Further Analysis into Examples
The next step was to analyse an example from each person in my group, researching into them further.
NBC
Research Into The Logo:
1926 - 1931
1931 - 1942
1942 - 1946
1946 - 1952
1952 - 1953
1954 - 1959
(Above) On January 1, 1954, a xylophone and mallet was shown with a three tone "G E C" tone. A video of this is shown below.
1956 - 1975
On May 22, 1956, NBC started using a colour logo for their colour programming (A). In 1962, they changed the logo (B). On a kaleidoscopic background, a majestic tune plays, as the NBC peacock fans its feathers and then turns into the logo from before. See videos below.
Video A
Video B
1959 - 1975
The chimes were rendered obsolete by 1960 as a new logo, dubbed the "NBC snake", arrived. There are some variants of it but the most famous is the one where it draws itself.
(see video below)
1976 - 1986
This short-lived abstract N logo was first unveiled on October 1975 and premiered on-air January 1, 1976. Nicknamed the "Trapezoid N". See video below.
1979 - 1986
This is shown with or without the stylized "N". The network had, by this time, decided to take a new approach in its programming to introduce the slogan, "NBC - Proud As A Peacock!". Nicknamed the "Proud N".
1986 - Present
A new logo, created by Chemayeff & Geismar, was launched on May 12, 1986. Chermayeff & Geismar are also responsible for the logos of PBS, Chase Manhattan Bank, Screen Gems Television, and others.
The 'fan' of feathers used, each represent a different area of NBC, as shown below:
My interpretation of the logo:
- The combination of 6 colours shows unity and convergance of the different areas of the brand.
- The use of a Peacock - A colourful bird, hinting at the use of vivid colour. It also makes the company seem down to earth.
- Sans Serif Type - A timeless company.
Target Audience:
- A similarly audience to BBC - less appealing to teenagers. NBC is a default channel, and doesn't have to be bought with cable, similar to BBC.
- Families - I feel it would appeal to people who watch TV as a family.
Audi
Research Into The Logo:
1909 - 1932
1932 - 1949
1949 - 1969
1969 - 1985
1985 - 2009
2009 - Present
My interpretation of the logo:
- The four rings could represent each wheel of a car.
- The rings could also represent convergence of four areas or companies.
- The rings may represent each letter of the word 'Audi", due to there being four of them.
- The rings may actually be chains. Could the company have started in an industry separate from cars, eg. bikes (something which involves chains)
- The use of a reflective chrome - like aesthetic shows the products produced are polished and professional.
Target Audience:
- Style conscious business men - Quite a corporate aesthetic.
- Roughly between the ages of 25 & 50 - The brand gives off quite a mature and aged look (other companies like VW are more suited to younger drivers).
- Middle class - a luxurious brand.
Apple
My interpretation of the logo:
- An apple has always been used to show ingenuity and idea generation. eg. Isaac Newton and the discovery of the theory of gravity.
- Apples are healthy, hinting that using an Apple Product is healthy.
- A minimal logo shows an emphasis on function.
- The use of a minimal logo means the company can use it in an extremely versatile way.
Target Audience:
- Middle Class, between 17/18 & 35. Older generations could appreciate Apple products, due to their easy usage. I think due to the large range of Apple products, they aim to please a large age bracket. However, they definitely appeal more to the Middle Class, due to the minimal aesthetic.
- Creatives - Shown through their choice of imagery, and emphasis on software programmes in their adverts.
Research Into The Logo:
The Newton Crest: 1976-1976
The first Apple logo was designed in 1976 by Ronald Wayne. The logo depicts Isaac Newton sitting under a tree with an apple dangling above his head. The phrase on the outside border reads, “Newton… A Mind Forever Voyaging Through Strange Seas of Thought … Alone.”
The Rainbow Logo: 1976-1998
The above logo only lasted a year before Steve Jobs commissioned graphic designer Rob Janoff to come up with something a bit more modern. Janoff’s eventual design would go on to become one of the most iconic and recognizable corporate logos in history.
According to Janoff, the “bite” in the Apple logo was originally implemented so that people would know that it represented an apple, and not a tomato. It also lent itself to a nerdy play on words (bite/byte), a fitting reference for a tech company.
As for the rainbow stripes of the logo, Steve Jobs is rumoured to have insisted on using a colorful logo as a means to “humanize” the company. Janoff has said that there was no rhyme or reason behind the placement of the colors themselves, noting that he wanted to have green at the top “because that’s where the leaf was.”
The multi-colored Apple logo was in use for 22 years before it was axed by Steve Jobs less than a year after his return to Apple in 1997. In its place was a new logo that did away with the colorful stripes and replaced it with a more modern monochromatic look that has taken on a variety of sizes and colors over the past few years. The overall shape of the logo, however, remains unchanged from its original inception 33 years ago.
The Monochrome Logo: 1998 – Present
TInkering with one of the most recognizable logos in the world wasn’t done simply because Steve Jobs is always looking to change things up. When Jobs returned to Apple in 1997, the company was bleeding money, and Jobs and Co. realized that the Apple logo could be leveraged to their advantage. That meant experimenting with larger logos to make it more prominent.
That being the case, placing a large rainbow Apple logo on top of the original Bondi Blue iMac, for example, would have looked silly, childish, and out of place. Not exactly the direction Jobs wanted to lead Apple in. So instead of placing a somewhat minuscule rainbow colored Apple logo on its products, Apple began placing sizeable and Monochrome styled logos on its products in all sorts of places: on top of the original iMac, on the side of the Powermac G3 Tower, and in an assortment of colors on the good ole iBooks. This trend, which began in 1998, continues to this day.
The rainbow colored logo might always be a source of nostalgia for Mac enthusiasts, but the monochrome logo allows Apple greater flexibility when it comes to branding its products. When Jobs returned to Apple, he needed to transform Apple’s image from that of a failing company into one capable of churning out sleek and cutting edge products, and he needed a new logo to match. It doesn’t appear likely that Apple will change up its logo again anytime soon, but one thing that will undoubtedly remain is the shape of the logo itself.
Why The Name 'Apple'?
According to Steve Jobs, Apple was so named because Jobs was coming back from an apple farm, and thought the name was "fun, spirited and not intimidating".
EE
My interpretation of the logo:
- The use of circles could relate to communication and 'circles' of friends.
- Yellow has been used to connote sunshine, energy & joy. This makes the brand seem approachable and less corperate than other companies, despite the fact that it is the combination of two huge companies together.
- The use of two circles combined could represent the convergence of Orange & T Mobile.
- EE use a colloquial tone of voice to reinforce the apparent 'friendliness' of the brand.
- The circles could resemble bytes of information sent out.
Target Audience:
- 15 to 35, mainly a younger generation - The use of colloquial language & bright colours.
- Working & Middle Class - The use of colloquial language & bright colours.
- The brand seems more down to earth than say, Vodafone.
Research Into The Logo:
EE brand identity was developed by Wolff Olins, who were also involved in the launch of Orange back in the 90s. Visually, the identity is dominated by dots. The twos Es are made up of tiny dots, sitting on top of two circles (or larger dots). An entire typeface family of dotted letters, called EE Nobblee, has been created. Much of the communication materials also feature a grid of dots. The colour scheme is dominated by yellow and teal.
It appears the network brands Orange and T-Mobile will survive for now, existing "alongside" the new EE network. However, it is already clear that Orange and T-Mobile stores will be rebranded as EE stores.
EE brand identity was developed by Wolff Olins, who were also involved in the launch of Orange back in the 90s. Visually, the identity is dominated by dots. The twos Es are made up of tiny dots, sitting on top of two circles (or larger dots). An entire typeface family of dotted letters, called EE Nobblee, has been created. Much of the communication materials also feature a grid of dots. The colour scheme is dominated by yellow and teal.
It appears the network brands Orange and T-Mobile will survive for now, existing "alongside" the new EE network. However, it is already clear that Orange and T-Mobile stores will be rebranded as EE stores.
The original logo
A new logo, two interlocking 'e's - has been designed to move in digital spaces so that it can be "engages with" unlike other "inert" logos, according to Steven Day, chief of brand and communications at Everything Everywhere.
"The EE network help people do things they couldn't do before. We have brought it to life in our visual identity through what we call the Smart Layer. The Smart Layer is made up of a grid of particles, these particles are an expression of the network. They make everything: Our logo, our typeface and our iconography. In motion they react and respond showing the many ways EE can help you every day."
"We have our own typeface. It's called Nobblee. It's made from the smart particles so it allows us to be instantly recognisable as EE, even when type is seen by itself. Nobblee is designed as a typeface that can naturally animate, form and disappear or respond and react to different inputs."
"Our photography should celebrate everyday moments of interaction with our network, propositions, service and experience. We use photographs of people, products and, occasionally, places. Our icons and illustrations play an important role in our brand. Not only do they help people navigate, they help us explain our propositions and offers in the most simple way..."
Use of Colour:
"Colour is an important part of our brand. It allows us to stand out and be recognisable in a busy world, and also allows us to be consistent and clear. Our colour palette leads with Aqua and Yellow and is supported by Ivory and Grey, so we can be both bold and bright or smart and sophisticated."
The colour yellow produces a warming effect and arouses cheerfulness. Yellow can also indicate honour and loyalty, which will help to make the consumer believe in the company.
Once again, the colour blue has been used to help make the company seem sustainable and trustworthy. It's also a calming colour, so will help when contrasting against the bright and energetic use of yellow.
"The EE network help people do things they couldn't do before. We have brought it to life in our visual identity through what we call the Smart Layer. The Smart Layer is made up of a grid of particles, these particles are an expression of the network. They make everything: Our logo, our typeface and our iconography. In motion they react and respond showing the many ways EE can help you every day."
"We have our own typeface. It's called Nobblee. It's made from the smart particles so it allows us to be instantly recognisable as EE, even when type is seen by itself. Nobblee is designed as a typeface that can naturally animate, form and disappear or respond and react to different inputs."
"Our photography should celebrate everyday moments of interaction with our network, propositions, service and experience. We use photographs of people, products and, occasionally, places. Our icons and illustrations play an important role in our brand. Not only do they help people navigate, they help us explain our propositions and offers in the most simple way..."
Use of Colour:
"Colour is an important part of our brand. It allows us to stand out and be recognisable in a busy world, and also allows us to be consistent and clear. Our colour palette leads with Aqua and Yellow and is supported by Ivory and Grey, so we can be both bold and bright or smart and sophisticated."
The colour yellow produces a warming effect and arouses cheerfulness. Yellow can also indicate honour and loyalty, which will help to make the consumer believe in the company.
Once again, the colour blue has been used to help make the company seem sustainable and trustworthy. It's also a calming colour, so will help when contrasting against the bright and energetic use of yellow.
ITV
My interpretation of the logo:
- The use of different translucency allows the brand to use multiple colours, giving the brand a lot of scope for design.
- All lower case letters gives the brand a relaxed feel.
Target Audience:
- Families
- People who prefer more 'relaxed' TV (unlike more factual and heavy programmes provided by BBC)
Research Into The Logo:
ITV changed its name from ITV1 to ITV, and, along with ITV2, ITV3, ITV4 and CITV, changed colour scheme to "better reflect their programme mix," ITV said.
ITV Group Director of Marketing and Research Rufus Radcliffe, who led the in-house rebrand, added:
Viewers now have access to hundreds of channels and are forming relationships with digital brands that did not exist a few years ago.The rebranding of ITV will allow us to further cement the relationship in viewers' minds between our shows and the ITV brand that produces and broadcasts them.We now have a consistent identity across everything that we do, all rooted in our positioning as a media brand that is at the heart of popular culture.
The main ITV logo is a colour-picking design which changes to suit its backdrop as well as the nature of its programming.
