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The Coca-Cola Design Case
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Logo of the Day - CNN

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CNN's logo has been seen and recognized all over the world, but like the rest of the network, it has roots in Atlanta.

3 letters, 48 hours, 1 logo

"In the eleventh hour, it occurred to someone that they needed a logo," said Toni Dwyer of Communication Trends, Inc, and the ad firm that worked with CNN before it got off the ground in 1980. "We had about 24 or 48 hours to turn around and present a logo."

The logo was designed by the late Anthony Guy Bost, who had also been a professor at the University of Auburn. Dwyer distinctly remembered presenting the designs to the powers that be. "There were several forms of the logo they weren't exactly wild about, there was one we thought would play the best, we tried to keep it simple," said Dwyer. "It was designed with money in mind, so we tried to keep it one color."

Terry McGuirk, currently the chairman of the Atlanta Braves, was first to see the logo. "They gave us 4 or 5 different looks, and one sort of stood out, a cable running through the letters C-N-N," said McGuirk, who in 1980 was vice president of Turner Broadcasting and very involved in the startup of CNN.

CNN founder Ted Turner liked the logo, and the choice was made. It finally came time to talk money. "For the price of the logo, we wanted something like $5,000," said Dwyer of Communication Trends. "They  (CNN) all threw a fit, and the final bill for the logo was $2,800 or $2,400."

The logo was not without its critics. Canadian National Railway believed it closely resembled its logo and raised some concern about the matter. "I didn't know anything about railroads or the Canadian National Railroad," Dwyer said. "When I looked at the logos, it wasn't even close."

Part of the reason the CNN logo became such a strong symbol might have to do with the fact that it was almost always placed on the television screen, now commonly known as a "bug" in broadcast lingo. This idea was the brainchild of Burt Reinhardt, who served as CNN's president from 1982 to 1990, after which he became vice chairman.  McGuirk distinctly remembered the reasoning of placing the logo on screen. "People weren't used to getting their news from a 24-hour network," he said. "We didn't want them to mistake it for a different network."

30 years later

Thirty years later, that logo designed in less than 48 hours is still on the screen, although it's been slightly changed and sometimes animated.  According to Dwyer, when some suggested changing the logo years later, Turner wouldn't hear of it. "He put his foot down and said 'absolutely not,' " said Dwyer. "That gave me a lot of gratification."

The above is taken completely from the article '3 letters, 48 hours, 1 logo' by Cody Sigel Combs.

World's finest selection of logos

goodlogo!com is dedicated to the artform of the logotype and its accompanied corporate identity. We hope to serve you here with the finest selection of logos, selected and submitted by everyone from all over the world. With our voting and rating system and our classification in categories we would like to give you a multidimensional view on the best logos for different purposes. We accomplish this by letting you select different categories and styles per top-listing. Please feel free to try! In our extended info pages of logos you can also see these classifications. But that's not all! You can also find info on by whom a specific logo was designed, where it's from, some trivia and of course our statistics generated by our visitors.
With our design cases we like to give you an insight on how a good corporate identity is remained through time via minor corrections on the logo. Over a longer time-span resulting in a seemingly natural evolution of the logo, whereby, in case of a good redesign-job, the logo will remain its characteristics and all of its style elements.
You can also check out some of our articles in the background info section on the site. Here you will find articles on what makes a 'good' logo; what colors are best to be used, should a logo be really simple or are there any hidden values in logo design? You can all find out, just click here! Or if you are just looking for a logo? Just type its name in our search box available on top of every page throughout our site.

In the era of multimedia like television and internet and the ever smaller getting competitive gap between companies, image is everything. On the internet for instance a company is almost completely presented by graphics and texts. No longer not only the performance of a product or service is the most important thing. The Look & Feel and the image of using and being seen with this product or service is just as important. For this and for some people a lot more reasons, the logo of a company and its overall branding is very much important.
By buying for example a car you're not just buying the car and its performance and luxurious interior, you also buy yourself an image created by good branding of marketeers and of course designers.
These days a company without clear and clean branding won't last as long as it did posess these elements.

Finally we apologize for the small number of logos currently in our database. But of course you can help by submitting us your alltime favorite logo or logos.
The AT&T Design Case

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