IoT Logo Design Reflections: IBM + NASA Logos

IoT Logo Design Reflections: IBM + NASA Logos

By Eliza Schulze Share This Story | | Tags   Typography, brand design, logo design

At an IoT focused marketing company, you spend a lot of time thumbing through IoT businesses and their brands. Our design team spends countless hours on research and development for our clients brands. Along the way we've picked up some favorites and we are here today to share some of those with you. Sit back, relax, and enjoy our reflections:


The National Aeronautics and Space Administration

The simple shapes, bold typography and fluid branding have made NASA’s logo a landmark, iconic and timeless. The history behind the mark is equally bold and fluid!

As with many great logos, inception was not immediate and first editions lacked the brilliant simplicity of the final form. Once Richard Danne and Bruce Blackburn stepped away from the clutter of the past, they were able to completely revamp the entire look and feel of NASA.

In fact, only one logotype was pitched to NASA executives - the very logo that NASA is using to this day!

I'd say the "worm" logo is a more approachable, user-friendly logo than the so called "meatball" logo of NASA's past. Check out the Graphics Standards Manual for a more in-depth look at the logotype.




Multinational Technology Company

IBM’s iconic eight-bar logo was finalized in 1972 by Paul Rand. The process by which Rand arrived at the iconic mark was slow and subtle, paying respect to the previous logo and rolled out in stages so as to not overwhelm. The IBM logo we recognize today was a 10+ year process!

This video, produced by IBM and narrated by Randy Golden (former Senior Program Manager, IBM Corporate Brand Architecture and Design) is a powerful look into the thoughts and design of Paul Rand. 



I actually spent some time this weekend thinking about these two logos...in particular, interesting talking points that tie the two together. Both logos were presented as the only option to clients. I don't know about your design process, but the ThreeTwelve team's logo process involves presenting several (usually three) initial concepts to the client. These are then narrowed down and fine-tuned. Goes to show that confidence (in any realm of business) is key, eh?

A second realization I had after stepping away for a few days is that even in the 1970's iterative design was key. This ties in a lot with HubSpot's growth-driven design methodology. In short, your work as a designer is never complete. Designs are intended to be interactive and ever-growing/changing. Even this blog post is an example of that!

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