USSB (United States Satellite Broadcasting)

Proposal for the USSB logo design

Paul Rand Weston, Connecticut November 1995

The ideal logo is simple, elegant, economical, flexible, practical, and unforgettable.

What follows is designed to fulfill these criteria:

It is intruiging…

It shines…

like a light…

It sparkles…

It spins…

It evokes the image of a satellite dish…

It is reproducible in one color…

In many colors and in any size…

It is a happy symbol…
easy to use…
easy to remember…

It invites endless uses…
and
marketing schemes.

It is a universal symbol…
it can be “read” by people of any language.

Contents
Design and Artwork for USSB logo

Letterheads
Business Cards
Envelopes
Memo Pad
Mailing Label
Loose Logo Sheets
Design Standards

(Designs are shown in two versions:
Company name in light face type
Company name in bold face type.)

Design Standards for USSB New Logo:

• Pantone Yellow 108 is the official color for the new USSB logo.

• When necessary, Pantone cool gray may be substituted for the yellow; for newspaper use, a screen of black or, alternatively,white will suffice.

• The background should be simple, avoiding conspicuous patterns such as stripes, dots, flowers, or other ornaments.

• Size of the logo will depend on the function of the printed piece. Judgement should always be exercised. Logos that are too small appear superfluous; too large are irritating to the viewer.

• Logo should be dear of any unrelated pictorial or typographic material.

• Logo should always look functional and useful, and not merely decorative. The correct proportion is always a matter of contrast, sensitivity, and good design and business judgement.

• At the introduction of any new design, emphasis should always be given to the logo until it becomes familiar to the general audience.

• A logo is a silent salesman and a powerful business companion. Therefore, it is essential that it is always shown with great care and dignity.

• The effectiveness and longetivity of a logo is largely dependent on how well its implementation is policed. Such an operation is not simply a question of dictatorship but of understanding.

• The ultimate appearance of the new USSB logo may not be altered or distorted in any way for print or TV.