Index: Looking for something?
160over90 branding agency, 101, 102, 174–183
300million design studio, 5, 138
A
Ace Jet 170 design blog, 131
Airey, David
ADB symbol/mind map, 82, 83, 113–116
Berthier Associates identity project, 109–112, 157
Circle sketches, 100
“HE” monogram, 26
Rupp cheese factory redesign, 63–65
Virtulos typeface customizations, 121–125
website, 161
Yellow Pages “walking fingers” redesign, 126–127
AisleOne design blog, 150
All About Tea brand identity, 200–203
Apple logo, 164
Arnell, Peter, 61
avoiding intermediation, 116–117
conspiring with point of contact, 113–116
dealing with decision-maker, 109–113
keeping committee involved, 120–121
role of, in design process, 108
swallowing your pride, 126–127
under-promising/over-delivering, 121–126
Asian Development Bank (ADB)
Annual Meeting symbol, 113–116
Awards for National Newspaper Advertising (ANNAs) logo, 31–33
B
B2B (business-to-business) brands, 31
Bass, Saul, 130
BBC logo, 170
Believe in design studio, 13–14, 47–49, 143–148
Berthier, Dominique, 109
Berthier Associates identity project, 109–112, 157
black and white
creating distinctive marks with, 29
presenting initial designs in, 101
black-only logos, 64
bliss, following your, 150–151
Brain Longevity (Khalsa), 2
brainstorming, 120
brand equity, 60, 62, 64, 166, 215
brand identity. See also identity
books about, 218
examples
Berthier Associates, 109–112, 157
The Chain Reaction Project, 184–191
Citigroup-Travelers merger, 8–9
HarperCollins Publishers, 70–71
Harry Potter book series, 9
Kellogg’s Corn Flakes, 7
Queen of England’s Royal Parks, 10
Star of Bethnal Green club, 11–12
fine-tuning, 66
gathering information for creating, 43, 44–45, 56
for new vs. established company, 60
redesigning (See redesign)
return on investment for, 153–154
reviewing client’s current, 46
types of projects, 60
understanding client’s reasons for seeking, 42
Brand New Conference brand identity, 192–199
branding, 6, 153–154. See also brand identity; rebranding
Brass Developments sub-brands, 169
Bravo Company design studio, 184–191
Bunch branding/design studio, 11–12, 204–215
business-to-business brands, 31
C
Carusone, Antonio, 150
Cerovski brand identity, 204–215
Chain Reaction Project brand identity, 184–191
cheese factory redesign, 63–65
Chermayeff & Geismar & Haviv (CGH), 70–71, 174
Circle web-hosting company sketches, 100
Citigroup-Travelers merger, 8
clichés, 165
client feedback, 119, 121, 126, 142–143, 150
client presentations. See presentations
client testimonials, 155
clients. See also decision-making committee
art of conversation with, 108
bad experiences with, 160
breakdown in communication with, 154–155
calming initial anxiety of, 42–43
collaborating with, 136
deciding what to charge, 72
finding common ground with, 142–143
gathering information from, 43, 44–45, 162
getting feedback from, 119, 121, 126, 150
handling workload for multiple, 161
learning about business of, 42
overseas, 156
presenting ideas to, 100–101, 108, 149
sealing the deal with, 155
client-studio relationship, 119, 120
color
and cultural awareness, 170
vs. shape, 64
committee, design by, 109, 112
communication
with overseas clients, 156
computers
and creative flow, 84
and project schedules, 121
vs. sketchpad work, 84, 136, 164
confidentiality agreements, 160
contests, design, 78
conversation. See art of conversation
copyright infringement, 152
Corn Flakes, Kellogg’s, 7
creative experiences, 136
creative thinking, 149
criticism, 130, 150. See also client feedback
“crowdsourcing” websites, 78
cultural awareness, 170
curiosity, 142
customers. See also clients
making logos relevant for, 24–27, 165
cycling-apparel logo, 36
Cystic Fibrosis Trust identity, 18–20
D
Dalaco visual identity, 143–148
dates, file, 106
davidairey.com, 161
Davidson, Mike, 152
de Bono, Edward, 149
deadlines, 121, 143. See also schedules
decision-making committee, 109–121
basic rules for dealing with, 113–121
Berthier Associates example, 109–112
controlling review process of, 109, 118–120
ensuring involvement of, 120–121
explaining ground rules to, 118–119
invoking “studio policy” with, 117
language/translation issues, 117
“office politics” within, 116
presenting ideas to, 112
working directly with, 109
dentist logos, 163
deposits, 77
design
books about, 218
contests, 78
courses, 84
ideas (See design ideas)
inspiration, 130
jargon, 118
measuring return on investment for, 153–154
partnerships, 74
practicing, 142
process (See design process)
progression from early to later work, 137
role of computers in, 84, 121, 136
tips (See logo design tips)
generating, 80
helping clients visualize, 103–106
presenting to clients, 108
presenting too many, 100–101, 156–158
rendering as PDFs, 101
sketching (See sketching)
and art of conversation, 108
client involvement in, 106, 120
as investment, 155
listening to feedback during, 126
major steps in, 80
for redesign vs. new identity, 60
and rights of use, 154
role of mind maps in, 80
scheduling issues, 121, 126, 161
design-services websites, 155
differentiation, from competition, 170
diplomacy, 71
discounts, 158
Dolphin Square logo, 27
donating design services, 79
drawing skills, 84, 106, 136. See also sketching
Dubai Events Holding rebranding, 103–104
E
Ed’s Electric logo, 26
Egg-n-Spoon logo, 163
Ehrhart, Henri, 26
email, communicating with clients via, 43, 46, 56, 156
empathy, 113
employment contracts, 160
expectations, managing, 121, 126, 150
expertise, 73
F
Fashion Center logo, 137
fashion-house mind map, 83
Federal Express Corporation (FedEx)
feedback, client, 119, 121, 126, 142–143, 150
Feru mind map, 83
filenames, 106
financial security, 151
financial-company logo, 27
finder’s fee, 74
focus
maintaining, when gathering information, 45
retaining client, when presenting designs, 106
single vs. multi-feature, 37–38, 39, 127
Food Writers logo, Guild of, 5
French Property Exhibition logo, 37–38
friends and family, working for, 158
Function Engineering brand identity, 138–141
furniture-store logos, 163
G
Garamond Italic typeface, 201
Geismar, Tom, 130
gestures, 170
Glad Creative design studio, 15–17, 169
Gomez-Palacio, Bryony, 192
goodie bags, 196
graphic designers, 109
Gray, Brian Alexander, 61
Grear, Malcolm, 28. See also Malcolm Grear Designers
“greater than” symbol, 27
Guild of Food Writers logo, 5
H
Haldemann, Alex, 91, 92, 132, 153
Hanft, Adrian, 149
Harned, Bachert, & Denton (HBD) logo, 56–59
Harper & Row trademark, 70
HarperCollins brand identity, 70–71
Harry Potter book series, 9
Hawaiian Airlines logo, 24
HE (Henri Ehrhart) monogram, 26
health-care logo, 23
Heart Hospital of New Mexico logo, 54–56
Helvetica Neue typeface, 66
High Tide design studio, 171
Huerta, Gerard, 136
humor, 171
Hyde, David, 132
I
ico design studio, 27
iconic design
breaking rules to create, 39
size considerations, 35–36, 39
role of computers in, 136
iconic designers, 130
id29 design studio, 9
ideas. See design ideas
Identify (Chermayeff et al.), 174, 218
identity design. See also brand identity
deciding what to charge for, 72 (See also pricing design)
as part of our language, 13–20
rights of use for, 154
Illustrator, 103
documenting/sharing information, 46
examples
Harned, Bachert, & Denton, 56–59
Heart Hospital of New Mexico, 54–56
maintaining focus during, 45
reviewing information, 46
role of decision-maker during, 45
ways of approaching, 43
insecurity, 138
inspiration, 130
instant messaging, 156
intermediation, avoiding, 116–117
interviewing clients, 162
J
jargon, 118
JCJ Architecture wordmarks, 66–69
Jerry Kuyper Partners, 136
Johnson, Michael, 204
johnson banks design studio, 18–20, 204
Jost, Josiah, 26
K
Kellogg’s trademark signature, 7
Khalsa, Dharma Singh, 2
King, Stephen, 138
Kunstadt, Kevin, 171
Kuyper, Jerry, 136
L
language barriers, 11
Large, Jon, 6
Last Bummer Records logo, 171
Lawless, Martin, 138
letterheads, 76, 154. See also stationery
avoiding trends, 164
being flexible, 169
considering the substrate, 168
differentiating from competition, 170
exercising cultural awareness, 170
giving context, 171
including taglines, 166
interviewing client, 162
keeping it relevant, 165
learning from mistakes, 169
logos vs. brands, 170
making it a two-way process, 170
making people smile, 171
matching type to symbol, 166
offering one thing to remember, 164
offering single-color version, 166
offering white-on-black version, 168
paying attention to contrast, 166
preserving brand equity, 166
registering trademark, 169
showing something different, 163
testing variety of sizes, 168
thinking clearly, 162
treasuring sketchpad, 164
turn it upside down, 168
understanding print costs, 165–166
using clichés, 165
wordmarks vs. symbols, 163
working in black and white, 165
logos. See also brand identity
adapting to different media, 12
as component of visual identity, 154, 174, 192
designing successful, 22–39 (See also logo design tips)
focus on one thing, 37–38, 164
incorporate tradition, 28
make it relevant, 24–27, 163, 165
differentiating, 5
printing, 168
and social identification, 8
use of negative space in, 5, 26–27
“Logos, Flags, and Escutcheons” article, 174
M
Macnab Design, 150
Malcolm Grear Designers, 28, 34–35
market research, 50. See also field research
markups, 76
Marsden, Amanda, 13
meetings, 43, 46, 56, 73, 112, 120, 155
memorability, 23, 34–35, 38, 39
Mercedes logo, 164
metrics, return on investment, 153–154
Mies van der Rohe, Ludwig, 153
minimalist approach, 22. See also simplicity
mobile-phone logo, 34
Mona Lisa, 23
monochrome color palette, 201. See also single-color logos
Moon Brand consultancy, 10, 23, 27
Morgan, Katie, 5
motivation
and client communications, 149
and creative thinking, 149
and deadlines, 143
and financial security, 151
and insecurity, 138
maintaining, on long projects, 130
peers as sources of, 131
understand client, 43
and work/life balance, 138
Moving Brands creative company, 200–203
Murdoch, Rupert, 70
Murphy’s Law, 100
N
namecards, 184
National Health Service (NHS) logo, 23
Neumeier, Marty, 170
New Bedford Whaling Museum logo, 34–35
News Corporation, 70
Newspaper Marketing Agency (NMA) logo, 29–33
nido design studio, 34
Nike “swoosh” logo, 60
nonprofit organizations, 79, 113, 184
O
office politics, 116
Orator typeface, 201
overseas clients, 156
overtime, 74
P
park-system logo, 10
partnerships, design, 74
Pentagram design firm, 8, 137, 192
Perez, Lesley, 104
Photoshop, 103
Picasso, Pablo, 75
pitch-based business strategies, 112
plumbing logos, 163
point of contact, 45, 109, 112, 113, 117
portfolio
using finished design work in, 154, 160
presentation PDFs, rendering design ideas as, 101, 103
anxiety about, 108
as conversation with client, 108
as negotiations, 108
selling design idea vs. details during, 127
discounts for friends/family, 158
handling print costs, 76
mistakes, 79
print design, 76
printers, 76
printing logos, 168
print-production-studio brand identity, 204–215
pro bono work, 79
project specification, 73
Q
Queen of England Royal Parks logo, 10
questions
and answers, from author’s design blog, 152–161
importance of asking, 142
for information-gathering stage, 44–45
quote marks, 34
R
rates. See also pricing design
mistakes in setting, 79
rebranding. See also redesign
examples
Tropicana Pure Premium, 62
Red Cross logo, 164
Red Rocket Media Group, 149
redesign. See also rebranding
overview, 60
role of focus groups in, 62–63
showing diplomacy during, 71
Tropicana’s unsuccessful, 61–62
registration, trademark, 169
relevance of design, 24–27, 46, 163, 165
research
into client’s competitors, 159
and information-gathering process, 46
Rethink Communications, 36
revisions, design, 149, 158–159
Rolls n’ Bowls brand identity, 174
Rowling, J.K., 9
Royal Parks logo, 10
Rupp cheese factory redesign, 63–65
S
Sabatier, Andrew, 103–105, 153–154, 174
sabbaticals, 138
Sagmeister, Stefan, 138
Sameday Couriers logo, 163
schedules, 121, 126, 159, 162–163
self-employed designers, 77, 79, 120, 127, 158, 160
Selikoff, Jonathan, 77
Selikoff+Company, 77
shape vs. color, 64
Showtime logo, 131
Siah Design, 26
simplicity, 22–23, 35, 39, 170–171
SINTEF, 5
sizing considerations, logo, 35–36, 39, 168, 170–171
sketchpad work
examples
Circle web-hosting company, 100
limiting time spent on, 34
and mind maps, 84
presenting too many ideas, 100–101
studying/sharing, 149
slideshows, 101
Smith, Roy, 38
social identification, logos and, 8
SomeOne design firm, 29–31, 31–33
Star of Bethnal Green logo, 11–12
stationery, 12, 74, 90, 103, 154, 201
Studio Hyde, 132
studio policy, 117
style guides, 166
sub-brands, 169
subcontracting, 160
substrates, 168
Swan Songs logo, 150
symbols
for All About Tea, 200
in Heart Hospital of New Mexico logo, 54–55
matching typeface to, 166
from nature, 55
testing variety of sizes, 168
transcending international boundaries with, 11–12
in Vanderbilt University logo, 28
viewing upside down, 168
in Vision Capital logo, 27
vs. wordmarks, 163
for Yellow Pages “walking fingers,” 126–127
T
Talkmore logo, 34
tea-distributor brand identity, 200–203
telephone, communicating with clients via, 43, 156
Tenth Church sketchpad work, 87–91
testimonials, client, 155
thought clouds, 80
Thoughtful Studios, 163
Tiger Woods logo, 163
time estimates, 121, 126, 159, 162–163
Times Square billboards, 9
trademark
registration, 169
tradition, incorporating in logos, 28
Travelers-Citigroup merger, 8
Tropicana Pure Premium redesign, 61–62
typeface
books about, 218
for JCJ Architecture, 66
for lifestyle salon and spa, 13
matching symbol to, 166
for wholesale tea distributor, 201
U
Uline, 196
UnderConsideration design firm, 66, 142, 192–199
under-promising and over-delivering, 121, 126
V
Vanderbilt University logo, 28
Virgin Atlantic logo, 163
Virtulos typeface customization, 121–125
Vision Capital logo, 27
visual identity. See also identity design
building trust with, 21
components of, 154
creating multiple sketches for, 97
for design studio, 14
logo as one component of, 154, 174, 192
modernizing, 66
for new vs. established company, 60
visually branded information, 5
W
“walking fingers” symbol, 126–127
websites
“crowdsourcing,” 78
design-services, 155
removing logo from, 183
Weston, Richard, 131
William Collins trademark, 70
Win Without Pitching consulting firm, 112
wine-producer logo, 26
Wolff, Michael, 8
Woodmere Art Museum rebranding, 101–103
wordmarks
for Brand New Conference 2013, 192
for Cerovski print production studio, 204
for lifestyle salon and spa, 13
for TalkTo texting app, 126–127
using handwriting for, 162
vs. symbols, 163
work/life balance, 138
workload, 161
Wu, Nancy, 36
Y
Yellow Pages redesign, 126–127
Yume Umē brand identity, 174–183
Z
Zia sun symbol, 54