"I'm no fan of cigarette marketing, but Loewy's vision for Lucky Strike (1940) might be the greatest packaging design ever”. Mark Frauenfelde Writer, illustrator, and co-founder of the Web's best blog, BoingBoing.
In 1940 a bet of $50,000 was placed with Raymond Loewy that he could not increase sales of the Lucky Strike cigarettes by simply redesigning the logo and packaging. Confident in his abilities he began re-design, his goal when designing was to make a logo that if seen just once would be imprinted in your memory, this was done using simplicity. The first change on Lucky Strike was to change the background to white, and place the logo on both sides of the packaging, this would reduce printing costs as well as increase brand exposure. He changed the text around the package to smaller sizes to not distract from the new logo design and to provide a clean white background. Needless to say he was awarded the $50,000 and increased Lucky Strikes profitability, not to mention created a design that is difficult to forget.
Logo is Important
It’s about identity
It’s about branding
Famous logos have these two things in common: distinctiveness and simplicity
Important principles using only 2-3 colours not mixing 2 or more different fonts