May Contain Tracing And Nuts

BMW.

The Bavarian Motor Works originally made aircraft motors.

This was the motivation for their iconic propeller logo.

Designed by Franz Josef Popp in 1917.

Swiss Design.

I’m big on minimalism. A quote I reference more often than I care to admit is “simplicity is the ultimate sophistication”.
I got it from Steve Jobs, and I think he got it from Da Vinci. In any case, I love it.

After watching the documentary “Helvetica” (many times) and becoming obsessed with it I turned my attention to Swiss design. I very quickly realised this movement embodies all the principles I strive for in my own work - simplicity, clean, sharp, liberal use of white space, very few colours.

After typing it into Google I discovered these works by Stereotype Design owner Mike Joyce. They’re part of a project which became a book called “Swissted” - a collection of post-punk and alternative bands’ concert posters redesigned in the Swiss style. The results are brilliant.

Steinway & Sons logo.

This is such an elegant design and embodies the company perfectly. Established in 1853 Steinway & Sons is known worldwide as the maker of the finest pianos.

At first glance the image is merely a harp but closer inspection reveals the two S’s of the company’s title and the ampisan in the centre.

Cooper Black.

Designed by Oswald Cooper in 1926 this font has a bit of a 60s psychedelic feel to it.

I could never think of a famous application until I talk I watched recently by Michael Beirut. He pointed out these two examples - the seminal Pet Sounds by The Beach Boys and the National Lampoon logo.

Michael Beirut.

Partner in Pentagram Design and served as president of AIGA from 1998-2001 Beirut has a long list of credentials and accolades. I love a video on YouTube where he outlines the virtues of Helvetica and how it changed the game.

This is the logo that made him realise there was such a thing as graphic design. Prior to this discovery he thought art was something you did when you locked yourself in a room and did paintings.

He was on his way to having a haircut as a child when his father pointed out a Clark forklift. He explained that the logo on the side showed the “L” lifting the “A”.

“The L is doing what the forklifts do” his father explained.

This blew his young mind. “Who thinks of this? Are there more examples?” He began scanning the world for little joys such as the one exhibited in this logo. Such a simple idea. Expressed so effectively.

To this day nobody has come forward to tell him they designed it.

Futura.

Fonts have always left a gaping hole in my design knowledge. I always choose one as an afterthought and it never quite looks right.

Having listened to Aaron James Draplin intensely over the last few days I noticed he brings up something time and again - Futura bold.

Draplin describes this typeface as the “working man’s font”. Now that I’ve heard it that way it does seem like a trusty hammer. A tool that you can go to in most situations.

This post was going to detail a collection of logos using Futura. I discovered there are so many that perhaps I should do a collection of Futura posts instead.

The first is a logo that most of us look at every single day. Google. I found this graphic online that details how it has been slightly modified from the off-the-shelf font. The changes are small but so simple and effective. The biggest change is the “e”. It just makes the logo look as though it’s moving forward.

Pentagram Design.

The more I look into graphic design the more Pentagram Design comes up. This is a firm based in New York specialising in graphics and architecture. It’s very highly regarded. I first heard about it on the podcast Design Matters with Debbie Millman.

I’m going to research it further. One of the initial aspects that struck me was this logo. Funnily enough it’s similar to a monogram I was working on but of course is backwards (mine being DP). I just can’t get the 2 letters to sit right.

Jon Contino.

Just discovered this New York based designer on YouTube after going down an Aaron James Daplin rabbit hole.

Contino works by hand predominantly then transfers to digital. The results are usually really rustic and authentic. This is his logo and it’s both traditional and modern. The perfect blend.

I’m going through an Aaron James Draplin phase at the moment. My first exposure to him was on the Marc Maron WTF podcast, totally by accident. More posh people would call that serendipitous.

Every time Draplin talks he oozes passion. I love to hear anyone passionate about anything. His main focus as a designer is logos. He loves collecting patches, packaging, buttons and preserving old work that stands the test of time. His favourite logo was designed for the US 1976 Bicentennial. It encapsulates his approach perfectly - geometry, few colours, simplicity.

I like this one because it’s patriotic without being typical for some reason. The basis is a star, which is distinctly American. The curved ribbons surrounding it also reinforce the nationalism but it’s not over the top. I also noticed these ribbons form “A"s. The little bit of shadow where the red meets the blue is enough to make them bounce off the surface. The image has amazing depth. If you focus on the red, the White or the blue it’s a different image each time. The repetition of shape gives it an infinite quality. So simple. So complex.

I love this stuff from the 70s.

My approach to this blog has pivoted. I’m now posting for my own benefit. Journaling my research into graphic design so that what I learn has a greater chance of staying put inside my head.
It might be first time I’ve embarked on an endeavour that isn’t intended to expand on my audience, or reach, or digital footprint etc. It feels like a healthy move.

So this is the first in my logo research project. We see logos everywhere. To some they’re the devil’s calling card. The symbol of evil corporations. I try to adopt more of a balanced outlook and while I see the damage these organisations do I also like to look at the benefits and services they provide.

Now that I’ve established that viewpoint (even if it’s only to myself) time to discuss this logo. I love simplicity. This is simple. Just text. Two colours. Done.

But what I really love about this design is what’s the hidden. It symbolises the most important part of Federal Express - quick delivery. Represented simply by an arrow it appears only once pointed out. Between the “e” and the “x”.