Category Archives: Branding / Identity

The dream/worst design brief ever – The Olympic Logo

The Olympic Games – Is officially the worlds greatest spectacle and because of this is also the most scrutinised branding brief that you can imagine.

Back in 2007Wolff Olins unveiled the London 2012 logo to an enormous backlash of WHAT THE ….! Myself included but I for one quickly came round to really liking it and as the games draw closer I think the nations opinion has soften towards it but still Haters gonna Hate!

Well the Paralympic branding for Rio 2016 has now been released, after the plagiarism scandal surrounding the Olympic version earlier in the year. With both the new logos by Tatil now in hand along comes the inevitable (some might say unfair) comparisons.

I’ll get the ball rolling, as a non ashamed fan of the 2012 logo, I think Tatil – maybe in fear of receiving the same backlash that Wolff Olins received 4 years ago – have played it very safe. Using cliched trends that have arrived over the last year or so that will go out as quick as they came in and therefore be a distant memory before the games even begin in 5 years time. London 2012, as controversial as it may be, no one can deny will be remembered for at least trying to make a statement. It’s given partners/supporters of the games a distinct style to latch onto and use to create the necessary excitement and anticipation required ahead of the worlds greatest spectacle, and that will live on long after Usain Bolt claims another record in the 100m (thats if he makes it in the first place).

Anyway that’s my tuppence worth, without further ado…let the Games begin :)

UPDATE: Brilliant location based game for MINI by JvT Stockholm

Just been made aware of the follow up video to this where MINI Getaway announced the winner and showed the reaction to and effectiveness of the campaign posted about back in October 2010 (see below video for original post).

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Posted on:  October 19,2010

Caught this on Twitter yesterday and simply had to share it!
This fantastic location-based game, by Swedish advertising/brand agency Jung von Matt Stockholm, combines gaming, social media, the outdoors and MINI’s – right up my street!

Look forward to seeing if they announce a winner

Kick-ass digital storytelling by Kanoti

The first digital production agency has arrived at in our ‘Creative links‘ in the shape of Brighton based storytellers Kanoti.

With the mantra ‘Every brand has a story to tell’ they have produced a great showcase of beautifully crafted animations for a client list to die for.

See more of them at: www.kanoti.com

Like Robots? Love this!!

Great mash up of their work on the T4 idents by London based Motion Graphics and Branding house – Double G Studios

Little Acorns Nursery identity by Vincent Design

Caught sight of this great fun identity for Little Acorns Nursery by new our newest Creative Links entry Vincent Design in Kent.

Discovery KIDS branding

Really like the packaging work for Discovery KIDS by Californian branding studio Mattson Creative. Think its got great energy about it and should appeal to the audience perfectly.

I mean this branding combined with products such as ‘Night Vision Goggles’ and a tornado maker I think they are onto a winner

The Art of Interviewing Your Client

Found this really great article over on Logo Design Love the other day.
It’s by a guest contributor Tim Lapetino (of US branding agency Hexanine) and he starts a fantastic conversation about the things we should be doing as logo designers/branding agencies with regards to getting the information we need out of clients to help formulate the best possible brief before starting work on any identity projects.

For designers, it’s never enough to merely follow the design brief a client gives you. In identity design, we view our projects as opportunities to dig deep, mining the best parts of an organization to get at the heart of what makes each client unique. It’s these nuggets that are essential when attempting to distill a company’s essence into a logo.

Gathering these insights requires a crucial bit of give-and-take — not as easy as it sounds. Like being a good investigative reporter, a great designer is dogged and determined, yet pleasant, empathetic, and challenging. I’ve come to believe that the best creatives are equal parts artist, therapist, and journalist: generating ideas, giving and receiving feedback, and communicating the results well.

The client interview (which is a part of the larger creative brief) is a necessary piece of every successful project. This is especially true when crafting identity systems, as few projects hinge so directly on the ability to listen, ask questions, and process the answers. The info a designer gathers will be boiled-down (hopefully) into a single sentence that guides all design decisions throughout the process.

Whether this interviewing process happens in-person (the most effective), on the phone, or via Skype, getting a client to talk freely and helpfully about their organization is more art than science. So here are a handful of ways to get the best from this mutual exploration with your client.

It’s about listening

As obvious as it sounds, few people are truly great listeners. The words that one person utters may mean something vastly different another. Without realizing it, most of us get distracted, focus on what we’ll say next, or add our own feelings and associations to what we hear.

Use “active listening skills” to avoid such communication breakdown.

Often employed in counseling settings, this is a simple process of rephrasing another person’s words as a clarifying question, in order to develop more accurate understanding. After you rephrase an important point, the client has the opportunity to make corrections or clarifications. An example might look like this:

Client: “We really want our new logo to be bold and attention-grabbing.”

Designer: “So, it sounds like you want this logo to have bright, strong colors to catch the eye. Is that right?”

Client: “Well, not necessarily. I guess what I really meant is that I’d like it to stand out within our industry.”

Ask the right questions

As you listen, be on the lookout for key words and phrases. What are the main goals of the project? Are there points your client keeps repeating? Those are probably important. As you gather data, ask yourself questions about what you’ve heard. What is the narrative thread of the organization? Is there some story or big picture that emerges from everything you’ve gathered? Is there a way to tell this story using metaphors and symbols that could make their way into your designs?

Be sure to get these crucial questions answered. Start by covering the elements of any good design brief (goals, audience, parameters, content needs, etc.) and then venture into the more intangible aspects like feelings, emotions, “personality” of the company, and the like. But remain focused on your goal. Guiding an interviewee isn’t about confirming your own beliefs or agenda, but truly seeking to get at the story of the organization.

“True contentment comes with empathy.”

Finally, any interviewer worth their salt needs to step into the client’s shoes. How do things look from the other side of the table? Seek to see the person as they see themselves — crucial when you’re trying to translate an organization’s essence into something visual. It’s essential to find out what drives your client and their company.

What is their reason for being? How will you take that mission and turn it into a great mark or identity system?

Only by asking and answering these questions will you be able to find out.

If you’re not already a follower of the Logo Design Love blog, I can’t recommend it enough. I regularly find top quality posts on there such as the above that can only help develop skills and improve my ability as a designer.

Check it out at Logo Design Love

2010 Logo design trends…

Really interesting feature over on Creative Review by Bill Garner of Logolounge.com on the years major trend in logo design  picked out from the 35,000 new entries on his site.

Definitely worth a read even if you tend to buck against ‘the trend’ when designing as a) it makes you away of the trends for inspiration and more importantly b) his reasons for and against each style.

Here’s a quick summary but the article is a must to get the full detail!

Stains:

Hexadron:

Cubist:
Dust:
Festoon:
Box-up:
Tendrils:
Wallpaper:
Shift:
Spores:
Ghosts:
Pixel:
Parts:
Peepshow:
Burst:


Stunning printwork from Keller Maurer Design

Munch based Keller Maurer Design have some stunning print work on display at their website if you ever need inspiration for stunning layout and use of a good quality paper to print on.

Thanks Changethethought for sharing