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THE VALUE OF A LOGO Mike Russell of MikeRDzign Graphic Design
| Date post: | 13-Apr-2017 |
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THE VALUE OF A LOGO
Mike Russell of MikeRDzign Graphic Design
Logos we all know
Brand vs. Logo
Perceived emotional corporate image as a whole
Visual aspects that form part of the overall brand
Identifies a business in its simplest form via the use of a mark or icon
As the company's major graphical representation, a logo anchors a company's brand and becomes
the single most visible manifestation of the company
within the target market.
Importance of Logos in Business by Jason Gillikin, Demand Media
Vital Tips For Effective Logo Designby Jacob Cass
Effective Logo
• Simple
• Memorable
• Timeless
• Versatile
• Appropriate
5 Principals of an effective
Logo
What a logo should do
A logo is a flag, a signature, an escutcheon.
A logo doesn’t sell (directly), it identifies.
A logo is rarely a description of a business.
A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.
A logo is less important than the product it signifies; what it means is more important than what it looks like.
Logos, Flags, and Escutcheonsby Paul Rand
Paul RandAmerican art director and graphic designer (1914-1996)
Sample studyALASKA MINING & DIVING SUPPLY, INC
Anchorage, AK
“AMDS is all about outdoor adventure by way of power sports equipment.”
“I’d like to incorporate our brands, BRP; Ski-doos • Sea-doos • Can-am ATVs
Spyder Roadster • Kingfisher boats Honda • Evinrude outboards”
• Client
“…incorporates all of the things we do, to include even the Gold Mining
aspect. I'm looking to sort of streamline what were all about while spreading a strong message of our enthusiasm in power sports but not
going so crazy that our Boat & Mining customers cant relate. I think
of how Bass Pro shops, or Cabelas really sell their image… I want that.
• Client
“I knew you'd be the guy for the job.”
Design /Creative Brief
Creative Brief
When creating a logo, write a creative brief answering questions of who the logo is directed to and what it’s purpose is. Follow a process that ensures the final design addresses your needs.
Research
Sketching & Conceptualizing
Typography
Final tweaksTake breaks from the design process.
This helps your ideas mature, renews your enthusiasm and allows you to solicit feedback. It also gives you a fresh perspective on your work.
Customization
Final logoDeliver the appropriate files to the client and give all support that is needed. Remember to under-promise and over-deliver. After you’ve finished, have a beer, eat some chocolate and then start your next project.
Versatility
FlexibleAiding your clients specific needs. Whether you position yourself as a contractor (i.e. getting instructions from the client) or build a long-lasting relationship (i.e. guiding the client to the best solution), revise and improve the logo as required.
Not so small
How much does a logo cost?
From $0 To $211 MillionThe Price of Branding. While some of the most iconic brands in the world cost hundreds of millions of dollars to create, others got away with a check for just $15. Some spent nothing. A good logo is crucial for a company's branding strategy.
The Cost Of A Famous Logo? From $0 To $211 Million
www.fastcodesign.com
You have to take a number of factors into consideration when designing a
logo, such as how many logo concepts need to be presented, how many
revisions will be needed, how much research is required, how big the
business is and so on.
10 Reasons Why a Logo Should Never Cost Less Than $200
Believe it or not, designing a logo actually takes work
Most designers went to school to learn their craft
The equipment and software designers use costs (lots of) money
While the end result may look simple designing a logo isn’t
It takes more than just a couple of hours to design a good logo
Most designers have years of experience
Everything else builds on your logo Your logo is the first thing people
see Your logo will last you many years
to come Designers don’t “just design
a logo”—they build relationships
APEXCREATIVE
Spec work &Crowdsourcing
Crowdsourcing: “Vote for our new logo, we will use the one you all like the most!” This means the logos have already been designed (and hopefully not via spec).
Spec or Free Pitching: “We need a logo, someone design one for us and we will pick the one we like.”
AIGA (American Institute of Graphic Arts) also has a firm “no-spec” stance: AIGA believes that doing speculative work—that is, work done without compensation, for the client’s speculation—seriously compromises the quality of work that clients are entitled to and also violates a tacit, long-standing ethical standard in the communication design profession worldwide. AIGA strongly discourages the practice of requesting that design work be produced and submitted on a speculative basis in order to be considered for acceptance on a project.
The “Pros” and Cons of Spec Workjustcreative.com
Spec work &Crowdsourcing
Crowdsourcing: “Vote for our new logo, we will use the one you all like the most!” This means the logos have already been designed (and hopefully not via spec).
Spec or Free Pitching: “We need a logo, someone design one for us and we will pick the one we like.”
AIGA (American Institute of Graphic Arts) also has a firm “no-spec” stance: AIGA believes that doing speculative work—that is, work done without compensation, for the client’s speculation—seriously compromises the quality of work that clients are entitled to and also violates a tacit, long-standing ethical standard in the communication design profession worldwide. AIGA strongly discourages the practice of requesting that design work be produced and submitted on a speculative basis in order to be considered for acceptance on a project.
The “Pros” and Cons of Spec Workjustcreative.com
Vehicle of Memory
Design, good or bad, is a vehicle of memory. Good design adds value of some kind and, incidentally, could be sheer pleasure; it respects the viewer-his sensibilities-and rewards the entrepreneur. It is easier to remember a well designed image than one that is muddled. A well design logo, in the end, is a reflection of the business it symbolizes. It connotes a thoughtful and purposeful enterprise, and mirrors the quality of its products and services. It is good public relations-a harbinger of good will.
Logos, Flags, and Escutcheonsby Paul Rand
THANK YOU
Independent Consultant/Graphic DesignerMikeRDzign Graphic Designwww.mikerdzign.comcell (928) [email protected]
Mike RussellCreative Services SpecialistConsumer Web and MultimediaFlagstaff Convention & Visitors Bureauwww.flagstaffarizona.org(928) 213-2918, x [email protected]
@VisitFlagstaff
@MikeRDzign
