Rand’s Logo Designs

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来自 California Institute of the Arts 的课程

Ideas from the History of Graphic Design

877 个评分

California Institute of the Arts

Ideas from the History of Graphic Design

877 个评分

课程 4（共 5 门，Specialization 平面设计）

This condensed survey course focuses on four key periods or themes from the history of design. Together we’ll trace the emergence of design as a recognized practice, why things look the way they do, and how designers approached specific design problems in their work. Each week, a short quiz will test your knowledge of concepts, and a short reflective assignment will give you the opportunity to analyze the questions designers ask themselves today. This is an essential course for emerging designers entering the field, or for students interested in learning more about visual culture and analysis. No previous experience is required.

从本节课中

Modernism in America

Modernism in mid-century America through the eyes of four key designers.

Play and humor4:45

Case Study: The Mechanized Mule brochure1:34

Duality & Simplicity4:29

Case Study: El Producto cigars1:21

Rand’s Logo Designs3:39

与讲师见面

Louise Sandhaus
Faculty, Program in Graphic Design
School of Art
Lorraine Wild
Faculty, Program in Graphic Design
School of Art

Rand is best known for a set of logos that he did for

big American companies starting in the 1950s.

And the interesting thing about Paul Rand's logos, we often think

of corporate logos as being relatively abstract kind of little nuggets or

buttons that you recognize over time because of repetition.

Rand often sought to imbue his corporate logos with a kind of personality.

So Westinghouse Electric which is huge company,

gets a logo that really exists as a face.

It's a ‘W; in a circle with an underline under the W.

But it was designed in such a way that it could be animated on signage or

even on television, and you would get the sense of some kind of

glowing energy through the sort of animated nature of the logo.

One of his most famous logos, which was very unfortunately

replaced in the 2000s, was his design for the UPS logo.

For many, many years this logo was seen everywhere on the sides of

every UPS truck and label from one end of the country to the other.

And it is also considered to be one of the most classic logos of the time.

I want to talk about how to understand it.

The overall shape is a shape of the badge,

kind of like a police badge or a military badge.

And at the time Rand explained it to say that if you wanted to

know that your packages were going to appear on time,

that the UPS even though it was a private company had to appear kind

of governmental or almost like it had a military efficiency.

So that simple, strong three letter UPS sit inside the lower

two thirds of the logo but the upper part of the shield has a ribbon.

It's a box.

It's a present, clearly, with a bow tied on it.

So you have this notion of efficiency, regularity, and dependability connected

to the idea of the anticipation of [LAUGH] getting something that you really want.

It exemplifies the kind of symbol where with the simplest of forms,

Rand seemed to capture the complicated ideas that are connected

to the delivery of packages in a form that really was delightful and well known.

This is a group of logos, all designed by Paul Rand, and you see a crazy range.

Everything from the childhood toy Colorforms in the lower right-hand corner,

that with the circle, square, and triangle, looks as if it could have been

designed at the Bauhaus, to the ubiquitous IBM logo made of stripes.

All of these logos have in common a sense of life and

personality to them that came through the way that Paul Rand

was able to embed a lot of ideas into the simplest of forms.

And while some of his notions of universal symbolism don't seem

to really apply to the way designers think today,

definitely the idea of capturing the energy of a culture and

the way that people really think through the simplest of graphic

means still represents a very interesting practice.

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