when a logo grows up
DESCRIPTION
The significance of what a logo represents.TRANSCRIPT
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Appallinglyawful.
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Appallinglyawful.Noteasytofigureout.
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Appallinglyawful.Noteasytofigureout.£400,000spentonwhat?
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Appallinglyawful.Noteasytofigureout.£400,000spentonwhat?Whatdysfunc>onalcokeheadthoughtthisoneup?
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Aflag,asignature,astreetsign.Itdoesnotsell(directly),itiden>fies.Itisrarelyadescrip>onofabusiness.
Itderivesmeaningfromthequalityofthethingitsymbolizes,nottheotherwayaround.
Itislessimportantthantheproductitsignifies;whatitrepresentsismoreimportantthanwhatitlookslike.
ThesubjectmaIerofalogocanbealmostanything.
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Shouldalogobeself‐explanatory?
No,itisonlybyassocia>onwithaproduct,aservice,abusiness,thatalogotakesonanyrealmeaning.Itderivesitsmeaningandusefulnessfromthequalityoftheproduct.
Itisstupidtobelievethatalogowilldoitsjobimmediately,beforeanaudiencehasbeenproperlycondi>oned.
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Thesubjectofthelogodoesn’tevenma<er.
Surprisingtomany,thesubjectmaIerofalogoisofrela>velyliIleimportance,
andevenappropriatenessofcontentdoesnotalwaysplayasignificantrole.
Ul?mately,theonlymandateinthedesignoflogos,itseems,isthattheybe:
dis?nc?ve,
memorable,
andclear.
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Thesubjectofthelogodoesn’tevenma<er.
Surprisingtomany,thesubjectmaIerofalogoisofrela>velyliIleimportance,
andevenappropriatenessofcontentdoesnotalwaysplayasignificantrole.
Ul?mately,theonlymandateinthedesignoflogos,itseems,isthattheybe:
dis?nc?ve,
memorable,
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Thesubjectofthelogodoesn’tevenma<er.
Surprisingtomany,thesubjectmaIerofalogoisofrela>velyliIleimportance,
andevenappropriatenessofcontentdoesnotalwaysplayasignificantrole.
Ul?mately,theonlymandateinthedesignoflogos,itseems,isthattheybe:
dis?nc?ve,
memorable,
andclear.
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• Forgetbalance,form,texture,rhythm,color,contrast,etc.Intherealworld,clientswantdesignsthat…
• areunique
• areeasytoremember
Becausewhenitgrowsup,itwillbecomeabrand.Somethingpeoplecanimmediatelyrecognize.
Itsoundssimpleenough,butthisisprobablythehardest
partoflogodesign.Foralogotos>ck,ithastobeuniqueandsimple.
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London’sbidforthe2012OlympicandParalympicGameswaslikenoother.Itpromisedto:
• inspiretheyouthoftheworld.
• engage,involveandenthuse–tochangelives.
• puttheOlympicandParalympicGamesattheheartofcontemporarylife.
• achievethis,London’sOrganisingCommiIeeneededapowerfulbrand,onethatcouldinspireandengagewithaglobalaudienceoffourbillionpeople.AbrandthatcouldmaketheOlympicandParalympicGamesmorerelevant,accessibleandinspiringthanever.
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• Sowhatdysfunc>onalcokeheadwasgoingtoworkonthis?
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WolffOlins
• MichaelWolff
• WallyOlins
• 1965
• London,NewYorkandDubai
• FocusonCorporateBranding
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• TheseGamesweretobeeveryone’s.
• Theywouldcallonpeopletotrynewthings,togofurther,todiscovernewabili>es.
• Theemblemis2012.Itisunconven>onallybold,deliberatelyspirited,echoingLondon’squali>esofamodern,edgycity.Itcontainsneitherspor>ngimagesnorpicturesofLondonlandmarks,showingthattheGamesismorethanLondon,morethansport.
• Itisforeveryone,regardlessofage,cultureandlanguage.
• Itisdesignedtobepopulated,tocontaininfillsandimages,soitisrecognisableenoughforeveryonetofeelandbepartofLondon2012.
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• Forgetbalance,form,texture,rhythm,color,contrast,etc.
• Makeiteasytoremember.
• Whenitgrowsup,itwillbecomeabrand.Somethingpeoplecanimmediatelyrecognize.
• Itsoundssimpleenough,butthisisprobablythehardestpartoflogodesign.Foralogotos>ck,ithastobeuniqueandsimple.
• Itislessimportantthantheproductitsignifies;whatitrepresentsismoreimportantthanwhatitlookslike.
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