Wednesday, May 4, 2011

Nuances of a logotype: a case study of the Steelcase logotype

The logotype form of the trademark, Steelcase Inc. “Logotype means the special typographic treatment of the word.” Select the graphic for a larger view of details (image above is from a photocopy).

“Steelcase, the primary mark for all [their] products and services, is registered in block form (unstylized) and in at least two logotype forms. Vance Jonson or (Johnson), a New York-based graphic designer, designed the current version, shown here, in the early 1970s. It was intended for use in one color, blind embossing, or in the spectrum of colors as seen on [their] trucks today.”

“Mr. Johnson started this design with the Helvetica medium typeface; the modifications that make it unique are highlighted in the captions.” (1)

  1. Ross, Robert W., design director; David M. Versluis, graphic designer, and Donald Wheeler, writer. Steelcase Inc., Corporate Communications Standards and Guidelines. Grand Rapids: Steelcase, Inc., 1993. Section 1, pgs 1-4. Print.

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