Logos and Graphic Design
As a writer, I have a tendency to become involved in the graphic design process just peripherally, but I manage to learn useful lessons from it. One of the very insightful design courses came from someone who knew absolutely nothing about typography and color theory.
I'm fascinated by the process of logo design - maybe not the amateurish effort of slapping clip art collectively, but also the thinking and execution a professional brings to capturing the vision of a company at a delightfully straightforward art element. I have observed the procedure many times and heard designers get many fascinating requests from their clients.
The most memorable came from the manager of a company that manufactured tow trucks. He then spoke.
"I really don't give a (bleep) what the (bleeping) logo looks like," he said. "All I care is that someone going the other way on the (bleeping) Interstate at 70 mph is able to see the (bleeping) thing and know it is my (bleeping) truck."
Folksy? Perhaps. Crude? Definitely. However noise? Absolutely. He knew that it was critical that other tow-truck operators knew that they left this good-looking truck. It's a business where appearance is every bit as important as function, along with also his competitors would include any touch that might give them an advantage. (Like me, you probably don't swoon over tow trucksbut I can remember standing at"tow shows" and hearing,"Now, that's a real pretty truck" Fashion versions would have been overlooked one of the chrome.)
It is all too easy for those of us who operate in the creative services industry to eliminate sight of the fact that our work is different primarily to create business for our customers. All things considered, we take great pride in combining our talents and what we've learned to think of work that makes us proud and impresses our coworkers. Most advertising and graphic design award shows promote that focus by rewarding fashion, rather than substance.
Logo Design forget that logos, headlines, and other elements of marketing communications have to be seen to work. It is great if we can accomplish this and make them visually appealing at the exact same time. However, the most stunningly beautiful layout will fall flat if people can't tell what it is or who it's supposed to spot, and also the most award-winning advertising concept will be a humiliating failure if it fails to drive sales or meet the client's other expectations.
The best customers for whom I've worked have given me a great deal of freedom and trusted that my recommendations were sound and sensible. However, with that freedom and trust came an understanding that I'd be held accountable for results, too.
I'm fascinated by the process of logo design - maybe not the amateurish effort of slapping clip art collectively, but also the thinking and execution a professional brings to capturing the vision of a company at a delightfully straightforward art element. I have observed the procedure many times and heard designers get many fascinating requests from their clients.
The most memorable came from the manager of a company that manufactured tow trucks. He then spoke.
"I really don't give a (bleep) what the (bleeping) logo looks like," he said. "All I care is that someone going the other way on the (bleeping) Interstate at 70 mph is able to see the (bleeping) thing and know it is my (bleeping) truck."
Folksy? Perhaps. Crude? Definitely. However noise? Absolutely. He knew that it was critical that other tow-truck operators knew that they left this good-looking truck. It's a business where appearance is every bit as important as function, along with also his competitors would include any touch that might give them an advantage. (Like me, you probably don't swoon over tow trucksbut I can remember standing at"tow shows" and hearing,"Now, that's a real pretty truck" Fashion versions would have been overlooked one of the chrome.)
It is all too easy for those of us who operate in the creative services industry to eliminate sight of the fact that our work is different primarily to create business for our customers. All things considered, we take great pride in combining our talents and what we've learned to think of work that makes us proud and impresses our coworkers. Most advertising and graphic design award shows promote that focus by rewarding fashion, rather than substance.
Logo Design forget that logos, headlines, and other elements of marketing communications have to be seen to work. It is great if we can accomplish this and make them visually appealing at the exact same time. However, the most stunningly beautiful layout will fall flat if people can't tell what it is or who it's supposed to spot, and also the most award-winning advertising concept will be a humiliating failure if it fails to drive sales or meet the client's other expectations.
The best customers for whom I've worked have given me a great deal of freedom and trusted that my recommendations were sound and sensible. However, with that freedom and trust came an understanding that I'd be held accountable for results, too.
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