This week we were asked to take review the work of some of the world’s Iconic logo designers and present their work. There were some really impressive designers/artists/typographers to choose from, including Paul Rand, Milton Glaser, Paula Scher, Tom Geismar, and many others, but I was most impressed with the work of Miles Newlyn . His logos are centered around typeface, but he has the versatility to work in script, serif and san serif, all upper and lower case styles. What struck me about his work is the simplicity and clarity of his designs and the fact that they easily translate when viewed in greyscale. Newlyn is also a font designer and has created several custom fonts… check out this font he created called Herceptin, which just happens to be “the first ever custom typeface designed specifically for a medical treatment” and is exclusively licensed to Roche.
Here’s how he described his creative process: “In designing a new logo, it’s crucial to represent the client, but also to understand the client’s audience. Much of what I do is typographic, so it’s important to understand how various people feel about letter styles. Different audiences see different things – these nuances are often a source of inspiration to either build upon or react against.”
