Wealthy Baird on Design Historical past
Written by Richard Baird
Posted 12 December 2023
The next is a visitor article from Brand Histories, a weekly Substack publication from the crew behind BP&O. Every week, Brand Histories shares the context, ideas and concerns behind a number of the most attention-grabbing logos and company id design programmes of the previous. Examine Saul Bass’ work for Warner Communications, Otl Aicher’s model id for ZDF and Walter Ballmaer’s brand for Olivetti. Uncover these and a 100+ extra right here.
Regardless of having its Nineteen Sixties headquarters within the Canadian metropolis of Toronto, the shoe producer, distributer and retailer Bata was based in Zlin, Czechoslovakia by Tomáš Baťa, a ninth era shoemaker.
By 1969, 75 years after its founding, the Bata Shoe Group was holding 98 Bata firms in 89 international locations over seeing 90 factories, 5,000 shops and 90,000 workers. Throughout this era of development Bata maintained a powerful concentrate on ‘producing and promoting the very best quality footwear on the most economical costs’. This had discovered it warmly welcomed in lots of international locations.
Such development and scale introduced challenges across the model’s picture, the consistency of its utility, flexibility inside evolving retail areas, and distinctiveness inside a aggressive business.
Previous to 1969, the Bata visible id was a wordmark. This had its origins in a model drawn in 1924 after which iterated on in 1928 and once more in 1938. Bata labored with famend British design firm Design Analysis Unit (DRU) on a ‘Retailer Standardization Program’ which would come with a overview of its present wordmark and the event of a visible id which meant to enhance the popularity and affect of the model on the excessive road, making it really feel extra upscale in European markets. This system additionally then prolonged to buy interiors.