Wednesday, 9 October 2013


In yesterday's session we were asked to bring in 5 examples of logo design to analyse.  

Before we looked at our own examples, we collectively looked at the original 'NASA Worm' logo.

Dates of use: 1975-1992

RedPantone 185 Process 0C, 100M, 100Y, 0K RGB 252R, 61G, 33B

The original 'worm' logo has a very futuristic aesthetic, especially when regarding the tubular style lettering used. The ligature of the A and S, potentially reflect the link connecting an astronaught and outerspace. NASA have chosen a patriotic colour scheme with the logo being used on a white/blue uniform in either black or red. The logo was given the seal of approval by J F Kennedy. 

"In 1974, as part of the Federal Graphics Improvement Program of the National Endowment for the Arts, NASA hired Richard Danne and Bruce Blackburn to design a more modern logo. In 1975, the agency switched to the modernist NASA logotype, nicknamed "the worm", a red, stylized rendering of the letters N-A-S-A.The A's horizontal bar is removed in the worm logo. The NASA logotype was retired from official use in 1992. The design is used only for special occasions and commercial merchandising purposes approved by the Visual Identity Coordinator at NASA Headquarters." - NASA_insignia

I then looked into the logos I had brought into the session:


This Adidas logo is recognised world wide due it's original three stripes and came into use in 1996 after modifications from the original 1972 logo. The Adidas name is a pormanteau of its founder’s name Adolf (Adi) Dassler. The trhee elements in this and all other Adidas logos are said to represent Dassler’s three sons.

The logo represents the performance of the brand identity as well as the future of the company. The triangle was used to replace the three leaves as seen in 1972, however the logo contains 3 main elements. The triangle visualises the future focused movement of Adidas as well as a strong, dynamic and visual representation of the classic stripes on an Adidas trainer. 


I really like the Fedex logo due to the simplicity and the optical illusion shown in the negative space between 'E' and 'X'. The negative space forms the shape of an arrow showing the companies speed and precision as a courier service, as well as showing the company progressing and moving forwards. The typeface used is Futura Bold.

"The FedEx logo is legendary among designers. It has won over 40 design awards and was ranked as one of the eight best logos in the last 35 years in the 35th Anniversary American Icon issue of Rolling Stone magazine. Nearly every design school professor and graphic designer with a blog has at some point focused on the FedEx logo to discuss the use of negative space. " - the-story-behind-the-famous-fedex-logo-and-why-it-works


Amazon again use subtleness with a very simple logo, featuring an arrow going from 'a to z' referring to what amazon carries online. I think this is a clever addition to the logo and also subtle advertising.


The V&A logo is famous for its meaning and symbolism as well as slick, classic design aesthetics. Based entirely on Victoria and Albert, the logo represents the colour of the clothes worn by Victoria after Alberts death, and the separation of the letters show how one has become broken and will never be whole again. 

"Writing in Grafik, Melanie Mues considered ‘elegance, simplicity and longevity’ as the main attributes of Fletcher’s logo and thought it ‘more robust than expected from a word mark with such fragile Bodoni serifs’ (Grafik. 177 (Sept. 2004): 75). 

In 1951, the V&A’s Advisory Council considered commissioning a new typeface, preferring a Roman typeface to an italic one. It is not known if anything came of this. Until the brand refresh in 2002 there was no standard typeface used on V&A materials: previously the typeface was chosen to complement the subject matter of each exhibition. 

In 2002 Wolff Olins, a leading brand consultancy firm, was appointed to refresh the V&A’s brand and graphic identity and to provide guidelines for its future use in print work. The V&A logo was retained, but it was to be used in a more dramatic and confident way. Colours would play a much greater role in the identity (the only instruction was ‘no black’). To bring all communications together, a new typeface was developed specifically for the V&A, the ‘V&A Sans’ (adapted from TheSans font, which had been designed by Luc(as) de Groot in 1994). As a result ‘The Museum is now able to communicate with visitors in more direct, elegant, and The V&A blueprint what we do we run the world’s greatest museum of art and design what we focus on international/national creative industries access & audiences efficiency & effectiveness why we do it to inspire creativity through our knowledge how we do it we use our unique collection to bring the past to life, explore the contemporary and inspire the designers of the future what we value generosity accessible, welcoming, respectful, sharing imagination inventive, original, progressive, risky coherence, clear, consistent, engaging, direct rigour demanding, challenging, authoritative persuasive manner’ (V&A End of year report, April 2002 - March 2003)." -


The NBC logo is formed of a peacock (negative space) between 6 coloured feathers, representing different divisions it started with. The peacock facing right, is said to be looking towards the future and ahead with the company. 

I have noticed this is something which has appeared in my research for this workshop/task and in the examples shown. Amazon, NBC and Fedex all feature elements of design to show future progression of the company.

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