Friday, October 14, 2011

Art is for everyone

From Art Direction Explained, At Last!, an imaginary (but well researched) conversation between legendary graphic designer Pierre Bernard and maverick adman Pascal Gregoire:

GREGOIRE: Wait a minute! Weren't you also mixing codes with your Louvre logo? You used a black-and-white photograph of a cloud as the background for the word LOUVRE, spelled out in all caps. The letters look like they have been carved out of marble, yet they float in space. It makes no sense.
BERNARD: I was trying to convey the idea of grandeur, something associated with the Louvre institution, but also with the concept of public space and the democratic values attached to it. Originally, I had proposed a logo inspired by I.M. Pei's pyramid, but he vetoed it. It was written in his contract that the only triangle would be his triangle. So I decided to evoke the presence of the glass pyramid by integrating in the design of the logo a photograph of the cloudy Parisian sky as seen through Pei's iconographic skylight. 
I learnt many things from this anecdote. One of which is: I.M. Pei has a hell of an ego. 


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