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What makes a truly great logo

56147 ratings | 3007288 views
Here's how a simple mark ends up meaning something big as a great logo. Joe Posner, and Michael Bierut (designer of the Hillary Clinton logo) explain. For more from Michael Bierut on graphic design, check out his book "How to use graphic design to sell things, explain things, make things look better, make people laugh, cry, and (every once in a while) change the world": http://www.amazon.com/How-Michael-Bierut/dp/0062413902 Subscribe to our channel! http://goo.gl/0bsAjO About once a month, there's a new logo to fight about on the internet. The biggest one in recent memory was the highly controversial Hillary Clinton logo, which did not escape scrutiny from Vox.com either. But as a designer/filmmaker, something about these repeated discussions struck me as missing the point on what makes logos tick. It often has little to do with the subjective musings. So I called up Michael Bierut, the designer of that Hillary Clinton logo and countless others. He sat down with me and helped explain the elements of a great logo in the video above. Vox.com is a news website that helps you cut through the noise and understand what's really driving the events in the headlines. Check out http://www.vox.com to get up to speed on everything from Kurdistan to the Kim Kardashian app. Check out our full video catalog: http://goo.gl/IZONyE Follow Vox on Twitter: http://goo.gl/XFrZ5H Or on Facebook: http://goo.gl/U2g06o
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Text Comments (1275)
Chris Brun (3 days ago)
Her hands were shaking when she opened that envelope. She made bank for sure.
pointjabber (5 days ago)
The 'undisclosed stock' to Nike logo designer did more to boost their brand in my mind. Facts and actions matter more than design. Proves the point made earlier about quality of the goods and its association with athleticism as the reason or nike's success rather than just the symbol.
Rainzel Lazaro (5 days ago)
0:25 There are kids watching here.... Why that flag?
Ksee (6 days ago)
Lol Hilary hahaha
Laniakea (7 days ago)
3:24 Modyo tv mi lan o
Aleya MC (17 days ago)
Trade like a Steve
Rajas A (17 days ago)
Wonder how rich that lady is with all that undisclosed Nike Stock.
DoctorCubix (23 days ago)
If you're wondering, Michael Beirut's company charges half a million dollars for a logo.
geovelomega (27 days ago)
Apple's is the most powerful logo I've ever seen
polaq (30 days ago)
Thank you Nike, for paying that designer more money to compensate.
Self Promoting Cop (1 month ago)
The most famous logos have Yellow and Red
Ethan Fenderson (1 month ago)
3:43 HELL YES Trump! M-A-G-A! USA!
NotNo1 (1 month ago)
Vox promotes nazism
Vít Hrbáček (1 month ago)
Great video!
Pedro Pascoa (1 month ago)
she was paid 35 dollars in 1973 without the inflation it was worth what 207 dollars are today, so not bad for what was a design they thought was something to throw in the garbage in the first place.. I don't know how big was nike exactly back then, but nonetheless this is one of the best logos ever made in my opinion.
Chocolate Cake123 (1 month ago)
I thought it said Mike on the thumbnail
Jorge Jobs (1 month ago)
Lol I thought the logo in the beginning said mike.
SimonBD (1 month ago)
dtsm (1 month ago)
vox must have some weird fetish for Nazis
Max Hamilton (1 month ago)
2019 anyone?
LinkanMIne (1 month ago)
DrLuquid (1 month ago)
Just do it 🏑. yeah I used a stick as a nike sign.
Will McDaniel (1 month ago)
So are yall just listening to 99 percent invisible for story ideas now
Marcellinus Sung (1 month ago)
Slavs will dislike the video
GamingKing2436 (1 month ago)
Dre Presswood (1 month ago)
Is he tryna say Nike doesn’t look cool cuz regardless of influence the swoosh just looks cool
Daniel Robles (1 month ago)
Wow, 35 bucks for the Nike's logo
Irvin Medrano (1 month ago)
$35 in 1973 is about $209 in todays money. That last statement rubbed me wrong because regardless of whether a logo is good or not from the beginning, that comment perpetuates this notion that graphic design should be underpaid.
Johannes fg (1 month ago)
“This guy is Michael Beyrut - Im Michael Beirut” 😂
ThaNinjaGamer (1 month ago)
It's not NikeE it's nike just like you dont say BikeE for bike
Matthew Baquero (1 month ago)
I think if a kid can draw it, it's a good logo because it's easy to remember.
Green Bill (1 month ago)
Wow I got a “how to design your logo add” on a logo video.
HONEY DUKES (1 month ago)
1:18 the man has cat ears
rose kerr (1 month ago)
it does matter, i don't buy under armor cuz their logo looks terrible
J Legend gaming (1 month ago)
He thinks logos are over rated I think breathing is overrated
nctortured (1 month ago)
1:18 he is a kitten
Adele Therese (1 month ago)
Internet Marketing 101 (2 months ago)
Greatest company logo creator software - https://affiliatemarketingman.com/hp5n
Siddharth Jain (2 months ago)
1. Wordmark. 2. Pictorial. 3. Abstract. 4. Logo system. Combination of the first 3.
a n t i m a t e r i a (2 months ago)
00:12 - Wait a second, wait a second, wait a second: are you implying that Ferrari is overrated?
Pro Noob (1 month ago)
It means Ferrari is overrated
Something Me (2 months ago)
SPARTAN-B301 (2 months ago)
It's the last video I'll watch today. 5 hours later me x )
Orion D. Hunter (2 months ago)
Thought this was a 24h vid of giofilms or comment awards
incredible SHOHRAT KHAN (3 months ago)
What is his logo designing fees??
Zheng Yong (3 months ago)
Why is there swastikas
Snowman 雪人 (3 months ago)
So i just gotta design for growing companies and wait til they got big lol
Sean Haggard (3 months ago)
Vox confirmed Nazis because they showed the swastika
Weijian Lim (3 months ago)
You know what else is overrated? Is YOU using a Logo Font
CosmicDevYT (3 months ago)
I love the part where they explain the Google doodle and Hillary Clinton logos I love logos that are customizable
gio (3 months ago)
nike one reminds me the 'nice goddess' sculpture
Diontae Daughtry (4 months ago)
Thank you this was very helpful and informative 👍👍
Maina Gakere (4 months ago)
Thank you for sharing. It was very informative.
ChrisJoyeMusic (5 months ago)
Logo Quiz app/game is one of my favorite.
Seb In Spaace! (5 months ago)
Is anyone else actually watching this to learn how to make a good logo?
Cehan A (3 months ago)
Lesson of the video: Even with the best logo money can buy, Hilary lose to Donal J. Trump hahahahahahahahha
Jiří Sekera (5 months ago)
Nike logo is not just a "swoosh", it symbolize the wing of the Greek Goddess of Victory – Niké.
PErkeleenSilakat (5 months ago)
Bierut = Pierut = Farts in finnish. I'm having a goo dday
Timmy Yo (5 months ago)
What’s with the swastika
Nikkithebulldozer 2 (6 months ago)
Yes bro
O B Y K V N X B Y (6 months ago)
Brand image Thats what it makes it great....
cliff ekinde (6 months ago)
wow! great video.i have clothing line and i still have some difficulties in creating a unique logo.can you help please?
Seagull26 (6 months ago)
Video interesting
sciencified Human (6 months ago)
Its pronounced naiik .. not naikee ..please be naiik
Oussama Khamlichi (6 months ago)
LOVE your content Vox, but Why are logos overrated :(
WhatAreYouBuyen (6 months ago)
The Hillary logo made for good anti-hillary memes, thanks for using the arrow theme!
Foxy Loxy 666 (6 months ago)
1:18 cat ears
wendileona (6 months ago)
No discussion of what the Nike 'Swoosh' actually represents, interesting. Many well known powerful logos have an illustrative visual communication of what they actually do or services they provide, or ... inspire, sometimes a logo tells a story, a very short story, an... immediate story. Anyway, the Nike Swoosh logo is THE classic case-study of graphic designer exploitation IN THAT, here me out... in that Ms. Davidson was paid extremely low even in inflation calculating what was paid to her, today. Consider that there was also a dispute of her working more hours than she was paid to create the logo. Guilt may have provided a nice ring and her utterance of 'wow!' at her seeing the Nike stock was given, still doesn't really reflect perhaps that she was paid well finally. Every art and design, graphic art college, institution should have a whole semester on the pit falls of pay in the graphic design field and comprehensive 'business of graphic design'. It's one of THE challenges still, today, in client relations. Also, no mention of Ancient Egyptian hieroglyphs in the influence on modern day logo and iconographic visual communication. In my view, Mr. Beirut had more interesting things to say versus the other voice explaining the obvious. I'd think a full raw video of Mr. Bierut interview and insights would be highly valuable to graphic designers, young and old. But I do take exception to his anti-military comment about placing a brand logo on everything. Today's 'everything' is an email signature and web avatar/web icon, etc. it really is the SAME thought process, nothings changed. --- Gary
Abhishek Singh (7 months ago)
'SONY' hasn't change much but still look cool
mxferro (7 months ago)
I want to know..the amount and value of the stock she got...anyone?
Haruto T. (7 months ago)
For gods sake, why are they so ignorant
Andy Barbo (7 months ago)
Nike at the end of this video: "Please accept this large amount of company stock and promise not to sue us. Thanks!"
FrigusAvis (7 months ago)
I didn't know Hillary was right-winged
Vulcan (7 months ago)
Not sure the swimming/diving metaphor tracks but I get what he was going for
roderick p (7 months ago)
His loggo didnt win
Bob Builder (7 months ago)
What makes a great youtube channel vox
nathaniel alcedo (7 months ago)
Hey, does anyone know the name of the song playing at the end of the video?
Never realised you pronoucne nike like that
Kishore Singh (8 months ago)
**Includes paid promotion**
Amira Amira (8 months ago)
انا اميره مصريه الجنسيه مش عارفه ابدآ المجال ده ازاى مفيش مساعدات ارجو الارشاد والمساعده حقا اريد ان اعمل فيه احببت المجال ده بشده ،،ارجو الفهم للغه لدي لانني لااجيد اللغه تبعكم،
Marc Peters (8 months ago)
Shankar Sivarajan (8 months ago)
But somehow a slogan in plain white text on a red background, in an unremarkable font, worked just as well.
Mohammed Tahri Sqalli (8 months ago)
Shoe Dog by Phil Knight tells the story of Nike in all its glory. Read the book for an amazing story!
Ardhito N. (8 months ago)
nike logo is one of the kind that wouldn't need any rebranding or logo change for the next hundreds of years.
Michael Musial (8 months ago)
Anyone know how much stock she got?
Badhammy865 (8 months ago)
I love how ironic it is that Rosa Parks is sitting in the back of the logo
nir2594 (9 months ago)
So what do I learn from this video?
jhon doe (9 months ago)
Nike the cult of Saturn and why Vox will never tell you the truth
C Carter (9 months ago)
What's the song that kicks in around 2:20? I can't for the life of me remember it!
BuiIderbot (9 months ago)
this is so offensive. why did you have to put the Nazis logo? that's so offensive and a bad explanation and demonstration I​ have to say that I have to, unlike this video.
Yordan Nikolov (9 months ago)
the way Americans pronounce "Nike" is absolutely triggering me
Grace Reitz (9 months ago)
Did you know that Nike is actually named after the Greek goddess of victory, Nike? And the swoosh is supposed to represent her wings. Pretty cool, huh?
studmuffin60000 (10 months ago)
graphic design is my passion
lulú hz (10 months ago)
so he's the one to blame for the Rosa Parks logo! that was a stupid idea
lmao ez (10 months ago)
1:20 i didnt know that he has cat ears
ffion (10 months ago)
What’s the song? I love it
ARF Channel (10 months ago)
Creepy Chris (10 months ago)
top designer dunno what a favicon is lol
Valivictrium (10 months ago)
35 dollars LMAO
Rui Fernandes (11 months ago)
Seriously... 0:24
SeanJunior TV (11 months ago)
0:26 wow

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