Canada
Modern
Canada
Modern
Canada
Modern
Canada
Modern
Canada
Modern
Canada
Modern
Canada
Moderne
Can
Mod
C
M
CM
Reed Paper Canada
TM34

Trademark: TM34

Title: Reed Paper Canada

Year: 1974

Designer: Burton Kramer

Studio: Burton Kramer & Associates

Client: Reed Paper Corp.

Sector: Paper Manufacture

 

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Archive Repository:

Burton Kramer

Trademark

Symbol

1974

 

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A symbol designed for Reed Paper Canada, part of the giant British publishing and paper manufacturing conglomerate Reed International.

 

In June 1973, Burton Kramer Associates were appointed to develop a new corporate identity program for Reed. The rationale for the design, as presented to the client in the spring of 1974, reveals much of the thinking behind it:

 

“The symbol being proposed is, in essence, the capital ‘R’ for Reed, formed as an expression of a flow of products and goods. It relates visually to the process of conversion (from raw to finished product).”

 

“The symbol is unique in that it is perceived in both two and three dimensions by the viewer, thereby creating an instant impression of energy and activity.”

 

“A red-orange colour has been selected for most major applications, for warmth, impact, visibility and memorability. It is used in combination with other colours on vehicles and print material to attain a look which is both highly visible, unique and elegant.”

 

“It should be clear that the recommendation is an identifying symbol rather than a logotype (wordmark). The view is that a symbol provides a focus and impact leading to more instant corporate recognition than almost any logotype, and as a result becomes more speedily identified with a corporation. Particularly if the symbol, as in this case, is based on the initial letter of that Corporation. A good symbol provides a strong, concentrated visual focus. It combines well with conjoining verbal designations. Few logotypes are totally successful in this respect.”

  

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Additional

Archive Repository:

Burton Kramer

Trademark

Symbol

1974

 

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