Back at college and our first assignment has kicked off! We had to go and find contemporary logos, meaning logo that companies use today, that reflects the Internationally Typographical Style or in short ITS principles. I thought that before I start with the logos I though that it would be interesting to talk about the movement in general.
The ITS movement was the last movement of the modernist movements and it emerged from Switzerland and Germany. The ITS is also known as Swiss Design and their objective were to achieve clarity in design. The life span of the movement lasted for two decades but influences the design field until today. The visual characteristics of the movement were unity of design by using an asymmetrical grid of design elements on a mathematical grid because it is most legible and harmonious when it comes to structuring your information. Their also used objective photography, the there were no emotions attached to the photograph what they saw they photographed and did not do heavily retouches, meaning they used it as is. The verbal and visual information was clear and in a factual manner and use san serif typography that was set with a flush left and a ragged right margin. The reason why the used the san serif type was that the introducers of this movement that a san serif type expressed a more progressive age.
The ten logos that I found is logos that are prominent in our everyday live.
I will discuss five of the bottom logos to explain the International Typographical Style.
- IBM Logo – The IBM logo has a clear use of an asymmetrical grid in the design, the width of the serif is the same measurement for each letter and the thickness of the stem of the “I” is the same thickness in the other two letters. The seven strokes cross the logo has all the same thickness and also the space between each stroke. I think that the manner in which the strokes were applied to the logo creates a unity. I also think that it is a clean logo, there is no clutter. The logo is also to the point, the is no emotions of any sort. The only thing that the logo has that does not correspond with the style is the serifs, but I think the serifs helps with the success of the logo because it makes it easier to read the logo. The measurement between the stem of the “I” and the stem of the “B” are similar to the measurement between the stem of the “M” and the middle point of the “B” where it goes in out of the curve.
- CNN Logo – I think the CNN logo has an asymmetrical grid because the thickness of the letter is the same through out the logo, including the stroke. If you were to draw a line around the logo you will find that it forms a perfect rectangle around the logo. The stoke is placed perfectly is the middle of the logo and has the same thickness through out (the measurement of the red is the same on both sides of the stroke). I read on the website that the stroke represents a cable that runs from the one side of the logo to the other. I think that the logo is simple to the point and is unified because of the fact that there is no separation between each letter in effect it is one line through out. The negative space / open counter of doth “N’s” are also similar.
- BBC Logo – The BBC logo has the three squares that are al the same width and the thickness of the stem of the “B’s” are the same measurements for the rest of the letter and also the “C’ has the same measurement. The placement of each letter is also similar (in the center of the square) the negative space at the top and bottom of the first “B” is the same with the second “B” and with the “C”. The space between the first square and the second square is also the same between the second square and the third square. I think that this is also a clean design and to the point and easy to read and understand, so this there for the grid design.
- ESPN Logo – The ESPN logo I think also have a grid design and I think the first way that you see it is with the stroke that runs through the word at the top of the word. The open counter of the “E” and the “S” is the same measurement that the stroke. The thickness of the stem of the “E” is the same through out the rest of the logo accept of the crossbar of the “E”, “S” and “P” have the own measurement and is thinner that the stem. The negative space between the “E”, “S”, “P” and “N” are also all the same width.
- abc logo – This logo has a clean, clear and easy to read design. The thickness of the stem of the “a” is the same through out the logo. I thick that the designer also used repetition in the logo because the counter of the “a”, “b” and open counter of the “c” are all the same measurements and if you look at the black circle of the logo, it seems as if he use the counters of the letters as a repetition only enlarged. The negative space between the “a” and “b” are the same than the negative space between the “b” and “c”.
There is only a part of the interesting design world of the International Typographical Style.