Bill Gardner - LogoLounge 8

2,000 International Identities by Leading Designers Bill Gardner and Anne Hellman 2017 The Quarto Group Text 2014 by Bill Gardner First published in the USA in 2014 by Rockport Publishers, a member of The Quarto Group 100 Cummings Center Suite 265D Beverly, MA 01915-6101 Telephone: (978) 282-9590 Fax: (978) 283-2742 www.quartoknows.com Visit our blogs at www.quartoknows.com All rights reserved. No part of this book may be reproduced in any form without written permission of the copyright owners. All images in this book have been reproduced with the knowledge and prior consent of the artists concerned, and no responsibility is accepted by producer, publisher, or printer for any infringement of copyright or otherwise, arising from the contents of this publication. Every effort has been made to ensure that credits accurately comply with information supplied. We apologize for any inaccuracies that may have occurred and will resolve inaccurate or missing information in a subsequent reprinting of the book. Digital edition published in 2017 Digital edition: 978-1-62788-047-3
Softcover edition: 978-1-59253-834-8 Library of Congress Cataloging-in-Publication Data Gardner, Bill (Bill K.), editor of compilation.

Logolounge 8 : 2,000 International Identities by Leading Designers / Bill Gardner, Anne Hellman. pages cm Includes index. ISBN 978-1-59253-834-8 (hardback) 1. Logos (Symbols)--Catalogs. 2. 3. 3.

Designers--Directories. I. Hellman, Anne, editor of compilation. II. Title. III.

Title: Logo lounge eight. NC1002.L63G3743 2014 741.6--dc23 2014004568 Design: Gardner Design Layout & Production: tabula rasa graphic design Production Coordinator: Dorothy Ayon / Gardner Design Cover Image: Gardner Design For Bill and the superb LogoLounge team. Anne Hellman This book is dedicated to my daughter, Molly, as she launches her own creative journey, and to every soul out there who chooses to create and be, rather than to wait and see. Bill Gardner

This book is an homage to the genius of literally thousands of designers. However, inventors, propagandists, counselors, forecasters, manifestors of dreams, and any number of other descriptions are truly much more accurate when describing these individuals. Consider the following as you experience the amazing work in this book, which only now enters the mainstream of the collective marketing conscience.

Before any of this work ever saw public light, it came to life in the mind of a designer. Before a logo ever graced the tail of an aircraft, the label on a shelf, or the center court of an arena, it was an all-consuming project that the designer was forbidden to discuss. It was the project they couldnt share with their spouse or best friend. It was the center of discussion that could only occur with others who had signed the very same nondisclosure agreement. To this day, I feel I have yet to deliver a strong response when asked what our firm is working on. Its always a stumbling block as I find myself trying to recall which projects I can actually discuss.

And I usually return to a project that we may have worked on months or a year before that is just now seeing the light of day. Designers are in the midst of creating the future for others. They are hired because they have the uncanny ability to tell a very specific, very effective story using few to no words at all. Because they have the aptitude to summon meaning from a line. Because they can craft an image that brings relevance and direction to a product that has lost its way. Because they can forecast what the public will be yearning for tomorrow and not yesterday.

More than 30,000 logos were considered for this book, submitted by thousands of designers from more than 100 countries worldwide; of these, 2,000 were selected. LogoLounge.com and the LogoLounge books are committed to exposing you to the very best of identity design with context. On the surface, the following pages provide a comprehensive overview of current design trends in their crowning moments. Upon further exploration, youll find that the curtain has been pulled back to reveal systems of discovery, false starts and the occasional never-before-seen proposed solutions. This book, the eighth in the best-selling identity design series, comprises in-depth studies of such world-renown identities as USA Today by Wolff Olins and American Standard by Sterling Brands, alongside identity work by up-and-coming designers the world over, including VERG in Gold Coast, Australia; Koeweiden Postma in Amsterdam, Netherlands; Anagrama in Monterrey, Mexico; and many more. These case studies are fresh to the design community, yet there is just enough distance from their introduction date that you get to see how the identity is really working.

As I reflect on the marks in this book, I cant help but muse about the projects already in the pipeline that may soon make their way to public view. I am honored and delighted to present these works to you on behalf of their crafters, and I greatly anticipate the future they will create. Bill Gardner

Mikey Burton Design & Illustration Fuel by Commoner, Inc.Out of the literal tens of thousands of logos I reviewed, this logo stood out to me the most. Its not the first direction one would think of when designing a mark for a coffee shop, because comparing coffee to crude oil is a little unappetizing, but it works so well. This is such a great bold logotype, very well balanced just like a good cup of coffee. It has that great Americana feel, but doesnt feel like a recycled old gas station logo.

For me, it also conjures up comic book covers or even could be scrawled across a superheros chest. Its hard to capture the pure energy that comes from a morning cup of coffee, but this gem comes pretty damn close. An Ohio native, Mikey Burton proudly describes his design aesthetic as Midwesterny and draws much of his inspiration from artifacts found throughout the hardworking, blue collar Rust Belt: old type-specimen sheets, arcane equipment manuals, and ancient textbooks. Burton has received awards from Communication Arts, Graphis, HOW, Print, and ADC Young Guns. He is now a freelancer in sunny Philadelphia where he designs and illustrates for such clients as The Atlantic, Bloomberg Businessweek, Converse, ESPN, Facebook, Fast Company, Monocle, Newsweek, The New York Times, The Wall Street Journal, Wilco, and Wired.