud apps, Snagit and online tools, plus a myriad of free resources.
Here is the menu… more for practice than for show, since we are having dinner for two! I used a primary color palette and generated halftone patterns in my custom colors for the stars and the cloud backdrop. I used one of comic book fonts found at dafont.com.