Tom May is an award-winning journalist and editor specialising in design, photography and technology. Author of the Amazon #1 bestseller Great TED Talks: Creativity, published by Pavilion Books, Tom was previously editor of Professional Photography magazine, associate editor at Creative Bloq, and deputy editor at net magazine.
The 1980s was a decade of bold fashion, big hair and even bigger changes in graphic design. As corporations sought to modernise their images for a new era, some of the most iconic rebrands of the 20th century emerged.
"It was originally set in Franklin Gothic, a quintessentially North American display typeface designed over a 100 years ago that still feels contemporary, and beautiful, today," she explains."Then in the 1980s the lower case ‘o’ was introduced, creating the version of the logo we all know today. The ‘o’ appears as solid as the other characters, standing its ground and giving the overall acronym a sense of dimension and a playful rhythm.
"The new branding introduced a sleek, modern typography and a refreshed colour palette, symbolising speed and elegance," explains creative entrepreneur."It propelled British Airways into a modern era of air travel, setting a benchmark for luxury and innovation in the industry; something that still stands today."Part of that was about a redesign of the logo, refining its predecessor, which had cast 'British’ in title case, and ‘airways’ in lower case.
However, in the 60s, IKEA made a strategic move to a logo inspired by the Swedish flag."This is the colour palette we all know today, which helps convey its mission to bring some Scandinavian chic into your home, at low prices," says Matt."So, it’s baffling that for a brief period between 1981 and 1983 IKEA reverted to the red logo.
Consequently, in that year Walt Disney Productions rebranded itself as The Walt Disney Company."The genius is in the name they chose," says Kevin."For example, Walt Disney Parks & Entertainment might have seemed a more obvious choice for where the company was then. But then that company wouldn’t have made sense earning billions in revenue from sports, to pick just one of the segments where Disney has expanded since.
An example comes from Nike's introduction in 1998 of 'Just Do It'; a phrase that really brought the brand to life and has become more of a philosophy than just a simple tagline. Somewhat paradoxically, the founder of."But it reached iconic status in the late 1980s with a slogan that expresses incredible energy and authentic power in three simple words.
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