What makes a truly great logo

Here's how a simple mark ends up meaning something big as a great logo. Joe Posner, and Michael Bierut (designer of the Hillary Clinton logo) explain. For more from Michael Bierut on graphic design, check out his book "How to use graphic design to sell things, explain things, make things look better, make people laugh, cry, and (every once in a while) change the world": http://www.amazon.com/How-Michael-Bierut/dp/0062413902

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About once a month, there's a new logo to fight about on the internet. The biggest one in recent memory was the highly controversial Hillary Clinton logo, which did not escape scrutiny from Vox.com either.

But as a designer/filmmaker, something about these repeated discussions struck me as missing the point on what makes logos tick. It often has little to do with the subjective musings. So I called up Michael Bierut, the designer of that Hillary Clinton logo and countless others. He sat down with me and helped explain the elements of a great logo in the video above.

Vox.com is a news website that helps you cut through the noise and understand what's really driving the events in the headlines. Check out http://www.vox.com to get up to speed on everything from Kurdistan to the Kim Kardashian app.

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100+ komentarze:

yatin choudhary
yatin choudhary:
The thing about Nike paying to its logo designer, I loved that.
In love with branding and logos. Great video!
i was watching in full screen and my mom walked in on me when the swastika was on screen lmao
Love me some Vox. Keep up the good work. Your logo is part of was inspired ours... but... we need to work on ours a bit more. :p
Джон и Ева
Джон и Ева:
Wow, Vox is kicking ass. So much good quality content. Thank you!
I like this channel. It's informative.
Kareem Machnouk
Kareem Machnouk:
I loved these kind of video, please do a lot more videos about creative industries ect.
JE Hoyes
JE Hoyes:
It was good of Nike to go back to their original logo maker and recompense her.
I dislike Hillary but her logo was really good. It was recognizable and that's what makes a good logo imo.
I've become addicted to Vox's videos! Keep it up!
Meghan Denny
Meghan Denny:
vox has recently become one of my favorite channels
Mamolefe Molefe
Mamolefe Molefe:
This was highly educational for my major here in university. Thank you so much :)
Andrew GTB
Andrew GTB:
Hillar's logo was good, but her slogan left much to be desired. "Stronger Together" is weak compared to "Make America Great Again". You pour meaning into what "Great" means for America.
M. P.
M. P.:
Do a vid on the meaning of different logos if you haven't already. Like the fact that the Amazon arrow means they deliver everything from A to Z.
Best part of the video is that girl seeing how much stock she was given, and her hands were shaking after reading it.
Brant W
Brant W:
Vox gives me faith in YouTube
Don Berisha
Don Berisha:
Nike - Greek god of victory
What is commonly used to represent a sort of victory? A tick ;)
This video was very informative, I'm currently a graphic design students at tri-c
Siddhartha Jain
Siddhartha Jain:
1. Wordmark.
2. Pictorial.
3. Abstract.
4. Logo system. Combination of the first 3.
Makes me think of Supreme and how much it's grown. Iconic logo in fashion and skateboarding if you ask me
Toonna Obi-Okoye
Toonna Obi-Okoye:
I hope Carolyn Davidson is swimming in that good money for life!
Pranay Tony
Pranay Tony:
The very first symbol that I use to draw in my childhood a lot & came to know that it is actually a logo for a company, after becoming a graphic designer!
Jon Mascar
Jon Mascar:
This channel is really high quality. I'm lucky I found it.
jo hanna
jo hanna:
hahaha the logo behing the guy makes it look like he has cat ears
This was truly excellent. One of the best videos I've ever seen on logo design, and I've seen Beirut talk live at the AGI. Distilling this wisdom into a 5min video makes it extremely accessible and to the point. More insightful design videos like this and I will definitely subscribe (perhaps advertising?)
I had a high school teacher that worked as a marketer for Blue Ribbon Sports back in the 1960's', but left in order to do some work in Alaska. He doesn't regret it, but I kinda feel that he does...
Amazing video. Please do more stuff with graphics, slogans, logos ect.
Celso de Sá
Celso de Sá:
Thanks, Vox. You did it again. What's the formula for great and sweet short videos?
Bruno Vicente
Bruno Vicente:
What makes a truly great logo?

One word: Helvetica
Alguien con un videojuego
Alguien con un videojuego:
For more simple your logo is, it means a lot since "Vox" actually means "Voice" and it represents something that everyone has.
Starbots Creative
Starbots Creative:
Great piece. We've never been asked to create "Something like the Nike swoosh" ... but maybe one day.
A kick ass logo doesn't instantly make you as big as Nike, but when your product or service continues to deliver what the consumer craves it will be envied by your competitors and become an asset in its own right.
Lloyd Nix
Lloyd Nix:
I love how someone touched on how cool the Nazis's swastika logo looks and how oddly perfect it is Didn't expect Vox of all people too.
no name
no name:
What you were getting at but didn't quite make clear is that a logo does have some level of power depending on its quality. However, that power can be magnified or destroyed by how it is used... in other words, branding & marketing. When your marketing and logo align and are used effectively to empower one another THEN the logo becomes an icon.
Christian Eduardo
Christian Eduardo:
Vox, you make my nights more interesting with each video! Thanks for making me smarter!
Baka Neko
Baka Neko:
I am a Graphic Designer and making Logos is one of my favorite things to make for others <3
akinhwan. com
akinhwan. com:
awesome video! you guys do a good job of cementing these sort of urban legend like rumors in the ether, with some research, interviews, and archival footage. which makes for good clickbait but also is educational, good formula!
E A:
Great video as always guys, I’m sorry to join the party late.

I remember back when I was studying design, Nike was the first brand mentioned in a lecture about logos, she really done an impressive job there.

I’ve had the privilege of meeting the guys from Koto studio a while ago, after they worked on Airbnb branding, and that’s one I’d suggest checking out for those interested in creative fields.
Logo Books
Logo Books:
3:44 "Symbols are empty vessels and you pour the meaning into them". That description says it all. Great video as well. One of my favorits that explain what a logo is.
As a graphic designer, this is a great video. I didn't realize that I've been choosing between those 4 "main" types of logos when designing some stuff.
Bloggin Brandi
Bloggin Brandi:
Symbols and logos are just empty vessels... You have to poor the meaning into them! :) Love these tips and tricks for planning a biz logo!
Frederick Cristofer
Frederick Cristofer:
4:29 wow (in actual video, and in actual shocking impression)

im kinda want to meet carolyn. she has a vision, a great one.
US$ 35 for Nike logo, uhauahauhauhauahuahuaha, i never think about it
I Love The Logo System. I Always Use This System Every Time I'm Branding.
Atilio Escobar
Atilio Escobar:
This is one of the best produced videos I've seen on YouTube. Period.
Joe Holder
Joe Holder:
Great video,
Yet the modern thought out design of Hillary's logo was outperformed by times new roman text on a red hat.
Earned yourself a sub, that was great
Theo Respati
Theo Respati:
i love the way vox edited the whole footage
Accenture combines two colors into the same symbol for each area, it's pretty good
I shall now always refer to Jeb! Bush by his first name followed by an exclamation point. Jeb! probably loved the logo choice.
Cesar antonioquiñonez
Cesar antonioquiñonez:
as a "soon to be" graphic designer (hope so), this is really intresting and educational, glad this was in my recomended vid's.
wow he's done a lot of logos. amazing
My favorite one of all is how the Stark Industries logo is a fusion of the Northrup Grumman logo and the Lockheed Martin logo.
Nick R. Feller
Nick R. Feller:
Impressively insightful conversation about a seemingly unimportant subjet
Really great of Nike to come back to the artist to give her the amount she deserves.
Zane Perry
Zane Perry:
You guys are awesome! You are truly my favorite educational channel ever!
Kip Vaughan
Kip Vaughan:
It is amazing to me that the Nike Swoosh is so new. It seems like the kind of thing that would have been around for the last 100 years.
Old king cole was a merry old soul and a merry old soul was he
Old king cole was a merry old soul and a merry old soul was he:
Wow truly amazing to hear about this person! Can anyone point me to a link that shows all of Michael Beiruts logos work?
That wAow from the Nike designer was the most wholesome
채영 비디오Chaeyoung Videos
채영 비디오Chaeyoung Videos:
That was a great video :)
the nike swoosh is my most favorite logo ever. god bless that girl who made it.
Me: Clicks on video about logos
Alan LeBlanc
Alan LeBlanc:
big ups on cinematic orchestra - flite track!
Ashley Burnier
Ashley Burnier:
In love with branding and logos. Great video!
sheed mm
sheed mm:
I love logos. Awesome stuff
PDB's studios
PDB's studios:
the company behind it makes its logo truly great
Kevin Bendixen
Kevin Bendixen:
dam, i love vox..... simply good quality shit
Brad Burke
Brad Burke:
I came up with a new logo design for Vox although I doubt you guys at Vox would even look at it let alone consider it.
Am I the only one who thought the logo “Disney” said “Disnep”?
Nicholas Yu
Nicholas Yu:
Seeing the Nike designer's hands tremble when she saw how many shares of stocks she was awarded in the card speaks volumes. Good for her.
The diving competition analogy at 3:56 is genius!
"this is Michael BAY-rute"..... "I'm Michael burroot"
matthew ferris
matthew ferris:
Love me some Vox. Keep up the good work. Your logo is part of was inspired ours... but... we need to work on ours a bit more. :p
I love how ironic it is that Rosa Parks is sitting in the back of the logo
The Magic of Keelan Wendorf
The Magic of Keelan Wendorf:
I feel when making logos, it's difficult because you aren't really satisfied. If you know a graphic designer do have them do 3 different designs and pick one.
I love the part where they explain the Google doodle and
Hillary Clinton logos
I love logos that are customizable
Very very interesting and straight to the point! Thank you :)
As a woman and a graphic designer, i am glad to know that *NIKE* 's logo (one of the most famous logos in the world) was designed by a fellow woman!
Darlene Tucker
Darlene Tucker:
The selective watchmaker intraspecifically confess because art postmeiotically reduce by a enchanting learning. robust, receptive hall
Natalia Villaman
Natalia Villaman:
Great video! Want more!
Canon Wing | The Namer
Canon Wing | The Namer:
Thank you for your video. I love Logos. I have a few videos on my channel as well. They are so powerful. Visual Images transcend language barriers, and our memory is so visual Logos have a huge power to attract your ideal audiences.
Alina Dumitrescu
Alina Dumitrescu:
at 01:18 he looks like he has cat ears haha, still a cool video 👍👍
Wolf Daughter
Wolf Daughter:
Nice video! Good information to keep in mind when designing.
Matthew Baquero
Matthew Baquero:
I think if a kid can draw it, it's a good logo because it's easy to remember.
Mr Brocolli
Mr Brocolli:
This is one of many examples that show why Vox became so great. Nowadays they'd rather talk about Trump all day.
Diontae Daughtry
Diontae Daughtry:
Thank you this was very helpful and informative 👍👍
Herp McDerp
Herp McDerp:
theres another type: audio logos / branding. e.g. the intel sound, etc.
gula-gula getah sabah
gula-gula getah sabah:
Wow, 35 dollars!!! I can now buy a whole dlc
Luc Chase
Luc Chase:
Great tie!
Johannes fg
Johannes fg:
“This guy is Michael Beyrut - Im Michael Beirut” 😂
Maina Gakere
Maina Gakere:
Thank you for sharing. It was very informative.
britter 900
britter 900:
I feel smarter after watching videos like these
Fun fact: Nike's logo is supposed to represent a feather on the wings of the Greek goddess Nike.
Andy Barbo
Andy Barbo:
Nike at the end of this video: "Please accept this large amount of company stock and promise not to sue us. Thanks!"
Denny Gunawan
Denny Gunawan:
nice video.. its not about how the logo looks, its about how a logo represent the company and how it is being used over time..
juan manuel rodriguez
juan manuel rodriguez:
I love this explanation of logos ,thanks
Erick Chicas
Erick Chicas:
the guy in the interview looks like a mix between being bored and feeling superior to everyone in the room.
Wei Jerry Chen
Wei Jerry Chen:
Such a great vid! <3
I dont know why but logos are really interesting yet overlooked. If you take one and study its design and meaning, there's a lot of symmetry in their designs, colour choices, etc.
Ben Casey
Ben Casey:
What makes a truly great logo? Knowledge
Raphael Franks
Raphael Franks: