What makes a truly great Why all world maps are wrong 2 days ago   04:45

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Here's how a simple mark ends up meaning something big as a great logo. Joe Posner, and Michael Bierut (designer of the Hillary Clinton logo) explain. For more from Michael Bierut on graphic design, check out his book "How to use graphic design to sell things, explain things, make things look better, make people laugh, cry, and (every once in a while) change the world": http://www.amazon.com/How-Michael-Bierut/dp/0062413902

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About once a month, there's a new logo to fight about on the internet. The biggest one in recent memory was the highly controversial Hillary Clinton logo, which did not escape scrutiny from Vox.com either.

But as a designer/filmmaker, something about these repeated discussions struck me as missing the point on what makes logos tick. It often has little to do with the subjective musings. So I called up Michael Bierut, the designer of that Hillary Clinton logo and countless others. He sat down with me and helped explain the elements of a great logo in the video above.


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Comments 1183 Comments

Akshay Bodla
anyone know that song right at the end? Im digging the drumming
фСЕМ ГДе?
Did anyone else read the thumbnail as “mike”?
hyposlasher
1:20 devil
María Rodriguez
amazon's arrow represents that they sell everything from A to Z
Harry Parker
it's *S E T H*
Chris Brun
Her hands were shaking when she opened that envelope. She made bank for sure.
pointjabber
The 'undisclosed stock' to Nike logo designer did more to boost their brand in my mind. Facts and actions matter more than design. Proves the point made earlier about quality of the goods and its association with athleticism as the reason or nike's success rather than just the symbol.
Rainzel Lazaro
0:25 There are kids watching here.... Why that flag?
Ksee
Lol Hilary hahaha
Laniakea
3:24 Modyo tv mi lan o
Aleya MC
Trade like a Steve
Rajas A
Wonder how rich that lady is with all that undisclosed Nike Stock.
DoctorCubix
If you're wondering, Michael Beirut's company charges half a million dollars for a logo.
geovelomega
Apple's is the most powerful logo I've ever seen
polaq
Thank you Nike, for paying that designer more money to compensate.
Self Promoting Cop
The most famous logos have Yellow and Red
Ethan Fenderson
3:43 HELL YES Trump! M-A-G-A! USA!
NotNo1
Vox promotes nazism
Vít Hrbáček
Great video!
Pedro Pascoa
she was paid 35 dollars in 1973 without the inflation it was worth what 207 dollars are today, so not bad for what was a design they thought was something to throw in the garbage in the first place.. I don't know how big was nike exactly back then, but nonetheless this is one of the best logos ever made in my opinion.
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Why all world maps are wrong What makes a truly great 2 days ago   06:00

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Making accurate world maps is mathematically impossible.

Help us make more ambitious videos by joining the Vox Video Lab. It gets you exclusive perks, like livestream Q&As with all the Vox creators, a badge that levels up over time, and video extras bringing you closer to our work! Learn more at http://bit.ly/video-lab

Interact with projections: http://metrocosm.com/compare-map-projections.html
Mercator tool: http://thetruesize.com/
Mike Bostock Map Transitions: http://bl.ocks.org/mbostock/3711652
Mercator Puzzle: http://hive.sewanee.edu/ldale/maps/10/06-LOCAL.html

Vox.com is a news website that helps you cut through the noise and understand what's really driving the events in the headlines. Check out http://www.vox.com

Check out our full video catalog: http://goo.gl/IZONyE
Follow Vox on Twitter: http://goo.gl/XFrZ5H
Or on Facebook: http://goo.gl/U2g06o

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