I’ve finished reading a book recently, Basic Principles of Identity Design in the Iconic Trademarks of Chermayeff & Geismar.
And I wonder long enough thinking “what makes their logo famous? What so special in these logo?”
I learned that a top designer is not limited to how beautiful his/her artwork is, how good their photoshop skills is or how fast he can finish a project.
It is the ability of a designer to identify and solve a specific problem visually that makes a particular project a success.
Lets take a look at the example below.
The backstage of this logo is amazing. The red “O” not only reinforce the design concept, but also served to help people pronounce the company name as “Mo-bil” instead of “Mo-bile”. Clever!
Armani Exchange Logo
Another good example from Chermayeff & Geismar. When Tom Jarrold and Matthew Scrivens, the director of advertising and branding at the company approach them, Chermayeff & Geismar realize the old Armani Exchange logo doesn’t stand out strong when placing the logo with the advertising image.
So they decided to add a rectangle border to enhance the visual impact when placing the logo alongside with advertising image. I think it work.
The Smithsonian Institute Logo
Before they came to Chermayeff & Geismar, they have a major problem with their identity.
19 museum with 19 different logo! As a solution, Chermayeff & Geismar came out using one icon that bring together all the museum followed by full formal name of each individual museum name.
Adi Dassler, the founder of Adidas, sponsored his footwear to an American sprinter Jeese Owen in 1963 Summer Olympic.
He realize he need a mark for people to identify that the footwear he sponsored made by him. That’s why he added the 3 stripes to give his footwear a visual recognition.
This is an interesting one. Many people argue about “what is the purpose of the bite on the logo?”
And I found an article saying that the bite on the apple is taken out from the apple so people will recognize that as an apple instead of cherry, according to Rob Janoff, the designer of apple logo.
Sometimes, we get too carried away to make a design looks good neglecting the fact that a design need to work as a solution too.
Always put yourself in other people’s shoes and think in their perspective. This method it really help me to identify unexpected problems.
Can he see the message on the billboard when driving high speed on the motorway?
Can a guy see the message on the banner in a crowded exhibition?
The RSS box looks good on the bottom right of the website but is that going to increase the subscription rate? Can the reader see it?
These are some of the question I often ask myself.
What about you? What is your most effective way to identify a problem? Share with me in the comment box below.
(Disclosure : Some of the links above contain affiliate link. At no additional cost to you I will earn comission if you make any purchase from the affiliate link above. This will go towards more books to fill in my book shelf perhaps?
And one more thing I want to say is only purchase the book I recommend if you think it’s going to help you. I don’t want you to waste money on the things you don’t need.)