Essentially, there's a difference between a good logo and a great logo. A good logo usually consists of something appealing to the eye, but will it be recognizable for years to come? A great logo is different from other logos, it fits the company's image, it's practical, it's more than what meets the eye, it's simple, it can be scaled in various sizes - big and small, and it conveys the company's intended message. Famous graphic designer and logo expert, Paul Rand was able to achieve such great logos for large corporate companies like IBM, UPS, Enron, Westinghouse, & etc.
American Broadcasting Company Logo. 1962. This logo is probably one of the most recognizable logos around the world. In my opinion, one of the easiest ways to achieve recognition with logos/symbols is simplicity. Rand took a simple shape like the circle and placed a simple type in the center of this space. To me, this creates a sense of unity, proportion, and balance.
Eye Bee M Poster. 1970. We are automatically able to recognize what Rand intended to illustrate with his use of simple lines and shapes. When I look at this illustration, I feel a rhythm as my eye moves from the "eye" to the "bee" to the "M". The color against the black background create unity as well.
UPS Logo. 1961. After looking at some of the old UPS logos, I noticed that Rand's appeared to be the most simple - nothing too over the top. The lines and overall shape create a composition that's well-balanced and well proportioned. Just about everyone in America knows that UPSes' sole purpose is to deliver packages and Rand did a great job illustrating this by placing a bow-tied package on top of the shield.
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