These two days, the ice pier of the Winter Olympic mascot has been lit up in the sky, becoming a veritable top stream of the Winter Olympics. Whether online or offline, strength deduces "a pier is difficult to find".
Humans love pandas so much!
We are happy to be in the country of origin of pandas. However, it is not so easy for foreigners to see the super popular "national treasure".
In 1958, the giant panda Ji Ji arrived at the London Zoo in the United Kingdom, causing a scene of thousands of empty alleys. Realizing that an influential symbol could overcome all language barriers, the World Wide Fund for Nature (WWF) used the image of the giant panda as the organization's symbol.
Animals and humans have a special emotional connection, which can produce a stronger appeal, and are an important source of material for logo design. So in addition to pandas, what animals have also captured the hearts of the world by their strength?
World Wide Fund for Nature
WWF
In 1986, the World Wildlife Conservation Fund (WWF) was renamed WWF, marking the change from a fundraiser that works with existing environmental groups to the world's largest private charity dedicated to protecting and restoring wildlife habitats.
WWF's logo runs parallel to its new development prospects, but remains faithful to the original version, which was released in 1961 by the International Union for Nature Conservation and Natural Resources (IUCN) headquarters in Morge, Switzerland.
The black-and-white panda has since become a powerful symbol of WWF's work, demonstrating its global reach.
WWF's panda logo has evolved from 1961 to today
Signed in 1961 by 16 of the world's leading environmentalists, the Morge Declaration was the first time the organization had called for broad financial support.
The manifesto goes straight to the point, "Today, around the world, indiscriminate hunting and unnecessary logging have led to the extinction or loss of large numbers of rare, harmless wild species. ”
Co-signatories of the Declaration include Max Nicholson, Director of the British Department of Conservation, Sir Julian Huxley, a biologist and African wildlife expert, and Sir Peter Scott, Vice-President of the World Conservation Union, who was also a talented artist (especially a bird painter) who suggested a giant panda as a symbol of the newly established WWF that same year.
In terms of logo design, Scott finely tweaked a sketch by British environmentalist and artist Gerald Watson.
In November 1961, Scott fine-tuned Watson's giant panda sketch, showing a version of the document on the left
Watson's painting, which he saw at an early WWF trustees' meeting, itself depicts the world's most famous giant panda, Ji Ji, who came to London Zoo from Beijing Zoo earlier that year.
Watson's version of the panda landed on all fours, facing forward, with a slightly crooked head; Scott drafted more graphic versions, using a bolder black-and-white contrast pattern.
▲ The first official poster design, it can be easily typeset in any text and language, and the printing economy. Designed and produced by Ogilvy Media in 1961
According to WWF, Scott had this to say about his design at the time:
"The animal we want, it has to be beautiful, endangered, loved in the world, with attractive qualities. We also want this animal to be a black and white image to reduce printing costs and save costs. ”
In this way, the giant panda becomes a concise visual representation, conveying that wildlife is threatened everywhere; in addition, Scott said, it will also resonate with the public.
WWF reports, websites and promotional materials, designed by ASHA
In 1961, two years before the establishment of the first dedicated panda sanctuary, the idea of protecting giant pandas had just been proposed.
Scott and his colleagues used this channel to make this portrait of a rare animal have a huge impact, and it remains a symbol of prosperity to this day.
Osborne Bull
OSBORNE BULL
Osborne bulls are a household sight in Spain. Each giant bull is a four-story silhouette (also known as the "Bull") with more than 90 of them scattered throughout the country, which surround the city of Alicante on the shores of the Mediterranean sea and El Pod Santa Maria in Andalusia.
The latter is home to the Osborne Wines & Brandies Company, and artist Manolo Preto was originally commissioned by the brand to design the logo for Bedland brandy in the 1950s.
Original billboard with osborne bull silhouette painted by Manolo Prieto, 1956
According to the Manolo Prieto Foundation, as many as 500 billboards were erected on the Spanish mainland and islands at some stage.
Each cow weighs about 4 tons, plus steel supports and concrete foundations weighing nearly 60 tons, and is made up of 70 individual metal plates with an area of 150 square meters (1614 square feet).
Each billboard requires a team of four to spend three weeks building. When the foundation is laid, the four footholds of each cow are first inserted into a huge concrete base, and then each component is assembled on site, like a giant jigsaw puzzle toy.
The first billboard erected in May 1957 in Cavanilias de la Sierra. Made of wood, standing at 7 meters high, the early design was a white horn with the word "veteran" written on it
Although the Osborne Bull looks as solid as it may be, it has been subjected to harsher attacks than extreme weather for years.
In 1962, the Spanish Highway Ordinance stipulated that advertising signs must be kept at a greater distance from the highway, and Osborne responded by increasing the size of the bull.
In the late 1980s, the law further required bull billboards close to the roadside to disappear completely from the landscape, and in 1988, bulls were stripped of all use of the brand, and the company had to make some changes in order to keep one in the appropriate place.
But in 1994, the Ministry of Transport and Public Works issued a tougher red line against roadside billboards, ordering the removal of all roadside advertising.
▲ Prieto's redesigned metal version, blue paint separates the tail from the body
The social reaction that followed showed how true the bull's popularity in Spain was.
Support for the preservation of the bull comes not only from the public, but also from cultural institutions, politicians, artists, writers and graphic designers, especially those who consider it to be an attack on Prieto's timeless classics, not to mention those who consider it to represent the Spanish national identity.
At the end of 1997, the government decree was rejected and the Spanish Supreme Court declared the image of the bull as part of the country's cultural heritage. The 21 bulls of the Andalusian region have been given the status of "Andalusian Historical Monument" and retained as important regional landmarks.
▲ The current "Bull" (above). The back of the "Bull" highlights the number of panels and their building structure (below)
Because bulls are popular with tourists, many stores have borrowed this famous logo to varying degrees to start a market battle without the company's permission.
While the Prieto bull image is now misused, from T-shirts to key rings, the best place to look at the bull is on the road.
Penguin Books
PENGUIN
When Edward Young was 21 years old, he was sent to London Zoo by his employer, Bowley Hay Publishing Company, where he was tasked with sketching penguins.
Edward Young painted numerous penguin sketches at London Zoo, one of which became the cornerstone of the company's logo in 1935
In 1935, managing director Alan Lane came up with the idea of making a series of high-quality and inexpensive paperbacks. The move was apparently due to his discovery of a lack of reading material on the platforms of Exeter Station.
Under secretary Joan M. At Coles's suggestion, Ryan decided to adopt the penguin books name, and when he stepped down from his post, he wanted a "dignified and agile" image as a symbol of his new company, so he sent Young to penguin pool to collect material.
▲ The evolution of penguins
Lane's choice of a seabird as a symbol of his new concept of publishing is largely due to the publishing environment of contemporary continental Europe, especially the German publishing house Albatross.
Albatross was founded in Hamburg in 1932. In the middle above their order is a succinct pattern of albatross spreading its wings and flying.
The format of the albatross paperback used the "golden ratio" and a variety of unique color designs to represent different types of books, two techniques that were later adopted by Ryan — yellow for psychological fiction and prose, orange for short stories and humorous works, and red for adventure and crime stories.
Covers of two German albatross books, which impressed Alan Lane, the founder of Penguin Books
In 1946, Chishored came to Penguin, during which time he positioned the author's name and cover title, cleaned the spine and back cover layout, and refined Yang's logo to create 8 editions.
All of this ended up being enshrined in the designer's "combination rules", which established standardized and uniform requirements for printing houses and typesetting companies of Penguin products.
The penguin logo is ubiquitous and cute, and was repainted in 2003 by Angus Hylander of London-based five-pointed star design firm. His penguin is 15 percent thinner than the previous one, and now its feet are on a horizontal line with a new improved mouth, eyes and neck.
Left: Cover of Ernest Hemingway's Farewell, Arms, published in 1935; Right: Cover of Ambridge's Spring of the Ilyas, published in 1949
Young spent only 4 years at Penguin Books, during which time he not only contributed the first Penguin logo to the company, but also the famous book classification color design: orange for fiction, green for detective, and light blue for the "Pelican" education series.
In 1954, Penguin Books published Young's war memoir, One of Our Submarines, as its 1,000th paperback. The cover was designed by Yang himself, which embedded his achievements:
His military honors are listed under his name, while the penguin motif is surrounded by a laurel crown. This is a tribute to the first people to make a unique contribution to Penguin Books. After more than 80 years, it has been loved by the whole world.
Logo: 29 Classic Past and Present Lives
By Mark Sinclair
Pricing: 98.00
China Pictorial Publishing House
Publication date: 2016.12