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- เผยแพร่เมื่อ 27 ธ.ค. 2015
- Here's how a simple mark ends up meaning something big as a great logo. Joe Posner, and Michael Bierut (designer of the Hillary Clinton logo) explain. For more from Michael Bierut on graphic design, check out his book "How to use graphic design to sell things, explain things, make things look better, make people laugh, cry, and (every once in a while) change the world": www.amazon.com/How-Michael-Bie...
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About once a month, there's a new logo to fight about on the internet. The biggest one in recent memory was the highly controversial Hillary Clinton logo, which did not escape scrutiny from Vox.com either.
But as a designer/filmmaker, something about these repeated discussions struck me as missing the point on what makes logos tick. It often has little to do with the subjective musings. So I called up Michael Bierut, the designer of that Hillary Clinton logo and countless others. He sat down with me and helped explain the elements of a great logo in the video above.
Vox.com is a news website that helps you cut through the noise and understand what's really driving the events in the headlines. Check out www.vox.com to get up to speed on everything from Kurdistan to the Kim Kardashian app.
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The thing about Nike paying to its logo designer, I loved that.
same
+yatin choudhary Nike takes care of it's own. Except for the people who actually physically make the products, lol.
+yatin choudhary While paying shit to its slave labor in Asia.
I hope they have her a HEFTY amount of money, cause without that logo nothing about them would be the same lol
+Ari Ed gave*
i was watching in full screen and my mom walked in on me when the swastika was on screen lmao
lol
damn
damn i hope she saw that this video was about logo design or she might have thought you were watching a video about... history *shiver*
we cant have THAT happen!
Cory Within The Building 😂😂
Fun Fact: The clockwise swastika is actually a religious symbol for Hindus and is something you'll find (pictures, paintings or sculptures) in a lot of Indian homes. Unfortunately, it's highly stigmatised in the Western media and society due to its association with Nazism but is actually a sacred symbol in many East Asian countries.
I loved these kind of video, please do a lot more videos about creative industries ect.
I could do videos about that.
If you want...
+Film News Report Do it
The Apple A-ok
+Film News Report Bring plenty
Vox gives me faith in TH-cam
Brant Weckstein ikr
Brant Weckstein
Yet it gives me the exact opposite of faith in TH-cam as well.
MiguelPmpM true
who is vox I thing of the roundtable but eh...
I like this channel. It's informative.
Af
I just stumbled upon this channel regarding music and i went from that to women's sizing to Logo design system. This channel is amazing!
INFORMATIVE AS $U#K!!
It's also pretty left-wing, just bear that in mind... :)
Richard S. is there any channel that you would also regard as informative but very right winged?
Wow, Vox is kicking ass. So much good quality content. Thank you!
Джон и Ева 0:26 yep great quality !
Джон и Ева it’s actually Voxu, thank you tho
Джон и Ева
Джон и Ева the thing about this channel is it has the same vibe, image, workers and attitude as buzzfeed with its insanely pc social media millennial attitude, and I really hate that, it repels me, but at the same time the mass majority of their content is brilliant, its always on an interesting and entertaining topic and done in a way that although yes still follows the same attitude I said but as the content is specific it is still watchable and doesn't seem that bad!
K
In love with branding and logos. Great video!
ayy
love your videos
Me too
Im planning on making my TH-cam channel logo the fourth kind
Kinda cool seeing you here :D
I've become addicted to Vox's videos! Keep it up!
Two comments....
US$ 35 for Nike logo, uhauahauhauhauahuahuaha, i never think about it
payed her less than the price of their shoes lmao
I didn't think about it too
Look Design does that account for inflation tho
$150 ish today. Still a ripoff.
35$ is quite a good deal, the logo itself isn't that good to be honest, it's about what Nike do to make us think that the logo is special.
It was good of Nike to go back to their original logo maker and recompense her.
those guys are total dicks m8 they filmed their "kindness" decietfull profiteering sociopathic careless hooligans.
+Luke thompson nice sneekers tho.
Luke thompson
I don't care what I put on my feet as long as they're comfy.
vox has recently become one of my favorite channels
Best part of the video is that girl seeing how much stock she was given, and her hands were shaking after reading it.
Love me some Vox. Keep up the good work. Your logo is part of was inspired ours... but... we need to work on ours a bit more. :p
E
I had a high school teacher that worked as a marketer for Blue Ribbon Sports back in the 1960's', but left in order to do some work in Alaska. He doesn't regret it, but I kinda feel that he does...
The diving competition analogy at 3:56 is genius!
hahaha the logo behing the guy makes it look like he has cat ears
@ 1:25
lol
lol
jo alice 😂😂
hahah i saw the sameee
Great piece. We've never been asked to create "Something like the Nike swoosh" ... but maybe one day.
A kick ass logo doesn't instantly make you as big as Nike, but when your product or service continues to deliver what the consumer craves it will be envied by your competitors and become an asset in its own right.
As a graphic designer, this is a great video. I didn't realize that I've been choosing between those 4 "main" types of logos when designing some stuff.
Am I the only one who thought the logo “Disney” said “Disnep”?
I like this channel. It's informative.
Lol
that logo made me for a loooong time think it was Gisney, because in brazil we pronounce "Di" just like english "Gi", and that D looks like a G
I thought the D was a G when I was a kid
NO
"human face for reference" is this a video for aliens?
This video was very informative, I'm currently a graphic design students at tri-c
'Jeb' means 'fuck' in Polish
+Serious Face well not exactly, 'jeb' means literally 'go fuck this', 'jeb bush' would mean 'go fuck bush', 'jeb sie' means 'fuck off'. 'Wanna fuck?' would be something like 'Wanna jebac sie?' ('wanna?' is 'chcesz?') Polish is complicated.
Jeb means poop in Tagalog
Holy jeb.
+Фёдор Владимирович Емельяненко Well, at least it's not English...
inexpensive = not expensive
inflammable = very flammable
#logic
+sscamc to inflame vs to flame... ergo inflamitory.
logic.
This channel is really high quality. I'm lucky I found it.
The 2nd song to play on this video is called "Flite - The Cinematic Orchestra" just in case anyone was wondering...
What I learned is that the value of a logo is given by the people, not the logo itself. The Nike swoosh became iconic when Nike became iconic themselves, thanks to their good looking and fast shoes. And that quality, was quickly associated to the swoosh everytime you saw it.
Well said!
Do a vid on the meaning of different logos if you haven't already. Like the fact that the Amazon arrow means they deliver everything from A to Z.
This was highly educational for my major here in university. Thank you so much :)
This was truly excellent. One of the best videos I've ever seen on logo design, and I've seen Beirut talk live at the AGI. Distilling this wisdom into a 5min video makes it extremely accessible and to the point. More insightful design videos like this and I will definitely subscribe (perhaps advertising?)
Thank you for the comment it helped me in an exam 😊
I hope Carolyn Davidson is swimming in that good money for life!
She donated most of it to charity and is just living a comfortable middle class lifestyle
Amazing video. Please do more stuff with graphics, slogans, logos ect.
Great video as always guys, I’m sorry to join the party late.
I remember back when I was studying design, Nike was the first brand mentioned in a lecture about logos, she really done an impressive job there.
I’ve had the privilege of meeting the guys from Koto studio a while ago, after they worked on Airbnb branding, and that’s one I’d suggest checking out for those interested in creative fields.
lol "Just do it" xD
+Mostum is the best Don't let your dreams, be dreams! xD
that's not funny
Dont let your memes be dreams
+David Vonderhaar k
+David Vonderhaar Buff the Weevil ;)
“This guy is Michael Beyrut - Im Michael Beirut” 😂
"this is Michael BAY-rute"..... "I'm Michael burroot"
The very first symbol that I use to draw in my childhood a lot & came to know that it is actually a logo for a company, after becoming a graphic designer!
"this is michael bay-root"
"im michael buh-root"
What you were getting at but didn't quite make clear is that a logo does have some level of power depending on its quality. However, that power can be magnified or destroyed by how it is used... in other words, branding & marketing. When your marketing and logo align and are used effectively to empower one another THEN the logo becomes an icon.
This is one of the best produced videos I've seen on TH-cam. Period.
+Atilio Escobar This *was* really well-produced, now that I look back on it.
You guys are awesome! You are truly my favorite educational channel ever!
awesome video! you guys do a good job of cementing these sort of urban legend like rumors in the ether, with some research, interviews, and archival footage. which makes for good clickbait but also is educational, good formula!
Wow I got a “how to design your logo add” on a logo video.
3:44 "Symbols are empty vessels and you pour the meaning into them". That description says it all. Great video as well. One of my favorits that explain what a logo is.
You get a like purely for the last story about Nike's gratitude. Excellent. So uplifting,
The overall message of this clip was very good too.
Thank you for uploading.
I shall now always refer to Jeb! Bush by his first name followed by an exclamation point. Jeb! probably loved the logo choice.
B E R N I E S A N D E R S
I A G R E E
...is a socialist pig. Ben Carson 4 life.
+Raphael Franks A E S T H E T I C
+sean wilkerson pigs are anarchocomunists.
leave the poor pigs alone.
R E L L I K C A I D O Z E H T S I
Z U R C D E T
I still think that the old Google logo was way more humane and approachable than the current soulless corporate robot logo
true
+Anton Adelson Really? Others claim that it looks a bit too friendly and childlike.
***** What do you feel about it?
Anton Adelson I feel like it is a nice change in terms of what the company represents nowadays, but doesn't look as stylish as the last.
***** may you expand on what it represents now as opposed to before, please? I'm really curious since I'm a designer myself (albeit a game designer )
Vox, you make my nights more interesting with each video! Thanks for making me smarter!
Impressively insightful conversation about a seemingly unimportant subjet
Nick R. Feller no wonder you're broke
So you're calling logos an unimportant subject then?
Logos are pretty important. Remember the waves caused by the new Instagram logo?
Unimportant? It's the esseance of many people's careers.
at 01:18 he looks like he has cat ears haha, still a cool video 👍👍
@a n t i m a t e r i a don't call random people on the internet darling
Thanks, Vox. You did it again. What's the formula for great and sweet short videos?
Makes me think of Supreme and how much it's grown. Iconic logo in fashion and skateboarding if you ask me
Hillary's H still took an L...
0:13 When the guy started googling I was thinking that he was gonna Google what quafenberry inbivilant means
Thank you this was very helpful and informative 👍👍
Logo Quiz app/game is one of my favorite.
theres another type: audio logos / branding. e.g. the intel sound, etc.
ownageDan that's called a jingle
There is no such thing as an audio logo, however, there are jingles/sounds that can identify a certain brand.
Earned yourself a sub, that was great
Nice video! Good information to keep in mind when designing.
Very very interesting and straight to the point! Thank you :)
Branding is the same.
Beats (Audio) is a great Marketing giant.
But I do not own a pair of their audio gear, nor am I thinking on buying something from them.
Because at the end of the day, what really matters is the quality of the product.
People buy Apple's iPhone because it is indeed really good.
A reliable choice that is likely never going to fail.
Beats have great quality and they could be the best major headphones but they're definitely not worth the price.
+Geral Ferald Erase the beginning of your comment and it would be good.
+Geral Ferald If they have all that quality you mention - which I highly disagree - and also can be the major headphones, why are they not worth the price?
In my opinion, Sennheiser is the best headphone maker in the World!
They have headphones that go as high as $1200 and people still buy them. And do not complaint!
Beyerdynamic is another of my favourite brands.
LG is gaining some territory, with their Tone line-up and the Music Flow line-up.
Beats is just a Marketing built company: many words said, many endorsements, but a bad product overall, specially in what they are supposed to be good at: playing music.
Some say that the latest line-up is better than the older one, but I lost interest.
Even Monoprice - with the 8323 - makes better sounding headphones :)
People buy iPhones based on popularity usually, they think that it is the best choice because everyone has one. Many people buy iPhones without performing any research.
+Corey Davis I agree with you.
But that is not the point.
I have an Android, because I want to.
I bought a LG G2 and a OnePlus One because my research told me that these two phones were good for my requisites.
And I was right.
But, I have to say: iPhones are good, fast and reliable.
I know all the arguments: their platform is closed, they are overpriced, etc... And I use them all the time to advice against the purchase of such device.
But they are good.
And that is the main focus here in this discussion.
If they were that bad, many people would have through away their devices.
Hillar's logo was good, but her slogan left much to be desired. "Stronger Together" is weak compared to "Make America Great Again". You pour meaning into what "Great" means for America.
WELP, i dont want to get into political fights or anything, but the "Make America Great Again" is stolen
owl boi how so
While you were reading this long name I stole your cookies Ronald Reagan originally used it. He said "Let's Make America Great Again".
Avatar Wan Yeah, but its still better imo. As a brand, Trump is pretty effective. As a leader I'm not so sure though.
I was talking to owl boi.
I love this explanation of logos ,thanks
Me: Clicks on video about logos
TH-cam: HAVE A WIX AD ABOUT MAKING A LOGO!!
What makes a truly great logo?
One word: Helvetica
Go fish
Nike - Greek god of victory
What is commonly used to represent a sort of victory? A tick ;)
I Love The Logo System. I Always Use This System Every Time I'm Branding.
the music is so clean!!!
So Pepsi is the abstract version of coke... lol
4:29 wow (in actual video, and in actual shocking impression)
im kinda want to meet carolyn. she has a vision, a great one.
3 years ago and still is recommended 🤔
Thank you for sharing. It was very informative.
what makes a good LOGO
*TIME*
Nice video :)
I dont know why but logos are really interesting yet overlooked. If you take one and study its design and meaning, there's a lot of symmetry in their designs, colour choices, etc.
I love the logic logo at the beginning!
Just do it 🏑.
yeah I used a stick as a nike sign.
Great video,
Yet the modern thought out design of Hillary's logo was outperformed by times new roman text on a red hat.
I love this stuff, ive been at my brand for almost 20 years, yet I struggle a lot.
Learning is fun
Love the background music.
Man, Vox always make the cleanest content
That little thing is called a favicon...
Yea it says that in the video...
andreaskjr that moment when you don't get the joke
Noel Friedrich where's the joke in saying something that's in the video?
Nobody talking about the amazing drums in the background music
Everytime i watch some random TH-cam videos at work, Swastikas keep popping up.
What about the company Under Armour? I think their logo is the most trash logo ever made. It looks exactly like an H, so I might think the logo is for a company like Hurley or something. It actually took me up until I was 13 years old to realize it looks like a U on top and an A on the bottom. Does anybody think it's a good logo?
Interlocking letters are a good way to distinguish a logo and make it more compact. Under Armour did that in a clever way using a unique font, turning two letters into a single symbol. Keep in mind, for most company logos, you already know the name of the company, so you wouldn't be mistaking Under Armour for something else. It's a bold, symmetrical logo, can be read the same right to left or upside down, so it can be placed on any part of a piece of equipment and not seem like it's facing the wrong way. The curves at the ends of each letter are also futuristic, conveying an idea of innovation.
I always thought it was an X lol
I read somewhere that the armour in the logo might have implied a samurai armour.
I thought it was a u an a and made it look like a bone
Advertisement makes a logo great
could it be gill_gill?
+your doom i think it is
Video starts with Logic's logo. Happy they included this
as a "soon to be" graphic designer (hope so), this is really intresting and educational, glad this was in my recomended vid's.
Is anyone else watching for school lol
Yep
3:24 - Could someone please tell me whose logo that is?
i think its Motorola?
it's for Mohawk, their a paper company.
+119CLAY oh ok
Funny people discussing the logo designs in the comments, when the whole point of the video was that it's what the logo are representing that is the main reason they're memorable
Although i've worked as a graphic designer for some time, this has really brought some new perspective to branding and logo's! Great job, vox, I really enjoy your topics and the quality of the content and execution!
Really interesting !
Can I ask a question. Who says "Nike-e" and who says just "Nike" No "-e" at the end? I am not sure how it is said and being British I say it Nike. I prefer it as it makes no sense being with the extra "-e"... What do you guys think?
+TheGamesters Yeah. I have the same confusion as well. I used to pronounce it as Nike. Because Phil Knight, one of the co-founders. But then I changed to Nike-e 'cause a lot of Americans pronounce that way (mostly from products reviews on TH-cam). I mean, Nike is from USA right? They should know.
+TheGamesters I'm pretty sure it's pronounced Nike with an extra "e" because it's Greek, "Nike" is the Greek goddess of victory.
+TheGamesters Same thing with Skype. I hear it as Skype and Skyp-ee
Apricots Na, it's just Skype. Not Skypee. That's weird... and ZoyBeans I am aware but I wouldn't have thought it to be confused. It may be intentional?
aizat27 Okay, so found out. Yes Nike is American but "Nike" is just said outside the US while "Nike-e" is american. I find it a little stupid personally
It is amazing to me that the Nike Swoosh is so new. It seems like the kind of thing that would have been around for the last 100 years.
The last sentence does hurt.
1:18 he has cat ears
Nikey, just do et...or maybe do it later you know...or skechers those are nice too and not so espensiv.
+The Migs yea skechers are nice...
Except that they’re shamed upon in some schools like mine, that’s one reason why I wear adidas superstars.
nice video.. its not about how the logo looks, its about how a logo represent the company and how it is being used over time..
Can we talk about that rad jazz track groovin in the background 🤙
Hope that lady got some serious cash.