Brief: Collect 10 contemporary logos that reflect International Typographic Style principles and style. Choose your favorite 5 and discuss and justify your choices.
1) This logo is the first of five I will discuss and definitely my favourite out of all ten. It reflects the ITS in the way that a sans serif typeface is used and letters are aligned as if on a grid, in other words, orthogonal design. There is also a positive use of negative space and some asymmetry. The logo being an anagram makes it very interesting as the words made up out of the name of the company are words that describe or relate to the company. In my opinion this is something fresh and original when it comes to corporate identity as we don't often see logo's so simple yet interesting. The use of colour also contributes to the originality and fresh feel of the logo. Without the colour, for instance if it were to be printed, I think the logo would still work as it kind of almost demands attention - maybe because of the kerning of the letters and it still being easily readable?
2) Here, once again a sans serif typeface has been used and aligned as if on a grid. The 3D sphere shape on the left also looks as though it has been done on a grid (orthogonal design). It is also asymmetric and proves here as well as in the next logo I will discuss that asymmetry does in fact function to enliven a page or picture as Tschichold said (Eskilson, J. Graphic Design: A New History. p247). The different shades of black, white and grey makes for a more intricate logo. If the colors were the same shade all over the 3 dimensionality would be lost.
3) Here one can see how the asymmetry also works to enliven the logo/business car/letterhead. Sans serif type makes for good readability and legibility. The shapes used with the logo has a mathematical feel and almost looks like origami to me. Here a positive use of negative space is very recognisable as it gives a more dynamic feel to the logo.
Link: http://www.underconsideration.com/brandnew/archives/i_wolff_olins.php
Link: http://lindiewesselshistory.wordpress.com/2013/02/17/the-international-typographic-style-used-in-contemporary-logo-design/
Link: http://lindiewesselshistory.wordpress.com/2013/02/17/the-international-typographic-style-used-in-contemporary-logo-design/
Link: http://bpando.org/2012/10/30/branding-christopher-elliott/
4) "His new visual identity, created by Studio Brave, neatly unifies the practicality and functionality expected of contemporary architectural spaces and the fine detailing and high quality of the fabrics and furniture that fill these, through the juxtaposition of the tall and light, geometric, uppercase and reductionist forms of a mono-spaced logo-type, plenty of space and grid-based layout of the website alongside the very classic sensibilities of a tactile, letter-pressed, cream, uncoated substrate, gold metallic spot colour and gilded edges of Christopher’s business card." (http://bpando.org/2012/10/30/branding-christopher-elliott/) This shows how the ITS was incorporated into this logo. It was kept simple and functional with a sans serif typeface for a grid-based logo. Because of the negative space I feel like the words could function as images as well and become an easily recognisable logo.
Link: http://www.residentadvisor.net/event.aspx?411919
5) Once again a sans serif typeface is used - this time not only caps were used. Inside the image a 'd' and 'p' were put together on a grid to position it perfectly in the middle of the circle and at an angle. The kerning between the letters here is quite close or small which is something one doesn't see often because usually in my opinion one would rather increase the kerning instead of decreasing it for legibility and readability purposes. Here, however, it is still easy to read the company name. Negative space is used in a smart way in the image to deliver a message (the company's name).
5) Once again a sans serif typeface is used - this time not only caps were used. Inside the image a 'd' and 'p' were put together on a grid to position it perfectly in the middle of the circle and at an angle. The kerning between the letters here is quite close or small which is something one doesn't see often because usually in my opinion one would rather increase the kerning instead of decreasing it for legibility and readability purposes. Here, however, it is still easy to read the company name. Negative space is used in a smart way in the image to deliver a message (the company's name).
Link: http://bpando.org/2012/11/09/branding-hardpop/
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