Logos and Graphic Design

12 Jul 2018 13:10
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As a writer, I tend to become involved in the graphic design procedure just peripherally, but I still manage to find out useful lessons from it.

I am fascinated with the process of logo design - maybe not the amateurish effort of slapping clip art together, but the thinking and implementation a specialist brings to shooting the vision of a business in a delightfully simple artwork element. I've observed the procedure many times and heard designers receive many interesting requests from their customers.

The most memorable came in the manager of a company that manufactured tow trucks. Then he spoke.

"I really don't give a (bleep) what the (bleeping) logo resembles," he explained. "All I care is that someone going the other way on the (bleeping) Interstate at 70 miles an hour is able to see the (bleeping) item and understand it is my (bleeping) truck"

Folksy? Perhaps. Crude? Graphic Designers . But noise? Absolutely. He understood it was crucial that additional tow-truck operators knew that they left that truck that was handsome. It is a business where look is every bit as important as function, and his competitors would include any touch that might give them an edge. Fashion models would have been overlooked among the chrome.)

It's all too easy for those folks who operate in the services industry to lose sight of the fact that our job exists primarily to make business for our clients. After all, we take great pride in combining our abilities and what we've discovered to come up with work which makes us joyful and impresses our peers. Most advertisements and graphic design award reveals promote that focus by rewarding style, instead of substance.

We sometimes forget that trademarks, headlines, and other components of marketing communications have to be seen to work. It's great if we can accomplish this and also make them visually attractive at precisely the same moment. However, the most stunningly beautiful layout will fall flat if folks can't tell exactly what it is or who it is supposed to spot, and also the most award-winning ad concept is going to be a humiliating failure in case it fails to drive earnings or meet the client's other expectations.

The best clients for whom I've worked have given me a great deal of liberty and trusted my recommendations were sound and sensible. But with this freedom and trust came an understanding that I'd be held liable for results, too.

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