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What makes a truly great logo

50218 ratings | 2704020 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 (1185)
Jiří Sekera (11 days ago)
Nike logo is not just a "swoosh", it symbolize the wing of the Greek Goddess of Victory – Niké.
ShittyLife (13 days ago)
Bierut = Pierut = Farts in finnish. I'm having a goo dday
Lizzy Kehlor (14 days ago)
would the wonder woman logo be the last category? the i something something category?
Blake Johnson (21 days ago)
What’s with the swastika
Nikkithebulldozer 2 (24 days ago)
Yes bro
O B Y K V N X B Y (24 days ago)
Brand image Thats what it makes it great....
cliff ekinde (1 month ago)
wow! great video.i have clothing line and i still have some difficulties in creating a unique logo.can you help please?
Seagull26 (1 month ago)
Video interesting
sciencified Human (1 month ago)
Its pronounced naiik .. not naikee ..please be naiik
Oussama Khamlichi (1 month ago)
LOVE your content Vox, but Why are logos overrated :(
WhatAreYouBuyen (1 month ago)
The Hillary logo made for good anti-hillary memes, thanks for using the arrow theme!
Foxy Loxy 666 (1 month ago)
1:18 cat ears
wendileona (1 month 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 (1 month ago)
'SONY' hasn't change much but still look cool
mxferro (1 month ago)
I want to know..the amount and value of the stock she got...anyone?
田中ハルト (1 month ago)
For gods sake, why are they so ignorant
Andy Barbo (1 month ago)
Nike at the end of this video: "Please accept this large amount of company stock and promise not to sue us. Thanks!"
Caden James Londonio (1 month ago)
I love logos.
Caden James Londonio (1 month ago)
*What are logos?*
FrigusAvis (2 months ago)
I didn't know Hillary was right-winged
Guido (2 months ago)
Not sure the swimming/diving metaphor tracks but I get what he was going for
roderick p (2 months ago)
His loggo didnt win
Bob Builder (2 months ago)
What makes a great youtube channel vox
nathaniel alcedo (2 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 (2 months ago)
**Includes paid promotion**
Amira Amira (2 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 (3 months ago)
Shankar Sivarajan (3 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 (3 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. (3 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 (3 months ago)
Anyone know how much stock she got?
Badhammy865 (3 months ago)
I love how ironic it is that Rosa Parks is sitting in the back of the logo
nir2594 (3 months ago)
So what do I learn from this video?
jhon doe (4 months ago)
Nike the cult of Saturn and why Vox will never tell you the truth
C Carter (4 months ago)
What's the song that kicks in around 2:20? I can't for the life of me remember it!
BuiIderbot (4 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 (4 months ago)
the way Americans pronounce "Nike" is absolutely triggering me
Grace Reitz (4 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?
Tara Meme (4 months ago)
graphic design is my passion
lulú hz (4 months ago)
so he's the one to blame for the Rosa Parks logo! that was a stupid idea
lmao ez (4 months ago)
1:20 i didnt know that he has cat ears
campbell n. (5 months ago)
What’s the song? I love it
ARF Channel (5 months ago)
Creepy Chris (5 months ago)
top designer dunno what a favicon is lol
Valivictrium (5 months ago)
35 dollars LMAO
Rui Fernandes (5 months ago)
Seriously... 0:24
SeanJunior TV (5 months ago)
0:26 wow
Alexander Touma (5 months ago)
Haaa, swastika
tushar koul (5 months ago)
whats the song that's playing in the background in the end?
Spiral modding (5 months ago)
In my opinion. I do not like logos...if i had even one of the best brand name on my shirt, they might add a stupid logo with odd colors that does not fit or look well with my jacket and other accessories. I wouldn't add any shirts with brand name printed at the center front. It would make my outfit look bad. Like a article i read...This generation's young are removing logos and word marks because they don't want to feel like they are wearing a billboard advertising a brand. I mean, we bought the shirt okay and it has somebody or somebodies' name on our shirt. Once buying it, it doesn't feel like it's fully our property...It is just like these free video editors when you exported your work on to desktop, you get a watermark on it. And the only way to remove the watermark is to buy the premium version. my face is pretty much annoyed at that point. Would you like to have a watermark of the company name printed in the center of the video that covers almost the entire video.
Hazel (6 months ago)
Clients want to put something meaningful into their logo but that turned out to look bad for most of the time..... I think the video will be really helpful to convince people haha. Who would've thought of an apple logo as an electronic appliance company
Mulazzx (6 months ago)
Omg it looks like he has cat ears
Wubbywub (6 months ago)
I dont know why but logos are really interesting yet overlooked. If you take one and study its design and meaning, there's a lot of symmetry in their designs, colour choices, etc.
3:17 Yeah, that probably wasn't the best example.
NickGotSauce (6 months ago)
Abdelwahab Achoub (6 months ago)
I Offer Free Logo Design Services Please feel free to join the group and i will be happy to create your Logo. https://www.facebook.com/groups/1612589852194451
SwiffVideo (7 months ago)
here is nikes new logo bellow *N I K E*
I B (7 months ago)
Back when Vox had quallity unpolitical content
Lina Amalina (7 months ago)
truly great logo like truly truly great im being dead honest like truly truly tr
Winston Shih (7 months ago)
Hillary shill
V1V3K (7 months ago)
Hey there, looking at logos huh? Well I just wanted to let you know I create professional logos for $110, $55 upfront and $55 upon satisfaction. Just email me telling you want to hire me and I will tell you what to do next. My is email is [email protected] Thanks for reading this comment.
Jocie F. (8 months ago)
Diving? Why would you keep your head above water? Lmao
Kanye Abloh (8 months ago)
*supreme has the best logo*
Kanye Abloh (8 months ago)
*its the most creative*
Y0 Vkekaj (8 months ago)
1.20 it looks like he has cat ears
Seth Turner (8 months ago)
I love the logic logo at the beginning!
Your Mom's Tits (8 months ago)
$23.00 in 1973 is $133 in 2018
BlessedByHim (8 months ago)
Glad they paid her 😊👌
just bored (8 months ago)
Who elsd just clicked on 1 vox video and now you just cant stop watching them
Pranay Tony (8 months ago)
The very first symbol that I use to draw in my childhood a lot & came to know that it is actually a logo for a company, after becoming a graphic designer!
Xenia Torres (8 months ago)
35 bucks and a ring, for coming up with 1 of the most well known logo to date worldwide. Billions later, I'd be a lil bitter but it meant nothing then.
Connor King (9 months ago)
Protip: if you can't construct it with a straight edge and compass, start again.
SmashTheGranny OutOfIt (9 months ago)
HYPERSPORTS - 'Sport at the speed of life'. I like designing logos/brands/slogans.
Renato Giordano (9 months ago)
Brady Slimepoop (9 months ago)
Everything was fine until you brought up Clinton. Yuck.
Rez (3 months ago)
That's the most recent and famous example of the 4th type of logo. Set aside your politics for once.
Richard Ainsworth (9 months ago)
Graphic design is overrated. Art filtered by marketing departments. Yuck.
Hayden Hermolin (9 months ago)
0:13 FERRARI!!!!!!!!!!!
Shell Racer (9 months ago)
Videos Background music is too loud
İdil Aydoğdu (9 months ago)
I'm sorry but I never buy Nike shoes just because of that logo
Daniel Claggett (9 months ago)
Here a question though: Do you instantly know the company simply by seeing the logo?
Elijah Dale (9 months ago)
3:44 oh! the inhumanity yes, i know the quote is humanity, but you get the idea
dvidio (10 months ago)
redesign your logo
Alexa Bella Muerte (10 months ago)
This guy is dead inside i love it
Logo Books (10 months ago)
3:44 "Symbols are empty vessels and you pour the meaning into them". That description says it all. Great video as well. One of my favorits that explain what a logo is.
Abdul Ghani (10 months ago)
her pay was 35 bucks? what?
Daniel Claggett (9 months ago)
At first then she got a certain amount of stock. Considering Nike is one of the biggest fitness brand today, she is probably sitting on a nice chunk of change.
Creative Space (10 months ago)
Do YOU NEED LOGO, GRAPHICS, ILLUSTRATION? https://creativespaceworld.wordpress.com/
OneLegInHell (10 months ago)
Trump beats Hillary. Your logo fails.
Square In Square (10 months ago)
is Michael Beirut iDubzzz Dad? they sound very alike....
Lincoln Martis (10 months ago)
God, for me it is very difficult to create a logo,when developing website
Shaurya Nathan (10 months ago)
That little thing is called a favicon...
Rez (3 months ago)
Noel Friedrich where's the joke in saying something that's in the video?
dude imperfect (4 months ago)
andreaskjr that moment when you don't get the joke
andreaskjr (10 months ago)
Yea it says that in the video...
Logan Rhodes (10 months ago)
Artists are so underappreciated god damn
KepleroGT (10 months ago)
*sees Verizon logo* TRIGGERED
Tyrian Paladin (10 months ago)
Sir, the little thing that sits next to my URL is called a favicon.
bowtiesandcigarettes (10 months ago)
so is supreme a logo system?
Miss B (10 months ago)
Lower the backround Music
Indu Mote (11 months ago)
Lmao .. pause at 1:19
NO MA'AM (10 months ago)
Indu Mote haha that's going to be my new logo
dimafet001 (11 months ago)
Just in case, $35 in 1973 → $192.96 in 2017
Semedia Online (11 months ago)
logo design experts Looking for a professional Logo Design Experts for giving your brand a unique face. At Web Designing company we have a team of professional logo designers who understand the need of customers. Get more information visit our website. https://goo.gl/rJLGy9
Bastian Kunu (11 months ago)
Can we talk about that rad jazz track groovin in the background 🤙
Augusto Undead (11 months ago)
35 dollars holly molly
Jean Max Zeelay Augustin (11 months ago)
If your feet stink I eat ya ass on a daily basis

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