In recent years we've seen a couple trends: solid (even blocky) geometric letterform logos and placing imagery inside those forms. Can be trite and poorly executed at times because flashy imagery sometimes replaces a good concept, but the Landor team set a benchmark in how to do it right (both in concept and design). Obviously, the full color version is very much "full color" (gradients, transparencies, etc.), but they kept in mind how it would function when brought to it's most basic application in 1-color (note: in this case I was able to locate an official 1-color version; for questions on how and why I translate marks the way I do when I cannot locate an official 1-color version, please visit the "FAQs" page in the navigation bar). The line-based mark is just as intriguing and memorable in some ways because of it's interesting use of varying angles and intersections, with a mix of large and small negative spaces between the lines. Scaled, it is still recognizable but does start to get a little jumbled on that left side. While we see more of this type of design approach and execution today, a classic pioneer, Paul Rand, knew how to make this work as well without taking away from the integrity of the solid logo mark itself (see Cummins annual reports, particularly 1974 and 1992) www.paul-rand.com/site/collateral/#annualReports
R A T I N G S (1-color version)
Scale: Bad, Fair, Good This is all in the context of the 1-color version, not rating the full color version.
Use of Pos/Neg: Good