Since successful branding and visual identity are of such primary importance to most enterprises, I wanted to share some thoughts that may be helpful and add a little insight. First, a little history… It is thought that Peter Behrens, the German artist, architect and designer, was the first designer to create a comprehensive visual-identification program for a company called AEG back around 1907. This is what the logo looked like for this company. Later on, corporate identity and visual systems began to evolve after World War II when graphic design began to be seen as a major way to shape a company’s reputation for quality and reliability. Such firms as Olivetti Corporation and Columbia Broadcasting Systems hired strong individual designers, such as Giovanni Pintori and William Golden, who put their personal imprint upon their client’s designed image. Their attempts were very successful and other company’s followed suit.
As a result today the logo has generally become the most important element in a company’s visual identity program or branding scheme. Most existing and potential clients recognize their company and company’s product(s) by their logo and it’s associated branding scheme. A good logo or symbol must be memorable and have “some barb to it that will make it stick in your mind”. At the same time it must be “attractive, pleasant and appropriate. The challenge is to combine all these things into something simple.”
*special thanks to Phillip B. Meggs, author of A History of Graphic Design, and Tom Geismar (of the noted firm Chermayeff & Geismar Associates)
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