Good design. Good decision. It is said the stripes are to suggest "speed and dynamism," so why did they reduce the lines from the above 13 to 8? The logo is renowned today; created by a renowned designer, Paul Rand. He created a solid logo version (no stripes) in 1956; he then revised it in 1972 to employ 8 stripes that make up each letterform, and this is what is used today. But in-between those two versions was a 13 striper, appearing in 1967---same typeface, same concept, but there were just more lines to visually sort through. (Note: Rand's skill in deciding where, how many, and how thick to make the line consistency is very well designed. If you've ever tried to use lines streaking through a variety of different solid shapes, you know how difficult it can be because of how prone the shapes are to sometimes leave a mix of small "slivers" and big "chunks" depending on their placement.) We all know this logo is recognized as a classic that is still in use today and looks as modern as ever, but the case we're making is that of contrast. This is not a matter of form as much as it is function because the 13 striper looked great and was visually interesting; capturing your eye with it's bold letterforms slashed through with those "speed" lines. But if you look at it in reduced scale, and you imagine it on all those products in the '60s and 70's, then more lines with less negative space between them meant for a more difficult and inconsistent output when production quality was not as sharp as it is today. Scaled, those same lines that made it "dynamic" start to blend together into a solid shape again. Hence, the decision, likely based on the reasons said, was made to simplify the amount of lines to 8; making each line stronger and more distinctly visible, even at the smaller scale. None of the visual intrigue was lost, but greater functionality was gained---a win/win. Good design. Good decision.
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