EXERCISE ONE:
Let me start by explaining to you all what ITS is,The International Typographic Style (ITS), also known as the Swiss Style. This graphic design style was developed in Switzerland in the 1950s and its major emphasizes were functionality, simplicity, legibility and objectivity. The design artist of this style preferred using photography instated of illustrations or drawings. The style is most well known for its asymmetric layouts, the use of a grid as well as using sans-serif typefaces expressed the spirit of a more progressive age. Now am hoping that you understood.
Here are the 10 examples of contemporary logos that reflect ITS. Can you imagine the time and thought that went into designing such memorable and functional logos. If you look around you will see these logos. They very inspiring, right?
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| http://mokokoma.co.za/ |
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| http://www.grcea.com/sales-target-closer-for-bmw-than-previously-expected.html/bmw-logo |
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| http://mokokoma.co.za/ |
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| http://logooftheday.com/gravity/ |
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| http://logopond.com/gallery/ |
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| http://mokokoma.co.za/ |
OK now, these are the best five that I have chosen from the above to discuss a little more. Hope I make sense discussing them all.
This design focuses on the unjustified right-alignments, which is one of contributions to the style of the ITS principle. The use of San serif and the image of a panther or mountain lion together creates a balanced, simplistic and static logo. The text seems to be lines which gives it a feel of the use of a grid. simple and effective.The logo is also multifunctional and can be used for different purposes easily while keeping its original identity intact.
This logo has a clear emphasizes of clarity and legibility, every letter lines up with which other like a ruler The negative space created by the letters “E” and “x”, form an arrow pointing to the right side. This signifies moving forward and this is what the company does.The logo characterize the brands reliability. The colours of the 'Ex' changes with different operating units.
This logo is a good example of less is more meaning, and the use of black and white contrasts. Rob Janoff designed this logo as such to prevent the apple from looking like a cherry tomato, which is effective and consistent. A very simplified logo.
The BMW logo made up of a thick black ring which is circled by a silver lining. The letters ‘BMW’ are inscribed in a San-serif font in the top half of the black ring. The gap within the ring is divided into four equal geometrical shapes of blue and white quarters. This logo is a clear indication of simplicity and it's asymmetrically balanced. Within this logo, the designer is not subjective. Here you also see the placing of negative and positive space and the vibrate colour contrast which is minimal colour use, with this choice it is unified.
The Volkswagen logo makes use of the geometric shapes creating an edged image, which is one of the contributions to the style and principle of the ITS. The logo is asymmetrical together with the negative and positive space which makes it readable, functional and abstract. It has as well a very mathematical grid like order lines which makes the letters visible to read. I personal like this logo' form and function.
I think this logo is a progressive from Modernism to Post modernism, where legibility and standardisation emphasized.The way that the letter 'A' changes shape and is used, the logo has a sense of asymmetry although the shape and size of the letter 'A' isn't exactly the same. As your eye moves from left to right the shape becomes unrecognisable. The letters are placed mathematically on a grid with minimal colour use this unifies the logo and makes it complex. In this logo there is a sense of layering and overlapping which was not really a principle style of the ITS.
The use of one or two bright colours or all bright colours at once as well as using the gradients, and transparency overlays can give your logo a fresh, dynamic and modern feel it. Good logo design helps to promote brand identity as well as the value of the business, for shoo!.
This design focuses on the unjustified right-alignments, which is one of contributions to the style of the ITS principle. The use of San serif and the image of a panther or mountain lion together creates a balanced, simplistic and static logo. The text seems to be lines which gives it a feel of the use of a grid. simple and effective.The logo is also multifunctional and can be used for different purposes easily while keeping its original identity intact.
This logo has a clear emphasizes of clarity and legibility, every letter lines up with which other like a ruler The negative space created by the letters “E” and “x”, form an arrow pointing to the right side. This signifies moving forward and this is what the company does.The logo characterize the brands reliability. The colours of the 'Ex' changes with different operating units.
This logo is a good example of less is more meaning, and the use of black and white contrasts. Rob Janoff designed this logo as such to prevent the apple from looking like a cherry tomato, which is effective and consistent. A very simplified logo.
The BMW logo made up of a thick black ring which is circled by a silver lining. The letters ‘BMW’ are inscribed in a San-serif font in the top half of the black ring. The gap within the ring is divided into four equal geometrical shapes of blue and white quarters. This logo is a clear indication of simplicity and it's asymmetrically balanced. Within this logo, the designer is not subjective. Here you also see the placing of negative and positive space and the vibrate colour contrast which is minimal colour use, with this choice it is unified.
The Volkswagen logo makes use of the geometric shapes creating an edged image, which is one of the contributions to the style and principle of the ITS. The logo is asymmetrical together with the negative and positive space which makes it readable, functional and abstract. It has as well a very mathematical grid like order lines which makes the letters visible to read. I personal like this logo' form and function.
I think this logo is a progressive from Modernism to Post modernism, where legibility and standardisation emphasized.The way that the letter 'A' changes shape and is used, the logo has a sense of asymmetry although the shape and size of the letter 'A' isn't exactly the same. As your eye moves from left to right the shape becomes unrecognisable. The letters are placed mathematically on a grid with minimal colour use this unifies the logo and makes it complex. In this logo there is a sense of layering and overlapping which was not really a principle style of the ITS.
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