Hailing from the Midwest himself, Lester Beall is mostly known for the covers he designed for Fortune and Collier’s magazines, and the posters he created for the United States government. He had the ability to tell stories with a simple picture, colours and the aid of a few graphic elements. Even today, his work is powerful and evokes emotion.
Beall's work for International Paper is one of the most comprehensive trademark systems of its time. He created a thorough graphic standards manual for how the logo was to be used and what could be done with the mark, such as making patterns etc.
As he said: “Our assignment was to provide management with a strong mark that could be readily adapted to an immense variety of applications. This ranged from its bold use on the barks of trees to its intricate involvement in repeat patterns, carton designs, labels, trucks. In addition to its functional strength, the new mark is a powerful force in stimulating and integrating divisional and corporate identity with positive psychological effects on human relations.”
He had already been doing ‘branding’ and standards manuals in the 1950s, before companies really understood the full power of a trademark and its usage. That is the other reason I chose this logo, because it is always used well and you can thank Beall for that. In his own words: “The designer's role in the development, application and protection of the trademark may be described as pre-creative, creative and post-creative.” He was truly a pioneer.