Graphic Design History 2 Midterm Paper Assignment ✓ Solved

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Graphic Design History 2 Midterm Paper Assignment

Reflecting on the CBS eye logo within the context of corporate design, Dennis Doordan quotes designer Paul Rand: “Symbols are a duality. They take on meanings from causes—good and bad. And they give meaning to causes—good and bad.” Use the two logos below to help you answer the following question: How does each of these logos build upon (and/or subvert) existing cultural forms to communicate a particular agenda? Consider the logos in relation to one another to build your argument, reflecting on the ways in which they aesthetically, conceptually, and ideologically converge and diverge.

To craft your response, draw substantively from at least TWO of the course readings from Weeks 2-6. To build your argument, you may discuss how the works:

• …imagine and/or construct their audience.
• …respond to a particular political or economic situation.
• …speak to particular social conditions.
• …represent different people and practices.
• …reference other media and/or other graphic design artifacts.
• …take on meanings in different geographic locations or communities.
• …adopt different meanings over time.

Logos to consider:

• Helen Wellington-Lloyd, Sex Pistols logo (1976)
• Bill Golden and Kurt Weihs, CBS eye logo (1951)

Paper For Above Instructions

In the realm of graphic design, logos serve as vital conduits for communication, often reflecting and subverting existing cultural forms. The CBS eye logo, designed by Bill Golden and Kurt Weihs, and the Sex Pistols logo, crafted by Helen Wellington-Lloyd, exemplify this tendency to convey complex messages succinctly. While both logos are iconic in their right, they embody divergent cultural narratives and ideologies, serving as tools for corporate branding and political dissent respectively.

The CBS eye logo, introduced in 1951, symbolizes the corporate ethos of professionalism and reliability. The minimalist design, featuring a simple yet powerful eye, resonates with the public's expectations of a trustworthy source of information. According to Doordan, Paul Rand's assertion that “symbols are a duality” rings true; the CBS logo takes on positive attributes associated with broadcasting, such as clarity and insight, while simultaneously reinforcing the network's authority (Doordan 4). The simplicity of the design—an eye enclosed in a circle—allows it to stand out and be memorable amidst a sea of competing visuals, thus crafting a brand identity that is immediately recognizable.

In contrast, the Sex Pistols logo represents a radical commentary on society and consumer culture, designed during a time of intense political upheaval in the 1970s. This logo employs chaos as a visual language—characterized by its jagged typography and collage aesthetics—creating a stark opposition to the polished corporate identities of the mainstream. As Gwen Allen notes, the logo does not conform to traditional design principles, creating a “wildly expressive” visual that engages audiences on an emotional level (Allen 131). This chaos reflects the ethos of punk culture, which sought to dismantle established norms and provoke critical thinking about societal structures.

Both logos exercise a form of cultural jamming. The CBS eye presents a facade of control and clarity, while the Sex Pistols logo breaks down this illusion, encouraging viewers to question the messages propagated by corporate media (Lasn). The subversive nature of the Sex Pistols logo aims to evoke strong emotional reactions—anger, fear, and shame—encouraging political action against consumerist values (Walsh). In this way, the logos engage with their respective audiences differently: the CBS eye seeks to reassure, whereas the Sex Pistols logo confronts and challenges.

In examining the cultural contexts of these logos, it becomes evident that the CBS eye logo aligns closely with traditional corporate messaging, constructing an audience that values professionalism and reliability. The design's success lies in its ability to adequately reflect the cultural expectations of television in the post-war era. The CBS logo encapsulates the notion that media can be a force for good, providing information and entertainment in an orderly manner, reinforcing the role of the network as a gatekeeper of information (Doordan 10). This is critical to understanding how individuals are conditioned to accept corporate symbols as authorities within their lives.

The rebellious nature of the Sex Pistols logo, meanwhile, is aimed at an audience that craves authenticity and autonomy. In dissenting against corporate hegemony, this logo provides a voice for those disillusioned by consumer culture. By appropriating familiar imagery, Wellington-Lloyd manages to create a dialogue with viewers, prompting them to reconsider their complicity in the social fabric woven by corporate interests (Allen 129). The juxtaposition of this logo against the CBS eye highlights the ideological divergence between commercial and counter-cultural narratives, emphasizing the ways that graphic design can embody broader social movements.

Moreover, both logos reflect their respective political and social conditions. The CBS logo emerged during a time of economic prosperity in the United States, whereas the Sex Pistols logo resonates with a generation grappling with disillusionment and rebellion against the status quo. This is captured beautifully in the visual rhetoric employed by the Sex Pistols, where the chaotic arrangement serves as a critique of the sanitized imagery typically associated with consumer culture (Walsh 45). The challenge posed by the Sex Pistols logo is not just aesthetic; it demands a cognitive shift in the way consumers engage with media and advertising.

In summary, the comparative analysis of the CBS eye logo and the Sex Pistols logo reveals how graphic design serves dual purposes—promoting corporate identity while also offering a platform for dissent. The CBS eye symbolizes reliability and professionalism, conforming to established cultural frameworks, whereas the Sex Pistols logo embodies rebellion and resistance, inviting audiences to question societal norms. In analyzing these logos, we uncover a deeper understanding of the role that symbolism plays in shaping public discourse and cultural identity.

References

• Allen, Gwen. "Design as a Social Movement." Power to the People. University of Chicago Press, 2013.
• Doordan, Dennis P. "Design at CBS." Design Issues, vol. 6, no. 2, 1990, pp. 4-17.
• Lasn, Kalle. Culture Jam: How to Reverse America's Suicidal Consumer Binge, and Why We Must. Quill, 2000.
• Marshall, J. D. Turning Points in Curriculum: A Contemporary American Memoir. Pearson/Merrill Prentice Hall, 2007.
• Walsh, Gavin. God Save the Sex Pistols: A Collector's Guide to the Priests of Punk. Plexus, 2003.

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