Tom May is an award-winning journalist and editor specialising in design, photography and technology. Author of the Amazon #1 bestseller Great TED Talks: Creativity, published by Pavilion Books, Tom was previously editor of Professional Photography magazine, associate editor at Creative Bloq, and deputy editor at net magazine.
The best logos of the 1940s were arguably created in the most tumultuous period in modern history. At the outset, humankind stood at a crossroads between barbarity and progress as the most destructive of all wars was fully unleashed, and culminated in the launch of a weapon that could potentially wipe out all life on Earth. Then came the complexities of a post-war realignment; a power struggle whose reverberations are still being felt today.
"Today's designers can learn from McDonald's consistency in adapting its logo while retaining core elements. It reminds us that a brand's history can be an asset to its visual identity, creating a unique and enduring connection with customers.", Coca-Cola's scriptive wordmark is recognisable across cultures and countries the world over. And while its origins lie in 1887, it was the 1940s that saw it took its modern shape.
"If brands constantly change and revolutionise to chase the current trend, it’s likely they’ll suffer when looking to build equity and meaning into their assets in the way Coca-Cola has done – even back in 1941."M&M's have been popular sweets for generations of kids, but their first market was actually US soldiers.
"The first came when Manchester United added the clipper from Manchester’s coat of arms, granted in 1942," he explains."This was included to represent free trade and enterprise – and possibly to annoy their coastal Liverpudlian neighbours who the city had circumvented with their canal. There is at least one similarity that runs through both logos, though: they use horizontal bars to link letters together."Whilst it can be argued that this adds authority to the overall look, this was more likely to have been a practical decision," believes Breese."Linking the letters allows for greater efficiency on the assembly line. The production worker could apply the logo in one, rather than adding individual letters by hand.
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