The Art of Logo Design | Off Book | PBS Digital Studios

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Logos surround us in digital and physical space, but we rarely examine the thought and artistic thinking that goes into the design of these symbols. Utilizing a silent vocabulary of colors, shapes, and typography, logo designers give a visual identity to companies and organizations of all types. From cave painters to modern designers, artists throughout history have been reducing the complex down to simple ideas that communicate with the world.
Featuring:
Steven Heller, www.hellerbooks.com/
Sagi Haviv, sagihaviv.com/
Kelli Anderson, kellianderson.com/
Gerard Huerta, www.gerardhuerta.com/
Music:
Mindthings: www.mindthings.net/
Hogan Grip: freemusicarchive.org/music/Hog...
Diamos Roll: / diamos-roll
Junior85: freemusicarchive.org/music/jun...
Statue of Diveo: www.jamendo.com/en/artist/3528...
More Off Book:
Our last video on slow-motion, time-lapse, photo micrography, and astrophotography: • Seeing Beyond the Huma...
A sweet piece on The Evolution of 8-Bit Art: • The Evolution of 8-Bit...
Our short documentary on The Culture of Reddit: • The Culture Of Reddit ...
We took a look at the amazing world of LEGO art: • Lego Art | Off Book | ...
Follow Off Book:
Twitter: @pbsoffbook
Tumblr: / pbsarts
Produced by Kornhaber Brown: www.kornhaberbrown.com

[@The_Order_Of_William_Marshal]

The zooming was quite off-putting in an otherwise very informative little video.

[@hannayu5453]

I don't understand the video editing here.

[@Gleedsville]

toO muCH zooMING!!!!!!! i'M goiNG tO haVE a sieZURE!!!!

[@mikedeck_]

He keeps moving in to kiss me and then cutting away. STOP PLAYING WITH MY HEART.

[@hayam.8989]

😖😖😅😂

[@cheesycruster666]

What

[@Yotrymp]

*zooming intensifies*

[@neyann]

Many people don't realize how HARD it is to create a GOOD logo!

[@otto0667]

Another excellent episode. And love that you included the section on the OffBook logo - it really is a great piece of work. Stands shoulder to shoulder with the other world class logos featured.

[@stevefable]

Fantastic video. I just finished a couple of logos and one was simple and clean for a music production studio and the other was more complex and detailed for a band. I do think after watching this video i will be putting even more thought into each design and it will help me grow further. Thank you

[@DoughnutH0le]

This is a great series! I find each video brings me more knowledge into the world of art. Keep it up!

[@raulsoars]

The simplistic is simply wonderful.

[@manuelpacheco-dg]

Genial, conciso e informativo, realmente es un arte.

[@user-mp4eh8zp4z]

I found the quote, "one plus one is two, but blue plus square is not two" very inspiring for me. Also I'm really curious how to convey meaning by using a logo. It'd be much nicer if y'all had a few more examples of logo that we'd be able to learn more from. Thanks!!

[@melissapeterson1423]

Why do we keep zooming into his face lol

[@Shinziga]

ullttrraaaa zoooooooommmmm

[@graphicartdude]

A good video for explaining the importance of having a logo for your business, product, venture, or idea. I thought the typeface chosen for the video was a bit odd but a good video regardless. Thanks.

[@PBSoffbook]

Thanks to all the positive feedback on the piece so far! Lots of designers will be watching this video, and we are really bummed that the whites behind the logos are a little all over the place. This was an upload issue that we didn't catch until the video was already public, and unfortunately KZbin won't let us replace the video without taking down this post, which has already been linked all over the web. So sorry, but we hope you enjoy the video and can imagine pristine, consistent whites!

[@templatexperts]

Great!. Logo thinking of a new logo design is quite hard in these days,

[@ptikobj]

Mindthings at the end! Awesome music.

[@farhammer1]

i love all of these, so cool!

[@GuidoNijhof1]

as starting 17 year old graphic designer this vids are awesome :P

[@criticalcrash]

this helps with my assignment, thank you!

[@glzmario]

Great inspiration as a graphic designer :)

[@harrischannel3321]

Dude these zooms are hilarious

[@JambalArtz]

Wauw this maked my view in logo a whole different :) ty

[@MikeyJayyy]

It's put together a bit weird, but there's definitely some fantastic info in this. I'd imagine it will be shown to many a design student in the fall.

[@designbynumb3rs]

Finally some good examples of logo design! I've been searching a while, there's a lot of bad examples on youtube. Btw you guys featured some of the same logos as I did in my vid : )

[@etsybannersanddesign]

Great logo!

[@182Pack]

in 3D this should be AWESOME

[@eurossocial]

Excellent video! Thank you for sharing this info :-)

[@MoveInSilence23]

Gotta love PBS.

[@hisnameisjimmy]

This video is one giant Ken Burns effect. Great subject matter, dizzying execution.

[@TheLocas30]

Excellent!

[@user-ei7bx3bm7w]

This is a great video that pinpoint the basics of logo design. What would be the key ingredients in making a simple yet memorable logo? It would help a lot if the video would stop zooming in..it kind of distracts people from the actual content.

[@jakewelch.design]

right? the zoomed in close ups made me feel like I was high on something lol

[@ChecksSuperstore]

Great information!

[@widjajagaby7994]

great video. inspiring.

[@RandallReynoldsOne]

Absolutely agreed. GOOD designers are often underpaid.

[@ikobeeeeeeee9]

nice video!

[@RandallReynoldsOne]

Excellent.

[@LetticiaRosado]

Even that Screen Gems 'S' is in there!

[@JoshSchottMusic]

we need the logo so that people will be queued into who we are and what we do...and what to buy

[@grassrootscharities]

Really great video!

[@cheesycruster666]

I agree.

[@LadiiieS]

I'm having problems coming up with a personal logo for class. Nothing seems right and nothing seems to represent me well enough. Feeling a little lost.

[@harshmore6664]

Really very informative video 👍🏼👌🏻

[@JakBed96]

Sure. What do you have for an idea?

[@MoisesGomezL]

nice video, inspiring.

[@SilchuzGlamRock]

Can't believe I learned more from this video than from the college's teacher......

[@diveo]

Thx for using my music

[@johnpulawski35]

Mercedes logo is amazing.

[@user-gf6xe9vd4u]

Hello, I am a middle school and high school yearbook teacher within the Oxford School District and I would love to have your permission to show some of your videos to my students in our online component of my class. Obviously not for commercial use just educational purposes only.

[@Magneira]

i looked but i could not find, what is the name of the last song from this video?

[@Bugside]

Would be interesting a video about logo redesigns, like Pepsi for example

[@EnchantedAmbienceSoundscapes]

Great video. Of course designers agree with it, but I think this could be something to encourage businesses to think twice about the value of using a graphic designer before grabbing something off of 99designs or paying a friend $50 to design their logo.

[@JesperMovies]

Ruud van Eijk in tha building!

[@RayneBlakeman]

I'm interested in what company the logo with the green/pink/purple jacket is! Does anyone know?

[@DMadison27]

Rayne Blakeman Not a company and nowhere near the status of the other featured logos, so not really sure why it was included here - www.girlwalkallday.com/

[@swiftlogodesign5839]

An amazing overview of professional logo design. The image of a business solely relies on the identity of a logo. At SwiftLogoDesign our in-house designers can produce modern & custom logos to suit your requirements... Unlimited Revisions 24 Hour Turnaround Time Logo packages start from $39...

[@parishuxtable]

why is the windbreaker logo in this?

[@j562e]

Someone had fun using that Ken Burns though hahahaaa. It's too in my face.

[@kayto9032]

Ohhh yeah

[@elliottshepardholm9841]

Zooming intensifies.

[@elliottshepardholm9841]

+Nyx - Mahlov Lozaan Aww, someone beat me to it.

[@elliottshepardholm9841]

+Nyx - Mahlov Lozaan Maximum scrub achieved.

[@HotaruCS]

+Nyx - Mahlov Lozaan Yes.

[@wlolsthepowerflip6529]

Amazing registered trademark designs. Love them,!

[@pirrukira]

no Lance Wyman?

[@introper]

I think someone got over excited with the Ken Burns effect

[@sametuznr4289]

sdds

[@vipez666]

Wow , that designer was very innovative with bending the sheet of paper and scanning it and coming up with a creative logo and after 40 different mockups ..the company didn't even choose the bend on the F ?

[@prizzle9234]

what is the deal with the constant close ups?

[@yokiro100]

You are right. However, you can still get a thoughtful and meaningful professional logo design for even less than $50 online. I use PremiumLogoDesigns . com for all of my logo works and they are cheap because they are based offshore, and that means they can afford to create high quality designs and still charge less. In fact, that is why some US corporations are moving their manufacturing locations offshore so they have less expenses and still deliver high quality products.

[@williamkaramkazav4194]

buena

[@RawrIsMemeing]

AND COWBELL!

[@variablenumber2]

Is this guy's head moving closer and closer.. forever? My brain hurts.

[@elisesullivan4632]

I liked the zooming...

[@reydagal8616]

kinda conveys you to focus more

[@MrSatan-pv6wc]

THE MORE YOU KNOW

[@steambub]

No video game logos?

[@magister3278]

unico comentario en español

[@SilentEdgeTv]

pop in an acid pill sit back watch this Zoomtastic video.

[@golguin]

I think it was a mistake not to go with the bend in the logo. I wonder how the designer felt about that decision since it's always annoying when a client doesn't chose a version you feel works best.

[@erikayoseff8015]

2:04 No-one?

[@lscra1kptt750]

Don’t get it

[@jlg395]

ZOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOM...

[@kingmxs8217]

yes, you are roght!

[@jcbrena]

has anyone else downloaded the app Logo Quiz? It's pretty fun lol

[@flexarmstr0ng]

More zooms than a 2020 classroom

[@pepsico815]

3:09 ok guys, Blue + Square. Get to work.

[@justmessi1474]

It was more of the simplicity for why they chose it

[@cloviscareca]

Peter Arnell is the best at.

[@MrAca97]

0:43 , similiar to serbian logo ...

[@elliottshepardholm9841]

So how about that local sports team, Matthew?

[@HotaruCS]

+Nyx - Mahlov Lozaan ya know... sports

[@elliottshepardholm9841]

+AoH Unforgotten I have aids.

[@HotaruCS]

+Nyx - Mahlov Lozaan cool!

[@elliottshepardholm9841]

+AoH Unforgotten Turtles are the best massacres because they eat things and can swim in water.

[@HotaruCS]

+Nyx - Mahlov Lozaan ok. good to know i think?

[@TheJeigh]

YES, I wanted to ask logo people about this kinda thing....not just re-designs in general, but the overdone use of thin, rounded, Avant-Garde-ish fonts in recent re-designs. Pepsi and Belk are big examples, but I have seen many many other companies doing the same thing, it's almost a joke to me now and seems so un-original. I agree with simplifying and modernizing an old logo, but when so many are doing it in the same way, and with tired retro fonts, does it have any impact anymore?

[@paramountkidspreschool8444]

1:57 screen gems s from hell

[@FrankSuyker]

Content-wise a good little documentary. The visual style could be improved: a lot of repetition of the same logo's, too much zoomed in for the close-ups, the fontface for titles does not fit your documentary. But in all, keep up the good work, and keep the things above in mind when creating your next video. And if you need some help, you can always send me a message.

[@TheSnowstorm31]

Scarr tv brought me here

[@TheBlindSniper5]

Nice ;)

[@updownright]

Is it just me or is Gerard Huerta the long lost twin of Steve Wozniak?

[@LightEnchantress]

I could not agree more. I had to look away when any of the faces came on screen. It made me uncomfortable. Otherwise, really interesting video.

[@fletter]

This video could use some design.

[@SantiagoRevecoLepeReborn]

1:57 Oh look! It's the S from Hell!

[@eksplosyon]

NEEDS MORE ZOOM

[@Scarab13]

logos are responsible for many successes and failures. still people hate investing in branding...

[@connerfrazier3822]

Oh yeah daddy

[@SolomonUcko]

Argh the captions are mis-aligned

[@LiminalEnergy]

I love the content, but constant music bed can go.

[@lizvernon]

I can't take all the zooming in. I love this series, this topic, the interviewed designers, but omg stephen heller looks SO sinister! Stop all the zooming!!!

[@marfology]

you guys are exaggerating how annoying the zoom is...