52 I READY REFERENCE DEPARTMENT

Here is a selection of common logo arrangements of the present and past. You can refer
to these in designing your own logos. Although specific fonts and graphics are used with
hypothetical company names, none of this is meant to be copied literally. Draw your own
lettering and icons to replace the ones shown. Below, three levels of interpretation.

When I design logos, I always worry that I'm
overlooking layout possibilities. So I researched
old and new logos to come up with this survey.
As I suspected, today's hippest logo layouts
differ very little from their old-time counter¬
parts. Right, seventy years separate these two

logos. Lettering and graphic rendering styles have changed, but the layout is
essentially identical. It would be nice if we designers could really come up with
something new in logos, but it seems that most of the differences are only superficial.

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