Having a logo that can actually transcends time is somewhat of an impossibility. While there are a number of logos that have a classic look and have been around for decades, it’s important to note that it’s tough to match the trends of tomorrow through prediction. Designing a logo using modern trends in design isn’t going to make it trendy for a new generation and will encourage at least some form of rebranding. Most logos usually remain modern for around a decade but some of the classic elements of the logo will make it through the rebranding effort to showcase your history. While no one logo design should be expected to carry you through 50 years of business, any logo should be able to get you through at least 10 years in the design industry.

Logos are art and some of the best art can transcend time. When we look back at classic painters we marvel at their talent and their skill. Looking back at classic logos there are many designers who would like to emulate the same style as well. Creating a logo that transcends time means creating something iconic and simple enough that it can be changed and rebranded multiple times into recognizable formats.

There is no way to predictably future proof a design but there are some patterns that you can follow to model the success of other logos that have had success over a long haul. It is however important to remember some of these top tips:

Very few design elements remain popular over time:

Design is consistently changing especially in logo design. A logo design that transcends time is increasingly difficult because of this factor. As programs in technology change different forms of design are drawn to the forefront of art. In the past designs had to be almost entirely hand-drawn and measured out on drafting tables, today we can bring in complex textures and computer graphics as well as utilize various scripts for scalability and customizability. As computer software continues to change we might see a trend pushing toward animated graphics custom 3d textures and more. For any promotions that include your logo and branding you should strongly remember that graphics on your packaging on your website and more should be placed in the background where as your logo and branding should always come to the forefront. This creates a consistency over time and ensures that you can include modern design elements alongside your classic logo.

Typography makes major changes as well:

While the base image or symbol that represents your logo may not change much over time, you can make drastic changes in typography to update your design. Popular type sets seem to materialize every 5 to 10 years and many of the top scripts used in logo design today are very different from that used in the 80s and 90s. If you want a modern brand you should consider regularly changing your typeset and small elements of your logo to reflect the design changes of the time. Creating a meaningful brand means creating a logo and brand that resonates with the current generation and typography can be a powerful tool for matching your logo up with the times.

Many logos don’t stand the test of time but are still functional:

Many of the oldest logos really haven’t been updated but it’s there classic look that helps them to instill trust in us. When we look at Coca-Cola and Nike for example we see that both of these companies have only done minimal changes to their logo and branding over time but it’s the background images and small design elements that have changed in order to modernize the brand. Some other classic logo designs having been so successful in this effort however:

Capitol one: Capitol one to get outdated logo and recently added a solution the year 2008. While One follow the rule of adding small design elements to keep their logo resonating with a new generation, it was too little too late and a little bit cliché as well. Capital one never really had an iconic brand that was future proof but a small design element like this one really doesn’t help the logo resonate any better with a new generation.  The capitol one Swoosh branding is a great example of how a brand can fail at creating a logo that transcends time.

Pepsi: Pepsi regularly spends money to redesign their can and their logo. While the ball symbol in red white and blue has represented Pepsi for many years, the most recent element of rebranding has almost destroyed what was a symbol capable of transcending time. The Pepsi logo is redone at least once a decade and the company changes it drastically every time. Rather than sticking with a product that works very well as an iconic logo, the company prefers a rapid and modern redesign to stay on trend and it doesn’t always work. This is not a logo that transcends time.

If you are trying to design a logo that transcends time remember that it’s an extremely difficult process. If you keep some of these top blunders and tips in mind however, you never far better chance at accomplishing this lofty goal.

Check out these classic logos for some inspiration on creating timeless logo designs. 

The post Can You Design a Logo That Transcends Time? appeared first on LogoMaven | Easy Logo Design Software & Logo Maker.

Every profession has its legends. These are people who achieved higher levels of mastery in their crafts and whose ingenuity is still felt in the world to this day. They became Picassos in their fields and helped to shape the industry with their contributions.

In this piece, we take a look at some of the best logo designers who ever lived and were considered as logo design legends. Some of them may be long gone, but their works make their memories alive amongst those who appreciate talent and mastery in graphics and logo design. They include the following:

Paul Rand

Paul Rand was a renowned American graphic designer who specialized in corporate logo creation and design. As a graphics designer, Paul Rand was already on his way to being among the logo legends by 1951 following a successful career as a designer of media promotion at Esquire-Coronet.

This was to be followed by other jobs within the art industry, and the success of his works saw him inducted into New York Art Directors Club Hall of Fame in 1972. Some of the great logos created by this designer include the current IBM logo, American Broadcasting Company logo (ABC), Enron logo, and the UPS logo.

Milton Glaser

No mention of logo design legends will ever go without talking about Milton Glaser. Milton was born in 1929 in New York City, and he is one of the best logo designers the world will ever see. Milton’s most works feature a broad range of design disciplines including corporate logos, corporate identity programs, and corporate marketing materials, amongst others.

One of the most notable designs that put Milton on the list of the greatest logo designers is the I Love New York logo that he created for the state department of commerce. The popularity of this logo is immense, and it is the most frequently imitated logo design in history.

Saul Bass

Saul Bass is another name that makes it to our list of logo design legends. Saul has established a long and prolific career that not only saw him produce some of the best corporate logos of our times, but also made him one of the most influential designers who has inspired thousands of other young artists.

As far corporate logo design and branding is concerned, Saul was more of a design innovator. Some of his notable works include AT&T logo, American Airlines logo, United Way logo, Minolta logo and the Frontier Airlines logo created in 1978.

Walter Landor

If you have seen the FedEx logo, then you will appreciate the fact that its creator deserves a spot in the list of legend of logo designers. FedEx is one of the earlier logos whose use of negative space is well documented and has always been a major reference whenever discussions of negative space in design crop up.

But this is not the only show of mastery that Walter Landor has under his belt. The other great logo Walter boasts of is the peoplepc logo that has also received lots of acclamation due to its simplicity and elegance.

Tom Geismar and Ivan Chermayeff

Tom and Ivan are the designers of the famous Mobil logo, and they are also accredited for developing a complete corporate identification program with a continuing consultation of thirty five years. In the program, they outline the features and qualities of an effective corporate logo design, a clear policy for the use of colors, and a conclusive design approach that utilizes new graphics and new architecture for effective corporate branding. With their program, they provide ultimate solutions for vehicle branding, poster design, designs for print materials, and packaging and sign standards for every branding need in the world.

Bob Gill

Bob Gill deserves a spot against logo design legends because of his excellence in the craft and because, he has contributed immensely to the development of the industry by inspiring young talents to produce their best. He is heavily involved in the education side of logo design, and he has published some of the best books touching on important matters about graphics design. These include LogoMania, Graphic Design as a Second Language and he also runs a successful design studio with other partners in New York.

Wally Olins

A list of design legends cannot be complete without a mention of London born designer, Wally Olins. Wally is recognized as the world’s most experienced corporate identity and branding expert. His contributions to the design industry have seen him win or get nominations for some of the most honored awards in graphics design, including CBE Award in 1999, Prince Philip Designers Prize in the same year, and the Royal Society of Arts’ Bicentenary Medal. His works still remain very much alive.

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