5 Things Every Designer Should Do When Creating A Logo
 5 Things Every Designer Should Do When Creating A Logo

The Logo is not just a picture or symbol. Much more than that, it conveys the profile of a company even before it introduces itself. Through the logo, we can see if the company presents itself with professionalism, if it is serious or more casual, even if it is a company with high or low prices.

This is because the logo talks about the lines. He is the key to the identity of a company. Everything revolves around him. Or almost everything. No messing up is the most important thing in an identity manual. Creating a logo that gives the customer everything the company wants to say, but in a subtle and accurate way, is quite a challenge to the designer. Because “creating” is not just about opening software and starting to draw. Creating in this case means joining the main pillars of the company and passing it on to the public in a smart, attractive, seductive and sales-generating way. After all, design is a solution. So I’ll tell you five things every designer should do when creating a logo.

There may be more things to do, though, these five will already open the north to develop a good brainstorm and do
a project that makes the customer happy.

1. Question your customer

Talk to your client about the result he expects. Many of them have no idea what can be done, but they know which colors to use, typography, symbology, etc.

Question everything. For example:

  • How do you want customers to see your business?
  • How do you imagine your ideal customer?
  • Do you want a serious, sophisticated logo or something more colorful and cheerful?
  • Is there a symbol or animal that represents the company profile?

These types of questions will make it easier for you to search for references, which is the second thing every
Designer should do when creating a logo.

2. Search for References

Try to see everything that has been done and how it was done. It is very important to have references, so I suggest that you accompany professionals who specialize in brands. Ex: Ana Couto Branding. Study their heads. Try to think as they think. Choose an important logo and reflect on it. This will bring you repertoire to create an efficient color palette with objective results and clarity. It’s normal to have difficulties when there are no ideas, good layouts… but that’s where the references come in. Put a nice sound to listen and start searching for colors, shapes, meanings, try to understand the company too… the pillars of value, mission and delivery.

3. Study the competition

Search for your customer’s competitors and see what is already in the market. You can be inspired, but never copy. After all, the coolest part of design is creating. Nothing is created, everything is reinvented. It is one thing to copy, another to be inspired. This is also important for you to learn from other people’s mistakes. So if there’s something you didn’t think was so cool, avoid using it in your work. It will save you time and hassle.

4. Study / Research More

Research will give you a foundation for everything you do. So when you present your work, you will have confidence and, most importantly, arguments to convince the customer that the brand you have created will bring more results to them and more fixation on the customers head. Tip: Color Psychology can explain a lot about the company;)

5. In the beginning, quantity is better than quality.

Create it. Create a lot. Create several options. Create at least 5 versions for option. No matter if it’s good or not, just create. This will open the door of your mind to create even more. When you are really tired of creating, take a deep breath and create some more. Then, when you have some good options, from the hundreds you made, select the best ones and present them to the customer. It is essential that you use reasoned arguments, after all, you know what you are doing. Thus, the chance of the client to enjoy your work increases and still passes the credibility that a good professional like you will gain.

 Creative equality

International Women’s Day has been around for a while (it’s July), but it’s never too late to redeem equality. Hunting some articles for my daily readings, I found something that I found super relevant and necessary to share with you:

Famous logos in women’s versions in honor of International Women’s Day!

Creative Equals Initiative, a nonprofit organization dedicated to studying and promoting diversity in the creative industry.

“While equality is now a massive topic with huge media interest, there are still many examples of communications where unconscious prejudice prevails”

They chose to mark International Women’s Day by demonstrating male prejudice rooted in many of the world’s most famous logos, turning silent male protagonists into women. Their goal is to raise awareness about the lack of “mascots” with the female figure in branding.

“While equality is now a massive topic with huge media interest, there are still many examples of communications where unconscious prejudice prevails,” said Ali Hanan, founder of Creative Equals. “We wanted to imagine a world where logos portray the feminine point of view as we push for progress.”

(Interview Credits: The Drum) – //www.thedrum.com/news/2018/03/08/mr-pringles-the-monopoly-man-creative-equals-gives-brand-logos-the-female-makeover

Check out some results (very interesting!) Proposed by Creative Equals, and some others that actually happened in the market.

Credits: Reproduction / Creative Equals

Giant McDonald’s has also taken action of this level, turning his traditional M to form a W (from Woman). (Credits: McDonald’s)

Johnnie Walker had the Jane Walker version for his Black Label! (Credits: Johnnie Walker)

MTV had a solution similar to McDonalds, WomanTV! (Credits: MTV)

What did you think of the initiatives ?! Leave your comment!

Big hug and until next time 🙂

 Inspiration: Dozens of visual identity manuals to reference
 Inspiration: Dozens of visual identity manuals to reference

In design, visually representing a name, idea, product, company, institution or service is not an easy task. Generally, the development of the other elements of a visual identity begins after the creation of a logo. “is nothing but a kind of visual symbol formed through colours, typography, graphics, characters and other elements that need to be identified by consumers through images, slogans or taglines.

Thinking about this, we separated a list with 50 branding manuals to inspire you and rock your projects! Enjoy without moderation! Good jobs!

1 – Anima Planet International Off-Air Brand GuidelinesAnimal planet

2 – TripAdvisor Brand Guidelines for PartnersTripAdvisor

3 – Pinterest Brand Guidelines For PartnersPinterest

4 – Uber Logotype GuidelinesUber

5 – Snapchat Brand StandardsSnapchat

6 – PayPal Corporate Master Brand Guidelines

7 – Hi Brand manualHi

8 – Unifef Brand Tool KitUnicef

9 – Twitter Brand GuidelinesTwitter

10 – Flipboard Basic Brand GuidelinesFlipboard

11 – Foursquare BrandbookFoursquare

12 – OMG Brand GuidelinesOMG

13 – Adobe Corporate Brand GuidelinesAdobe

14 – Xbox Live Brand GuidelinesXbox Live

15 – Hootsuite Guide To Logo And GraphicsHootsuit

16 – Spotify Partner Guidelines Logo & Color + MessagingSpotify

17 – Valley Brand Quick GuideValley

18 – Toshiba Brand TaglineToshiba

19 – Symantec Brand Identity StandardsSymantec

20 – Wallmart BrandbookWallmart

21 – Positive BrandbookPositive

22 – Samu Visual Identity ManualSamu

23 – Odebrecht Visual Identity Manual

24 – Microsoft Visual Identity GuidelinesMicrosoft

25 – Pepsi Brand GuidelinesPepsi

26 – Virgin america Brand GuidelinesVirgin

27 – MasterCard Brand markMasterCard

28 – LG Brand Communication GuidelinesLG

29 – McDonalds Global Logo And Trademark Standards Reference GuideMcDonalds

30 – Joomla Brand GuidelinesJoomla

31 – HP Brand Identity StandardsHP

32 – Skype The World According Skype

33 – I love NY Brand GuidelinesI love NY

34 – Mercedez-benz Brand Communication StandardsMercedez

35 – Fiat Visual Identity ManualFiat

36 – Land rover Communication GuidelinesLand rover

37 – Lenovo Visual Identity Guidelines

38 – EDP Brand ManualEDP

39 – Facebook Brand Assets GuideFacebook

40 – Federal government Brand Use ManualFederal government

41 – Blackberry Branding Guidelines

42 – Garmin Brand GuidelinesGarmin

43 – Dell Brand Identity StandardsDell

44 – Best buy Brand Identity GuidelinesBest buy

45 – BAFTA Masterbrand Guidelines

46 – Allianz Brasics Style GuideAllianz

47 – Buffalo Wild Wings Brand identitybww

48 – Fender Branding GuidelinesFender

49 – Copobras Brand Identity ManualCopobras

50 – Cielo Simplified Logo GuideCielo

 Check out the new Slack Identity
 Check out the new Slack Identity

For various reasons, companies may decide to upgrade or completely change their visual identity. This year Slack introduced its users with a new visual identity, which aimed to solve different application problems that the team has been detecting with the previous one since it started in 2013. The purpose of this redesign was clearly, an improvement not only of its use by the Slack team but also in relationships with customers, users and anyone who may have eye contact with the company.

The new version uses fewer colours. The previous one had eleven (11) different colours, which in itself was a guarantee of the problems that would come in use. Nevertheless, according to the company, this new logo is not a million miles from the original. With a little attention, one can notice some connection in the way the new element was explored.

The colour hashtag has been deleted, replaced by rhombus shapes and speech bubbles. With only four colours, it is possible to have the logo working in different versions and adjusting with the background variation, which was not possible with the previous one.

For this redesign, the Slack team worked with the Pentagram design agency, led by Michael Bierut. Thus, a visual identity was designed, which according to the agency, captures the simplicity and ease of use of the software, updating its familiar hashtag logo to work consistently at different scales and contexts. Extended visual language introduces a more refined colour palette, but retaining the brand’s visual personality “(…) using the Slack platform itself to collaborate in real-time, Pentagram explored a wide range of possibilities for the new identity from options that suggested connecting dots, complex nodes, emojis, and shapes of people, to systems that celebrated the platform’s unique visual vocabulary.

The team working on this project decided to retain Slack’s familiar octothorpe heritage by refitting it to eliminate playback challenges and increase consistency between applications. Derived from the original logo and built into a grid, the new octothorpe is made up of two basic geometric shapes – a speech bubble and a rhombus – that can be extracted and used as graphics. The speech bubble evokes communication and connectivity and will form the basis of a system of custom icons, illustrations, and motifs with rounded corners that echo logo shapes. The new octothorpe can be enlarged or reduced to optimize readability in various sizes.

The updated palette features four primary colours, more manageable than the original eleven, which suffered from any background colour other than white. They have been optimized to look better on the screen, and the identity also keeps Slack’s distinctive aubergine purple colour a highlight. Used on the platform’s main communication channel, the colour makes Slack instantly recognizable over the white of other desktop windows. ”

“Our first logo was created before the company was launched. It was distinctive and playful, and the octothorpe (or pound sign, or hash, or whatever name you know it by) resembled the same character you see in front of the channels in our product.

It was also extremely easy to make a mistake. It was 11 different colours – and if it was placed on any background other than white, or at the wrong angle (instead of the precisely prescribed 18th rotation), or with the wrong adjusted colours, it looked terrible. It hurt us. Simply awful.

We developed different versions of the logo to compensate, which worked well for different purposes. ”

Slack is a collaboration hub that is changing the way people work and communicate, helping employees be more productive through a proprietary cloud-based collaboration toolset.