Raymond Loewy - Ballistic Icons

Logos allow quick communication of the enterprise with consumers. Loewys maxim was: the logo type stamps itself to everybody unforgettably. To uninhibitedly make a way through the thickets of the consciousness, and not to be perceived as a bare shock, a logo must show ballistic peculiarities. Only then it reaches the heart of the consumer with the slightest expenditure.

The most prominent example is the Lucky Strike box. Up to the re-design it still had a green background which was substituted with a beaming white. From that on the fabrication was cheaper and the disagreeable colour smell had disappeared. In addition, the packet looked more shining and the red circle was placed on both sides, so that the trade name was inevitably to be seen.