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…
like IBM, UPS and Enron. When comparing to the logos he had created, each of them have their own style according to the company’s business. Comparing to IBM and UPS logos both deal with outlines/lines and text. Paul Rand had given importance to outline in UPS logo and had given negative and positive lines in IBM logo. The difference between these two is UPS delivers imagery and IBM stands out as text itself. In 2003 Rand’s UPS logo had been updated with a new look by the corporate design firm FutureBrand. The delivery box on the top had been removed in the 2003 version (fig. 8.37), because it wanted the text to convey itself that UPS is a delivery service, but wanted to have the shield as it’s second focus of it’s design. By having the color added in the new version it brings more attention and delight to visually see the logo. Brown and goldish brown with a gradient touch of colors, were to show that UPS is the shinning armor with a shield. As the transition was being made to the IBM logo as the years go by, Paul Rand still wanted to stick with the concept of having lines. He started off with an outline of the text and gradually had played around with its stroke and had decided to experiment with positive and negative space in having lines horizontally. The logo brings a sense of boldness and allusion to my eyes. Both IBM and UPS logos have displayed its boldness and had brought its attention through color. The difference between the two is UPS logo has imagery and IBM logo doesn’t, which brings two different contrasts in having text as a main focus in one and having an image as a backdrop. The UPS logo has a bold sans serif font and a shield. “The new logo has been criticized for combining three clichés of contemporary corporate identity: first, faux three-dimensionality created by shading, the antithesis of modernism’s “honest” two-dimensional aesthetic; second a “swoosh” of sorts, a device that has become ubiquitous ever since it’s invention for Nike by graphic design student named Caroline Davidson at Portland State University; and, third, a redrawn version of Hans Reichel’s FF Dax typeface, which features a stylized transition between the vertical and curved strokes of the letters “U” and “P”. Rand himself had often quibbled over his UPS logo, and it is arguable whether the new update fulfilled his oft-quoted principles: The ideal logo is simple, elegant, economical, flexible, practical and unforgettable.” (Pg.312, Eskilson) When I look at this logo it tells me, the parcel that I want to send will reach safely to where it shall reach. The logo itself should give an impact to customers that UPS service is safe and the delivery would be sent safely. The designer wanted to convey the message to the audience symbolically showing a shield for protection and a gift-wrapped box for delivery. “When a modern design has been retired, it has often been the case that a whimsical touch, such as the UPS gift-wrapped present, has begun to look “dated” even though the overall abstraction is still sound.”(Pg.312, Eskilson) As the transition of the logo was made the color and the shield of the logo was consistent throughout. “The first UPS “shield” logo was created in 1916 when its founder Jim Casey merged the company with a local rival delivery service.”(Pg.1, logo blog) When comparing to the four logos that were created for UPS, the first logo is looking old, but the message was carried throughout. The society is the reason why the logo were to makes those changes, because of its trend and time. If the first logo were to be modernized in this time period it will still be accepted by having the sense of old and new style combined as one. By recalling old concepts it seems new to the modern generation, as people would say, “old is gold.” In this time period designers, there are chance of them using old concepts as references and design as new logos, because they’ve been modernized they’re not recognized. Paul Rand designed Enron logo before his death in 1996, for the Enron Corporation of Houston, Texas. The comparison between Enron and UPS logo, both visually show imagery. As mentioned earlier the UPS logo displays a shield for protection, but in Enron logo the tilted “E” visually shows as a plug, symbolically having it conveyed as energetic and electrifying. Both UPS and Enron logos had adapted colors that would be eye catching to the viewer’s eye first thing when they see the logo. When I look at the Enron logo my eye goes directly to the red and green colors that is incorporated in the logo. In my opinion I find that those two colors are distracting and could have chosen one color that would represent energetic, and would bring my eye to the whole logo than having to look at one particular part. I wonder why Paul Rand had chose RGB colors in the Enron logo. “Originally called the multicolored, tilted E, Rand’s logo took the form of a square balanced on one corner at a 45-degree angle (fig. 8.49).” (Pg.319, Eskilson) Rand’s work are simple and bold, the logo presents as a successful design by having it’s company’s name combined with a imagery using text of a huge sans serif “E” that had a high visual impact on the logo. At a 1997 party to unveil the new corporate identity, Kenneth Lay (1942-2006), chairman and CEO of Enron, had said, “This new advertising campaign and logo will begin to inform people around the world of who Enron is, and how we can help them make decisions to improve their businesses and their lives.” (Pg.319, Eskilson) After the company collapsed in 2002, Rand’s “E” took on a whole new meaning; renamed the “crooked E,” it recklessly became the most impressive anti-logo of its time. As corporate identity compromises the overall design of packaging, stationary, architecture, and printed ephemera, designers have always seen the logo as the heart of the enterprise.
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,
the IBM logo symbolizes trust, value, quality and advanced technology. Therefore, IBM, Enron and UPS logos that were created by Paul Rand share the same style of creation. All three deliver symbolism, imagery, color, text, boldness and simplicity. The focus mainly on text and symbolism, for example IBM is speed and dynamism, Enron is Energy, and UPS is protection. When technology develops, designers make use of it. But back then designer would use ink pens and other medium done by hand, when it can be done on computers now. The reasons why logos are to be reproduced are because of its lack of identity. The visual appearance and message of logos that were made at first didn’t get its attention, which should have received. Another reason why old version logos were not able to make it throughout the years, were because of its trend set and generation’s taste. There is a disadvantage when designers and corporate companies decide to recreate the logo; some designers take from what was created previously and modulate it in making it modernized that can be recognized but there designer who changes the whole concept and creates and brand new logos and the society will find it hard figure for whom the logo represents for. The first thing that the society look at is how appealing it is to their eye and whether they would be able to keep in mind for whom the logo represents for.
Every child dreams of meeting or becoming just like their favorite character. Kids will do just about anything to get their parents to buy the product. You can have any type of power you want you just have to try one of the pieces of candy and watch the magic appear within you. Remember it only lasts 24 hours. Ethos, pathos, and logos is expressed throughout the commercial and on the box the candy’s come in. If you want to see what will happen to you then try our product today. It really works!
“When the Negro Was in Vogue from The Big Sea” by Langston Hughes was mainly about an ironic situation in which white, despite repressing the black community, “set up shop” in the majority black Harlem neighborhood. Also because the wealthy and influential were embracing the black culture, while outside of the Harlem neighborhood they oppressed them. One could conclude that the audience of this would be anyone unaware of the 1920’s and how some of the African Americans were treated. One could also conclude from the passage that the purpose of this was to give Langston’s perspective of how hypocritical America was at the time about racism. Whites felt that blacks were beneath them but wanted to go their clubs.
Pathos – I think it is quite easy to see how Carson uses pathos in her book. Half of the excerpt we received seems to be dedicated to this topic. The first chapter is charged with emotions and communal values as Carson builds a kind of utopian nature scene and then destroys it right before the reader’s eyes. I think this dramatization communicates the powerful message intended, but it does make me wonder how different the feeling of this chapter would be if she used a real world example. Perhaps the pathos would have been stronger because it would let the reader connect to real people and a concrete place. Perhaps the pathos would be weaker because it would not allow Carson to describe all the disastrous effects that she wanted to in such a vivid way. Perhaps the strength of this chapter depends on the reader’s preference.
During the early 1960’s, the United States was emerging from a recession. Many people were struggling, but some big businesses were taking advantage of the economic distress. On April 11th, 1962, President John F. Kennedy held a news conference to talk about such big businesses, namely, steel companies. President Kennedy criticized these companies for increasing the price of steel by 3.5 percent. By appealing compellingly to logos, effectively to pathos, and rivetingly to ethos, President John F. Kennedy argues that the price increase of steel during the hard times by large companies has been a blatant disregard for their public responsibilities during an emerging recession.
Thirty-two years ago Apple released its first commercial during the Super Bowl. The ad contains multiple references, including its title, from George Orwell's dystopian novel “1984”. The idea was conceived by Brent Thomas and Steve Hayden who decided on the brilliant tagline “Why 1984 won’t be like 1984”. The famous Ridley Scott directed the ad while actress, model, singer, and athlete Anya Major played the lead role. Apple’s “1984” has several instances in which one can observe the use of the three appeals: ethos, pathos, and logos. “1984” uses Aristotle’s three appeals to endorse the new Macintosh and put Apple on the market. More specifically, the use of ethos is blatantly obvious in the ad.
An effective logo works in black and white and color if your logo uses color to convey a message, consider the best way to show its meaning when carrying a colored burden. Sometimes, the difference between different elements of this design is required to change, so that they convey a single message when modeled in a single ornotone.
Nobel Prize winner, professor, author and economist, Joseph E. Stiglitz, wrote “Of the 1%, by the 1%, for the 1%.” Joseph E. Stiglitz served during the Clinton administration as chairman of the Council of Economic Advisers and is former senior vice president and chief economist of the World Bank. Throughout his piece Stiglitz argues how America’s economy is not likely to succeed in the future. Stiglitz creates a strong and credible argument throughout his piece by using the appeals of ethos, pathos and logos.
The rhetor of the article, For many restaurant workers, fair conditions not on menu, uses several rhetorical elements to construct her argument and build upon her ethos. She uses logos to expand her credibility and ethos, as well as to make her pathos statements more rational. She appeals to the reader’s sense of American patriotism and freedom to try to sway the opinions of the reader. The article’s main argument is that workers in the restaurant industry are being unfairly treated with their minimum wage.
A man gets up in the morning with nothing to do, why not play the Nintendo Switch to start your day? Want to have a good time and excitement with your family and friends? Nintendo Switch is what you want! It is easy to connect and disconnect. It is portable and can join other player with Nintendo Switch and can be played anywhere. Most of all, it is for all ages and they have a wide variety of games to choose from such as: Boxing, Dancing and Adventure games.
One of the greatest conflicts in the history of the United State of America, the Revolutionary War, was started when the colonies of North America declared themselves independent from British rule. A group of men known as the Founding Fathers, which included George Washington, Benjamin Franklin, John and Samuel Adams, Thomas Jefferson, and others, formed the Continental Congress to rule their new nation. They chose Thomas Jefferson to write the Declaration of Independence, which they would send to King George III to make their independence official. Jefferson knew that he needed to use strong language to make a solid agrument against British rule in the colonies and to convince the colonists that independence was the only choice to maintain their freedom as human beings. The powerful use of parallelism, ethos, pathos, and logos helpd Thomas Jefferson to convey his idea that all men are created equal with unalienable rights and that it is the duty of the government to protect those rights.
Strength of Argument: Ethos, Pathos, and Logos. Bell Hooks’s essay, "Keeping Close to Home", uses three important components of argument (ethos, pathos, and logos) to support her claim. Hooks develops her essay by establishing credibility with her audience, appealing to the reader’s logic, and stirring their emotions. She questions the role a university should play in the life of a nation, claiming that higher education should not tear a student away from his roots, but help him to build an education upon his background. Bell Hooks gains the trust and credibility of readers through knowledge of the topic at hand, establishing common ground with the audience, and demonstrating fairness.
Many veterans in the nation are struggling to find clothes, shelter, and food. Veterans from the Vietnam War until the most recent wars do not receive the appreciation and the care that they deserve. Due to the lost cause during the Vietnam War, many Americans turned away from supporting the military. After the Vietnam War, military antipathy was on the rise. In the 21st Century, organizations such as Wounded Warrior, Salvation Army, and Travis Manion Foundation are some of the few that provide aid for military veterans. Although someone can argue that veterans receive enough aid from these organizations, a great deal of veterans are sleeping in public shelter homes or wandering in the streets begging for food and clothes. Five Finger Death Punch produced
When logos used, it’s to show the audience logic to persuade them by reason. If the facts or information is true and prove a statement over the argument then that is the use of logos. For example, the movie Twelve Angry Men (1957) directed by Sidney Lumet, an 18-year-old Latino boy is accused for murder of his father. When the all the points lead him to killing his father, Juror No. 8 (Henry Fonda) has reason that the boy is innocent, which leads to long periods of arguments. This scene is when Juror No. 9 (Joseph Sweeny) see’s Juror No. 4 (E.G. Marshall) rubs his irritated nose from his glasses. That’s when Juror No. 9 ask if Juror No. 4 sleeps with his glasses and as he replies with no. Juror No. 9 suspects that the women had the same glasses marks on her nose which she rubbed just like Juror No. 8 and with logical reasoning she wouldn’t be able to see the murder at night if she was sleeping and woke up. So when the other jurors change there vote to guilty to not guilty Juror No. 3 (Lee J Cobb) is the only one whose vote is still guilty and all jurors try to convince Juror No. 3 that logically she wouldn’t sleep with her glasses on and she wouldn’t be able to put her glasses fast enough to see the murder. In the end, this argument was successful, and logos is shown that the women didn’t see the murderer because she doesn’t sleep with her
Sam: a Ace card player and wears yellow shirt and nike shorts , John: a good at chess and computer hacker and wears black pants and an orange shirt , and Mike: a really good gamer and good at math and wears a nike shirt and sweatpants, were at school sitting on a bench at lunch, when out of nowhere three bullies Billy: a tough guy, does wrestling and wears all black, Bob: a track team member so he’s fast and wears a blue jacket and black sweatpants, and Tim: brother of John, he is a baseball player and wears a baseball hat, purple shirt, and blue jeans.They come hit them and Sam, John, and Mike run from them as fast as they can. When they started running away from them, they each when, after one of them. Tim went after John, Billy went after
In its simplest form, corporate identity is a function of design that includes the name of the organization, its logos, the interior of the buildings, and visual identification such as uniforms of the staff, vehicles and signage. For a long period, graphic designers have remained highly influential been hugely influential in two regards, in that they articulated the basic tenets of corporate identity formation and management and succeeded in keeping the subject on the agenda of senior managers. Currently, symbolism, or design, has assumed a greater role and has moved on from merely increasing organizational visibility, to a more serious position of communicating corporate strategy (Ollins, 1978). There were now three main types of visual identity such as Monolithic (single brand visual), Endorsed (parent brand endorsing a sub-brand) and Branded (a plethora