The majority of marketing campaigns usually involve something for you to remember the company as a thoughtful reaction, what the company does rather than just a name.
I have picked several various companies, two from television and 3 from the gaming universe. The first being Microsoft, a well known business that only 2 years ago changed it’s logo design to the colourful 4 squared design over it’s older typography.
The current revamped version (Top) was brought about with the rebirth of the windows operating system, having a more welcome yet nostalgic presence over it’s predecessor “Pacman” design which last from 1987 all the way up until 2012. Despite the small change it has been embraced with the new Windows 8 operating system which has aimed to bridge the gap between work and play when it comes to a personal computer. Having a flashy new design to compliment it’s app based use, bringing the classic windows flag like logo to the up front Microsoft type further reflects where the company is intending to go. With the blocks of colour symbolizes the different processes the computers can do. Red for instance meaning business, green is for gaming, which is where Xbox has adopted their colouring from. All in all the simplified fresh design is recognizable by either the simple logo or type and reminds you of the current GUI of Windows.
My next chosen company is Valve/Steam, firstly is the obvious machinery looking logo of Steam. It could be interpreted as a number of different things but I look at it as part of a locomotive train in the wheels much like the old Steam engines. While the other noticeable one would be the two Valve logos which have changed and occur in the opening titles of most of Valve’s games, this being the two “Valve-men” that also had the companies motto of “Open your mind, Open your eyes”
The top two being the motto I mentioned with the two actors having a Valve in either the mind or eye to visually show the meaning. All the while the lower steam logo has become a well known image among computer gamers and has kept to it’s simple and iconic design. The second ‘Valve’ in head has become a short video during the opening of a game for Valve made games, where the model gradually turns around with a sound clip before flashing to black. This was most likely filmed and edited and despite it being somewhat creepy and mysterious, it certainly makes you open up your mind as to what it could mean.
One of the other renowned idents is that of Metro Goldwyn Mayer, or the MGM lion at the beginning of their respected films. The familiar roaring lion didn’t always roar but as soon as audio came to the movies in 1928 the MGM Leo the Lion would be the first thing you see at the start of any MGM production.
A video showing the first showing of the lion from 1921 all the way to the 2008 version can be found here: http://www.youtube.com/watch?v=nmvYks2kvFo
Though the roars have changed over time, the MGM lion is something most people would know, much like any large movie production such as Universal or Columbia Tristar. The MGM logo is a short video recording of the lion roaring in the frame of the still logo, the wording around the lion means Art for Art’s Sake which for the movie industry, revolves around art in general.
Comedy Central has a number of animated adverts which can be found here: http://www.youtube.com/watch?v=nqJS4nGhyms
Using the logo in a variety of different real life situations and locations, it is mostly about the logo taking up or destroying part of a city, as well as dropping in on a well known site in London. One thing I noticed in particular is that the logo by the end appears to be weathered, showing signs of dirt and scratches over it’s travels. Another scene shows it lighting up in a neon fashion much like a comedy show does. Turning a simple logo into more of a trickster personality to show what will be on the channel itself.
More will be added