I particularly like this logo. It is not directly communicative but is playful, colourful and almost minimalist despite the amount of colour. The choice of motives communicate busy liveliness, a positive image for a big creative company. It also maintains the M from a previous more sedate but recognisable logo where the capital I and B matched the blue hatched M in this logo. It suggests a holding onto the good things of the past but is "busy" (bee), looking (eye) for new things. It communicates much in its simplicity. An important part of the success of his work was his ability to convince company's that good commercial design was important to sell good products. It is summarised in a poster that has a style he repeated for film advertisements.
The modernist philosophy was a core influence in his work and he was equally revered by others such as Moholy Nagy.
His playfulness was ideal for illustrating the children's books his wife wrote:
A little dated now, this book however has a simple cover with attractive colours and an engaging simplified numerical character with a red bow tie and contrasting green stripey jumper. Fun! If something makes you smile in the way that his work makes you smile, it connects the product in a positive and warm way. It welcomes you to the product without you feeling seduced in a negative way. I think his work, just for this, is genius.
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