【Art & Design English-40】The Art of Logo Design (標誌設計的藝術)

The Art of Logo Design A logo is an extension of who you are or what you do. There has to be a reason for it. It should be something that someone is drawn to. A successful logo can almost saying nothing. We think of a logo as something that can hold everything. It's informed and reinforced by the things that we see everyday and it's important to acknowledge that entire invisible vocabulary. Logos go back to deep antiquity. It was a single image of something that was used as an expression of the individual. And they represented a thought, an idea, or even a product perhaps. Aristocracy, for example, would have shields and those are basically complex logos and not everybody was literate so pictorial means were ways of getting around that illiteracy. In ancient Rome you'll find mosaics and those mosaics are pictures of tradesmen. So you'd see an elephant which would mean somebody has been to Africa or you'd see dolphins which means somebody's probably dealing in fish. So all of these things indicated who the merchant was and i think that's the beginning of the logo. Logos increased exponentially as commerce increased, industry increased, as technology increased and there was more and more competition. Logos have gone from being very Victorian looking to very modern looking, meaning they're more economical. So logo designers have to have a sense of what the company wants its personality to be. And then it manufactures this mask and the logo is essentially a mask. It's an identifier but it's also something that stands in for who you are. A great logo is memorable, it's appropriate to the brand, and it's simple so it can work everywhere and look the same in every situation. So the first thing is simplicity and in today's media realities it means if it could be as tiny as sixteen by sixteen pixels to work as a save icon and for big signs and the sides of buildings, that's tremendous. The second thing is that it would be appropriate, in character, in the feeling. If you look at the Smithsonian sun and you say is that appropriate for an institution that has all these different galleries and museums? And then you start thinking okay does it look too corporate? No it doesn't. Does it look too commercial? No it doesn't. That is kind of what we ask ourselves when we look at a mark and say is this right first for them? And then the last thing, it should be memorable. And often it's something awkward, often something that throws off a balance. And a good example is Mobil. It was done by Tom Geisman, my partner. He designed these letters that are based on geometry and the simple change of the O to red made it just burn into your mind. When a design fulfills these parameters with time it will build equity and will build recognition and we're looking for something that will look fresh for a long time. Logo design is not like math. One plus one equals two but new plus square.. you don't know what it's going to equal until you get in there and start doing it. I like to have one idea that I really believe in and the client really believes in and I like to iterate the hell out of it. For example in the Off Book Project we probably ended up making forty different versions of the logo before we ended up with the final set. Starting out I took all these little pieces of paper and I printed the words Off Book on it and I just folded it into different shapes. It was interesting because you have this very ordered system of type that's always in a grid. But then where you had the bend in the paper it was this interesting little interruption. And so I brought these printouts into my scanner and started emulating that little interruption and sort of move it or wiggle it. And so the resulting image would have these different lines and distortions in it. And once I had all these varieties of shapes we were able to look at them and assess them and try to figure out which one seemed the most interesting and pleasing. And then the process from there was just a process of choosing colors, choosing different transparency levels and relationships between the different elements and it was just a matter of refining it. And so this seemed like a perfect opportunity to reference this larger metaphor that Off Book is creating about non-traditional and fringe culture and art. The victory of getting the idea and then the victory of having something physical that represents the idea, those are two very good moments. Logo design should be timeless. The classic thing is Coca-Cola. We know that script and that script really came out of the 1890s but it's such a part of our culture that it probably will always will be contemporary. Back in 1975 I took Gutenberg bible lettering and made it look like a car mark, put a bevel on it, and it looked very sinister with an album I had done for Blue Oyster Cult. So when I was asked to do the ACDC logo, one of the versions I came up with was based on that Blue Oyster Cult lettering and it kind of became the cliche for the heavy metal thing. When I use the word cliche I'm really thinking of it more in terms of appropriateness. It could be just the obvious that is just the right thing. There's nothing wrong with that. Now it just is part of our culture. If a logo has been working and is recognizable and the company has spent millions of dollars to promote it, there's probably very little reason to redesign that logo. It is a fashion business. There are styles that change and typography that changes and images that change but what you want is you want your audience to see this and it will remind you of that entity. That's when a logo works. That's when it becomes timeless. We need the logo so that people will be cued into who we are and what we do. The world has evolved, the technology has evolved but in fact our approach has been constant. It should be simple, it should be well drawn and should be interesting. A logo can't express everything but it should definitely express the thing that's the most important, the thing that needs to be expressed.
References (optional) nks 【Art & Design English- 02】What is Art For? Discussion Questions (Art) How great is your interest in art? What’s the best art gallery you’ve been to? Do you like modern art? What do you think of installation art? Do you ever think a lot of art is not really art? Do you have a favorite artist? What kind of art do you like – paintings, sculpture, ceramics, etc.? What is art? Does art change the way you think or feel? Do you think anyone can be an artist or do you need a special talent? Do you think all children should study art at school? Do you think children should learn the history of art? Do you think a painting can really be worth a million (or more) dollars? Do you think today’s artists are as good as those from hundreds of years ago? What was the last painting/poster/piece of art you bought? Why did you buy it? Describe the pieces of artwork in your house. What kind of art is your country famous for? What kind of life do you think an artist’s is? Do you have any artistic talents? How would the world be different without artists? Discussion Questions (Design) How would you define design? How do you know if something is designed well? Do you think design is important? Why? Have you ever designed anything? What are some well-designed products? What are some poorly designed products? Are there any designers you admire? Have you done any interior design in your home? What are some examples of good design that you appreciate? Why? How does design influence our daily experiences and interactions with products and environments? Can you think of any iconic designs or designers that have made a significant impact on society? What are some key principles or elements of design? How does cultural and historical context influence design aesthetics? Can you describe a design project or process that you have been involved in or observed? How does user experience (UX) design contribute to the functionality and usability of products and services? What role does sustainability play in design? Share examples of environmentally conscious design practices. How can design be used to solve social and humanitarian challenges? What are some current trends in design that you find interesting? How does technology influence the field of design? Discuss the impact of digital tools and software. Can you think of any examples of design that have sparked controversy or provoked discussions? How can design be inclusive and accessible to people with diverse abilities and backgrounds? Can you share any examples of designs that evoke specific emotions or create a particular atmosphere? How does design differ across various disciplines, such as graphic design, industrial design, or interior design? What are some ethical considerations in design? Discuss the responsibility of designers towards users and society. Can you think of any design failures or instances where poor design affected the user experience? What lessons can be learned from them? How can design thinking be applied beyond traditional design fields to problem-solving and innovation? What skills and qualities do you think are essential for a successful career in design? How has technology influenced the field of graphic design in recent years? Can you think of any examples of design that successfully blend form and function? Explain why they are effective. How does cultural diversity influence design aesthetics and the portrayal of different cultures in design? What are some key considerations in designing user interfaces for mobile applications? Can you describe a design project that aims to address sustainability or environmental issues? How does typography contribute to the overall design and message of printed materials? What are some effective ways to gather user feedback during the design process? How can color psychology be utilized in design to evoke specific emotions or convey certain messages? Can you think of any examples where design played a crucial role in shaping a company’s brand identity? What are the main differences between designing for print media and designing for digital media? How can design be used to improve accessibility for individuals with disabilities? Can you describe a design trend that you find intriguing? Why do you think it has gained popularity? How does packaging design influence consumer perception and purchasing decisions? What ethical considerations should designers keep in mind when creating advertisements or marketing materials? How has social media influenced the field of design and the way designers showcase their work? Can you think of any innovative design solutions that have improved people’s lives in developing countries? What are some challenges in designing for virtual reality (VR) or augmented reality (AR) experiences? How does design impact the gaming industry, particularly in terms of user interface and user experience? Can you describe a famous architectural design that has become an iconic landmark? What makes it significant? How do cultural symbols and icons influence design choices, especially in international contexts? Discussion Questions (Art Culture) How often do you go to art museums? Do you consider yourself to be artistic? What do you think about modern art paintings? How many forms of art can you name? What is your favorite form of art? Is graffiti art? Why or why not? What is the most famous statue in your country? Who is your favorite artist? Why do you like them so much? Do you think that art is important to society? Why? Have you ever tried drawing, painting, sculpting, or something else artistic? What is the most famous painting in your country? What is traditional art like in your culture? What country do you think is the most creative? Why is art so expensive? Do you think it should be more, or less, expensive? Do you have any artistic friends? What kinds of art do they create?