January 17, 2008

Logos - the Pick of the Litter

Welcome to the second edition of Work. In this issue we’ll explore the basics of logo design based on the gospel according to Paul Rand and sneak in a logo we created for a line of high-end pet products. Finally, we show off a few of our four-legged office mates and continue our series of fun-filled ideas in our on-going events calendar Get Out and Stay Out in 2008!

As always, we look forward to hearing your thoughts and feedback.

MDG Team

Logos 101


In the world of logo design Paul Rand reigns supreme.

Laszlo Moholy-Nagy, a pioneer typographer, photographer, and designer of the modern movement described Paul Rand (1914-1996) as “an idealist and a realist using the language of the poet and the businessman. He thinks in terms of need and function. He is able to analyze his problems, but his fantasy is boundless.”

Rand’s iconic identities for UPS, IBM and ABC Television are still some of the most identifiable images in today’s global economy. His work demonstrated three key components:

Symmetry: balance; uniformity and equilibrium of spacing were the three common elements of Paul Rand’s typography related work.

Simplicity: Paul Rand was always of the opinion that the design of a logo must be simple, in order to appeal aesthetically.

Distinctive: Rand’s logos are always bold, memorable and recognizable. He merged American visual culture into European avant-garde (modern art).

An effective way of examining a logo's design is by plotting it on a scale that ranges from Literal to Symbolic. On the left, logos are more word-driven and conceptually simple while those on the right are more image-driven and conceptually complex. Where do your favorite logos fall on this scale?

Graphic adapted from Designing Brand Identity, Alina Wheeler, Wiley & Sons., 2003


Pet Gallery


Our four legged office mates (yes, we occasionally share our space with our pets) served as the inspiration for our work on the Aurora brand identity. We thought you may enjoy getting to know them as much as we have.



Click here to see the entire gallery.


Get Out and Stay Out in 2008!


MDG staff can help keep the good times rolling with some fun events both near and far!

Boston Baby Dolls Burlesque Class
Date: February 26, 2008
Location: Rock City Body, Allston, MA
Click here for link

Smithsonian Kite Festival
Date: Sunday, March 29, 2008
Location: Washington Monument, Washington D.C.
www.kitefestival.org

The 2008 Houston Art Car Parade
Date: May 10, 2008
Location: Allan Parkway, Houston, TX
www.orangeshow.org/artcar.html

Broadway Bares 18
Date: June 22, 2008
Location: Roseland Ballroom, NYC
www.broadwaycares.org/events/bares.cfm

7th Annual Lebowski Fest
Date: July 11, 2008
Location: Louisville, KY
lebowskifest.com/7thannual.asp


Shameless Self–Promotion





Aurora offers a complete line of high quality pet fashions, carriers and bedding for the discerning pet parent. All Aurora products are individually handcrafted offering the ultimate in artisan quality and detail. MDG worked with Aurora founder Cindy Ozmun to create a brand identity and web presence that is sure to be the leader of the pack.



Culture Club



Here are our picks of what to read/watch this month.


The Four Agreements




The Diving Bell and the Butterfly