The digital age has fostered innumerable advances in
the creative process of branding. The question is what, if any, impact has it
had in developing a visual identity?
Without question, advances in computers and design
software have simplified a number of steps in the development of visual
identity. In a bygone era, graphic designers rendered logos by hand, physically
drawing the actual icons and illustrations. When a client wished to see
finished art in a variety of color palettes, the designer had to start from
scratch, redrawing the logo in the selected colors. Indeed, designers have
praised the digital gods for the ability to swap-out colors and fonts with the
click of a mouse.
And, with such a repertoire of resources available on
the designer's desktop, one would think that superior, compelling results would
be produced in the digital age; but, is this the case?
ANATOMY OF A LOGO
To comment on the quality of current logo development,
we must review the fundamental components of visual identity. To the extent that a logo is the visualization of the
brand, it is presumed that a brand has a distinct brand name, a value
proposition and a strategy. If the brand itself is vague, it will be difficult,
if not impossible, to give it a "face."
Once the brand has been clearly defined, the creative
team searches its "visual toolbox" to ascertain which resources would
best exemplify the brand image. It is imperative that identity designers
understand and include design mastery over four core competencies:
illustration, typography, layout and color.
(1) ILLUSTRATION
Classically, the logo development process should begin
with rough sketches or thumbnails. This assumes that the designer has studied
illustration and is capable of rendering ideas by hand. If the logo itself
evolves into an actual illustration (often seen in consumer packaged goods in
the 1950's), the designer ideally has the skill set to implement such a design.
Today, in many cases, illustration is an
"elective" skill set rather than a mandatory one. Thus, many visual
nuances and enhancements are limited to clip art libraries. Yet, with an
understanding of drawing and perspective, it's still possible for the skilled
digital designer to utilize and modify existing clip art to serve as a
component in logo development.
(2) TYPOGRAPHY
Typography is the art of understanding and assigning
fonts and typefaces to enhance the visual brand story. Every font conveys a
myriad of emotions. Thus, the appropriate typeface must be employed to stay
true to the brand's message.
Historically, typography was outsourced to expert
typesetters at typehouses. Because this could be a complicated and costly
process, designers invested hours of research to determine the most suitable
font, having to "spec" the type for the typehouse, deciding what
size, leading, kerning format etc. would enhance the design.
Designers would
receive back a sheet of "set" type, which they cut out and pasted
onto an art board by hand. While changes were laborious and painful, the look
of this hand set type was beautiful and precise. Today, electronic typesetting
has virtually replaced the traditional typehouses. But digital designers, who
now serve as their own desktop typesetters, should ensure that they've acquired
the art of fine-tuning the fonts to offer the authenticity, integrity and
elegance of traditional typography.
(3) LAYOUT
Once an appropriate font family has been determined,
it must be married to the illustration or icon. This ability to bring a
holistic appearance to a number of potentially unrelated parts is an art in and
of itself.
A good layout allows the individual logo elements to
complement each other, producing a powerful, synergistic effect. The layout
considers the size and relationship of these pieces to each other, causing the
outcome to "feel" true to the intangible, emotional attributes
embodied in the brand.
(4) COLOR
Finally, color brings the finishing touch to a
compelling visual identity. The subliminal message of a color palette will add
to (or take away from) the identity. Different color combinations convey
different moods and meanings. The seasoned identity designer will assign the
appropriate palette to complement the brand story.
Additionally, the identity should be so compelling
that it isn't contingent on multiple colors. The logo will be used in a variety
of sizes and one-color settings. As such, it should be equally distinguishable
on the side of a building or as a thumbnail on a t-shirt.
WHAT'S NEWS
Case Study
Recently, SMARTworks.com, Inc.™ retained Ashton Brand
Group to develop a new visual identity. SMARTworks is a subsidiary of Standard
Register; however, its products are distinct from those of the parent company.
As such, the logo needed to reflect its unique positioning as the premier
provider of internet-based, open platform, supplier-independent enterprise
print management.
Ashton's creative team had previously developed the
SMARTworks tagline, "At the Center of Print Management." Using this
as inspiration, the design group explored a range of visual solutions to convey
the imagery of (a) an internet, new economy business, (b) enterprise print
management, and (c) a positioning of being the innovator, leader and focal
point within the marketplace.
After presenting 10-12 thumbnail sketches, the design
team narrowed the visual options to a series of icons that personify the print
management industry. Consensus was built around a streamlined stylization of
the recognizable printer's registration symbol.
This icon was refined electronically, matched with an
appropriate typeface and rendered in a complementary color palette to provide
an enduring mark that is true to the company's demographic and brand value
proposition.
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