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Go Logo! A Handbook to the Art of Global Branding78
(continued on page 80)
To strive for the best ideas and turn them into sustainable design solutions, several things
need to be considered.
Looking in from the outside: We cannot afford to look at a problem in an isolated •
manner. We need to understand the opportunity by dissecting all its components—
the history of the company, where it is positioned at present, where it wants to go in
the future, and how it rates among its competitors.
The time we live in: Detect, analyze, and evaluate trends. Where does our logo design •
stand within the context of sociological, economic, cultural, and even technological
changes? How will it survive the changing times?
Artistic ego and customer expectations: Harnessing one’s own artistic ego by both •
meeting the objectives of the brief and delivering surprise and delight.
Clarity of message: The right image is worth a thousand words; say more with less; •
form follows function.
How can we look a client straight in the eye and present a design solution with confidence,
unless we fully understand their company set-up, their products, what makes them stand
out from the rest, and what their customers think? Solutions need to be based on thorough
research for a design solution to deliver a convincing message. A designer’s curiosity should
know no boundaries. It should extend past the immediate problem and draw from a fund
of all-pertinent information; only by doing this can we gain new vantage points and a wider,
deeper, different perspective to the problem.
SIRKKA RICHERT, principal of Designsyndicate, London and Brunei
Sirkka Richert is the creative director and founder of Designsyndicate, a
multidisciplinary communications company in Brunei. Richert has worked as a
designer since 1992, exploring the wide-ranging facets of graphic design and, in
recent years, specializing in brand development. The Designsyndicate team is a
global collective of trend spotters, writers, market analysts, and graphic, product,
and web designers.
Think Before You Leap
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79Twelve Key Determinants to Creating Successful Brands
TOP: Children for Children charity logo
MIDDLE: Speakers International logo
BOTTOM: Silverstone Gold Racing tickets
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