Paul Rand's Ethos Pathos Logos

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The comparison between UPS, IBM and Enron are logos created by Paul Rand, each logo that was created by him has different visual appearance but delivers his design in the same style. Each logo was reproduced because of its lack of identity because of its previous logos. Companies like IBM, UPS, and Enron, would like to show their identity through the visual appearance of their logo that represents them. As technology grows, the medium changes in designers’ world. As the generation and trend changes people’s taste also change, we as designers should adapt to the trend and recreate, but at the same time recreating logos can also be a disadvantage as well. Paul Rand is an American graphic designer, best known for his corporate logo designs, …show more content…

In designing the logo for IBM, Rand had used only typography and had rendered in a condensed Beton Bold that had a slight Art Deco flair. Rand had used a new type on nineteenth century called the “Egyptian” letters, which featured heavy slab serifs. When comparing to Enron and IBM logos both mainly deliver text as imagery and symbolically. Both share boldness and simplicity, which Rand prefers designing simple logos. The difference with Enron and IBM logo, one has color and one doesn’t. IBM logo was design through the text when Enron was experimented by playing with text as imagery. The IBM took on more solid grounded and balanced appearance. “Shortly afterward, Rand reconfigured his original logo, adding an outline version in two weights. The problem with the original logo was that it appeared too heavy in a visual sense, unbalancing some documents, for example while also appearing heavy-handed in an ideological sense.” (Pg.310, Eskilson) In 1962, Rand added 8 stripe and 13 stripe versions, which gives the positive horizontal lines of even weight and the stripes were to symbolize speed and dynamism. The IBM logo stands out like it was made by machine, instead of by hand. IBM is recognized as a powerhouse of high-quality computer products and services. The IBM logo is an image of expertise, innovation, service and trust, thereby reinforcing the strength of IBM in the industry. In the colour version of the IBM logo, “Is also known as big blue, generates a message of equality. The big blue IBM logo, with its lower right parallel lines, highlights in the shape of an equals sign. Furthermore, the term BIG in the big blue IBM logo refers to the company’s size in the market share, whereas, the BLUE is the official color of the eight striped IBM logo.” (Pg.1, Logo Blog) For the customers,

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