Lippincott: General Mills

Today is the last part in my Lippincott series, and I wanted to highlight one of their older logos, but it's one that I really like. Amazingly, it's stayed pretty much the same over the years! I'm sure it's one you'll recognize...

This version has slightly different typography from the one in Lippincott's portfolio, but besides that, it seems like the essence of the logo has remained the same, which I think is so cool. It takes a lot of talent to design a logo that lasts without starting to look dated, and I think Lippincott pulled it off with the General Mills logo. This logo definitely works for today even though it was designed a long time ago.

Here are a few specific things I like about the logo:

• The bold lines. This logo is not wimpy at all - it's strong and bold, which is part of what I think makes it more distinctive. Thinner lines are just harder to see! This logo definitely doesn't have that problem.
• The simplicity. Like the Chevron logo, this identity leaves you with one thought. It doesn't try to throw a bunch of different concepts at you, but it's just one image. That is so important, and I think it's a key feature of a timeless logo.
• The skillfull execution. The "G" image is just so well refined - there doesn't seem to be anything strange about the shape. The way the curves look, the width of the lines - it's all great, and really serves to make the logo distinctive.

So what are your thoughts on this logo? Do you agree that it's made the transition from the time of its original design to now?