Average: 4.6 (27 votes) Related Articles Ten Free Online Tools Every Designer Should Know Your Ticket Out of the Recession Call for Entries for Adobe Design Achievement Awards How to Break into T-Shirt Design HerGeekness Says: Convert a File, Any File Related Reading Design Matters Capsule Best Price $15.67 or Buy New $16.49 Privacy Information Design Successful L ogos Three experts discuss what goes into designing a logo, including typeface choices, inspiration, and overall branding messages. Writte n by Cha d Neuman on June 9, 2008 Categories: Business, Graphics, Illustration, Marketing, Features A lot of work and brainstorming goes into creating a logo that captures the mission of a company ororganization, is simple yet effective, and can be printed on various media at different sizes. A poorly designed logo can make a company look unprofessional, and a logo that’s not memorable or effective can impede a company’s success. Afte r brief dips into inspi ration, working with clients, and the defining elem ents of successful logos, I'll share six real-world case studies of logos that work. One of them is for a company so ubiquitous that its name has become a verb. Finding Inspiration Think about what the company or organization is and does. A shipping company logo, for example, might incorporate something indicating motion or delivery. The FedEx logo hints at its mission by incorporating a sid eways arrow be tween the “E” and the “x.” “I draw inspiration from everything around me,” says Ruth Kedar, a logo designer from California. “But the process always starts by meeting with clients so I can understand who they are, their unique point of view, as well as get a feel for the company, its philosophy, and the cultural environment within which it and its competitors operate.” Inspiration may also come from other sources. “I find inspiration all around, and particularly in the great Scottish outdoors,” says David Airey, a logo designer from Great Britain. “I’m inspired by people, by nature, by life." “I don’t like to force creativity, although a deadline sometimes does the trick,” says Raja Sandhu, a logo designer from Toronto. "I can’t pinpoint what I use for inspiration as it can, and does, come from anywhere. Maybe nature, maybe music, maybe isolation. Some of my best ideas came to me when I was driving.” Sandhu created this secondary logo design for Bistro 1689. In this logo design by Sandhu, you can see a blue 3D “F” or a 3D “i.” Working with Clients By hiring you, clients admit that they're not logo design experts. But occasionally, you may have to remind them of that and Design Successful L ogos | CreativePro.com http://www.creativepro.com /article/design-successf ul-logos 1 de 5 11/12/2008 9:30
