International Typographic Style

International Typographic Style (ITS) logos

The International Typographic Style (ITS) is a graphic movement that began in the early 1900s and  continues to impact the graphic design society to this day. This movement was characterized by scientific and mathematical conventions being included  to design.  The visual aspects of this international “style include a unity of design  achieved by asymmetrical organization of design elements on a mathematically constructed grid;  objectivephotography and copy that present visual  and verbal information in a clear and factual manner”(Meggs Purvis, p356). The sans-serif became increasing prominent in this era, the pioneers of this movement believed that the sans-serif typography expressed an age of innovation and progess’ and that mathematical grids are the “most legible and harmonious means for structuring information”(Megg’s Purvis 356).The pioneers of this movement were highly educated in the Arts, and most of them received their foundation from the Bauhaus.

Today we’ll be discussing 5 logos that reflect the International Typographic Style’s principles and style, but before we begin, I feel it is fitting to look into a brief history about logo designs.

The word “logo” is derived from the Greek logos, which means both “word” and “rational thought”. Looking at this, it is therefore fitting that the word “logo” is generally accepted in English and many other languages as a “pictorial sign”, usually referring to a brand.

The earliest logo (also called marques, trademarks and brands) were applied by hand to crated, pitcher, and bttles so that merchants, innkeepers stage coach drivers and dock handlers could tell to whom the contents belonged. Consumers at that point weren’t the target audience.

(www.denzomag.com/2012/09/60-awesome-logo-designs)

The “HAPPY QUOTE”  to the, conveys elements of ITS due to the choice of font that is used and the way in which it is structured. The use of  the slab-serif used in the logoderiving from Herman Zapf is displayed in a playful manner, just as Herman played with his typefaces.

 

(www.denzomag.com/2012/09/60-awesome-logo-designs)

“Safety” the logo says it all. This logo proves Emil Ruder principle in which  “type loses it’s purpose when it loses it’s communicative meaning; therefore legibility and readablilty are dominant concerns.”

“Renault” the automotivecompany implemented asymmetric organistion of design elements to achieve it’s iconic logo. The type used is a sans-serif, which was prominently used during the 1930’s.

Paul Rand’s IBM logo was definitely ahead of it’s time when it was first created. This logo was directly influenced by the International Typographic Style era. This timeless logo still thrives amoungst modern brands.

Sourced Images

• www.denzomag.com/2012/09/60-awesome-logo-designs
• http://www.hongkiat.com/blog/logo-evolution/ 
• www.smashingmagazine.com
• www.abduzeedu.com