Identidades

Paul Rand
(15 de Agosto de 1914 – 26 de Novembro de 1996)

Um designer gráfico norte-americano bastante conhecido, principalmente pelas identidades visuais que dava a grandes corporações.
Num artigo seu, intitulado como "Logos, Flags, and Escutcheons", Rand discursa acerca da identidade visual.

Aqui se dão a conhecer algumas ideias sublinhadas:

"If, in the business of communications, “image is king,” the essence of this image, the logo, is a jewel in its crown.

Here’s what a logo is and does:

A logo is a flag, a signature, an escutcheon.
A logo doesn’t sell (directly), it identifies.
A logo is rarely a description of a business.
A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.
A logo is less important than the product it signifies; what it means is more important than what it looks like."

(...)

"Simplicity is difficult to achieve, yet worth the effort.

The effectiveness of a good logo depends on:

a. distinctiveness
b. visibility
c. useability
d. memorability
e. universality
f. durability
g. timelessness"

(...)

"The Mercedes symbol, for example, has nothing to do with automobiles; yet it is a great symbol, not because its design

is great, but because it stands for a great product. The same can be said about apples and computers. Few people realize that a bat is the symbol of authenticity for Bacardi Rum; yet Bacardi is still being imbibed. Lacoste sportswear,
for example, has nothing to do with alligators (or crocodiles), and yet the little green reptile is a memorable and
profitable symbol."

(...)

"A well design logo, in the end, is a reflection of the business it symbolizes. It connotes a thoughtful and purposeful

enterprise, and mirrors the quality of its products and services."

[Artigo]

Como fonte de inspiração, vale a pena expor uma selecção de seis identidades criadas: