Marian Bantjes has written one of the most interesting posts on graphic design I’ve seen for quite some time. She begins by analysing the rules and regulations of ancient heraldry before proposing a set of rules for logo design which rather appeal to me.
Read the full article for the best experience – the conclusion is below.
Here we are in the 21st Century, and we have very little graphic vocabulary that we can count on and read in a precise way. Corporate logos are most often completely meaningless, or they try to portray something quite complex without having a language to express it. They are quite often designed based on the whim of a CEO or a marketing department. They are vulnerable to fads, egos and stupidity. Colours are applied largely according to taste. Old logos are thrown out and new ones ushered in with little or no regard to history or story. It’s mayhem.
But what if … what if we had a graphic vocabulary that actually meant something? What if it were a hard fact that, say, an open swoosh = transition, and a closed swoosh (halo) = transition completed. What if, say, rows of dots indicated franchisement, underscores indicated automation, gradients indicated state of management … ?
What if various types of lines indicated mergers, takeovers and other states of corporate structure?
What if even the gradient had meaning? Or the drop shadow?
What if there were a fixed range of symbols for industries?
Designing logos would be an act of science: careful symbology applied in, yes, a creative and pleasing manner, that tells the tale of mergers, takeovers and change of business. At least then it would all mean something. Anyone could look at a logo and read its history. Logo changes would indicate what had changed. And it wouldn’t matter if the CEO did or didn’t like green; wanted or didn’t want a dog; loved or hated the shape. Then at last, we could look at a new logo and understand, ‘Ah, a young telecommunications company with sales over $100 million/yr which has merged with a digital company and is transistioning into the entertainment industry. I see.’
(Via : : Speak Up : :.)