Logo- Will it Change Your Bottom Line?
In 1940, George Washington Hill, president of the American Tobacco Company, made a bet. This friendly wager would later cost him $50,000.00. George Washington Hill bet Raymond Loewy, one of the world’s most famous graphic designers, that he could not improve the Lucky Strike cigarette package. The green and red Lucky Strike package changed forever.
“I’m looking for a very high index of visual retention,” Loewy explained his mission when designing a logo. “We want anyone who has seen the logotype, even fleetingly, to never forget it.”
And that he did.
The new and improved Lucky Strike package sported a white background, eliminating the green dye and reducing printing costs drastically. The red target was placed on both sides of the package, increasing visibility, which resulted in higher product sales. 40 years later, the package remained the same.
Raymond Loewy’s designs were simplistic. His purpose was clear. He designed logos focusing on visual recall and memory retention through clean, simple designs.
Clean white background. Lucky Strike. Clean white background. Google. Simple sticks.
Your logo design WILL change your bottom line.