On Sunday October 17th, 1951 CBS revealed their new logo placed over a cloud formation photograph. What was intended as a logo to be used for one year has went on to become one of the most recognized logos ever created.
CBS President Frank Stanton wanted a new logo, Bill Golden – CBS’ Creative Director was asked to fulfill the task. Inspired by Shaker art on the side of barns in Pennsylvania Dutch country. Golden rand across an article on Skater art in Portfolio Magazine and worked with Kurt Weiss to create a logo with an “all seeing eye”
Clucking it’s way onto Valhalla’s world famous Logo Rants & Raves page is my current favorite logo out there, the Chick-fil-A “Doodles” logo. Simple, straight & to the point. Fun, inoffensive, instantly recognizable & down to earth, it hits on all levels. I love how well the C becomes the rooster’s head. What do they serve? Chicken. What does it do? Fills you up. Why a rooster & not a chicken? Read on….
Chick-fil-A was started in the 40′s by Truett Cathy. The restaurant grew out of his Dwarf Grill (later Dwarf House) franchise (which, randomly awesome had a small door for kids to enter through). The first Chick-fil-A was opened in 1957, their original logo was Doodles the rooster. Over time, he was generally dropped & in the mid-90′s the super-awesome cows came to be their mascots (created by art director David Ring at the Richards Group out of Dallas, check here for a story.) The Chick-fil-A logo was originally created by Louie Floyd Giglio, Jr.* incorporating Doodles as the C to cohort along with the cows who can’t quite grasp the idea of correct spelling.
<small>* Thanks to Bob Banka for the on the Chick Fil A logo, he also notes “it’s very interesting from the viewpoint of Chick-fil-A being Christian based business and Floyd Giglio’s son Louie being a Pastor of a Church in Atlanta and the mentor of Chris Tomlin, one of the biggest names in Christian music today.” </small>
Next up on Logo Rants & Raves is the new Seattle’s Best Coffee logo. Is it a rant or a rave? Well, in case you can’t read any longer before you know, It’s our first RANT! Yep, Seattle leapfrogged the logo which we had planned for our first rant to take the honors!
While I don’t necessarily hate the theory behind the logo, the execution is really poor. I really like parts of it. I like the minimalist style font (although it feels a bit ’02 to me when the whole ornate logo / look is coming back around) but just think it’s not quite there.
Things I like:
Round. Symetrical. Simple. The mouth smiling at us with the weird drip in the middle that seems to come off the end of the last e in coffee.
Things I dislike:
The weird drip in the middle. I guess that’s what’s supposed to show it’s a coffee place? The fact that It doesn’t much say coffee at all. Oil Change? Yep, Blood donation? I can see that, too. Coffee? Not so much.
Things I hate:
Coffee is just hanging out there on it’s own line. Different color completely unrelated to coffee. Hate how the font sits to the right of the edge just a bit too much (or not enough) so you almost think it’s a mistake. The colors are terrible. Bright red and grey? Is it a blood bank? The burgundy red and gold from the original logo would have worked much better while tying the new logo in with the original at least a bit.
More can be said about it, I really think that it’s almost there and yet is very far away from what it should be. To me, it seems like Starbucks (SBC’s owner) is trying to dilute the brand for some reason.
Click on the picture above to check out what everyone’s saying about it on Brand New, there’s no shortage of comments about it and it’s only been out for about a week.
We know we’ve neglected the Logo R&R section for too long here. Don’t think there’s not a slew of both great & wretched logos out there to comment on. Next up, we’re going to bring it back home a bit – to an iconic piece of skateboarding today, the Chocolate logo by Evan Hecox. Done is his signature style, it’s instantly recognizable as his work. For those that don’t know, Chocolate is a premier skate company out of the same house as Girl Skateboards. Headed up by Andy Jenkins (who did the previous cursive version below), the Art Dump is legendary around both the art & skateboarding worlds for creating some of the best skate graphics on earth. Evan did the “Big Chunk” logo in 1997 for them and pretty much opened the floodgates in action sports for other brands script logos, the most notable of which is Natas Kaupas’ much copied Quiksilver script logo shown below.
We start off this series on a good note, with an example we’ve liked since we first laid eyes on it. The latest iteration of the USA Networks logo, by Sean Serio for Peloton design, was a giant step forward for the network. Through the clever usage of positive & negative space, the visually pleasing logo boldly displays the brand’s name. The Futura derived solid lowercase U and A are balanced bookends for the lightweight negative space S between them. Simple, effective and to the point, this logo succeeds passes our 6 quick and easy rules to creating a successful logo.