Streamlining/Brand Identity

 

Streamlining/Brand Identity

 

 1929: Economic Depression

◦Poverty/unemployment

◦High rate of suicide

◦Bankruptcy companies

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

◦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

 

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

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

◦He is considered as ‘the father of Streamlining’

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

◦Influences: Art Deco

◦Streamlining was simplified and became more flexible

 

Characteristics

◦Simplicity

◦Teardrops

◦Aerodynamic

◦Curves

 —Brand Identity: Peter Behrens

◦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.

 

Shape and form between 1900 and 1930

 

 

 

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

The transformation of the packaging included: Changing the background from green to white so that it would look more feminine.  Both sides of the packet are identical by featuring the logo on both sides. Sharpening up the typography.

 

 



 

 

 

 

 

 

 

 

 

 

 

 

 

Coca Cola

 

Raymond Loewy made Coca-Cola bottle ​​more  streamlined so that the consumer could grab it with one hand.

 

 

 

 

 

 

 



 

 

 

 

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

 

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.
 
 
 
Water treatment-2009

Water filtration and purification

Design on products and packaging

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

References:    

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].