Design Matters

(Fogra 39) Job:06-25637 Title:RP-Design Matters

#175 Dtp:221 Page:124

(Ray)

001-229_25637.indd 124 6/26/11 4:37 PM

124

 e s i g n at t e r s    cr e at i n g    lo g os

(Text)

MILK COMES WITH A DEFINITE

EXPIRATION DATE. LOGOS DO NOT. WHEN

YOU SELL A BRAND OWNER A FRESH

LOGO, MAKE SURE THAT PERSON KNOWS

HOW TO STORE IT PROPERLY. OR IT MAY

SOUR PREMATURELY.

Job:06-25637 Title:RP-Design Matters

#175 Dtp:221 Page:124

(Ray)

001-229_25637.indd 124 6/28/11 1:55 PM

Job:06-25637 Title:RP-Design Matters

#175 Dtp:221 Page:124

(Fogra 39) Job:06-25637 Title:RP-Design Matters

#175 Dtp:221 Page:125

(Ray)

001-229_25637.indd 125 6/26/11 4:37 PM

125

(Text)

 e s i g n at t e r s    cr e at i n g    lo g os

Essential Criteria

Set standards for your logo design work. Beyond that, know your client’s

and your creative community’s standards. Your work will be more grounded, and

you’ll project confi dence in the design philosophy to the client. Standards are

necessary, reaffi rming, and reassuring. It’s not so much what the specifi c stan-

dards are but simply their existence and consistent presence that is important.

There are three main design criteria by which to build standards: simplicity,

uniqueness, and metaphoric symbolism. Simplicity equals strength. The less

convoluted and the more direct a concept, the more memorable and effective

it is. Uniqueness establishes visual separation—helpful when your brand is vying

for attention in a crowded marketplace. Use of metaphor is a core element of

brand storytelling. The stronger the metaphor, the stronger the story. And the

stronger the story, the more memorable the logo.

In the end, all the standards you set will take aim at memorability. Simple is

memorable, metaphors are essentially memory aids, and uniqueness is notice-

able and then memorable. The higher and more resolute your standards for

these three, the more the audience should remember your client’s brand.

STAN DAR D

BY YOU R

LO G O

Job:06-25637 Title:RP-Design Matters

#175 Dtp:221 Page:124

Job:06-25637 Title:RP-Design Matters

#175 Dtp:221 Page:125

(Ray)

001-229_25637.indd 125 6/28/11 1:55 PM

(Fogra 39) Job:06-25637 Title:RP-Design Matters

#175 Dtp:221 Page:126

(Ray)

001-229_25637.indd 126 6/26/11 4:37 PM

126

 e s i g n at t e r s    cr e at i n g    lo g os

(Text)

“Everything should be made as simple

as possible but not simpler,” Albert

Einstein said. And he should know.

His theory of relativity manages to

summarize all existing matter into fi ve

simple characters.

Simplifi cation is pivotal to logo design.

Consider Google. It is building an

empire on a simplifi ed search process,

and its logo refl ects this strategy.

Because the logo is so simple, it

can be accessorized with everything

from holiday ornaments to specifi c

business sectors. The more simple,

the more intuitive, the more approach-

able. Simply stated, simplicity is a

force multiplier.

Simplify creatively. This memorable example

for a U.K.-based software systems builder

cleverly simplifi es by utilizing negative space.

E L L I O T T YO U N G

Simplicity is essential for many

reasons, the most important being

society’s current volume of messages.

Consumers are bombarded with

more and more information every

day. Because of this, designers of

all disciplines must simplify their

messages so they can be absorbed

before another one shoves them

aside. Logos marking almost every

piece of any given organization’s com-

munications or products constitute a

large percentage of this visual chaos.

It is essential that designers reduce a

logo design’s elements down to only

its most essential components.

Refi nement is the act of simplifying or

paring down. After a client accepts a

design, some may consider the work

completed. But, this is the moment

when another round of refi nement is

often required. It is best to leave it and

return later with fresh eyes, because

the chances of discovering unseen

redundancies increase. Diligence is

rewarded with uncluttered communi-

cation and clear end products.

Criteria 1: Simplicity

E I N STE I N WAS A MA JOR S I M P LETON

Convey dimension with simple structure.

This logo represents a prepaid card system

and elegantly achieves visual dimension.

S E G U R A , I N C .

Simplify without losing personality. This logo

for a U.K.–based paint-your-own pottery

retailer conveys a personal, craft-inspired

feel through simple, unique, visual gestures.

W O LF F O L I N S

Job:06-25637 Title:RP-Design Matters

#175 Dtp:221 Page:126

(Ray)

001-229_25637.indd 126 6/28/11 1:55 PM