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Branding is Not a Science is it?

I've seen many articles and posts about how to design a logo or how not to design a logo. I think these are good articles but as everything in life, there are things I agree and others that I disagree. Designing logos is beyond any list of to-dos and not-to-dos. First of all it's hard to analyse a logo just by looking at it. Of course there are cases that it's pretty easy to say that a logo is not good. Are there? Below we have 2 examples of a good and bad logo, but why one is good and other is bad? What makes one stand out while the other sucks? The logo is a very important part of the brand of a company it's the visual identity, thus it will be related with the whole market and business strategy of its organization. Therefore if the business model of a company is focused on a audience in the Class C, the logo will have to perceive the image the individuals of that audience want. It doesn't matter if the others hate it. Because of that I would define the process of logo creation in this steps: Understand the business model and marketing strategy of the organization with a clear idea of the target audience and what they expect Validate the ideas of the business model with the audience: do some researches and pools to get keywords, colors, ideas, qualities of what the audience expects for that service or product. Get as many image references as possible and once again try to validate that with the target audience. Brainstorm ideas with the keywords and qualities you get from the audience. Draw ideas on paper. Try to do as many sketches as possible. I had a teacher in College that used to say that to get something new you will have to draw at least more than 100 sketches. Select 3 designs and refine them, so select the one that fits the best with the research you did with the audience. That is at least for me my workflow when designing a logo and basically that was the script I followed for my graduation work in College, which was the Visual Identity for a hospital here in my town. Of course sometimes we have tight deadlines that make it impossible to do all those steps. But we can use other tools to get results to fulfill our needs. Google is a good example. It's the most popular search engine in the world used for millions of people everyday. We can use the Google Image search to get some ideas of images related to a certain term. Besides that why not check other designers work, see how they solve some problems and learn some different approaches. Would you design like this? Brand experience is what your customers remember about you. It's what leads to lasting impressions, preferences, and performance. This is what sets Landor's work apart: customer experiences that are not mysterious, but real, tangible, measurable – unforgettable. - Landor.com Logo design is much more than simply design a logo. It's the tip of the iceberg in a corporation and the budget to advertisement is very important when deciding the logo strategy. For small business it's important to create a logo that really relates to the product or philosophy of the company, while for big corporations the simplest the best, because of that we see most of the huge companies using just lettering or a piece of their past logos, such as Nike and Pepsi. These companies understand that after a long period, people started to recognize the brand without reading the name, but having visual contact with shapes that were part of the logo. When a company reaches that level of brand awareness, redesigning gets much easier. But a commom mistake when designing a logo for a new company, is making it without lettering, trying to get the nike effect, when nobody knows where the new company stands in market. Now, we would love to hear from you, what are the problems you find when designing logos? Are there any steps you usually take, or mistakes you know you can't afford making? Tell us and share it with everyone. ;)

Sikbox Logo Design Process

For the last few weeks I've been working on some projects, but there is one in particular that I think will be really useful for the blog community. It's called Sikbox. Sikbox is a web app that allows you to add a live search to your site, or any site. It uses the Yahoo Boss api and it actually works better than my Drupal default search system. This project was done pretty quickly. I had the honor to work on the logo and web design with my brother, Eduardo Sasso, the Ninja programmer, and Fabiano, the CSS samurai. Anyway, in this post I want to share a bit of the ideas and the design process for the logo creation. Doing the home work The first thing we did was look for references. We visited lots of sites and also used the very helpful http://patterntap.com/. Below are some of the references we had. First ideas The basic idea for the logo was to create a clear association with search. The most common and iconographic symbol for that is the magnifying glass. However we wanted a very subtle element and the first thoughts and sketches we had, tried to avoid that. For the first designs we tried to use the search box result and the cursor for the symbol as you can see below. I'm terrible at drawing but they always help ;) Back to the roots After some sketches and designs we decided to forget about the other symbols and try to go with the magnifying glass (but again something subtle and discreet). The idea we had was to create the "b" with that element. Also we had to rethink our idea for the best font style, we gave up the idea of a serif font. Refining the idea. Our first thought was use shadow to create the 3D effect, but as I always like to do the negative version, the shadows wouldn't work well in that format. We decided to make the effect without the shadow instead. Final design Of course the whole process was much longer and painful :) but we think the end result was really cool and, despite the fact that we didn't want the magnifying glass symbol in the very beginning of the process, it ended up a lot better than we had thought. That's again why I think we have to like the design process otherwise this sort of starting from scratch thing can be very traumatizing, but if you learn to enjoy that everything will flow much better. Site Design with the logo.

Interview: Adopekid

He called himself Adobekid but after Adobe contacted him he had to change his name. He changed it to Adopekid and if you look at his artworks you can recognize that they are very dope. Adopekid's website: Myspace.com/adopekid 1. First of all we would like to thank you for taking the time to provide abduzeedo.com with this interview. Please tell us more about your art and design background and what made you become an artist and designer? I like to draw since i was a child. But it never realy was my aim to become a designer. One day i reached a point where i had to decide what to do in life... I simply wrote an application for the Hamburger Technische Kunsthochschule HTK (Hamburg Techincal Artschool) and they accepted me. After finishin the apprenticeship on the HTK, which took me 3 yearz, i had to decide again what to do next. Do i applicate in a advertising agency, or what should i do? While i was askin me this, I was already workin as a Freelancer in German Hip Hop domain, and it seemed to get better and better. After a while everybody knew my name. U know, in this domain, everybody knowz everybody. My name _ADOPEKID_ was in everybodyz mouth... they knew me for my good work. Mainly, people wanted to have my Logos at all costs. I WAS ABSOLUTLEY determined to be autonomus, freelance - totaly self-dependet! I had my aim right in front of my eyez! All i wanted was to be on the top rung! 2. Your work is pretty unique and full of creativity. Where does your inspiration come from? Main part of Hip Hop is that every single artist has itz own personality. Often i just look at the people and listen to their music and i quickly get an idea of what could fit them or suit them without loosin their personality! When i was a child, i used to look WRESTLING, u know, thats kind of the same, when it comes up to their traits fitting perfectly to their outfits. I think this awesome coloured show and some cartoonz, like SABER RIDER, made me think the way i do when it comes up to design. In general, a lot of ideas do come out of my mind when i watch moviez! 3. Could you describe for us your typical 'start to finish' workflow when working on a design? Before startin with any logo, i discuss how the customer wantz it as itz best. But sometimes it also happenz that they just say : I NEED A LOGO... I´M SURE U´LL MANAGE!!! hahaha So i GOOGLE arround, lookin what there is to find out about this subject. But itz not easy u know... one day u spend a lot of time on arabic ornaments and in the same night u have to create a techno logo or a girly shirt. Actually i spend hours of hours sittin infront of my computer and tinker till it fitz perfectly. 4. What are your tools of the trade, both hardware and software? I scann all the thingz. For example, if i have to attach figures into logos, or i take a picture of a person to make it look real in the end. WORKIN WITH NO MAC! ONLY PHOTOSHOP, INDESIGN AND COREL DRAW! 5. What, for you personally are the pros and cons of being a designer? People identify me on the steetz, coz i don´t hide like other graphic artist, i merchandise myself. I´m known in Hip Hop business. Besides, itz a cool job...workin far into the night...and then have a good night´s rest, what do i want more? =) 6. How does your job as an artist and designer influence your life? Do you feel that you see things around you differently for example? TOTALY! I look into magazinez and yes, certainly i do take ``another`` look on somethingz then some other person do. Even in moviez i pay heed to other thingz than for example my friendz do ( cam engagementz etc) Sometimes i stop infront of a bill right in middle of the city and just let it sink in to me... Thinkin: These people made their work defenetly good! 7. What are your favourite 5 websites, and why? MYSPACE - bringz me a lot of customers GOOGLE - helpz me workin YOUPORN - helpz me to clear my mind =) MYSPACE/syndikatebeats MYSPACE/farhot ...Listenin to their music while i am workin - power beats! Honestly...thatz it... 8. Once again , thank you very much for the interview. As a final word, do you have any tips for upcoming artists and designers? I say thanx!! To all tha designerz out there : Fuck the rulez and also risk a break in style! PEACE KID

Creating a crazy cool logo

I’m a huge fan of typography and logo design, even though I havent worked on too many logo design projects I had the opportunity to express my love on a few, but at the same time, very pleasant ID projects. One of them was in 2005 for a company called Zagora. When they hired us to create their ID design they said that they wanted something very unique and modern. Besides of that we spent like 4 hours talking about ideas and concepts in order to know exactly what we would have to do. In this post I will show you how we created the logo. I will skip the drawing parts, yes there were tons of drawings before going to the computer, because when they stole my computer and backups in 2006 they took all my photos of the drawings. This logo is pretty much a bunch of circles, I used a circle for the module and deleted some segments in order to create the characters. Step 1 In Illustrator, using the Ellipse Tool (U) create a circle. Step 2 Select the Circle and hit the Enter Key (return) the Move dialog box will open. Now we can move the circle horizontally or vertically and create copies as well. First we will create the horizontal one, so just add the width of the circle in the horizontal field and click on the copy button. Repeat this process until you have 6 circles side by side. Step 3 Lets create a circle below the first and the third circle. Those will be the Z and the G letters. Step 4 Using the Direct Selection Tool(A), select some segments of the circles and delete them like the image below.   Step 5 Select all objects and change the Stroke Weight to 20pt, After that add 2 more elements above the Z and the R like the image below, and delete a segment of the last A. Tip: Use the Object>Transform>Move and Object>Transform>Reflect commands for more precision. Step 6 Change the stroke colors. I used green for the Z, brown for the As, red for the G and R, and blue for the O. Step 7 Select the A or the second circle and open the Move dialog box. Move it closer to the first letter, Z. Repeat that for the other letters. After that change the order of the letters so the R goes in front of the last A, but through the O. Tip: To do that you will have to create new elements in order to mask them. Use the Move command for precision. Step 8 Once you have a nice spacing and all the letters are well positioned, select all objects again and go to Object>Path>Outline Stroke. This will convert the Strokes to Fill. Step 9 Select the G and the R and apply a linear gradient. Use Orange to Red for the colors. Step 10 Duplicate the element above the Z and change its color to black. Go to Effects>Blur>Gaussian Blur and use like 3.5pt. After that place it beneath the Z and the R like the image below. Conclusion After we had an idea of what we were looking for, the design process became pretty straight forward. That means that once you know what you have to do the tool is just part of the process and you will find many ways to achieve the same result.

Restaurants Identity Book

Getting the most inspiration from most places is an essential step before starting any work. And if you are struggling to find stuff about restaurants, i've come to help you. Here are some great images from a book called "Identités Graphiques & Gratronomiques" or "Graphic & Gastronomic Identities" (check out how to buy it here). Hope you all enjoy it as much as i did. Author: Paulo Antunes | If you want to write an article and have it published here send it via email to abduzeedo[at]abduzeedo.com

Logo Design Trends

Every year we get to see all kinds of logos being made and, besides they're are plenty, most of them follow trends which are most notorious during the period of time when they were designed. It's an endless list of trends. I'd like to present some trends that were really nice during the past years through excellent articles from LogoLounge. Who doesn't like making a logo that follows the latest trend? Being in the center of design hype is most time an assurance of a successful logo. There are different trends: color, shapes, fonts, etc. And by etc i mean that i can't actually name all of them. Too many indeed. So, let's check already trends from past years. 2004 2005 At LogoLounge.com we look at A LOT of logos and see plenty of trends: Some are aesthetic, some conceptual, and some cultural. As the internet's largest database of logos – over 50,000 to date – you can't help notice the evolution of design – and trends. By Bill Gardner 2006 2007 So now i'd like to know from all of you, what do you think will be the trends on 2008. Maybe numbers? Rainbows? Dragons? What do you think? Author: Paulo Antunes | If you want to write an article and have it published here send it via email to abduzeedo[at]abduzeedo.com

5000 Web 2.0 logos in 333 Seconds

This is a video created by SimpleSpark, a directory of web 2.0 applications. It basically shows pretty fast, exactly 333 seconds, 5000 web 2.0 logos of all 5000 companies they have indexed so far.The Simple Spark Catalog is the place to find all of the really cool web applications, or "apps" that will become an integral part of your life online.