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Feel The Power
26 Nov

Description: Next Logo

I like the number 7, football (soccer), snowboarding, thinking of words that rhyme with "delicious", and helping others.





HOW DID YOU GET INTO WORLD OF LOGO DESIGN?

This is where I say something like I've been drawing logo's ever since I was old enough to hold a coloured pencil, right? Well, it's not like that. At University I studied a really broad Design course and became really interested in advertising and marketing so it probably stems from there. Some have said that logo design is like the crack cocaine of Graphic Design, and I would have to agree, as there seems to be more and more addicts appearing by the day. I'm just worried that most students out there looking to get into branding have a misconception as to what makes a great logo.





HOW IMPORTANT IS A LOGO?

In terms of being able to identify a business/organisation and differentiate from its competitors it's essential, but at the same time the logo can't do it all. I always look at a logo as the flagship of a brand but I'm more interested in seeing how the logo can be extended and expanded across other mediums rather than seeing a visual trick or cunning word play.





WHAT MAKES A GREAT LOGO?

I think the biggest factor that makes a great logo is if it is memorable (for the good reasons). If it stays in the mind of the viewer then it is a success. If it's unique, it's memorable. If it's simple, it's memorable. If the logo holds these characteristics then it will be easier to communicate the message visually to the viewer.





YOUR FAVOURITE LOGO MADE BY YOU

Probably the logo designed for Thoppai, who are a group of guys that are developing a website that will review Indian & Bangladeshi restaurants around the world. The name translates as "belly" so I had to try and incorporate this into the imagery. I got thinking about food critics and how boring and pompous they seem to be so I thought it would be different to draw an illustration of a critic who has ate way too much food,
flat out on his back, because surely after eating out every night of the week they must feel like that? I think the logo strikes a chord with most people that see it and it's memorable, so for those reasons I'm really proud.





YOUR FAVOURITE LOGO MADE BY OTHER DESIGNER

This is going to sound really lame but my favourite logo in the whole wide world is the Nike tick. Its simple, definitely memorable and it's a positive image, something which I'm a big fan of. I can remember trying to draw this logo when I was around 14 or 15, and I can tell you it's a lot harder than it looks. Have a go at drawing it freehand and you will see that I mean.



CHEAP LOGOS: YES OR NO? WHY?

I'm on the fence with this debate. As a logo designer you would expect me to proclaim that "CHEAP LOGOS ARE EVIL!", but having thought about it logically I don't think they're all that bad. The whole argument about cheap logos surrounds spec work sites and a lot of designers seem to be against them. As much as we hate to admit, it's all about supply and demand, and a business will seek the service that they feel best fits their needs, and I'm cool with that. That doesn't mean to say I am giving spec work my blessing, I just don't think it effects individual designers as much as they think it does. However, it will become a problem if businesses start to think that the only way to get a logo is to go through the spec route. Will that happen though? Probably not. Most clients are a lot more intelligent than we give them credit for, and the good ones will understand that in order to get quality, like most other commodities, you have to invest, and those are the type of clients I am happy to work for.





WHERE DO YOU USUALLY SEEK INSPIRATION?

Have you ever chased a tyre down a hill? I've always preferred to let inspiration find me, rather than chasing the perfect concept. At the start of each project I'll do a lot of thinking and pinpoint the main characteristic that the brand needs to possess. From there, I'll think of some concepts when I'll least expect it. I find that if I sit down with a piece of paper and start randomly sketching it doesn't work. I can't force creativity, I have about 10-15 books based on logo design but they act more as eye candy and I use them for research purposes (normally to check somebody hasn't used my idea before me) more than anything else.





www.downwithdesign.com



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