Logos and Graphic Design
As a writer, I tend to become involved in the graphic design process just peripherally, but I manage to find out useful lessons from it.
I am fascinated with the process of logo design - not the amateurish attempt of slapping clip art together, but the thinking and execution a specialist brings to shooting the vision of a business at a superbly straightforward artwork element. I have observed the process many times and noticed designers get many interesting requests from their customers.
The most memorable came in the director of a business that manufactured tow trucks. Since the programmer started to describe the logo creation process and produce a sense of the organization's expectations, the rough-edged boss waved his hand to prevent him in mid-sentence. Then he spoke.
Folksy? Perhaps. Crude? Definitely. However noise? Professional Logos . He understood that it was crucial that additional tow-truck operators knew who made that truck that was handsome. It's a business where look is every bit as important as function, along with also his opponents would include any touch that may give them an advantage. Fashion models would have been overlooked among the chrome.)
It is all too easy for those of us who work in the creative services industry to lose sight of the fact that our work exists primarily to make business for our customers. All things considered, we have great pride in blending our abilities and what we've learned to think of work that makes us proud and impresses our coworkers. Most advertising and graphic design award reveals promote that attention by rewarding style, rather than substance.
We sometimes forget that trademarks, headlines, and other components of marketing communications need to be viewed to work. It's great if we could accomplish that and make them visually attractive at the same time. However, the most intrinsically beautiful design will fall flat if people can't tell exactly what it is or who it's supposed to identify, and also the most award-winning advertising concept will be a humiliating failure in case it fails to drive earnings or match the customer's other expectations.
The best customers for whom I have worked have given me a lot of freedom and trusted that my recommendations were sound and sensible. But with that freedom and trust arrived an understanding that I'd be held accountable for results, also.
I am fascinated with the process of logo design - not the amateurish attempt of slapping clip art together, but the thinking and execution a specialist brings to shooting the vision of a business at a superbly straightforward artwork element. I have observed the process many times and noticed designers get many interesting requests from their customers.
The most memorable came in the director of a business that manufactured tow trucks. Since the programmer started to describe the logo creation process and produce a sense of the organization's expectations, the rough-edged boss waved his hand to prevent him in mid-sentence. Then he spoke.
Folksy? Perhaps. Crude? Definitely. However noise? Professional Logos . He understood that it was crucial that additional tow-truck operators knew who made that truck that was handsome. It's a business where look is every bit as important as function, along with also his opponents would include any touch that may give them an advantage. Fashion models would have been overlooked among the chrome.)
It is all too easy for those of us who work in the creative services industry to lose sight of the fact that our work exists primarily to make business for our customers. All things considered, we have great pride in blending our abilities and what we've learned to think of work that makes us proud and impresses our coworkers. Most advertising and graphic design award reveals promote that attention by rewarding style, rather than substance.
We sometimes forget that trademarks, headlines, and other components of marketing communications need to be viewed to work. It's great if we could accomplish that and make them visually attractive at the same time. However, the most intrinsically beautiful design will fall flat if people can't tell exactly what it is or who it's supposed to identify, and also the most award-winning advertising concept will be a humiliating failure in case it fails to drive earnings or match the customer's other expectations.
The best customers for whom I have worked have given me a lot of freedom and trusted that my recommendations were sound and sensible. But with that freedom and trust arrived an understanding that I'd be held accountable for results, also.
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