Visual & �Verbal Cliches

examples…

LIGHT BULB

• Symbolises:�- bright�- clever�- innovation�- brainwave�- ‘a bright spark’

KITE

• Symbolises:�- free spirit�- lightweight

SCALES

• Symbolises:�- balance�- fair play�- even�- weight

STAR�numerous connotations

• Symbolises:�- excellence/quality �- religious/xmas�- hope�- clever�- fame, ‘star quality’�- ‘a star in the making’

COGS

• Symbolises:�- thought process�- mechanics�- the brain�- workings�- effect on others�- wheels in motion

ARROWS

• Symbolises:�- direction�- play�- speed�- reverse

The logo for Federal Express seems perfectly straight forward, but if you look carefully you may see hidden

bonus. Landor Associates, USA, 1994.

LADDERS�one of the most popular cliches used in books and films

• Symbolises:�- ambition�- escape�- bad luck

A rebrand for established UK web design company Web Projects. The brief was to inject humour without dwelling on negative connotations of the new company name.

HEART�one of the most used cliches

• Symbolises:�- love�- affection�- health/medical context�- adore�- valentines

Humane Society of Lewisville, a volunteer organization dedicated to helping homeless and abandoned animals receive a second chance at life, and promoting humane education for the responsible treatment of all companion animals.

Paris 2012 believes their bid depends on the entire nation gathering together to support this candidacy and claim its “Amour des Jeux”.

London 2012. This clever logo has ribbon running throughout the logo which follows the same path as the river Thames, but also refers to the finishing line.

“It is also symbolic of the people from all over the world that flow in and out of London, defining its style, personality and vibrancy.

Eye, Bee, M poster, for an in-house IBM event designed by Paul Rand in 1991.

Families logo was designed in 1980 by Herb Lubalin.

Marriage logo was designed in 1980 by Herb Lubalin.

Morningstar Investment Advisers, designed in 1991.

To name and visually brand an international music production company. Offer a point of difference to that of industry trends, by avoiding very masculine and aggressive visuals rife amongst competitors. Suggest a name which can be subsequently supported within the branding.

Swann’s Formalwear

Mother & Child was a logo for a magazine that has never been published. It was designed by Herb Lubalin and Tom Carnase in 1965.

The brief was to design a product to include the needs and aspirations of excluded groups of people.

A five hundred year old enterprise needed to change…

The royal symbol that consists of different types of leaves that you would find in English parks.

‘I do not use humour consciously, I just go that way naturally. A well known example is my identity for United Parcels Service: to take an escutcheon - a medieval symbol which inevitably seems pompous today - and then stick a package on top of it, that is funny.’

Paul Rand

Cubic Metre Furniture The company took advantage of the fact that metric system had just been introduced in Britain, but also the names of the three partners that founded the company all began with M.

Using initials doesn’t always have to be boring!

Inspired by Escher I would think.

Lisac & Lisac is a company from Slovenia. I don’t know the nature of their business, but this logo speaks for it self. Lisac & Lisac translated in to English means Vixen & Vixen, but even if you don’t understand it’s possible to understand what this logo stands for!

Look, smell, and taste are the three traditional tools of wine tasting. Lewis Moberly adopts that concept to develop a great logo for London venue, Vinopolis!

Evil E is to the point, but it could also be classified as a political logo. Here are some more examples of how today’s political issues impact on logo design.

!e End