Chapter 20

In the post-World War II era, perceptive corporate leaders understood the need to develop corporate design programs as part of their expansion into multinationals and to help shape their companies' reputations for quality and reliability. What is the slogan that sums up this idea?

"good design is good business"

What logotype is: Rand achieved a timeless quality in this logotype. The heavy slab serifs united all three letters into a unique visual form that was further unified by the distinct square counterspaces of the uppercase center letter.

IBM

The design system for the Nineteenth Olympiad in Mexico City was inspired both by contemporary art and by research into ______________.

Mexico's cultural heritage

Why was Lester Beall's and Richard Rodger's International Paper Company logo initially controversial?

People thought the letters were too distorted to form the tree, not legible.

Known for his streamlined and modern aesthetic, this designer assumed more control over his client's entire industrial and visual campaigns and changed the way industrial designers engaged with corporate design culture.

Raymond Loewy

Programmed visual identification systems of the 1960s, such as the one for Lufthansa German Airlines, resulted from a combination of the visual identity movement and ______________.

The International Typographic Style

Due to the rise of multinational corporate-wide expansion in the 1950s, designers created ___________ that projected a cohesive company image.

Visual Identification Systems

What logotype is : Rand's 1959 trademark redesign suggests this company's products by evoking wires and plugs, electronic diagrams and circuitry, and molecular structures.

Westig Electric Company

What is a logotype?

a company brand mark consisting of only letterforms

What logotype is: In 1965, Rand redesigned this trademark by reducing each letter to its elemental geometric shape, informed by Herbert Bayer's Universal alphabet.

abc

Chermayeff & Geismar's trademark for Chase Manhattan proved that a completely ______________ ______________ could successfully function as a corporation's visual identifier.

abstract form

What is a trademark?

any word, name, symbol, or design (or combination of thereof) used to identify and distinguish the goods of one manufacturer or seller from another

The rules for the use of logotypes and trademarks were set down in ___________ ___________ ___________; the firm's book of guidelines and standards for implementing its corporate identity program.

corporate identity manual

The transportation facilities symbol system designed and drawn by Cook and Shanosky was an important first step toward effective graphic communications transcending ______________ and ______________ barriers.

cultural and language

Early television could not display subtle tonal or color contrasts and required graphics that could be recognized quickly by viewers. To overcome this problem, Georg Olden designed on-air graphics with ______________ ___________ and ___________ ______________.

symbolic imagery, strong silhouettes

Art director William Golden designed the CBS Television trademark and established the network's corporate identity and reputation for quality. Describe this trademark:

two circles and two arcs form a pictographic eye that is translucent and hovering in the sky

Rand realized that to be functional over a long period of time, a trademark should be based on elementary shapes that are ______________, ______________, and ______________.

universal, unique, timeless

"I am looking for a very high index of ______________ ______________. We want everyone who has seen the ______________, even fleetingly, to never forget it"

visual retention, logotype