99% Invisible
Negative Space: Logo Design with Michael Bierut
Mar 14, 2017
Michael Bierut, an influential designer known for his logo expertise, dives into the evolving significance of logos in today's design culture. He discusses how the internet has intensified debates over logo designs, from political branding to consumer emotional connections. The conversation navigates the complexities of redesigns, touching on memorable cases like the Gap logo. Bierut emphasizes the balance between simplicity and creativity in design, while also exploring nostalgic elements from 80s movies, spotlighting both cultural impact and personal anecdotes.
44:36
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Quick takeaways
- Public engagement with logo design has dramatically increased, leading designers like Michael Bierut to navigate intense scrutiny and feedback.
- Political branding exemplifies how logos can encapsulate candidate values and serve as influential symbols in modern campaigns, like Barack Obama's 2008 logo.
Deep dives
The Evolution of Public Design Awareness
Over the past decade, public engagement with design, particularly logos, has significantly increased. Designers like Michael Beirut have noticed a shift from being relatively unknown to facing intense scrutiny over their work. This new dynamic prompts designers to rethink how they present their work and prepare for public feedback, including both positive and negative reactions. Beirut’s personal experiences demonstrate that the general public, previously unaware of logo significance, now actively participates in discussions about design.
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