Transcript Raymond Loewy

Raymond Loewy
Era or Movement: 1930’s- 1960’s

After a brief but promising career as a fashion illustrator, Raymond Loewy
dedicated his talent to the field of industrial design. Loewy's creative
genius was innate, and his effect on the industry was immediate. He
literally revolutionized the industry, working as a consultant for more than
200 companies and creating product designs for everything from cigarette
packs and refrigerators, to cars and spacecrafts.

Loewy is credited with originating the technique of streamlining. Calling
the concept "beauty through function and simplification," Loewy spent
over 50 years streamlining everything from postage stamps to
spacecrafts. His more famous creations include the Lucky Strike cigarette
package, the GG1 and S1 locomotives, the slenderized Coca-Cola bottle,
the Shell International logo, the Exxon logo and the U.S. Postal Service
emblem.
Biography

In addition to his achievements in the transportation field, Loewy was
undoubtedly among the world's most talented commercial artists. He
began designing packaging and logos in 1940 when George Washington
Hill, then president of the American Tobacco Company, wagered him
$50,000 that he could not improve the appearance of the already familiar
green and red Lucky Strike cigarette package. Accepting the challenge,
Loewy began by changing the package background from green to white,
thereby reducing printing costs by eliminating the need for green dye.
Next he placed the red Lucky Strike target on both sides of the package,
increasing product visibility and ultimately product sales. A satisfied Hill
paid off the bet, and for over 40 years the Lucky Strike pack has
remained unchanged.

"I'm looking for a very high index of visual retention," Loewy explained of
his logos. "We want anyone who has seen the logotype even fleetingly to
never forget it." Among Loewy's highly visible logotype designs are those
for Shell Oil Company, Exxon, Greyhound and Nabisco
Logo Designs
Logo Designs
Red and yellow first appeared with the construction of Shell’s first service stations in
California. Not only did Red and yellow help Shell stand out, but they’re also the colours
of Spain, where many early Californian settlers were born. Perhaps by displaying Spanish
colours it was hoped an emotional bond would be created.
Development of the Shell Logo
1971- present
Development of Spar logo