There have always been those that can create a design and hit the mark or close to it - each and every time. We can't help but admire those blessed with such talent.
Lately there has been a lot of talk on the forums about design and even suggestions to " leave it to the professionals ". In some cases... good advice.
Possibly.... just possibly... the following may help. Bear in mind - I am no master designer and content is my opinion only.
LOGOS
1) A logo is a logo is a logo. It is a branding that represents the company or organisation to the general populus. A logo MUST work and be instantly related to that company. A logo does NOT contain an address or phone number (unless the company is " 13 11 15 ".
A logo in it's most successful form is VERY basic. It does not contain a myriad of complex colours, blends, textures, or images.
Consider ( and picture these RIGHT NOW ) McDonalds, Dell, Costco, Walmart. All very simple, basic in colour and instantly recognisable. They work.
2) Emulate. There is NOTHING wrong with emulating the style (not work) of others. Particularly successful logos.
3) Emote. Always have an intent or underlying message - such as the arrow in FedEx - a representation in moving forward.
4) $1000 rule. Always design to such a level that you could charge a thousand dollars and people can see that intrinsic value without question.
5) Timeless. A logo should be as relevant today as in the next 7 - 10 years. Yes a logo can morph. But as a logo is branding, it should also represent longevity.
DESIGNS
1) Designs should be consistent and they should be concise. Do not confuse a business card for a leaflet.
2) Just because you have the "1,000,000 Backgrounds & Textures " CD, it does not mean you have to use them ALL. Ever heard the expression "less is more" ?
3) Colour. As someone recently mentioned, there are Primary, Secondary, and Tertiary colours. If you don't know what these are - find out today.
Colours can be complimentary or contrasting. If you have no idea on colour useage - go to somewhere like Adobe's http://kuler.adobe.com/#themes/mostpopular?time=30
Always keep colours to a minimum unless it "works" but generally in the same genre.
As colour is emotive (red - anger / urgency etc) consider it's use. Happy, sad, Summer, Fall, calm, earth, water etc etc.
SIGNS
1) Signs are identifiers, and should include the basics. Who. What. When. Where. Why.
Not all signs will include all components, but a " Dell Computers January South West 10 Year celebration" will come close. Many will have only 3 of the 5.
All too often poor design comes out of designers thinking they have to use a $hit load of crap to make the sign stand out. WRONG.
2) Colour - previously mentioned.
3) White or negative space. Consider this. You would not place all your furniture in a room into one corner. No - when laying out a room, there are considerations given to what goes where, with "breathing space".
The same goes for signs - make sure that the layout has balance, with breathing space.
4) Text. In only the extremely rare case should a text be stretched either horizontally or vertically.
Text is probably the most important component of a sign, as it carries the variables of distance (from the sign itself), speed (as in vehicles), height (as in building height), and light. Obviously a key aim is to have the sign read early morning to late dusk.
There are so many font viewers available - get one.
Do not use characters where unnecessary - such as area codes. Often this will allow a better "fill".
5) Images - Keep them simple. If you can't recognise or comphrehend it from "reasonable distance". Change it. Often a border around images will "separate" the image from the rest of the sign (detail).
Now I am not saying that this information will suit all designers - many may disagree.
But for those that are struggling and "constantly" being challenged on their designs - possibly it will help.
Uncomplicate your designs. Often shields, banners, swooshes, etc do not add anything UNLESS you know how to use them.
A logo is a logo, a design is a design and a sign is a sign.
Do not confuse them. A logo can go on a design or sign, but the content of a designed business card should not necessarily go on a sign, and NEVER on a logo.
To wrap it up - there are basics. Colour, text style, layout, shape, emotion, feeling (contemporay, traditional, modern) and readability.
None are more important than the other. Each has to be considered and weighted accordingly. Obviously a full colour printed brochure can be far more complex than a business card and a business card more complex than a sign.
They are three different mediums with differing intents and should not be confused with each other.
Cheers - G
Lately there has been a lot of talk on the forums about design and even suggestions to " leave it to the professionals ". In some cases... good advice.
Possibly.... just possibly... the following may help. Bear in mind - I am no master designer and content is my opinion only.
LOGOS
1) A logo is a logo is a logo. It is a branding that represents the company or organisation to the general populus. A logo MUST work and be instantly related to that company. A logo does NOT contain an address or phone number (unless the company is " 13 11 15 ".
A logo in it's most successful form is VERY basic. It does not contain a myriad of complex colours, blends, textures, or images.
Consider ( and picture these RIGHT NOW ) McDonalds, Dell, Costco, Walmart. All very simple, basic in colour and instantly recognisable. They work.
2) Emulate. There is NOTHING wrong with emulating the style (not work) of others. Particularly successful logos.
3) Emote. Always have an intent or underlying message - such as the arrow in FedEx - a representation in moving forward.
4) $1000 rule. Always design to such a level that you could charge a thousand dollars and people can see that intrinsic value without question.
5) Timeless. A logo should be as relevant today as in the next 7 - 10 years. Yes a logo can morph. But as a logo is branding, it should also represent longevity.
DESIGNS
1) Designs should be consistent and they should be concise. Do not confuse a business card for a leaflet.
2) Just because you have the "1,000,000 Backgrounds & Textures " CD, it does not mean you have to use them ALL. Ever heard the expression "less is more" ?
3) Colour. As someone recently mentioned, there are Primary, Secondary, and Tertiary colours. If you don't know what these are - find out today.
Colours can be complimentary or contrasting. If you have no idea on colour useage - go to somewhere like Adobe's http://kuler.adobe.com/#themes/mostpopular?time=30
Always keep colours to a minimum unless it "works" but generally in the same genre.
As colour is emotive (red - anger / urgency etc) consider it's use. Happy, sad, Summer, Fall, calm, earth, water etc etc.
SIGNS
1) Signs are identifiers, and should include the basics. Who. What. When. Where. Why.
Not all signs will include all components, but a " Dell Computers January South West 10 Year celebration" will come close. Many will have only 3 of the 5.
All too often poor design comes out of designers thinking they have to use a $hit load of crap to make the sign stand out. WRONG.
2) Colour - previously mentioned.
3) White or negative space. Consider this. You would not place all your furniture in a room into one corner. No - when laying out a room, there are considerations given to what goes where, with "breathing space".
The same goes for signs - make sure that the layout has balance, with breathing space.
4) Text. In only the extremely rare case should a text be stretched either horizontally or vertically.
Text is probably the most important component of a sign, as it carries the variables of distance (from the sign itself), speed (as in vehicles), height (as in building height), and light. Obviously a key aim is to have the sign read early morning to late dusk.
There are so many font viewers available - get one.
Do not use characters where unnecessary - such as area codes. Often this will allow a better "fill".
5) Images - Keep them simple. If you can't recognise or comphrehend it from "reasonable distance". Change it. Often a border around images will "separate" the image from the rest of the sign (detail).
Now I am not saying that this information will suit all designers - many may disagree.
But for those that are struggling and "constantly" being challenged on their designs - possibly it will help.
Uncomplicate your designs. Often shields, banners, swooshes, etc do not add anything UNLESS you know how to use them.
A logo is a logo, a design is a design and a sign is a sign.
Do not confuse them. A logo can go on a design or sign, but the content of a designed business card should not necessarily go on a sign, and NEVER on a logo.
To wrap it up - there are basics. Colour, text style, layout, shape, emotion, feeling (contemporay, traditional, modern) and readability.
None are more important than the other. Each has to be considered and weighted accordingly. Obviously a full colour printed brochure can be far more complex than a business card and a business card more complex than a sign.
They are three different mediums with differing intents and should not be confused with each other.
Cheers - G
