Streamlining/Brand Identity

Introduction

·         1929: Economic Depression

o   Poverty/unemployment

o   High rate of suicide

o   Bankruptcy companies

·         Companies tried to find a way how to get back on their feet

o   Tried to change the image of both the companies and their products

·         Example of  companies that tried to change their image during the economic depression

o   Walt Disney Production 

·         1930s: Great Depression

◦      A new style was created known as Streamlining

◦      To help make products feel modern and rekindle the consumerism attitude

◦      It started with transport: road, rail, air

◦      Developed to: fans, chairs, etc

◦      Includes: Architecture and Graphic Design

·         Raymond Loewy

o   Helped in restoring the image of companies and products with the use of Streamlining

o   He is considered as ‘the father of Streamlining’

o   He was assisted by other designers: Henry Dreyfuss, Norman Bel Geddes, among others

o   Influences: Art Deco

o   Streamlining was simplified and became more flexible

·         Characteristics

o   Simplicity

o   Teardrops

o   Aerodynamic

o   Curves

·         Brand Identity: Peter Behrens

o   Designed the first logo of a company : AEG  (1907)

Raymond Loewy

·         Raymond Loewy (November 5, 1893 - July 14, 1986).

·         Born in France, he spent most of his professional career in the United States, where he influenced many aspects of American life.

·         Loewy was hired by Jersey Standard Oil Company to find a new name and design a
new logo for its Esso brand.
 

 

1940 lucky strike pack

 

·         The transformation of the package included:

o   Changing the background from green to white. 

o   Making both sides of the pack identical by featuring the logo on both sides.

o   Sharpening up the typography. 

Peter Behrens

·         Studied in Karlsruhe, Dusseldorf and Munich.

·         Designed the AEG factory.

·         1890-worked as a painter and graphic artist.

·         Founder of modern objective industrial architecture and modern industrial design.

·         AEG-included: logos, packaging, PR and advertising materials.

·         Behrens combined functionality with elegance.

·         He was an architect then became a painter and Art Nouveau designer of decorative and graphic art.

·         Some of his earliest works in jugendstil-ornament drawings and Japanese art.

·         Well-knowned artists who followed Behrens-Walter Gropius, Ludwig Mies van der Rohe, Le Corbusier, Jean Kramer and Adolf Meyer.

·         Inspirations from Behrens

o   Water treatment-2009

o   Water filtration and purification

o   Design on products and packaging

o   Line of telecommunication products-The DECT phone, Cromo and Fono.

Contemporary Works

 

 

Refernces:

—   raymod loewy logos. March 2002.  [ONLINE] Available at:http://www.designboom.com/portrait/loewy.html. [Accessed 22 December 2014].

—  The history of the Shell logo - Shell Global. Unknown. [ONLINE] Available at:http://www.shell.com/global/aboutshell/who-we-are/our-history/history-of-pecten.html. [Accessed 12 January 2015].

—  Shell logo design evolution | Logo Design Love. APR 30, 2008. [ONLINE] Available at:http://www.logodesignlove.com/shell-logo-design-evolution. [Accessed 22 December 2014].

—  Raymond Loewy designs | Art and design | The Guardian. Unknown. [ONLINE] Available at:http://www.theguardian.com/artanddesign/gallery/2013/nov/05/raymond-loewy-timeless-designs-in-pictures. [Accessed 12 January 2015].

—  Flyer Goodness: Vintage Lucky Strike Cigarette Packaging. 7-25-2012. [ONLINE] Available at: http://flyergoodness.blogspot.com/2012/07/vintage-lucky-strike-cigarette-packaging.html. [Accessed 22 December 2014].

—  Brand New: Lucky Strike/s Out. Unknown. [ONLINE] Available at:http://www.underconsideration.com/brandnew/archives/lucky_strikes_out.php#.VLFZLivF9PI. [Accessed 27 December 2014].

—  Ldc Logo. 2015. [ONLINE] Available at: http://www.slideshare.net/ASultany/ldc-logo. [Accessed 27 December 2014].

—  iconic logo designers. Unknown. [ONLINE] Available at: http://www.logosdesigners.com/. [Accessed 27 December 2014].

—  Shell logo design evolution | Logo Design Love. APR 30, 2008. [ONLINE] Available at:http://www.logodesignlove.com/shell-logo-design-evolution. [Accessed 1 January 2015].

—  la Lucky Strike électronique du Nouvel Obs - Arrêt sur images. Unknown. [ONLINE] Available at: http://www.arretsurimages.net/breves/2013-05-30/la-Lucky-Strike-electronique-du-Nouvel-Obs-id15616. [Accessed 1 January 2015]

—  Raymond Loewy chiama, Design risponde | BalenaLab. 28 OTTOBRE 2014. [ONLINE] Available at:http://www.balenalab.com/raymond-loewy-chiama-design-risponde/. [Accessed 1 January 2015].

—  Raymond Loewy Fundation/The Designer Raymond Loewy ”Never leave well enough alone”. Unknown. [ONLINE] Available at:http://www.raymondloewyfoundation.com/fileadmin/pdf/raymond_loewy/About_R._Loewy.pdf. [Accessed 2 January 2015]. 

—  Peter Behrens | Design History Research. 2015. Peter Behrens | Design History Research. [ONLINE] Available at: https://designhistoryresearch.wordpress.com/category/peter-behrens/. [Accessed 12 January 2015].

—  Peter Behrens: Biography of German Modernist Architect. 2015. Peter Behrens: Biography of German Modernist Architect. [ONLINE] Available at: http://www.visual-arts-cork.com/architecture/peter-behrens.htm. [Accessed 12 January 2015].