Zhuolu Tan's ePortfolio

A Communication Design Portfolio

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Logo Research Paper

“Lipton” is the world’s largest tea brand. Lipton’s aim is light, vitality and natural beauty. Thomas Lipton is the founder of this brand. In 1890, he officially launched Lipton black tea in the UK, and used “Direct from tea garden to the tea pot” as the advertisement.

(1890-1972)

The main colors of the first symbol of Lipton are red and yellow. They represented yellow silhouettes of sailboats, which seems like tea clippers, it means that tea was brought from Ceylon to England. It also posted the founder of the product in yellow background. The font used on this logo is sans serif, it also uses centered and flush left to make the words clear and readable. The red color is the symbol of  vitality, and yellow color is the symbol of the sun.

(1972-2002)

In 1972, Unilever acquired Lipton and after that, the logo was designed by the Unilever company and they designed a new logo. The shape of the new logo was more simple, it seemed like a sailboat. The primary color of the new logo is red, and white was instead of yellow.  It’s continuing the aim of Lipton – brightness, vitality and the beautiful pleasure of nature. “Lipton” was centered on the new logo and the red blackboard makes us focus on the white words with shadow.  And it had an outline for the whole logo.

(2002-2014)

From 2002 to 2014, Unilever company designed some different new logos. For the first one, it canceled the outline of the original one, and it changed the font from sans serif  to serif, and started to bring yellow into the logo. For the second one,  they made a white stroke instead of the outline of the first one, the red was lighter and yellow was darker. The shadow for “Lipton” was lighter. It tried to focus the yellow color. It also had light yellow decoration for the logo bottom. For the third one, it used a yellow circle to represent the sun. It reflected Lipton’s aim – beauty of nature. The third one moved the whole second one to the bottom left. It made sense in warmth, and active.

(2014-present)

In 2014, Unilever company designed a new logo, it is similar to the third one in the period of 2002-2014. It centered the words then making it more protruding, and the value of red and yellow was higher. It has some 3D mood, and it can mix with the pack better. The yellow circle symbolizes the “sun”, which is related with its aim -light, vitality and natural beauty.

Reference:

Introductions about logos: https://1000logos.net/lipton-logo/

Images of logo from: https://logos.fandom.com/wiki/Lipton

Introductions about Lipton: https://en.wikipedia.org/wiki/Lipton

Consultation of present logos: https://www.lipton.com/us/en/home.html

My Trip to the Nassau County Museum

Christopher Winter
Huxley’s Guide to Switzerland, 2011
acrylic on canvas
35.5 x 27.5 inches
Courtesy of Edelman Arts

    The different values of blue mixed together make me feel that two teenegers are flying and it is natural and comfortable. The use of reflection showed the scale between people and the mountain.

Jeffrey Gibson
Deep Blue Day, 2014
49.5 x 15 x 15 inches

     The top of this item showed strongness, but in the button, it was made with dark blue tassel. “Stitched around the top of the heavy bag, so human in its replication of the boxer’s figure down to weight and muscle tone, is a painting that Gibson ran through the laundry on high heat three times at a moment of deep pessimism about his art.” The use of deep blue made people feel stressful, the word “blue” also meant sadness, then the button showed weakness. The conflict between strongness and weakness was one of the focus points.

Bettina WitteVeen
Buddha Mind. 2019
C-print with gallery Plexiglass facemount on woodbase
22 x 22 inches
Courtesy of the artist

     The blue and white color used by the Buddha makes the sense that the Buddha is not existing. “The Buddhist belief that the structure of the universe is inherently unstable and unpredictable coincides with quantum physics and finds its expression in the highly individualistic combinable nature of these photographs.”

     When I saw the Buddha, I imagined that it was in hell at first, because the dark blue color usually represents evil in my opinion. It catches people’s eyes and makes people get interested to know about it.

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