The first step in tackling a logo design

The first step in tackling a logo design

The first step in tackling a logo design is immersing yourself in the
mentality of the product and the client company. As advertising legend
Jerry Della Femina once wrote if this process, ” I can tell you how to be a
route salesman for a product called Moxie…i know more about the
feminine-hygiene business than I should legally know.” That’s right,dive
in to it! start buying books and magazines on the subject,drink the
cola,wear the shoes,study the web site, interview company employees,arrange
focus groups, and so on.
If it’s restaurant logo, eat the restaurant, then check out competing
restaurans and their logos. One very important aspect of the immersion
stage – wich is really about doing about doing your homework – is that
you’ll be able to speak knowledgeably to your client about his or her
product or company, and this will give them confidence in you.
On other hand, immersion is sometimes completly unnecessery. All that’s
required just some hip-looking lettering that relates more to current
fashion than to anything about the client company. A mystique gets attached
to the logo creation process, because a design firm likes to make clients
think that there is some magical logo solution only it can provide. And
companies, wanting to feel that they’ve hired the hottest designer on the
planet, come to assume that a logo by any less a talent than you would
spell doom for their enterprise.
I believe that if one thousand halfway decent designers each presented
logos to ЕXXON, Sony and Nike and each of those companies picked one logo
out of their respective hats and used them, there would be measurable
effect upon these companies’ year – end financial statements. Unless a logo
is really teririble – which can indeed do damage to a company’s image and
thus affect sales – the choice of this logo vs. that logo just isn’t so
important; it’s more about the context in which the logo is used.
Usually, the logo version that gets chosen is never the best one – if such
criteria as “best” even exsist. It’s the logo that the CEO’s spouse or
drinking buddies preferred.
Several times i found myself sitting with presidents and vice presidents of
large companies, discussing ads or logos. I realized that these guys were
not realy smarter than anybody else, mainly they just had bigger
inferiority complexesq which caused them to become more unconscionably
avaricious than other man.
But anyway, immersion can also involve coming to undersand a client’s
needs. Lou Dorfsman said, “I do my best work when I perceive the need, the
solution to the needand sell that perception to management.”
Herbert Bayer said, “[When making a presentation to a client ] I
concentrate on the purpose of a project, or meaning and content. I use the
word art as a little as possible. By explaining the nature of the solution,
I have few difficulties getting ideas accepted.”
And according to Bill Golden, “My solutions do not spring from aesthetic
considerations but from a business or marketing position.
the aesthetic will take care of itself.”
So that’s why we immerse ourselves in research ( then end up doing whatever
it was we wanted to do in the first place).

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