Oct 17

The Beauty of the Movement

Posted by Packaging Sense in Design | Logotypes | Typography | Uncategorized

Learning to write, forming the various letters like the teacher writing on the blackboard, is also learning to read. The same, unique movement of his hand, is equally the main tool for the graphic designer.

Gutenberg, Didot, Garamond, as well as Albert Boton have all transformed their rigid typographical movements into wood, lead and lately, digits. We owe them a lot!

This article is about those designers who create logotypes which are aesthetically pleasing, even beautiful, thanks to their special artistic vein and craft.

What is a brand if not a harmonious original form of typography that is for ever etched in our memory? Here we do not refer to sloppy logotypes (of which there are many) which have been hastily put together with the help of the computer, just deforming some letters, often in an erroneous manner. No, let us pay tribute to those logotypes which are well thought out, designed, worked out over and over again. Those logotypes that have stood the test of time and survived fashion and marketing directors! Let us honour some of them and you’ll understand:
Kleenex, Walt Disney, Ford, Virgin, General Electric, New York Yankees, Vespa, Thierry Mugler, etc.

But first comes Coca-Cola which logotype was designed around 1900, which has been very little retouched over the years and is today the most well known brand on Earth, even translated into Thai, Chinese, Arab, etc.

In the 80ies, they tried to replace Coca-Cola by Coke (as that is what the Americans say), but they quickly understood that the handwritten special logotype with ‘movement’ was superior and thus maintained.

If you compare the Coca-Cola development or evolution with Pepsi’s new soulless shape and banal letters you will understand that, in this article, we want to praise the movement when the designer forms a logotype.

Have a close look at General Electric and how it has withstood the test of time, how New York Yankees still please the young and how Harrods is the archetype of department stores brands.

To those who have been given the task of designing tomorrow’s logotypes, I say: don’t satisfy yourselves with some typefaces which you can ‘play around with’ on your computer; design in the real sense of designing which is to create! Be inspired by the brands mentioned above. Let your hand move over the paper or the screen until your logotype is aesthetically pleasing and respects the beauty of our Roman letters!

The above is the translation of a French article written by my friend Jean-Jacques “Pentawards” Evrard. For the very interested reader, I may also refer to the excellent Penguin book “The Craftsman” by Richard Sennett.

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