History of Logos II: from Coca-Cola to MTV | Domestika

Summary

The evolution of logo design reflects the profound changes in society and industry from the late 19th century to the present. Originating with the Deutscher Werkbund, which emphasized cohesive visual identities, key figures like Peter Behrens and movements such as Bauhaus shaped modern design principles. Post-World War II, American brands adopted these ideas, leading to influential designs by Saul Bass and Milton Glaser. The 1980s introduced postmodernism, with flexible identities like MTV's logo. Today, leading design studios continue to innovate, highlighting logos as vital symbols of human connection and cultural expression.

Takeaways

• 🌍 The late 19th century marked a significant shift towards industrialization and mass production.
• 🏙️ The rise of large businesses led to urbanization and a consumerist society, giving people more leisure time.
• 🖼️ Modernism emerged as an artistic and philosophical movement focused on new ways of thinking and creating.
• 🇩🇪 The Deutscher Werkbund in Germany played a crucial role in modern logo design and branding principles.
• 👷‍♂️ Architect Peter Behrens was a key figure, being the first to create a comprehensive visual identity for brands.
• 🍹 The Coca-Cola logo's origins reflect the influence of popular styles like Art Nouveau before minimalism took hold.
• 🏫 The Bauhaus school continued the work of Deutscher Werkbund, emphasizing education and design principles.
• ✏️ Designers like Saul Bass and Milton Glaser linked visual identities to brands and cities, respectively.
• 🏅 Lance Wyman's design for the 1968 Mexico Olympic Games established influential corporate identity principles.
• 🎨 The rise of postmodernism in the 1980s introduced flexible visual identities, exemplified by the MTV logo.

Q & A

What major economic shift occurred at the end of the 19th century?

The world transitioned into an industrial economy with mass production of goods, leading to the rise of large businesses and a consumerist society.

Who were the Deutscher Werkbund and what was their goal?

The Deutscher Werkbund was a group of artists in Germany focused on transforming design and architecture. They aimed to create a strong image for trademarks and to promote good design in all aspects of life.

What role did Peter Behrens play in the history of logo design?

Peter Behrens was a key figure in logo design as the art director for AEG. He was the first to create a comprehensive visual identity for a brand, influencing modern industrial design.

How did the Art Nouveau style influence early logo designs?

During its rise, Art Nouveau was a fashionable style among designers, and its detailed, decorative lettering influenced the design of logos, including the Coca-Cola logo.

What was the impact of the Bauhaus movement on logo design?

The Bauhaus movement, founded by Walter Gropius, emphasized modernist principles, focusing on simplicity and functionality, which shaped the design aesthetics of logos and visual identities.

How did the design philosophy change after World War II?

After World War II, American businesses sought complex visual identities that could be adapted across various formats, moving beyond simple logos to more comprehensive branding strategies.

What is Milton Glaser known for in the context of design?

Milton Glaser is famous for creating the iconic 'I ♥ NY' logo, which pioneered the concept of linking a visual identity to a city.

What was Lance Wyman's contribution to logo design?

Lance Wyman designed the visual identity for the 1968 Olympic Games in Mexico, creating a flexible and cohesive branding system based on the Olympic rings.

How did the arrival of the 1980s change logo design?

The 1980s saw the rise of postmodernism, leading to more flexible and adaptive logo designs, exemplified by MTV's changing logo that could mutate in shape and color to reflect various meanings.

What is the significance of logos in contemporary society?

In the digital age, logos have become a near-global language that encodes dreams and aspirations, transcending their commercial purpose and connecting people on a deeper level.