Dear ARLIS-ers,
I have a difficult (at least for me) reference question from a graphic
design student who wants to write a paper on company names that also serve
as the company logo such as Coca-Cola, Ford, IBM, Nike, and others, and why
they're so successful. Is there an advertising or design term for this?
We searched numerous databases but the terms we used ("logo", "company
name", etc. - I combined them, used proximity operators, all the rest) are
so unspecific that we really didn't have any luck. The student doesn't want
to just do a paper on Paul Rand (we learned a lot about the IBM logo he
designed), he really wants to write about the link between the name and the
logo. I sent him off to look at some books on the history of trademarks,
surveys of logos, etc.
Any ideas? Thanks very much.
Sara
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Sara J. MacDonald, Public Services Librarian
The University of the Arts - University Libraries
320 S. Broad St., Philadelphia PA 19102 USA
Voice: 215-717-6282 Fax: 215-717-6287
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