With a new project to design a new logo for a starting business I have begun to look at some well know graphic artists and logo designs that have been successful.
I looked at Michael Bierut who develops a simple yet bold visual language for a design. His work suggests there is something exciting beyond the horizon. He re designed the logo for fifth avenue the large retail company where he broke the original black and white square into fragments, flipped and turned them around to produce hundreds of different patterns. The clean bold typography adds a sophistication and modern look, representing the store well.
in 1960 Ivan Chermayeff and Tom Geismar designed the first abstract logo for a large corporate American company. The design was simple- four blocks that fitted together to make an octagon. It stood out from the competition as it was like no other logo.