mp's graphic art history blog: Homework #12

Corporate Identity and Visual Systems

During the 1950’s businesses realized the importance that design had in business. With a clean and eye-catching logo, buyers were more likely to use that business over one with an unsuccessful logo. With the development of many large corporations, graphic design was now being used to help create an image for that company. Though visual marks have been around for centuries, this was the first time that these marks went beyond just trademarks and designs. For the first time, companies were able to have a consolidated design that could be displayed for all consumers.

Though there are thousands of logo’s, one particular design I can say is my favorite is the World Wildlife Fund (WWF) logo. The companies iconic design features a black and white panda. When the WWF was being created in 1961, the company wanted to use an animal in their design. WWF realized that they needed a strong and recognizable design that would break language barriers. The choice to work with a panda in the design was most appealing because it is thought of as a rather friendly and peaceful creature. Many throughout the world adore the panda’s big furry body, and lovable black-patched eyes. Environmentalist and artist Gerald Watterson was first to produce the beginning sketches. After having a rough idea of what WWF wanted the logo to look like, Sir Peter Scott, a founder of the company, created the first logo. The iconic design went through many stages before it reached success. It was not until 1986 that the design looked like what we see today. Now we see a much more geometric design of the panda. Though the panda is cute, the logo shows a strong animal looking for the consumer’s attention to help fight extinction. What attracts me most to this design, are the implied lines throughout the logo. I like that the viewer has to fill in the lines to complete the design themselves. Overall, I feel this is a strong and eye-catching design that truly represents environmental conservation.