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Author Topic: CBS Eye Logo Turns 60 Bobby Henderson "Ask me about Trajan." Posts: 10973 From: Lawton, OK, USA Registered: Apr 2001 posted 10-24-2011 02:32 PM                     While the CBS eye logo is very simple (as in "they paid someone for that design!?" simple) it is an important example of the sweeping change that took hold in graphic design during the 1950's. The "International Typographic Movement," often called the "Swiss Movement" gave birth to things like the Helvetica type family and lots of bold, minimalist design. It shoved aside the previous trend of hand lettered scripts, twinkling stars & arrows and illustrations riffing off Norman Rockwell. That very dated looking "retro" style has tried to re-emerge from time to time, but only does so out of schtick. In reducing designs down to their most minimal, fundamental level the Swiss movement succeeded in creating arguably timeless designs. For better or worse, large corporations embraced this graphic design movement over the next 20 years. They shed brand marks that either looked dated, too complicated or even too illustrational to be clean, timeless and truly corporate looking. William Golden's CBS Eye logo design is one of the examples that has endured for decades. Paul Rand and Saul Bass deserve mention in this topic because the two were among the heaviest hitters in creating minimalist brand marks. Paul Rand created the logos for IBM, ABC, Westinghouse and UPS. Saul Bass designed the old Bell Telephone AT&T logo as well as the newer "death star" logo. He made logos for the United Way, Girl Scouts, Minolta, Warner Bros. (1970's version), United Airlines and many more. I don't like the current brand mark CBS is using. Obviously they still use the eye logo. But they have some clunky looking techie lettering set next to it. When William Golden originally designed the logo he set the "CBS" letters in the Didot typeface. That combination works. The new one doesn't.  |  IP: Logged Joe Redifer You need a beating today Posts: 12859 From: Denver, Colorado Registered: May 99 posted 10-24-2011 04:18 PM                        quote: Frank Those are the rings of Saturn? Have they even seen Saturn? Maybe that's what the rings would look like as the entire planet was spiraling to it's doom. Oh wait I see it now. One of the "rings" I see is the actual planet, though transparent. God damn it.  |  IP: Logged Mike Blakesley Film God Posts: 12767 From: Forsyth, Montana Registered: Jun 99 posted 10-24-2011 05:45 PM                        Well don't feel bad, Joe & Frank. I'm in the auto parts business and have seen that logo for years and never got that until just now. I just never thought about what it might 'really' be. I am now wondering if there's some strange meaning to the stupid-looking Toyota logo, or if Chevy's bowtie design means something extra.  |  IP: Logged Joe Redifer You need a beating today Posts: 12859 From: Denver, Colorado Registered: May 99 posted 10-24-2011 05:50 PM                        Just how many jobs do you have, Mike? Music, movies and autos? The Toyota logo is apparently just 3 ovals, but I always thought it looked like a bull (long face with bull horns). I dislike anything western or cowboy-ish (other than a few good western movies) so the logo looks like trash to me. My guess is they switched to that logo to make their trucks look more manly and certainly more "redneck-y".  |  IP: Logged Mike Blakesley Film God Posts: 12767 From: Forsyth, Montana Registered: Jun 99 posted 10-24-2011 06:17 PM                        quote: Joe Redifer Just how many jobs do you have, Mike? Music, movies and autos? Just 2 actually. Music and auto parts are in the same building. (Car parts -> Car audio -> CDs and such)  |  IP: Logged John Wilson Film God Posts: 5438 From: Sydney, Australia. Registered: Dec 1999 posted 10-25-2011 04:38 AM                     quote: Joe Redifer Just how many jobs do you have, Mike? Music, movies and autos? Oh, and he's the Mayor.  |  IP: Logged Mike Blakesley Film God Posts: 12767 From: Forsyth, Montana Registered: Jun 99 posted 10-25-2011 10:20 AM                        No, thank God...you couldn't give me that job!  |  IP: Logged Bobby Henderson "Ask me about Trajan." Posts: 10973 From: Lawton, OK, USA Registered: Apr 2001 posted 10-25-2011 06:20 PM                     quote: Joe Redifer The Toyota logo is apparently just 3 ovals, but I always thought it looked like a bull (long face with bull horns). I dislike anything western or cowboy-ish (other than a few good western movies) so the logo looks like trash to me. Couldn't pass up the opportunity:  |  IP: Logged Mike Blakesley Film God Posts: 12767 From: Forsyth, Montana Registered: Jun 99 posted 10-25-2011 07:01 PM                        That's probably the coolest font Joe's name has ever been rendered in.  |  IP: Logged Randy Stankey Film God Posts: 6539 From: Erie, Pennsylvania Registered: Jun 99 posted 10-25-2011 07:36 PM                     What? No Trajan?  |  IP: Logged Joe Redifer You need a beating today Posts: 12859 From: Denver, Colorado Registered: May 99 posted 10-25-2011 08:42 PM                        Well that definitely does the trick! I like how the J in my name has a candle flame on it. Also, the board is a nice touch  |  IP: Logged Bobby Henderson "Ask me about Trajan." Posts: 10973 From: Lawton, OK, USA Registered: Apr 2001 posted 10-25-2011 08:49 PM                     quote: Randy Stankey What? No Trajan? While Trajan has been used for the poster art on westerns like Open Range, it has been used on far too many other movie posters and movie title sequences to be considered a western genre typeface. And I also know you're joking. Ha. Ha. FWIW, the fifth line of copy was set in Mesquite. That's the typeface used on the original poster artwork for Tombstone. Also, every one of those typefaces (and more western theme typefaces) were used in the end titles of Rango.  |  IP: Logged

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