Fundamental Of Logos
A corporate logo design is the most symbolic feature a company has to offer. The logo itself represents the company’s vision that it strives to project to its stakeholders about a specific product, or the corporation as a whole. It is a mere symbolic representation of the company, and achieves quality and identify, through the works of the corporation. A man by the name of Peretz Rosenbaum, is considered to be the father of corporate identity with his numerous contributions to the field of corporate identity. Rosenbaum not only created some of today’s most recognizable logos, but instilled a foundation for creating logos that make them incredibly, timeless.
Peretz Rosenbaum was born in Brooklyn, New York in 1914. Embracing visual design early in his life, the world was not ready for the contributions this man would soon provide. Making a rather intelligent move early in his career, Rosenbaum created the first form of what he would soon be linked with for the rest of his life. He created his first “logo” by transforming his Jewish identity of Peretz Rosenbaum, to his new, simplistic surname of “Paul Rand”. Under the guise of this freshly created Paul Rand, he made a brand name for himself, a corporate identity if you will.
Rand’s lifetime career can be divided up into three main categories. His first career, media promotion and cover design, ran from 1937 to 1941. Continuing along the media trend, his second career in advertising design spanned from 1941 to 1954. Finally, his most notable career, corporate identification, began in 1954 ("Paul Rand | American Icons"). This was the hallmark of his career, as Rand created some of the most enduring logo designs that eventually coined him as one of the founding fathers of corporate identities.
In Rand’s essay “Logos, Flags, and Escutcheons,” Rand claims that “A logo, after all, is an instrument of pride and should be shown at its best” (Rand). This is the root...
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