LogoLounge 8: 2,000 International Identities by Leading Designers

195 Pages·2014·95.888 MB·English

by  Bill Gardner, Anne Hellman

logolounge
8
2,000 International Identities by Leading Designers
Bill Gardner and Anne Hellman
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Visit RockPaperInk.com to share your opinions, creations, and passion
for design.
All rights reserved. No part of this book may be reproduced in any form
without written permission of the copyright owners. All images in this book
have been reproduced with the knowledge and prior consent of the art-
ists concerned, and no responsibility is accepted by producer, publisher,
or printer for any infringement of copyright or otherwise, arising from the
contents of this publication. Every effort has been made to ensure that
credits accurately comply with information supplied. We apologize for any
inaccuracies that may have occurred and will resolve inaccurate or missing
information in a subsequent reprinting of the book.
© 2014 Rockport Publishers
Library of Congress Cataloging-in-Publication Data
Text © 2014 by Bill Gardner
Gardner, Bill (Bill K.), editor of compilation.
First published in the United States of America in 2014 by
Logolounge 8 : 2,000 International Identities by Leading Designers / Bill
Rockport Publishers, a member of Gardner, Anne Hellman.
Quarto Publishing USA pages cm
100 Cummings Center Includes index.
Suite 406-L ISBN 978-1-59253-834-8 (hardback)
Beverly, Massachusetts 01915-6101 1. Logos (Symbols)--Catalogs. 2. Corporate image--Catalogs. 3. Design-
ers--Directories. I. Hellman, Anne, editor of compilation. II. Title. III. Title:
Telephone: [phone]
Logo lounge eight.
Fax: [phone]
NC1002.L63G3743 2014
www.rockpub.com
741.6--dc23
2014004568
For Bill and the superb LogoLounge team.
10 9 8 7 6 5 4 3 2 1
—Anne Hellman
Digital edition: 978-1-62788-047-3
Softcover edition: 978-1-59253-834-8
Digital edition published in 2014
Design: Gardner Design
This book is dedicated to my daughter, Molly, as she launches her
Layout & Production: tabula rasa graphic design
own creative journey, and to every soul out there who chooses to
Production Coordinator: Dorothy Ayon / Gardner Design create and be, rather than to wait and see.
Cover Image: Gardner Design
—Bill Gardner
Printed in China
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Visit RockPaperInk.com to share your opinions, creations, and passion
for design.
All rights reserved. No part of this book may be reproduced in any form
without written permission of the copyright owners. All images in this book
have been reproduced with the knowledge and prior consent of the art-
ists concerned, and no responsibility is accepted by producer, publisher,
or printer for any infringement of copyright or otherwise, arising from the
contents of this publication. Every effort has been made to ensure that
credits accurately comply with information supplied. We apologize for any
inaccuracies that may have occurred and will resolve inaccurate or missing
information in a subsequent reprinting of the book.
© 2014 Rockport Publishers
Library of Congress Cataloging-in-Publication Data
Text © 2014 by Bill Gardner
Gardner, Bill (Bill K.), editor of compilation.
First published in the United States of America in 2014 by
Logolounge 8 : 2,000 International Identities by Leading Designers / Bill
Rockport Publishers, a member of Gardner, Anne Hellman.
Quarto Publishing USA pages cm
100 Cummings Center Includes index.
Suite 406-L ISBN 978-1-59253-834-8 (hardback)
Beverly, Massachusetts 01915-6101 1. Logos (Symbols)--Catalogs. 2. Corporate image--Catalogs. 3. Design-
ers--Directories. I. Hellman, Anne, editor of compilation. II. Title. III. Title:
Telephone: [phone]
Logo lounge eight.
Fax: [phone]
NC1002.L63G3743 2014
www.rockpub.com
741.6--dc23
2014004568
For Bill and the superb LogoLounge team.
10 9 8 7 6 5 4 3 2 1
—Anne Hellman
ISBN: 978-1-59253-834-8
Digital edition published in 2014
eISBN: 978-1-62788-047-3
This book is dedicated to my daughter, Molly, as she launches her
Design: Gardner Design
own creative journey, and to every soul out there who chooses to
Layout & Production: tabula rasa graphic design create and be, rather than to wait and see.
Production Coordinator: Dorothy Ayon / Gardner Design
—Bill Gardner
Cover Image: Gardner Design
Printed in China
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Introduction 6
Jurors 8
Portraits Collections
Wolff Olins 14 Initials 70
Dongdao Design 20 Typography 83
Koeweiden Postma 26 Enclosures 90
Linda Gavin 32 Display Type 95
Character 38 Calligraphy 99
Fraser Davidson 44 Crests 102
contents Sterling Brands 50 Sports 110
VERG 56 Heads 112
DDVB 62 People 117
Mythology 124
Sketches Birds 128
Fish, Bugs, Reptiles 132
Simon Frouws 82
Animals 135
The Beauty Shop 89
Nature 143
Casey Martin 101
Shapes 149
Atipo 109
Symbols 158
FutureBrand 116
Arts 164
Martin Schmetzer 127
Miscellaneous 167
Gardner Design 134
Food 171
Eight Hour Day 142
Structures 176
Mattson Creative 148
Transportation 179
Anagrama 157
Landor Associates 163
Index 182
Hyperakt 170
Directory 186
About the Authors 192
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Introduction 6
Jurors 8
Portraits Collections
Wolff Olins 14 Initials 70
Dongdao Design 20 Typography 83
Koeweiden Postma 26 Enclosures 90
Linda Gavin 32 Display Type 95
Character 38 Calligraphy 99
Fraser Davidson 44 Crests 102
contents Sterling Brands 50 Sports 110
VERG 56 Heads 112
DDVB 62 People 117
Mythology 124
Sketches Birds 128
Fish, Bugs, Reptiles 132
Simon Frouws 82
Animals 135
The Beauty Shop 89
Nature 143
Casey Martin 101
Shapes 149
Atipo 109
Symbols 158
FutureBrand 116
Arts 164
Martin Schmetzer 127
Miscellaneous 167
Gardner Design 134
Food 171
Eight Hour Day 142
Structures 176
Mattson Creative 148
Transportation 179
Anagrama 157
Landor Associates 163
Index 182
Hyperakt 170
Directory 186
About the Authors 192
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This book is an homage to the genius of literally thousands More than 30,000 logos were considered for this book, submitted
of designers. However, inventors, propagandists, counselors, by thousands of designers from more than 100 countries world-
forecasters, manifestors of dreams, and any number of other wide; of these, 2,000 were selected. LogoLounge.com and the
descriptions are truly much more accurate when describing these LogoLounge books are committed to exposing you to the very
individuals. Consider the following as you experience the amazing best of identity design with context.
introduction
work in this book, which only now enters the mainstream of the
On the surface, the following pages provide a comprehensive
collective marketing conscience.
overview of current design trends in their crowning moments.
Before any of this work ever saw public light, it came to life in the Upon further exploration, you’ll find that the curtain has been
mind of a designer. Before a logo ever graced the tail of an aircraft, pulled back to reveal systems of discovery, false starts and the
the label on a shelf, or the center court of an arena, it was an all- occasional never-before-seen proposed solutions.
consuming project that the designer was forbidden to discuss.
This book, the eighth in the best-selling identity design series,
It was the project they couldn’t share with their spouse or best
comprises in-depth studies of such world-renown identities as
friend. It was the center of discussion that could only occur with
USA Today by Wolff Olins and American Standard by Sterling
others who had signed the very same nondisclosure agreement.
Brands, alongside identity work by up-and-coming designers
To this day, I feel I have yet to deliver a strong response when the world over, including VERG in Gold Coast, Australia; Koewei-
asked what our firm is working on. It’s always a stumbling block den Postma in Amsterdam, Netherlands; Anagrama in Monterrey,
as I find myself trying to recall which projects I can actually dis- Mexico; and many more.
cuss. And I usually return to a project that we may have worked
These case studies are fresh to the design community, yet there
on months or a year before that is just now seeing the light of day.
is just enough distance from their introduction date that you get
Designers are in the midst of creating the future for others. They to see how the identity is really working.
are hired because they have the uncanny ability to tell a very spe-
As I reflect on the marks in this book, I can’t help but muse about
cific, very effective story using few to no words at all. Because
the projects already in the pipeline that may soon make their way
they have the aptitude to summon meaning from a line. Because
to public view. I am honored and delighted to present these works
they can craft an image that brings relevance and direction to a
to you on behalf of their crafters, and I greatly anticipate the future
product that has lost its way. Because they can forecast what the
they will create.
public will be yearning for tomorrow and not yesterday.
—Bill Gardner
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This book is an homage to the genius of literally thousands More than 30,000 logos were considered for this book, submitted
of designers. However, inventors, propagandists, counselors, by thousands of designers from more than 100 countries world-
forecasters, manifestors of dreams, and any number of other wide; of these, 2,000 were selected. LogoLounge.com and the
descriptions are truly much more accurate when describing these LogoLounge books are committed to exposing you to the very
individuals. Consider the following as you experience the amazing best of identity design with context.
introduction
work in this book, which only now enters the mainstream of the
On the surface, the following pages provide a comprehensive
collective marketing conscience.
overview of current design trends in their crowning moments.
Before any of this work ever saw public light, it came to life in the Upon further exploration, you’ll find that the curtain has been
mind of a designer. Before a logo ever graced the tail of an aircraft, pulled back to reveal systems of discovery, false starts and the
the label on a shelf, or the center court of an arena, it was an all- occasional never-before-seen proposed solutions.
consuming project that the designer was forbidden to discuss.
This book, the eighth in the best-selling identity design series,
It was the project they couldn’t share with their spouse or best
comprises in-depth studies of such world-renown identities as
friend. It was the center of discussion that could only occur with
USA Today by Wolff Olins and American Standard by Sterling
others who had signed the very same nondisclosure agreement.
Brands, alongside identity work by up-and-coming designers
To this day, I feel I have yet to deliver a strong response when the world over, including VERG in Gold Coast, Australia; Koewei-
asked what our firm is working on. It’s always a stumbling block den Postma in Amsterdam, Netherlands; Anagrama in Monterrey,
as I find myself trying to recall which projects I can actually dis- Mexico; and many more.
cuss. And I usually return to a project that we may have worked
These case studies are fresh to the design community, yet there
on months or a year before that is just now seeing the light of day.
is just enough distance from their introduction date that you get
Designers are in the midst of creating the future for others. They to see how the identity is really working.
are hired because they have the uncanny ability to tell a very spe-
As I reflect on the marks in this book, I can’t help but muse about
cific, very effective story using few to no words at all. Because
the projects already in the pipeline that may soon make their way
they have the aptitude to summon meaning from a line. Because
to public view. I am honored and delighted to present these works
they can craft an image that brings relevance and direction to a
to you on behalf of their crafters, and I greatly anticipate the future
product that has lost its way. Because they can forecast what the
they will create.
public will be yearning for tomorrow and not yesterday.
—Bill Gardner
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jurors
Mikey Burton Mike Abbink
Mikey Burton Design & Illustration Wolff Olins
Fuel by Commoner, Inc. Tarra by Midgar.eu
“Out of the literal tens of thousands of logos I reviewed, “Being a type and graphic designer, I leaned toward the
this logo stood out to me the most. It’s not the first TARRA logotype. The triangular positive and negative
direction one would think of when designing a mark forms work pretty well together to make a solid piece
for a coffee shop, because comparing coffee to crude of type or word mark.”
oil is a little unappetizing, but it works so well. This is
Mike Abbink has been designing identities, typefaces, Web design for clients such as Adobe, Autodesk, MSN,
such a great bold logotype, very well balanced just like
packaging, and websites for seventeen years. His Gucci, and MoMA. Abbink also served as design direc-
a good cup of coffee. It has that great Americana feel,
career has led him to work at top agencies such as tor at Apple in between other gigs listed above. He is a
but doesn’t feel like a recycled old gas station logo.
MetaDesign, Siegel+Gale, and Wolff Olins, where he type designer and has been recognized internationally
For me, it also conjures up comic book covers or even
arcane equipment manuals, and ancient textbooks. currently works, and he cofounded Method, where for his typefaces FF Kievit, FF Milo, FF Milo Serif, and
could be scrawled across a superhero’s chest. It’s hard
Burton has received awards from Communication Arts, he oversaw corporate identity, interactive design, and GE Inspira (GE’s corporate typeface).
to capture the pure energy that comes from a morning
Graphis, HOW, Print, and ADC Young Guns. He is now
cup of coffee, but this gem comes pretty damn close.”
a freelancer in sunny Philadelphia where he designs and
An Ohio native, Mikey Burton proudly describes his illustrates for such clients as The Atlantic, Bloomberg
design aesthetic as “Midwesterny” and draws much of Businessweek, Converse, ESPN, Facebook, Fast Com-
his inspiration from artifacts found throughout the hard- pany, Monocle, Newsweek, The New York Times, The
working, blue collar Rust Belt: old type-specimen sheets, Wall Street Journal, Wilco, and Wired.
Quique Ollervides Simon Frouws
OLLERVIDES Simon Frouws Design
MBT’s by Odney Imaginary Friend Pictures by Jeriah Lau Design
“There is something about geometric logos using a “The Imaginary Friend logo strikes a perfect balance
single stroke weight that captivates me. Its straight- between simplicity and playfulness. Its witty omission of
forward simplicity makes it amiable, yet the absence the focal point invites audience participation. We’ve all
of modulation makes it solid enough to make a bold heard the phrase ‘Less is more,’ but this logo has higher
statement. Mastering the single stroke weight is tricky: aspirations. It proves that ‘Imagination is everything.’”
Make it too thick and it will look clumsy, make it too thin
Simon Frouws specializes in premium wine and spirits
and it will lose its strength. You must know exactly what
branding, but he has also crafted identities and pack-
details to leave out in order to get a solution that doesn’t
aging for teas, coffees, bespoke guitars, and luxury
look too complex or that renders poorly at small sizes.
playing cards.
Plus, they have a timeless quality to them; depending
on how you twist and turn that stroke it could look retro Working from his home in the heart of the South African
culture-related clients. He has designed numerous brand
or brand new. This rendering of the mythical Jackalope, Cape Winelands, he serves both local and international
identities, packaging, record covers, and gig posters as
a jackrabbit with antelope horns, is spot on and, wait, is clients, as far afield as France, the UK, Chile, Australia, more than eighty-five unique product ranges a year.
well as commercial and custom typefaces. Ollervides
that an upside-down J on the top of his head doubling and the United States. As a one-man band, he single- Frouws’s expertise has helped guide the likes of
cofounded and codirected Hula+Hula (1996–2010), an
as horns? I’m not sure—maybe it is something in my handedly takes a project from concept to design, Smirnoff, Guinness, Chivas Regal, Williams-Sonoma,
international award-winning creative studio strongly
imagination—but hey! Jackalopes are an invitation to prototyping to print-ready art. He currently creates Spier Wines, theory11, David Copperfield, and more.
inspired by music, humor, the abuse of color, and all
let your imagination run free.”
things handmade. He also cofounded and codirected
Quique Ollervides is a graphic designer, illustrator, and KONG (2006–2010), Mexico’s first graphic design, illus-
letterer from Mexico working on a broad range of projects tration, and low-brow art gallery and shop, where he was
for music, entertainment, beverage, youth-oriented, and a curator of various national and international exhibitions.
8 LogoLounge 8 9
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