Logo Lounge 9 PDF
Preview Logo Lounge 9
LOGOLOUNGE 9 2,000 INTERNATIONAL IDENTITIES BY LEADING DESIGNERS BILL GARDNER AND EMILY POTTS Cincinnati, Ohio www.howdesign.com Thank you for purchasing this How Design eBook. Sign up for our newsletter and receive special offers, access to free content, and information on the latest new releases and must-have designing resources! Plus, receive a coupon code to use on your first purchase from MyDesignShop.com for signing up. or visit us online to sign up at http://howdesign.com/ebook-promo CONTENTS Special Offers Introduction Jurors CASE STUDIES Hornall Anderson Drew Melton OCD Dana Tanamachi Luke Lucas Chad Michael Joe White Brandiose Gyula Nemeth Von Glitschka Stevan Rodic Tether Tracy Sabin Jerron Ames Gardner Design Lippincott 3 Jay Fletcher Anagrama Matt Stevens Paul Howalt/Tactix Randy Heil 01D COLLECTIONS Initials Typography Enclosures Display Type Calligraphy Crests Sports Heads People Mythology Birds Fish/Bugs/Reptiles Animals Nature Shapes 4 Symbols Arts Miscellaneous Food Structures Transportation About the Authors Directory 5 INTRODUCTION & JURORS 6 INTRODUCTION Connecting with consumers is more than the holy grail of the craft: It’s an imperative. Learning to tug the right heartstrings and subtly convey a concept in a simple iconic logo is perhaps the most challenging and rewarding feat for a designer. Logo designers have to know when to pull a great visual idea back from the edge just enough for the public to finish the thought—and seal their loyalty with an a-ha moment. LogoLounge.com is the most comprehensive professional resource of logos from around the world, featuring 230,000 logos. This LogoLounge volume is a curated collection of more than two thousand freshly designed logos, selected by an international panel of renowned identity designers who reviewed more than twenty-five thousand logo submissions. LogoLounge 9 is organized in twenty-one visual content categories to provide context, clarity and immediate inspiration. Logos within each category can be compared and contrasted, giving designers the opportunity to understand the critical nuances that define very different solutions to addressing a single audience. Peeking behind the curtains at the backstory of dozens of exceptional logo designs allows a designer to better understand what does and doesn’t work. Viewing the near-misses and the bull’s-eye solutions confirms for even the most jaded professional that our process is never perfect. But the creative experience of others provides a rich foundation on which to bolster our own technique. Every logo has a story, and in this edition of LogoLounge, we share some of the best with you. For instance, when designer Matt Stevens found that 7 a Dunkin’ Donuts’ logo he had designed for an April Fools’ Day parody was being used by an actual donut shop, he turned what could have been a bad situation into an opportunity. It turns out, the shop owner didn’t know it was a copy, but after chatting for a bit, she asked Stevens if he would design her a new logo and mascot, and he did. It was a win-win. When Tether was contacted to design the brand identity for a caffeinated chocolate start-up called Awake, they exchanged their services for equity in the company. Tether principal Stanley Hainsworth even appeared on Canada’s Dragons’ Den with the Awake founders to pitch the product to a panel of investors, which resulted in a bidding war. Not surprisingly, Awake is the top selling chocolate on university campuses, and its mascot, Nevil the owl, has his own Twitter following. And then there are times when a logo isn’t loved at all, at first. Such was the case with the logo and team name for El Paso’s minor league baseball team, designed by Brandiose. When the name Chihuahuas was introduced, fans hated it. However, over time, they have embraced this fierce little icon wholeheartedly, and the franchise is breaking merchandising records. Sometimes a logo has to earn consumer loyalty. It isn’t always a hit right off the bat. Consumers don’t live in a vacuum and neither will the exceptional designer. Through much research and trial and error, brand identity designers must learn the ins and outs of the products and services they are designing for in order to understand the intricacies and nuances that define it in its category. They also have to earn the trust and respect from their clients to push through the challenges. Logo design is an art form like no other because so much of a brand’s personality has to be captured in a single iconic mark. Not an easy task. Good logo designers see what the public responds to—and better yet, they know why it works. 8
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