These days, a lot of the work that goes into actually producing a logo, that is, getting it from imagination to visual object, is done sitting at a computer. As an aside, we do reserve the right to sit down with our marker pens and start off on paper. However, we digress. Before the wonder trickery of computer graphics, as Colossal  pointed out in their recently published article, logo design was an entirely physical process. With the arrival and development of television there was suddenly a lot of interest in those flat designs becoming dynamic, moving elements.

The Office de Radiodiffusion Télévision Française logo was made up of carefully arranged strings which, when filmed, lifted its appearance above what could be achieved at the time with a 2D drawing. The early logo for Universal International Television featured a rotating globe in the background, with the name of the division static in the foreground. Now, that would most likely be drawn and animated digitally, but at the time it needed some careful set building and camera work to achieve.

There are, of course, still some exceptions. MGM’s Leo the lion, anyone? Even computer wizardry would struggle to fake him.



Mineral Creative have created logos and branding for a number of clients, a selection of which can be found in our portfolio.