March 16, 2017 at 16:08Logo is clothing
Everyone has an opinion on design. Under each news about the new logo you can find comments: “I will draw this for free”, “the logo should be simple”, “it looks like ...”. Judging design is easy, so everyone thinks he's right.
At the same time, not a single professional designer can dot the i once and for all. There is no program that says: "This logo will be 46% more successful than the previous one and will attract an audience of housewives 30-45 years old." Instead, we have Jung archetypes, brand platforms, and communication strategies. But the failures that major agencies and brands admit show that all this does not work very clearly.
Therefore, there are so many myths, misconceptions and gustatoryism in design. To navigate in this chaos and not slide into metaphysics, I use a metaphor that has not let me down so far. I hope it helps you better understand the world of design.
Brands are often compared with people - they have character, aspirations, friends and enemies. I suggest treating the logo and corporate identity as brand clothing. See how it works:
“ How much does a logo cost? "Is like" how much is the clothes? ". The answer is obvious: in different ways. You can dress in the market and save money, you can buy an expensive suit, but not everyone will appreciate it. It is worth starting from earnings and common sense.
“ Is logo important for my company?”Turns into“ work clothing is important to me? ”. If you are a lawyer and personally meet every potential client, buying an expensive suit will definitely pay off. And if you carry rubble in Kamaz to the same client, it is probably not so important what you are wearing. But if the driver of Kamaz is dressed in an expensive suit, this is an occasion to beware. The logos also: the icon for the application is important, and nobody pays attention to the logo of the state contractor - there is probably an eagle, a flag or an outline of Russia. And if not, this is a reason to beware.
“ Make me a recognizable logo"Sounds like" sew me recognizable clothes. " Obviously, a turtleneck with jeans will be recognized if you present a new iPhone every year. Also in logos - we will begin to recognize the yellow letter M on a red background, if it hangs on each column. There is no special “recognizable” clothing. There are clothes that are striking, but most often they are vulgar and inappropriate. Ultimately, recognition depends on how many people see you in these clothes and what you do in them.
“ The logo must be unique"Turns into" clothing must be unique. " To come to a party in exactly the same dresses is embarrassing. But trying to sew on jackets from the coat, because the guards in the mall also wear jackets, this is insanity. So with logos: they do not have to be the same, but the rest is a matter of taste. Do not worry that a company from another sphere also has a jumping cat on its logo - they will definitely not confuse you.
Let's apply this metaphor of clothing in a broader sense.
A logo, like clothes, should not just be liked. No one is standing in front of the cafe, trying to understand whether they like the logo or not. Rather, the design works like a friend or foe filter: judging by the sign, this is a cheap snack bar for truckers, this is fast food, and this is an expensive restaurant. We know how they look.
Therefore, it doesn’t make much sense to ask people: “I’ve got a logo, do you like it?” No one really knows what your project is, and few people rate logos on a like-dislike scale. If you go back to the analogy with clothes, you risk being in a tailcoat at a rock concert. After all, a tailcoat is so beautiful!
But if no one is really versed in design, why bother working on a corporate identity? Again, as in clothes: rarely anyone sews jackets on their own or keeps a close eye on fashion. But everyone can draw conclusions in appearance: this is a gopnik, this is a biker. But a guy in a T-shirt and jeans can be both a student and a young millionaire - you need to talk to understand. The programmer can wear whatever he wants, the main thing is to work well. But still nice when it is not a sweater stretched to the floor.
Let's summarize - what kind oflogo should the clothes be?
Firstly, quality made. Even if these are jeans torn on the knees, all the same, the legs should be the same length, and the zipper should be located in front, and not behind.
Secondly, clothing should be appropriate for the purpose. If you want to join the ranks of entrepreneurs at a meeting with investors, choose a jacket and trousers. And if on the contrary you need to stand out, put on a bright T-shirt, jeans and sneakers - you will definitely be noticed against the background of jackets.
Thirdly, you should feel comfortable in these clothes. A guy in a bright T-shirt is either an eccentric genius or a local fool who did not understand that he needed to come in a jacket. If he sweats, stutters and shakes, probably this is still the wrong image.
I think everyone will translate this into the language of logos. And, of course, they are greeted by clothes - they are escorted by the mind.
At the same time, not a single professional designer can dot the i once and for all. There is no program that says: "This logo will be 46% more successful than the previous one and will attract an audience of housewives 30-45 years old." Instead, we have Jung archetypes, brand platforms, and communication strategies. But the failures that major agencies and brands admit show that all this does not work very clearly.
Therefore, there are so many myths, misconceptions and gustatoryism in design. To navigate in this chaos and not slide into metaphysics, I use a metaphor that has not let me down so far. I hope it helps you better understand the world of design.
Analogy
Brands are often compared with people - they have character, aspirations, friends and enemies. I suggest treating the logo and corporate identity as brand clothing. See how it works:
“ How much does a logo cost? "Is like" how much is the clothes? ". The answer is obvious: in different ways. You can dress in the market and save money, you can buy an expensive suit, but not everyone will appreciate it. It is worth starting from earnings and common sense.
“ Is logo important for my company?”Turns into“ work clothing is important to me? ”. If you are a lawyer and personally meet every potential client, buying an expensive suit will definitely pay off. And if you carry rubble in Kamaz to the same client, it is probably not so important what you are wearing. But if the driver of Kamaz is dressed in an expensive suit, this is an occasion to beware. The logos also: the icon for the application is important, and nobody pays attention to the logo of the state contractor - there is probably an eagle, a flag or an outline of Russia. And if not, this is a reason to beware.
“ Make me a recognizable logo"Sounds like" sew me recognizable clothes. " Obviously, a turtleneck with jeans will be recognized if you present a new iPhone every year. Also in logos - we will begin to recognize the yellow letter M on a red background, if it hangs on each column. There is no special “recognizable” clothing. There are clothes that are striking, but most often they are vulgar and inappropriate. Ultimately, recognition depends on how many people see you in these clothes and what you do in them.
“ The logo must be unique"Turns into" clothing must be unique. " To come to a party in exactly the same dresses is embarrassing. But trying to sew on jackets from the coat, because the guards in the mall also wear jackets, this is insanity. So with logos: they do not have to be the same, but the rest is a matter of taste. Do not worry that a company from another sphere also has a jumping cat on its logo - they will definitely not confuse you.
Let's apply this metaphor of clothing in a broader sense.
A logo, like clothes, should not just be liked. No one is standing in front of the cafe, trying to understand whether they like the logo or not. Rather, the design works like a friend or foe filter: judging by the sign, this is a cheap snack bar for truckers, this is fast food, and this is an expensive restaurant. We know how they look.
Therefore, it doesn’t make much sense to ask people: “I’ve got a logo, do you like it?” No one really knows what your project is, and few people rate logos on a like-dislike scale. If you go back to the analogy with clothes, you risk being in a tailcoat at a rock concert. After all, a tailcoat is so beautiful!
But if no one is really versed in design, why bother working on a corporate identity? Again, as in clothes: rarely anyone sews jackets on their own or keeps a close eye on fashion. But everyone can draw conclusions in appearance: this is a gopnik, this is a biker. But a guy in a T-shirt and jeans can be both a student and a young millionaire - you need to talk to understand. The programmer can wear whatever he wants, the main thing is to work well. But still nice when it is not a sweater stretched to the floor.
Conclusion: what should be the logo
Let's summarize - what kind of
Firstly, quality made. Even if these are jeans torn on the knees, all the same, the legs should be the same length, and the zipper should be located in front, and not behind.
Secondly, clothing should be appropriate for the purpose. If you want to join the ranks of entrepreneurs at a meeting with investors, choose a jacket and trousers. And if on the contrary you need to stand out, put on a bright T-shirt, jeans and sneakers - you will definitely be noticed against the background of jackets.
Thirdly, you should feel comfortable in these clothes. A guy in a bright T-shirt is either an eccentric genius or a local fool who did not understand that he needed to come in a jacket. If he sweats, stutters and shakes, probably this is still the wrong image.
I think everyone will translate this into the language of logos. And, of course, they are greeted by clothes - they are escorted by the mind.