Proposal for the web site
Roll over brands: Apple, Unilever (Lipton Tea), Coca Cola, Havaianas, UPS

Unilever old logo

UPS new logo

Paul Rand’s UPS logo lasted 4 decades before they finally cut off those strings and hit the refresh button (they had, it’s true, stopped accepting parcels wrapped with string several years previously). Having lasted 40 years with such a simple graphic (and seemingly starved of anything exuberant) they opted for many current trends – let’s have a fin de siècle typeface, let’s make it lower case, and don’t forget those Photoshop light effects.

from: http://www.johnsonbanks.co.uk/thoughtfortheweek/index.php?thoughtid=310

UPS old logo (Paul Rand)

IBM Logo
Paul Rand
Corporate Identities
'He almost singlehandedly convinced business that design was an effective tool. [. . .] Anyone designing in the 1950s and 1960s owed much to Rand, who largely made it possible for us to work. ' - Louis Danzige


Ideal of minimalism - Rand’s point that a logo “cannot survive unless it is designed with the utmost simplicity and restraint.”
“ideas do not need to be esoteric to be original or exciting."

"Think Different" is an advetising slogan created by Paul Rand for Apple computer in 1997

'Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do' - Unknown. From Wikipedia

Unilever: adding vitality to life.

'Vitality is about feeling good, looking good and getting more out of life - consumers need that many of the Unilever's consumer brands meet. Flora Pro-Active helps you feel good because it lowers cholesterol. Dove is all about beauty from the inside, not just moisturising.'
'The 25 individual icons that make up the new U symbolise the vitality story.'
'The outcome is that Unilever name and logo will appear on brands in supermarkets from Shangai to Seattle.'
From the book Logo Design - Ed. Julius Wiedmann

The apple logo
For the last few years, the Apple logo has appeared in various colors (aqua color scheme was famous among all). But now Apple has discontinued the use of bright colors in the Apple logo, instead opting for white and raw-aluminum color schemes. The polished chrome logo seems to fit ideally. The silvery chrome finish in the new Apple logo is consistent with the design scheme and freshens up the icon. For whatever reason Apple Inc. had to revamp its logo, the new Apple logo got a hearty endorsement by the customers and critics around the world.

From logoblog.org

The Apple logo


'Beyond its strong line of pioneering products, lies an interesting and powerful corporate identity. Apple is probably the only company not to use its name in its logo. Yet, the Apple logo is one of the most recognized corporate symbols in the world. The first Apple logo was designed by Jobs and Wayne in 1976, featuring Isaac Newton sitting under an apple tree. It was inspired by a quotation by Wordsworth that was also inscribed into the logo that said: “Newton… a mind forever voyaging through strange seas of thought” with ‘Apple Computer Co.’ on a ribbon banner ornamenting the picture frame.'
From logoblog.org

The Coca-Cola bottle, called the "contour bottle" within the company, but known to some as the "hobble skirt" bottle, was created in 1915 by bottle designer Earl R. Dean.

"a bottle which a person could recognize even if they felt it in the dark, and so shaped that, even if broken, a person could tell at a glance what it was." - Vigo County Public Library.

'The first Coca-Cola logo was created by John Pemberton's partner and bookkeeper, Frank Mason Robinson, in 1885. Thinking that the two Cs would look well in advertising, it was Robinson who came up with the name and chose the logo’s distinctive cursive script.


The typeface used, known as Spencerian script, was developed in the mid 19th century and was the dominant form of formal handwriting in the United States during that period. The red and white colored scheme in the Coca-Cola logo was kept simple and distinctive to lure young minds. Even the Coca-Cola bottle symbolized the ‘youthful exuberance of America’. Since then, various designs of the Coca-Cola bottle had been released over the decades.'

From: logoblog.org

Natura product and packaging

Havaianas campaign

Brands that believe in a design-driven culture become powerful:
- Apple
- Natura
- Havaianas
- Coca Cola
- Nike
- ...