Why is it graphic designers who are skilled in developing symbols and identities for clients struggle when the focus is turned inward? Why does this process often become riddled with hurdles and stumbling blocks as soon as we become our own client?
What the heck is a logo?!
Let’s start with building a foundation by defining what a logo is. A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business. A logo derives its meaning from the quality of the thing it symbolizes, they do not explain.
What a logo means is more important than what it looks like. To illustrate this concept, think of logos like people. We prefer to be called by our names – Tony, Sarah, Tim — rather than by some confusing and forgettable description of ourselves such as “the blonde guy who wears pink”. In this same way, a logo should not literally describe what the business does but rather, identify the business in a way that is recognizable and memorable. It is also important to note that only after a logo becomes familiar, does it function the way it is intended to do much alike how we much must learn people’s names to identify them. The logo identifies a business or product in its simplest form. (1)
A symbol is just that, a symbol. Every aspect of a mark alludes to what the company is about, what the company does and what the company means to the intended audience. It isn’t a literal interpretation, but a suggestion. Each of these subtle suggestions ad up to equate to visual voice coming through loud and clear.
I’m in the process of revamping my own brand’s identity. What better way to help bring clarification on this subject than citing my own creative process throughout my own brand’s logo development? To view the logo, look up to the top of this post... it's used as this page's header!
What’s in a name?
A whole heck of a lot actually! Choosing the right name to represent what the brand is about is a make it or break it decision.
Selecting a name for your new business is not easy. A name does more than identify your company. It tells customers who you are, what you do, and more than a little about how you do it. Your name differentiates you from your peers, peaks customer interest, and invites further investigation — if you do it right. (2)
Consider these six elements to developing an effective name:
• Tells Who You Are:
Your name should reflect your identity. This is an essential aspect of branding. You’ll be promoting this name, getting it in front of as many eyes as possible as often as possible. How do you want the public to think of you?
For some, that means integrating your personal name into the name of your business. This is very common in some professions: legal, medical, and accounting leap to mind.
Others prefer a more descriptive name. One successful small baker runs her business under the name “The Cookie Lady” because that’s how her first customers identified her. It’s doubtful that most of the customers even know her first name (It’s Pat) but everybody in her market knows “The Cookie Lady”.
• Tells What You Do:
It’s incredible how many company names give little, if any indication of what type of work the organization actually does. Take the following examples:
- Smith and Sons
- Hulbert Brothers
- Only One
- Hulbert Brothers
- Only One
Can you tell me what any of these companies does? Of course you can’t. They’re relying on customers already knowing who they are (a tricky proposition for new businesses!) or by having their name found in ‘context’, such as a yellow pages or on-line business directory.
• Tells How You Do It:
Words are very powerful. By carefully selecting what words you use in your name, you can convey a great deal about your company’s image. Consider the names of three different massage and bodywork centers:
- Champlain Valley Therapeutic Massage
- Clouds Above Massage
- Speedy Spa
- Clouds Above Massage
- Speedy Spa
All three companies are providing the same service: massage therapy. Yet the first appears to favor a more medical approach, the second, a dreamy, luxury approach, and the third focuses on fast service.
• Differentiates You From Your Peers:
Your company name is the first opportunity to tell customers how you differ from the competition. This can be done by emphasizing what makes you unique, pinpointing what aspect of your products and services can’t be found anywhere else — or that you do better than anyone else.
Consider the massage therapy example we looked at in number three. Each organization clearly has a different focus and approach to their customer base. They’re attracting different types of clients, who are seeking fundamentally different approaches. All of which is conveyed in less than five words.
• Peaks Customer Interest:
Creating customer interest is an art and a science. Think carefully about your target audience. What qualities of your services are of the greatest import to your customers? What kind of words are likely to appeal to them?
Emphasize the important qualities in your name. For example, busy homeowners are drawn to the inherent promise of speed offered by “Bob’s Instant Plumbing” while a reader in search of a good mystery will gravitate toward “Crime Pays Books”.
Word choice is also important. Two yarn shops can both specialize in specialty fibers, but the one who labels themselves “All Hemp All the Time” will draw in a decidedly different crowd than the one named “Natural Beauty: Organic Yarns”.
• Invites Further Investigation:
Customers are funny creatures. What one group finds to be funny and engaging turns another group off. You want your name to be inviting and approachable — as those qualities are perceived by your target audience.
The best example of this may be seen in the individual investor segment of the financial services industry. Charles Schwab has spent years cultivating a classic, formal image — but now that the consumer base is changing from ‘old people with money’ to ‘everyone with a 401K’, Charles Schwab has launched the “Talk to Chuck” campaign in an effort to be more approachable.
Make sure your name doesn’t intimidate customers away! Some industries are more formal than others, but adopt pretension at your peril.
The dezignrogue name is broken down into two simple words “design” and “rogue.”
Design (Dezign):
OK, design pretty much places the general area of focus out there for the viewer. I opted to change the letter s to a z to be more reflective of the phonetic pronunciation of the word in spoken conversation as opposed to the literal spelling of the word design. Also, there are so many facets of design I am interested in from word and image, environmental, interior, interactive that stressing only one element of design (graphic) was too limiting.
Rogue:
I love to challenge the viewer. I like to take the consumer up to the edge of the proverbial volcano and see if they trust me enough to not push them in! A rogue is a rebel, one who breaks the rules, presses buttons, is playfully mischievous, doesn’t take any sh@%! I have to admit my design voice is so that of a rogue.
So you marry dezign and rogue and the brand name is born.
Happy Accidents
I embrace spontaneity and hunt for “happy accidents” in my work, try to embrace spontaneity and uniqueness and then exploit it. I strive to develop a single, simple element to build the character of the design. This can be an image, an object or anything else that captures my interest working to communicate my intended message. While conceptualizing what imagery would be incorporated into my symbol design, the idea of integrating water and ink emerged. Oil and water do not mix; they are at odds with each other, almost determined to separate to opposite ends of a container. Ink, on the other hand, has a completely different relationship with water. Initially bursting onto the paper’s surface with intense contrast, ink and water initiate an elegant dance resulting in a multitude of layers and depth.
The translucent qualities of water and ink signal the steps in my creative process are not individual or separate from one another; they are in fact a multitude of layers peeking through and affecting how each idea grows and changes.
Fine Art
An exploratory designer, I integrate different artistic mediums into my work. The watercolor image integrated into the dezignrogue symbol represents this facet of my work. The blended watercolor image used in the symbol came about by accident. I was working on a design that utilized a watercolor background as the dominant visual element throughout the campaign. While working on the project I discarded a rejected design into the trash directly on top of the morning’s coffee filter. The discarded paper lay directly upon the damp filter causing the ink on the paper to bleed. Walking past the garbage can at some point, I saw a beautiful blend of colors and coffee stained paper and immediately grabbed it out of the trash. I knew instantly I was going to be using this imagery. I didn’t know when or where, but I was going to use it.
Let’s Talk
I encourage my creative team and the designers I mentor to invite the viewer to interact with their designs, not just passively observe them. I’d like to stress that graphic designers can further develop their understanding of human nature and create messages that will personally connect with an individual. It’s funny; we are all rather egocentric when it comes to design. Most graphic communication is created on a mass scale; meant to be read by numerous viewers, and yet we all engage with it as if the design is speaking directly to us. Focusing on involving the viewer will ultimately help get the message across. It is about starting a dialogue with the consumer. We are no longer talking at them, but directly to them. Now consumers have the opportunity and tools to talk back and close the conversation loop.
This is where the modified talk bubble in the dezignrogue comes into play. Again, it isn’t meant to be a literal interpretation, but merely suggest that we are having a conversation here. The million-dollar question is, are you willing to talk with me? Successful messages are those that you can relate to, you can laugh along with, or touches you on some level. I firmly hope my work invites the viewer to become involved, gets them to act for a cause, educates, and informs. In the simplest of terms, inspires and motivates the viewer to do something!
Typography
How can we not have a logo discussion and not talk about typography.
I’ve always had an affinity for geometric sans-serif typefaces. They first appeared in the early 1920s and are characterized by geometric construction suggesting use of a compass. Geometric fonts came onto the design scene as designers became enthralled with the use of machinery during the art deco period of design. Art Deco is a design movement that began in Paris in the 1920s. Art Deco's linear, machinelike symmetry was a distinct departure from the natural flowing asymmetrical organic curves of its predecessor style Art Nouveau; it embraced influences from many different styles of the early 20th century, including Constructivism, Cubism, Modernism and Futurism and drew inspiration from ancient Egyptian and Aztec forms. (3)
Enough of the history lesson! Sorry 6 years as a History of Graphic Design professor tends to make its way into conversation every so often.
The minimal, san serif, geometric font Quicksand is a direct, modern interpretation of this bygone ideal. It certainly has much more flare than the standard neutrality often found in other san serif fonts such as Helvetica or Arial. One of the continuous objectives in my design process is streamlining communication. The minimal use of the crisp, white type layered on top of the textured watercolor places this philosophy to the forefront: repeating simple geometric shapes and an easily understood message.
There is the story of dezignrogue... the little brand that could. ;) So now that I've rambled on rationalizing every little design detail one question remains: what elements represent you?
Below are some excellent resources you might want to look into if you are exploring developing your own graphic symbol.
60+ Beautiful Logo Design Tutorials And Resources
logodesignlove
Logo Designer Blog
http://logodesignerblog.com/
Much Ado About Nothing (Or: Contemplating GapGate)
When Bad Things Happen to Good Logos
http://www.aiga.org/when-bad-things-happen-to-good-logos/
Blog Resources:
(3) http://www.art-deco-style.com/art-deco-history.html
