Eva Machauf | COMD 3501 OL26 | Fall 2020

Paul Rand

After reading and watching “How to design an enduring logo: Lessons from IBM and Paul Rand I felt the big difference that stands out to me is the design of the IBM logo. The article talks about how the IBM logo was created, and the different ways it can be used for. ” The logo’s design did not happen overnight.” They spend much more time working on it. On the other hand, Paula Scher’s Citi bank design was just done in a second, on a piece of tissue paper. Like Paula Scher said sometimes you need to forget the brief and do what you’ve never done before.

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1 Comment

  1. Matthew Rivera

    What you mentioned about them saying that the logo’s design not happening overnight sort of stuck with me because we often want to capture the essence of a brand or identity within the first try like Paula Scher, but then we often forget that her abilities came with over 3 decades of experience, so we have to work on it.

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