The Value of Logos - Andrew Bergeron - WordCamp OC 2015

A logo should not cost the same as a cup of coffee (read: fiverr.com) – as WordPress designer/developer “unicorn” we often get stuck with a client who wants “just a simple logo”. The problem is logos are not simple, they are very important – and they are on every page of your website. This talk will offer guidelines on how to judge a good from a bad logo and offer some inspiration/steps for others to follow to build their own brilliant logos.

Transcript

1. thank you.
7. elf
8. emblem, trademark, brand, figure, symbol, design, sign, mark, insignia, crest, seal synonyms
9. “word” , “speech” , “debate”, “story”, “utterance”, “reason”, “justification”, “narrative” lógos (λόγου):
10. “I say” légō (λέγω):
11. He defines the Trinity as God, His Word (Logos) and His Wisdom (Sophia). Celtic Triquetra ~ Theophilus of Antioch, late 2ed Century
12. value ≠ $
13. Logos represent the voice, mission and goals of an organization.
15. …it was an attempt to make the logo very accessible to everyone, especially to young people so that Steve could get them into schools. ~ Rob Janoff 1977
18. I selected a rabbit as the symbol for the magazine because of the humorous sexual connotation, and because he offered an image that was frisky and playful. I put him in a tuxedo to add the idea of sophistication. There was another editorial consideration, too. Since both 'The New Yorker' and 'Esquire' use men as their symbols, I felt the rabbit would be distinctive; and the notion of a rabbit dressed up in formal evening attire struck me as charming, amusing and right. ~ Hugh Hefner 1967
19. Logos communicate directly to their audience.
23. Logos influence people and have the power to motivate action or stand for a movement
25. I drew myself: the representative of an individual in despair, with hands palm outstretched outwards and downwards in the manner of Goya’s peasant before the firing squad. ~ Gerald Holtom 1958
26. I drew myself: the representative of an individual in despair, with hands palm outstretched outwards and downwards in the manner of Goya’s peasant before the firing squad. ~ Gerald Holtom 1958
27. I drew myself: the representative of an individual in despair, with hands palm outstretched outwards and downwards in the manner of Goya’s peasant before the firing squad. ~ Gerald Holtom 1958
31. Because OBEY has no actual meaning, the various reactions and interpretations of those who view it reflect their personality and the nature of their sensibilities. ~ Shepard Fairey, 1990
32. Flyers become litter, Magazines are recycled, Websites quickly become outdated. Unlike these other types of design, a logo is timeless.
33. 1892 2015 1969
34. 1939 1969 1940 1946 2015
35. 1866 2015
36. Global Appeal: After the connection between a company and a logo is understood, the name can be dropped and the symbol itself becomes it’s very own visual language.
37. 2011 1992 - 2011
38. 1962 -2003 2003
39. Signs and Symptoms of a Good Logo
40. It must be original and simple in form, have a very high degree of memorability, and be easily recognized and noticeable. By no means every symbol has these characteristics, a proof of how difficult it is to design a really good symbol for a firm or range of goods. ~ Jan Tschichold The New Typography, 1928
41. A good logo creates desirable associations - and avoids negative ones.
44. A good logo should work in 1 color. Color will never save a bad design - only enhance a good one.
46. A good logo should be legible when scaled in size - from Billboard to Favicon/Gravitar.
47. How to create a good logo.
48. Ask questions...
49. Who is XYZ?
50. What does XYZ want to communicate, emphasize, project?
51. Should anything be de-emphasized or avoided?
52. What logo is being used now? Why doesn’t it work?
53. How does your competition identify itself?
54. What differentiates XYZ from the competition?
55. Are there any obvious visuals associated with XYZ, initials, endeavors?
56. Who is the target audience? Will this change over time?
57. What if logo XYZ was only type? Who is XYZ’s mascot? What letters should be used if XYZ’s logo were a monogram?
58. LOGOTYPE distinctive type treatment
60. MONOGRAM composed of one or more initials
62. v MYTH imaginary; legendary; fictitious
64. v ANALOGY using one thing to suggest another by virtue of shared qualities
66. v MASCOT a person or animal used to represent the group
68. v LITERALISM a more or less literal depiction
70. v DIAGRAM depicting a process
72. v REBUS a combination of letters and pictures
74. v Design a logo using a reductive & simplistic approach.
75. Write the story, take out all the good lines, and see if it still works. ~ Ernest Hemingway
76. How much does a logo cost?
77. $5
78. v NormanCar Family owned, built with love in the USA Named after my Black Lab, Norman (who loved to ride in cars) Less sporty version of a Tesla — more traditional than a Prius Target household income: $200K+ Insipired by Apple, GE and Audi logos Unique, inovative, modern, classic, memborable, “traditional with a twist” Color: Black and White (used on 100’s of car colors) - we like the colors orange, blue and brown Electric Cars for the People
79. #1 (18 hours later)
80. #2 (3 Days later) Hey Friend, I’m really sorry! I haven’t good ideas for this. I can refund you. ~ Fiver Designer #2
81. #3 (6 Days later)
82. $35 = Carolyn Davidson Student - Portland State University
83. I don’t love it, but I think it will grow on me. ~ Phil Knight, 1971
84. $ logo ≠
87. logo ≠
88. Logos should be crafted like a sculpture.
90. Creating a mark for Tiffany was an interesting challenge: to design a monogram that could be small enough for the winder of a man’s watch, or large enough for a construction shed. ~ Louis Fili 2005
91. v A logo should drive the entire look & feel of the website design (fonts, colors, icons, branding, photo selection etc…).
92. iPad
93. v A good logo is perhaps one of the best design investments a company will ever make in terms of its retaining its value over time.
94. 1935 2015
96. fin.