1. TRADEMARKS, LOGOS, and SYMBOLS

2. “Good design is good business.”
After World War II…
“Good design is good business.”

3. William Golden CBS Art Director for The Columbia Broadcasting System
CBS logo,
first appearance
Art Director for The Columbia Broadcasting System
Designed one of the most successful trademarks of the twentieth century

4. The New Haven Railroad design program
Herbert Matter
New York, New Haven, and Hartford Railroad trademark, 1954
Mathematical Harmony of parts demonstrates how alphabetic forms can be unified into a unique harmony.

5. IBM Paul Rand International Business Machine 1956
Developed from a typeface called City Medium.
Redesigned in 1970 to unify the three forms and hint at scan lines on video terminals.

6. Westinghouse Trademark, 1960
The nature of the company’s business, is incorporated in this logo that is simple, memorable, and distinct
This design, made to look like electronic diagrams and circuitry(wires, plugs, molecular structures), is shown here as it might be constructed in an animation.

7. American Broadcasting Company trademark, 1965
Paul Rand
Next trademark, 1986
A four letter name is divided into two rows to give a common name an uncommon appearance. The black box signifies the black box of the NEXT computer
American Broadcasting Company trademark, 1965
Steve Jobs on working with Rand:
“I asked him if he would come up with a few options, and he said, ‘No, I will solve your problem for you and you will pay me. You don’t have to use the solution. If you want options go talk to other people.'”

8. Lester Beal International Paper Company trademark, 1960
Stenciling the mark on the tree is one of numerous applications that must be considered

9. Mobil Chermayeff & Geismar Associates
Cylinder forms and a thematic repetition of circular bands brings design order to a type of retail outlet that are usually noted for visual pollution and clutter.
Chermayeff & Geismar Associates
Mobil Oil trademark, 1964
Mobil

11. Chermayeff & Geismar Associates
Bottom Row:
Burlington Industries, 1965
National Broadcasting Company, 1986
Rockefeller Center, 1985
The National Aquarium in Baltimore, 1979
Top Row:
The American Film Institute, 1964
Time Warner, 1990
The American Revolution Bicentennial, 1971
Screen Gems, 1966

12. Saul Bass & Associates Top Row: AT&T (Bell), 1969 AT&T (Globe), 1984
Celanese, 1965
Continental Airlines, 1965
Girl Scouts, 1978
Bottom Row:
Minolta, 1980
United Airlines, 197
United Way, 1972
Warner Communications, 1974
YWCA, 1988

13. Transportation Signage & Symbols
In 1974, the United States Department of Transportation commissioned the American Institute of Graphic Arts (AIGA), the nation’s oldest professional graphic design organization, to create a master set of thirty-four passenger-and pedestrian-oriented symbols for use in transportation related facilities.

14. Design Systems for the Olympic games
Adopted the use of repeated multiple lines as well as bright colors based on studies of ancient Aztec artifacts and Mexican folk art.
Lance Wyman
Nineteenth Olympiad
Mexico City, 1968

16. Olympic Pictographs

20. Otl Aicher
Grid system for pictographs Twentieth Olympiad, Munich, Germany

21. Min Wang 29th Olympiad Beijing, China 2008
Pictograms are based on the structure of modern Chinese script and the forms of ancient Chinese writings.

25. Susan Kare
Mac icons – 1983
pixels, color, simplicity, recognizable