The International Typographic Style in contemporary logos

ITS (International Typographic Style) is a widely used type form still used today. To demonstrate this I will go through 10 images that have the ITS principles and style. I will then choose 5 that are visually appealing and go into a more depth discussion on the overall visual aspects with regards to ITS principles and style.

Here are the logos I looked at:

Fig.1

 

http://www.microsoft.com/typography/links/vendor.aspx?VID=ftft

Fig.2

 

 http://dlimdesign.com/dlim/page/2/

 

 

 

 

 Fig.3

 

 http://carienvermaakhistory.wordpress.com/2013/02/14/its-international-typographic-style-principles-and-style/

 Fig.4

 

 

http://marlizeprinsloohistory.wordpress.com/2013/02/16/contemporary-logos-that-reflect-the-international-typographic-styles-principles-and-style/

Fig.5

 

 http://www.jazzrochester.com/2012/03/index.html

 

 

Fig.6

 

 http://www.orangelabel.com/light/ 

 

 

 

 

 Fig.7

 

 http://www.petrinearcher.com/node?page=5

 

 

 

 Fig.8

 

 http://carienvermaakhistory.wordpress.com/2013/02/14/its-international-typographic-style-principles-and-style/

 

 

 

 

 Fig.9

 

 http://carienvermaakhistory.wordpress.com/2013/02/14/its-international-typographic-style-principles-and-style/

 

 

 

 

 Fig.10

 

 http://www.logofromdreams.com/logo-Tea_Garden.htm

 

 

After looking at the logos I chose 5 that were visually appealing. Now that I have chosen the 5, I will be discussing my choices.

 

 

In Fig.1 there is use of mathematical grid lines although they are not visible, there is use of sans-serif fonts, the capital “F” is shown as geometric shapes and, colour usage is very vibrant and attractive to the eye grabbing you’re attention and the black is a strong colour and helps the typography stand out.

 

 

 

In Fig.2 they make use of geometric lines as seen with the red rectangles and circles, they make use of sans-serif fonts, they make use a asymmetry, the colour schemes are used very well and stand out.

 

 

Fig.7's colour scheme is vibrant and attention grabbing, the black background is very strong which makes the rest of the typography stand out, the red is the main focal point as it is the first to grab your eye contact and again sans-serif fonts are being used.

 

 

Red is a very vibrant colour and to me personally grabs my attention, the lins are asymetrical but the use of typoraphic positioning and font, which is sans-serif, it still makes it look very professional.

 

 



 

 

 

In Fig.9 the wide aspect of this logo is colour, the way the shapes are arranged gives the logo a form of asymmetry, as seen the shapes are not all the same which gives the logo a sense of chaos, although the typography brings it all together and makes it look professional and the the letters are also positioned on each colour.

 

As you have noticed throughout this post that sans-serif fonts were commonly used this shows that the font is still used in this modern day. This is because the initiators of ITS believed that the font shows the spirit of a more progressive age and brings legibility and harmony to the information.