Corporate Identity and Visual Systems

After World War II…
“Good design is good business.”
CBS logo,
first appearance - 1951
Art Director for The Columbia Broadcasting System
Designed one of the most successful trademarks of the
twentieth century
The New Haven Railroad design program
Herbert Matter
New York, New Haven, and Hartford Railroad trademark, 1954
Mathematical Harmony of parts demonstrates how alphabetic forms
can be unified into a unique harmony.
Paul Rand
International Business
Machine 1956
Developed from a typeface called City Medium.
Redesigned in 1970 to unify the three forms
and hint at scan lines on video terminals.
Westinghouse Trademark,
The nature of the company’s
business, is incorporated in this logo
that is simple, memorable, and
This design, made to look like
electronic diagrams and
circuitry(wires, plugs,molecular
structures), is shown here as it might
be constructed in an animation.
Paul Rand
American Broadcasting
Company trademark, 1965
Next trademark, 1986
A four letter name is divided into two rows to give a
common name an uncommon appearance. The
black box signifies the black box of the NEXT
Lester Beal
International Paper Company trademark,
Stenciling the mark on the tree is one of numerous applications that
must be considered
Cylinder forms and a thematic
repetition of circular bands brings
design order to a type of retail outlet
that are usually noted for visual
Chermayeff & Geismar Associates
Mobil Oil trademark, 1964
pollution and clutter.
Chermayeff & Geismar Associates
Top Row:
The American Film Institute, 1964
Time Warner, 1990
The American Revolution Bicentennial, 1971
Screen Gems, 1966
Bottom Row:
Burlington Industries, 1965
National Broadcasting Company, 1986
Rockefeller Center, 1985
The National Aquarium in Baltimore, 1979
Saul Bass & Associates
Top Row:
AT&T (Bell), 1969
AT&T (Globe), 1984
Celanese, 1965
Continental Airlines, 1965
Girl Scouts, 1978
Bottom Row:
Minolta, 1980
United Airlines, 197
United Way, 1972
Warner Communications, 1974
YWCA, 1988
Signage & Symbols
In 1974, the United States
Department of Transportation
commissioned the American Institute
of Graphic Arts (AIGA), the nation’s
oldest professional graphic design
organization, to create a master set
of thirty-four passenger-and
pedestrian-oriented symbols for use
in transportation related facilities.
Design Systems for
the Olympic games
Adopted the use of repeated multiple lines as well as bright
colors based on studies of ancient Aztec artifacts and
Mexican folk art.
Lance Wyman
Nineteenth Olympiad
Mexico City, 1968
Otl Aicher
Grid system for
Twentieth Olympiad,
Munich, Germany 1972
Logo Project
Create a Logo for yourself
-Done in Illustrator
-Black and White
-Two versions - 1 = symbol, 2 = symbol and your name
Create at least 3 thumbnails in your sketchbook - Daily grade
Create four sub-logo symbols
-Done in Illustrator
-Black and white
-Three symbols will represent something significant about you.
-One symbol will represent Computer Art.
-Symbols should have common elements or characteristics, and
may relate to your first logo