74. Taking Chances

Companies often miss the opportunities presented by identity programs. That’s because doing something truly original with an identity program takes guts. Part of the reason the Nike logo succeeded was that it was an original shape, but the company also had the guts to do something different with it. They downplayed or completely removed the company name and created a cultural icon by doing so. This Motorola program strikes a balance between the familiar and the new.


Brian Collins, Maja Blazejewska, Stella Bugbee, Edward Chiquitucto, Alan Dye, Jason Ring, Thomas Vasquez, Michael Kaye
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