It takes a designer’s eye to spot what the rest of us miss. Ian Logan, a prolific designer who has worked with big-name brands such as Harrods, Whittard and Fortnum & Mason, traces his keen eye for aesthetics back to childhood. In an interview marking five years since the publication of his book Logomotive, he opens a window into his visual world.

As a child, Ian used to stand outside shops in the market town of Corsham where he was brought up and stare at the designs on cigarette packets. When a customer came out, he would ask them for their cigarette cards. The illustrations in those days were wonderful, he recalled. From this early experience, he learnt to draw inspiration from all aspects of the world around him. ‘Once you’re in the visual arts, you’re absorbing everything,’ Ian reflected. ‘It’s something that just happened. I didn’t understand it was happening, but it obviously was.’

The Influence of America

Ian’s fascination with the everyday extended to American culture. In the ’50s, he became interested in blues and folk music, but it was difficult to find American records in England. Once he arrived in the US, he was able to immerse himself in both its aural and visual landscape. What most captured his imagination was to Americans a very ordinary sight: the graphics on the sides of railroad locomotives and freight wagons.

When asked why somebody British would be drawn to this subject, Ian explained that it helps to be an outsider. ‘You point out to other countries what they see every day. Same with Americans coming here.’

An intriguing aspect of railroad graphics was that most of the designs were done by people working on the railroads rather than by graphic designers. Ian loved that. ‘They were not intimidated by the restrictions you get with graphic design. They just did it because it looked great.’

The Birth of Modern Branding

Apart from their bold, uninhibited style, American railroad graphics are noteworthy because they represent a milestone in the history of modern advertising. From the moment when corporate symbols were protected under the 1881 Trademark Act, it was railroads that pioneered the use of company logos. As some of the most profitable businesses trading at the time, they had a huge influence. They turned their trains into moving billboards and imprinted their corporate branding on every aspect of their operations from stations to timetables, dining-car menus to ashtrays. They created the corporate environment we inhabit today.

To appreciate Ian’s enthusiasm for the subject, listen to the interview clips above. To see some of the images he has collected, preview Logomotive here.

Walk into the National Liberal Club at 1 Whitehall Place and what do you see? No minimalism! The Grand Staircase sets the tone. Beyond lie reception rooms richly decorated in Classical and Gothic Revival styles, a warm and inviting venue for launching an architecture book.