An ambitious task, to be sure.
Design is not always my strongest suit, but experimentation and practice are key to getting better. With that end in mind, I’ve taken the currently fairly dull Apple iTunes logo and changed it completely.
No. No, please. Put that thing away before you get us all killed. Or worse, expelled.
There are boatloads of logos, but only some of them stick around. There are clear reasons for this.
Logo design is different from many other types of design work in that it requires a knack for simplicity or even minimalism. While other designs may need to be simple at times, logos are almost universally so. That means things like drop shadows, gradients, and many other effects need to be avoided.
At the same time, however, they must be easily recognizable and distinct, a clear indication of your company’s presence whether seen at 1 square inch on a piece of stationary, or blown up to fit a skyscraper-sized banner.
Let’s check out some examples:
DC Comics has a solid example of a good logo. It is not the simplest design, but consider what it is used to portray. DC’s superheroes are most commonly of the super-powered, cosmic, tights-wearing variety (with only a few exceptions in the Justice League), with anti-heroes very few and far between. Their logo reflects their style: bold, direct, flashy and heroic. The shape of the oblong “star-swoosh” could suggest several heroic ideas, such as flight or saving the world.
Pinterest has a wonderfully simple, yet well-fitting logo. The “P” subtly resembles a pin, leaving the circle slightly as if it were pinned to something already. It is also styled in a handwritten way, suggesting the casual, informal nature of the photos and pins shared on the site. A powerful logo design, to be sure, but also permissive of the fun way that Pinterest is most commonly used.
Lotus Jewelry’s logo is rather beautiful, to begin. Elegance seems to be the key idea here, and the idea is communicated well by clear design elements such as the crescent under the Lotus flower design, giving the logo a more defined shape. The colors chosen, while they may not lend themselves to paperwork or letterhead, could be very effectively used for banners, advertisements, and business cards, due to the higher quality of printing used, and communicate the idea of precious metals (particularly gold).
I’ve loved Soundcloud’s logo since the first time I saw it. It is easily recognizable and unique, yet very simple, and even visually describes the name of the site. Soundcloud’s logo even has some connections to the site’s functional elements, specifically the music player itself, which shows a representation of the music in the form of a wave.
Last, we have a logo dinosaur. Ford’s logo has changed over the last century, but after the 1912 modifications, it has stayed relatively consistent. It is immediately recognizable at this point, having been a staple of the American automobile industry for over a century. The reasons for this are likely summed up in the following: Why would Ford need anything other than this? It displays the company name, and fits the established, traditional way that Ford presents itself. As with many famous, long-lasting logos, simplicity and clarity seem to be the traits that make a logo linger.
I wanted to try another beauty product campaign concept, taking the message away from the appearance, and moving it instead to the feel.
There is a saying among the successful that “If you look good, you will feel good.” Dove beauty products are indeed designed to make you look good, but rather than set any aesthetic standards whatsoever, this potential set of ads would focus on the way that Dove products can allow you to feel simply by using them.
This example focuses on human touch. I wanted it to look like a soft, tender caress feels. That’s why I softened the image (taken from Tianna Andrew’s photo blog), focused on the contact between the hands, and added a liquefied word along the woman’s arm. Check it out:
It’s an experiment. A concept like this would lend itself well to a more diversified campaign. Various elements of human touch, as well as other feelings that come from using Dove products, could be evoked as the messages behind these ads. Then, when it come times to buy, the selected audience (mostly women ages 22-40) will be able to remember and once again feel the message as they buy Dove products.