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.
   

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7. elf
   

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8. emblem, trademark, brand, figure, symbol,
   design, sign, mark, insignia, crest, seal
   synonyms
   

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9. “word” , “speech” , “debate”,
   “story”, “utterance”, “reason”,
   “justification”, “narrative”
   lógos (λόγου):
   

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10. “I say”
    légō (λέγω):
    

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11. He defines the
    Trinity as God,
    His Word (Logos)
    and His Wisdom
    (Sophia). Celtic Triquetra
    ~ Theophilus of Antioch,
    late 2ed Century
    

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12. value ≠ $
    

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13. Logos
    represent the voice,
    mission and goals of an
    organization.
    

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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
    

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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
    

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19. Logos
    communicate
    directly to
    their audience.
    

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23. Logos
    influence people
    and have the power
    to motivate action
    or stand for a movement
    

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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
    

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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
    

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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
    

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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
    

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32. Flyers become litter,
    Magazines are recycled,
    Websites quickly become
    outdated. Unlike these
    other types of design,
    a logo is timeless.
    

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33. 1892 2015
    1969
    

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34. 1939
    1969
    1940
    1946 2015
    

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35. 1866 2015
    

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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.
    

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37. 2011
    1992 - 2011
    

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38. 1962 -2003 2003
    

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39. Signs and Symptoms
    of a Good Logo
    

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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
    

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41. A good logo creates
    desirable associations
    - and avoids negative ones.
    

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44. A good logo should
    work in 1 color.
    Color will never save
    a bad design
    - only enhance a good one.
    

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46. A good logo should
    be legible when scaled
    in size - from Billboard
    to Favicon/Gravitar.
    

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47. How to create a good logo.
    

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48. Ask questions...
    

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49. Who is XYZ?
    

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50. What does XYZ want
    to communicate,
    emphasize, project?
    

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51. Should anything be
    de-emphasized
    or avoided?
    

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52. What logo is
    being used now?
    Why doesn’t it work?
    

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53. How does
    your competition
    identify itself?
    

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54. What differentiates
    XYZ from
    the competition?
    

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55. Are there any
    obvious visuals
    associated with XYZ,
    initials, endeavors?
    

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56. Who is the
    target audience?
    Will this change
    over time?
    

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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?
    

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58. LOGOTYPE
    distinctive type treatment
    

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60. MONOGRAM
    composed of one or more initials
    

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62. v
    MYTH
    imaginary; legendary; fictitious
    

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64. v
    ANALOGY
    using one thing to suggest
    another by virtue of
    shared qualities
    

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66. v
    MASCOT
    a person or animal used to
    represent the group
    

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68. v
    LITERALISM
    a more or less literal depiction
    

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70. v
    DIAGRAM
    depicting a process
    

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72. v
    REBUS
    a combination of letters and pictures
    

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74. v
    Design a logo using
    a reductive &
    simplistic approach.
    

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75. Write the story,
    take out all the good lines,
    and see if it still works.
    ~ Ernest Hemingway
    

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76. How much does a logo cost?
    

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77. $5
    

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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
    

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79. #1
    (18 hours later)
    

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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
    

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81. #3
    (6 Days later)
    

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82. $35
    =
    Carolyn Davidson
    Student - Portland State University
    

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83. I don’t love it, but I think it will
    grow on me.
    ~ Phil Knight, 1971
    

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84. $
    logo ≠
    

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87. logo ≠
    

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88. Logos should be crafted
    like a sculpture.
    

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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
    

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91. v
    A logo should
    drive the entire look & feel
    of the website design
    (fonts, colors, icons,
    branding, photo selection etc…).
    

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92. iPad
    

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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.
    

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94. 1935 2015
    

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96. fin.
    

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