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Take a software geek from the 80s, add a new generation graphic designer and dilute with a long time marketing strategist. Shake vigorously and you'll get the Idea R's blog.

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My reviews on the subject...

On the topic branding and logos I have whole shelves of my library, it is difficult to advise. Interesting are Brand Indentity Essentials: 100 Principles for Designing Logos and Buidling Brands: 100 Principles for Designing Logos and Brands and Go Logo!.

Regarding reference books that simply collect logos to provide inspiration, there are thousands, the choice is vast. Among the most famous the collection Logo Design.

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IBM, Apple and Microsoft: a semiotics analysis

Published on 2/23/2012

The purpose of a brand is to tell a story, creating recognizable codes: the style identifies the brand, while the code is used to establish the communication. The target is to not go wrong with the dress (the code) for a specific party (the style). The maximum that a brand can get is when the designer accomplices to build the party on the dress.

Let's take a look on how three IT bigs made war upon each other, using communication codes and semiotics.

IBM

The brand resembles the monitor rows, but more important is that conceptually recalls the binary system, that is how the PC works.

IBM

Apple

The Apple brand reacts to the old IBM concept with an opposite graphics.
To the IBM monochromes it opposes a lot of colors, to the IBM text it opposes an image and finally to the white/blue binary pattern it opposes colorful and without pattern rows.

Apple

Windows

When at the end arrives Microsoft with its Windows logo, it strategically collocates itself between the two contenders, bringing order, color continuity and carrying the Apple creativity to the aseptic PCs world.

Windows

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