Once upon a time, Sony decided that its now-iconic logo was due for a redesign. The year was 1981, and Sony was on the cusp of a revolution — the first Walkman was released just 18 months earlier. What better time to redesign a logo dating from the ‘50s? But the company didn't enlist a design team to come up with a new logo. No, Sony decided to make the redesign a public spectacle.
It launched the so-called "Sony International Logotype Design Contest," and took in nearly 30,000 submissions from around the world. A committee was formed and viewed every single entry before narrowing the list down to 59. The finalists were shown to the board of directors, company executives, designers, and sales managers. As executives were looking through...
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