Logotype finetuning

george's picture

I am always amazed to find out examples like the one below. If the COMPAQ finetuning seems to have sound reasons behing (both technical and aesthetical)

the MoMA redesign strikes me.

As a friend of mine put it, Mathew Carter's work can't possibly come cheap, and I am curious to see how you all feel about such an endeavour.

george's picture

how do you get fellow list members aware what a thread is about once you've posted the title? I wonder why nobody says anything :-S.


Marius Ursache's picture

Hey George,

Some of the forum members receive e-mail updates on some of the threads. I guess your question was not very clear, that is why you got no feedback.

... so what is your question?

If it's about logotype tuning, I have a favorite: Miles Newlyn's 2002 Honda tuning. And while Matthew Carter's MoMA is not an exciting update, I still think he's a great type designer (I love his work for Walker Art Center - www.walkerart.org)



hrant's picture

For the MoMA thing (which has actually been discussed here and on Typographica in the past) it's very important to remember that Carter redesigned the body face and not the logo per se. Huge difference. And if the MoMA people like using a text font for their logo that's their problem.


george's picture

could anyone please indicate the previous MoMA thread here on typophile?

John Hudson's picture

In the case of the MoMA logo, this is simply replacing one typeface by another. Often finetuning of a logo becomes necessary because the original has been physically degraded, e.g. during transfer of the image from one technology to another, or because people implementing the identity have not strictly followed guidelines or used original source versions. This is particularly true for large organisations that have multiple offices in different cities or countries working with local design agencies to produce material that uses the logo.

Miss Tiffany's picture

Do you think that finetuning can sometimes be read as ... the designer sees that there is too much cache invested in the current logo and doesn't want to be accused of (A) ruining a good thing (B) not being able to help ... therefore (C) they only finetune?

Miss Tiffany's picture

Good point John. I hadn't thought of that. Indeed, the original copy of any given logo can become corrupted in one way or another.

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