Logos And Graphic Design
As a writer, I tend to become involved with the graphic design procedure just peripherally, but I manage to learn useful lessons from it.
I’m fascinated by the process of logo design - maybe not the amateurish effort of slapping clip art collectively, but also the thinking and execution a professional brings to capturing the vision of a business in a delightfully straightforward artwork element. Graphic Designers have observed the procedure many times and heard designers receive many fascinating requests from their clients.
The most memorable came from the manager of a business that manufactured tow trucks. He then spoke.
“I truly don’t give a (bleep) what the (bleeping) logo resembles,” he said.
Folksy? Perhaps. Crude? Definitely. However noise? Absolutely. He understood that it was crucial that other tow-truck operators understood who left this good-looking truck. It is a business where look is every bit as important as function, along with also his opponents would add any touch that might give them an advantage. (Like me, you probably don’t swoon over tow trucksbut I can remember standing in”tow displays” and hearing,“Now, that’s a real truck.” Fashion models would have been overlooked among the chrome.)
It’s all too easy for those folks who work in the creative services business to lose sight of this fact that our work is different primarily to make business for our clients. All things considered, we take great pride in blending our talents and what we’ve discovered to think of work that makes us joyful and impresses our coworkers. Most advertisements and graphic design award shows promote that attention by rewarding style, rather than substance.
We sometimes forget that trademarks, headlines, and other elements of marketing communications need to be seen to be effective. It is great if we could accomplish this and make them visually attractive at the exact same moment. However, the most stunningly beautiful layout will fall flat if folks can not tell what it is or who it is supposed to spot, and the most award-winning advertising concept is going to be a humiliating failure in case it fails to induce earnings or meet the customer’s other expectations.
The best clients for whom I have worked have given me a lot of liberty and trusted that my recommendations were sound and sensible. However, with this freedom and trust came an understanding that I would be held liable for results, also.