Development of an Idea in Graphic Design
Pitching a design Idea.
Michael Beirut is a graphic designer, design critic and educator, who was born in Cleveland, Ohio. I was shown a video talk where Beirut was showing a google team a project he was working on. Designing a logo for the MIT Media Lab, Michael Beirut explained the process in detail, showing a previously rejected design.
These are the first rejected designs proposed by Michael Beirut and his team. On the left is the very First proposed idea then they refined it to the one on the right. However Beirut felt the designs where unfinished. MIT Media Lab then came back a year later and asked for an new logo but told Beirut to forget about the past logos. This did not happen as Beirut immediately started looking at previous logos and found one designed by Muriel Cooper;
Michael Beirut took this abstract image and covered it into multiple different designs all with the simplified black and white colour tones.
Michael Beirut’s re-designed logo for the MIT Media Lab is a take on the original in-keeping with the straight lines. Then Michael Beirut was able to create 24 other logos to support the other 24 departments within the MIT Media Lab. Personally I think this works really well;
Michael Beirut had various ways of advertising there new logo. All adverts contain simple designs and using everything from the logo, such as the same font or black and white colour. For example the bag ad has a the woman wearing a black and white striped top with a black wall for the back ground. This makes for a simple ad and makes it obvious to the audience what the ad is selling.