|South Bend, Indiana, U.S.
|MacAndrews & Forbes
The design of the classic AM General logo is quite simple in terms of composition. The basis of the logo is the name of the brand, for which a specially designed font was used – well readable, with smoothed corners. The color solution of the logo are red, blue and white colors – they depict the national flag of the United States.
Despite the relatively modern drawing of the logo, it is designed according to the classical rules of heraldry. First of all, it concerns the direction to the right (the smoothed “spear” points to the left of the viewer, however in the heraldry the notions “right / left” are defined by the person carrying the shield with the heraldic image), that is, to the future, which is bright and successful.
There is an interesting gradient transition between red and blue in the “spear” (as a rule, the creators of logos don’t go with the complicated types, to which the gradient refers). However, this transition is also justified symbolically, it represents time. Time from “yesterday and today” (the left side of the heraldic object) to “tomorrow” (right side). And indeed, time and technology are united by the fact that they develop with constant acceleration.