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<html>
 <head>
  <title>
   What to Read: Richard Baird is telling the stories behind great logos
  </title>
  <style>
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  .typography.editor .markup table.image-wrapper img,
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  .typography.editor .markup table.kindle-wrapper img {
    max-width: 550px;
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}


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  .typography.editor .markup a.spotify-wrap {
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}


@media screen and (max-width: 540px) {
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  .typography.editor .markup div.youtube-wrap div.youtube-screen,
  .typography .markup div.vimeo-wrap div.youtube-screen,
  .typography.editor .markup div.vimeo-wrap div.youtube-screen {
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}


@media screen and (max-width: 370px) {
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    width: calc(95vw - 32px);
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}


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}


@media screen and (max-width: 540px) {
  .typography .markup .apple-podcast-container,
  .typography.editor .markup .apple-podcast-container {
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}


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    margin-left: 38px;
    margin-top: 16px;
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  .post-silhouette .post-silhouette-meta {
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}


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}


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    width: 552px;
    padding: 37px;
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}


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}


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    right: 20px;
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}


@media screen and (min-width: 500px) {
  body .header a.logo {
    width: 42px;
    height: 42px;
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  }
}


@media screen and (max-width: 420px) {
  body .subscription-receipt table:first-of-type .subscription-amount .subscription-discount {
    width: 72px !important;
  }
}


@media screen and (min-width: 481px) {
  body .share-button-container {
    height: auto;
  }
}


@media screen and (max-width: 480px) {
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}


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}


@media screen and (max-width: 540px) {
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    display: none;
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}


@media screen and (min-width: 500px) {
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    width: 42px;
    height: 42px;
    border-radius: 6px;
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}


@media screen and (max-width: 540px) {
  .comments-page .container .comment-list .collapsed-reply {
    margin-left: 18px;
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}


@media screen and (max-width: 540px) {
  .comment > .comment-list {
    padding-left: 25px;
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}


@media screen and (max-width: 540px) {
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    padding: 24px 0;
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}


@media (max-width: 500px) {
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}


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    padding-left: 12px;
    padding-right: 12px;
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}


@media screen and (max-width: 540px) {
  .subscribe-widget form.form .sideBySideWrap button.rightButton {
    padding: 10px 12px;
    min-width: 110px;
  }
}


@media screen and (min-width: 541px) {
  .pub-icon:hover .logo-hover,
  .feed-item-icon:hover .logo-hover {
    display: block;
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}


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}


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}


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}


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  .file-embed-error-button.wide {
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}


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}


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@media screen and (max-width: 540px) {
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@media screen and (max-width: 540px) {
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@media screen and (max-width: 540px) {
  .audio-player-wrapper-fancy .audio-player .audio-player-progress {
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@media screen and (max-width: 540px) {
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}


@media (min-width: 250px) {
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@media (min-width: 300px) {
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}


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    margin-top: 16px;
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    width: 15%;
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    display: block;
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  .audio-player-wrapper-fancy .audio-player .audio-player-substack-logo {
    display: block;
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}


@media (min-width: 350px) {
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}


@media (min-width: 400px) {
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    padding-top: 40%;
    width: 40%;
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}


@media (max-width: 400px) {
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    margin-top: 12px;
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  .audio-player-wrapper-fancy .audio-player .btn-group .button {
    font-size: 13px;
    padding: 6px 12px;
    height: auto;
    margin-top: 10px;
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}


@media (min-width: 600px) {
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}


@media (min-width: 631px) {
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@media (min-width: 768px) {
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}
  </style>
 </head>
 <body class="email-body" style="font-kerning: auto;">
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  <div class="preview" style="display:none;font-size:1px;color:#333333;line-height:1px;max-height:0px;max-width:0px;opacity:0;overflow:hidden;">
   We interviewed Richard Baird, who writes Logo Histories, a guide to the design that went into modernist logos  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌
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          What to Read: Richard Baird is telling the stories behind great logos
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           <time datetime="2022-05-27T15:02:36.770Z">
            May 27
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        <p style="color: #1a1a1a; font-size: 16px; line-height: 26px; margin: 0 0 1em 0; margin-top: 0;">
         <em>
          This week, we interviewed Richard Baird, who writes
          <a rel="" style="color: #1a1a1a; text-decoration: underline;">
           Logo Histories
          </a>
          , a guide to the design that went into modernist logos.
         </em>
        </p>
        <p style="color: #1a1a1a; font-size: 16px; line-height: 26px; margin: 0 0 1em 0;">
         <em>
          This interview has been lightly edited for length and clarity.
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           Richard Baird
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        <div class="embedded-publication-wrap" data-attrs='{"id":589327,"name":"LogoArchive’s Logo Histories","logo_url":"https://bucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com/public/images/89bf2f81-a459-4a37-ad94-89c7af7db0a5_400x400.png","base_url":"https://www.logohistories.com","hero_text":"A logo history graphic design newsletter dedicated to researching and sharing the stories and ideas behind the very best modernist logos.","author_name":"LogoArchive","show_subscribe":true,"logo_bg_color":"#181818"}' style="font-size: 16px; line-height: 26px;">
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             <h3 class="embedded-publication-name" style="-moz-osx-font-smoothing: antialiased; -webkit-font-smoothing: antialiased; color: #1a1a1a; font-family: 'SF Compact Display', -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Helvetica, Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol'; font-size: 16px; font-weight: 600; line-height: 24px; margin: 0 0 6px;">
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               LogoArchive’s Logo Histories
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             </h3>
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               A logo history graphic design newsletter dedicated to researching and sharing the stories and ideas behind the very best modernist logos.
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        <h3 style="-moz-osx-font-smoothing: antialiased; -webkit-font-smoothing: antialiased; color: #1a1a1a; font-family: 'SF Compact Display', -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Helvetica, Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol'; font-size: 1.375em; font-weight: bold; line-height: 1.16em; margin: 1em 0 0.625em 0;">
         <strong>
          What’s your Substack about in one sentence?
         </strong>
        </h3>
        <p style="color: #1a1a1a; font-size: 16px; line-height: 26px; margin: 0 0 1em 0;">
         Short stories on the modernist logos of the past.
        </p>
        <h3 style="-moz-osx-font-smoothing: antialiased; -webkit-font-smoothing: antialiased; color: #1a1a1a; font-family: 'SF Compact Display', -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Helvetica, Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol'; font-size: 1.375em; font-weight: bold; line-height: 1.16em; margin: 1em 0 0.625em 0;">
         <strong>
          What makes you so passionate about logos?
         </strong>
        </h3>
        <p style="color: #1a1a1a; font-size: 16px; line-height: 26px; margin: 0 0 1em 0;">
         I love logos because studying them has taught me a lot about design and designers of the past, changes in technology, and post-war corporate diversification and programs of modernization. Logos are great jumping-off points. This interest has allowed me to meet and work with designers and researchers from all over the world through the
         <a rel="" style="color: #1a1a1a; text-decoration: underline;">
          LogoArchive International initiative
         </a>
         .
        </p>
        <div class="captioned-image-container-static" style="font-size: 16px; line-height: 26px; margin-bottom: 16px; text-align: center;">
         <figure style="display: inline-block; margin: 0 auto; width: 100%;">
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               <img alt="Rebus, IBM, Paul Rand, 1981" class="wide-image" data-attrs='{"src":"https://bucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com/public/images/489ea0af-4ef1-4af3-919e-be486597e278_1080x1080.jpeg","fullscreen":null,"imageSize":null,"height":1080,"width":1080,"resizeWidth":null,"bytes":null,"alt":"Rebus, IBM, Paul Rand, 1981","title":null,"type":null,"href":"https://www.logohistories.com/p/ibm?s=r"}' height="550" src="https://inboxflows.com/_/image/https%253A%252F%252Fsubstackcdn.com%252Fimage%252Ffetch%252Fw_2160%252Cc_limit%252Cf_auto%252Cq_auto%253Agood%252Cfl_progressive%253Asteep%252Fhttps%253A%252F%252Fbucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com%252Fpublic%252Fimages%252F489ea0af-4ef1-4af3-919e-be486597e278_1080x1080.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZzdWJzdGFja2NkbiJ9:1nubVc:m00Gcwrg26g-bVxMeDEvGx-EXGgCZOsPjxB1gGZxGzw" style="-ms-interpolation-mode: bicubic; border: none !important; display: block; height: auto; margin: 0 auto; margin-bottom: 0; max-width: 100% !important; vertical-align: middle; width: auto !important;" title="Rebus, IBM, Paul Rand, 1981" width="550"/>
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          <figcaption class="image-caption" style="color: #767676; font-family: sans-serif; font-size: 14px; font-weight: 300; line-height: 1.4em; text-align: center;">
           “Eye, Bee, M,” Paul Rand’s 1981 logo for IBM
          </figcaption>
         </figure>
        </div>
        <h3 style="-moz-osx-font-smoothing: antialiased; -webkit-font-smoothing: antialiased; color: #1a1a1a; font-family: 'SF Compact Display', -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Helvetica, Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol'; font-size: 1.375em; font-weight: bold; line-height: 1.16em; margin: 1em 0 0.625em 0;">
         <strong>
          Your posts cover stories behind some of the most recognized logos in the world—
          <a rel="" style="color: #1a1a1a; text-decoration: underline;">
           Nike’s swoosh
          </a>
          , the
          <a rel="" style="color: #1a1a1a; text-decoration: underline;">
           Olympic rings
          </a>
          ,
          <a rel="" style="color: #1a1a1a; text-decoration: underline;">
           IBM
          </a>
          ,
          <a rel="" style="color: #1a1a1a; text-decoration: underline;">
           PBS
          </a>
          —but you also choose less widely known logos to spotlight, like the
          <a rel="" style="color: #1a1a1a; text-decoration: underline;">
           New Haven Railroad
          </a>
          , for example. What do you look for in the logos you feature?
         </strong>
        </h3>
        <p style="color: #1a1a1a; font-size: 16px; line-height: 26px; margin: 0 0 1em 0;">
         I’m generally looking for “good form” and interesting stories.
        </p>
        <p style="color: #1a1a1a; font-size: 16px; line-height: 26px; margin: 0 0 1em 0;">
         Context and concept are critical components to appropriate form-making. Logos arise from a careful navigation of client needs and contextual considerations, as well as technology and use cases. Without an understanding of this, logos are often short-lived. So Logo Histories functions in two ways, to share an interesting story and reflect the practical considerations that remain important today. In this way, it’s both entertainment and education.
        </p>
        <h3 style="-moz-osx-font-smoothing: antialiased; -webkit-font-smoothing: antialiased; color: #1a1a1a; font-family: 'SF Compact Display', -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Helvetica, Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol'; font-size: 1.375em; font-weight: bold; line-height: 1.16em; margin: 1em 0 0.625em 0;">
         <strong>
          What’s one logo that you’ve researched that we should all know about but likely do not?
         </strong>
        </h3>
        <p style="color: #1a1a1a; font-size: 16px; line-height: 26px; margin: 0 0 1em 0;">
         A lot of people will recognize the Glasgow Airport logo, but not for the reason you would think. For many, it will be associated with the fashion brand Off-White. This raises questions about appropriation, but rather than get lost in this, I would simply like to use this space to highlight that the originator was Margaret Calvert, and it was designed back in 1964.
        </p>
        <p style="color: #1a1a1a; font-size: 16px; line-height: 26px; margin: 0 0 1em 0;">
         The logo is a wonderful form, in that in its balance of positive and negative space, it creates inward- and outward-pointing arrows, and this also creates an association with the Scottish flag, the Saltire, when placed on a blue background. The directional arrows, combined with the Saltire, form a visual language suggesting travel into and out of Scotland.
        </p>
        <blockquote style="border-left: 4px solid #FF7731; margin: 1em 0;">
         <p style="color: #1a1a1a; font-size: 16px; line-height: 26px; margin: 0 0 1em 0; margin-left: 1em;">
          <em>
           Read more:
           <a rel="" style="color: #1a1a1a; text-decoration: underline;">
            The Saltire takes flight
           </a>
          </em>
         </p>
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          <figcaption class="image-caption" style="color: #767676; font-family: sans-serif; font-size: 14px; font-weight: 300; line-height: 1.4em; text-align: center;">
           Margaret Calvert’s logo for the Glasgow Airport, 1964
          </figcaption>
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        <h3 style="-moz-osx-font-smoothing: antialiased; -webkit-font-smoothing: antialiased; color: #1a1a1a; font-family: 'SF Compact Display', -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Helvetica, Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol'; font-size: 1.375em; font-weight: bold; line-height: 1.16em; margin: 1em 0 0.625em 0;">
         <strong>
          What trends do you expect for logo design in the coming years?
         </strong>
        </h3>
        <p style="color: #1a1a1a; font-size: 16px; line-height: 26px; margin: 0 0 1em 0;">
         A return to the modernist logo design principles of the past. Rationalized forms, a 1:1 proportionality suited to old material and new digital contexts, and a refocus on form over effect for maximum longevity.
        </p>
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         <strong>
          Who’s another Substack writer you’d recommend?
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         <a rel="" style="color: #1a1a1a; text-decoration: underline;">
          Thoughts on Writing
         </a>
         . I love form, but ideas more. This is a great Substack to get you thinking about the broader context of design.
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         <em>
          Subscribe to Richard’s newsletter,
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           Logo Histories
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