Logo Theory

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Saul Bass Many of his logos remain virtually unchanged today, save for modest variations and treatment alterations. The few logos that were abandoned were mostly victims of corporate mergers or cessations. When Bass’s original designs were replaced, the new ones were almost always weaker and full of difficulties that will surely mean a shorter lifespan than that of their predecessors. When it comes to companies’ retaining logos over time, Saul Bass has a better track record than Paul Rand. This should not be surprising because Bass’s logos more consistently adhere to the core principles that we’ll discuss later.
(Excerpt from Logo Theory: How Branding Design Really Works,
Section 11: Great Designers of the Last Century)

 
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