A logo is widely considered the most important visual expression of retail brands, corporations and institutions. The symbol is a graphic “stand-in” for the entity, communicating its personality and values through a unique and memorable combination of colors, shapes and typography. The latest episode of PBS’s Off Book web series explores “The Art of Logo Design,” with designers Stephen Heller, Sagi Haviv of Chermayeff & Geismar, Kelli Anderson, and Gerard Huerta commenting on the role of logos today.
PBS, America’s public television network, has been running a 13-part, bi-weekly web series on experimental and non-traditional art forms. Produced by New York-based production company Kornhaber Brown, the “Off Book” program features interviews with well-known designers and artists working in various creative disciplines, including typography, interactive art, book illustrations, product design, indie music, fashion design, videogame art, steampunk, and more. Running between five and seven minutes, each “Off Book” segment lets innovators explore the process, motivation, meaning and relevance behind their work. This segment is on typography. To see other topics in the series, go to PBS.org/arts.