Friday, August 13th, 2010...6:23 AM
Make The Logo Bigger
Tom Fishburne chronicles all things about marketing through the lense of his illustrations. I find his work very interesting. The stories behind the illustrations are real. It is like a segment of the television show “The Office” but just about marketing. Tom has been on my blog roll since I started this blog.
Probably the most heavily debated topic that brings out all sorts of reactions and behavior is the creation of a logo for a company or brand. That is a big deal. I have lived through this a few times now and every situation is different but usually there is commonality to each situation in some ways.
I must say though that it is all about the process. You need research. You need great creative talent. There must be good open communication about the brand goals understood by all involved. Then a lot of creative energy and iteration. If done right it is magic. If not it is a disaster. I have been to both movies…I like magic!
Even once you have that jewel of a logo that you have dreamed about, then you have to apply it. Tom’s recent illustration deals with feedback and reaction for the application or use of the logo. As he states on his blog: “The quickest way to rankle a creative director is to ask to make the logo bigger. It’s an age-old feud that has existed since the dawn of branding. It’s often the first piece of feedback shared, and has even led to its own song:
“Make the logo as big as you can.
And make the logo bigger.
I don’t want to tell you how to do your job.
But, could you make the logo bigger?
Bigger, bigger, make it big.
Make the logo bigger.”
Oh oh I say. I think that this is some feedback that I have recently offered as well. I thought it to be correct. I still do. Kind of funny to see Tom reflect on this in his current work. It brought a smile indeed. Hopefully our head of marketing, user experience manager and creative manager are laughing as they read this too!
11 Comments
August 13th, 2010 at 6:41 AM
As a designer, I used to avoid logo projects like the plague. I am good at them but not many clients are! They are the Vietnam of graphic design.
August 13th, 2010 at 6:45 AM
As I say its about the process and great creative talent. Not just the size. But sometimes the size plays a role…right Baiz?!
August 13th, 2010 at 7:06 AM
another great post jeff! having designed 100+ logos for clients, k&p knows this feedback well. the other visceral request clients have is to take a design element from two different logo options and ask that they be put together in a single logo. it’s kinda like putting plaid and stripes together in an outfit — standalone the design can be quite attractive, but together it creates noise and chaos.
in case you haven’t seen it, check out the “make my logo bigger” video:
http://www.makemylogobiggercream.com/
peace out.
August 13th, 2010 at 7:13 AM
Thanks for the comment and video Kel. Logos….ah they are so important.
August 13th, 2010 at 7:45 AM
Kel, I’m loving
http://www.makemylogobiggercream.com LOL We’ve all been there.
August 13th, 2010 at 7:54 AM
Thats a great one Richard.
August 13th, 2010 at 1:08 PM
We’re redoing our logo, color pallet and style guide as we speak. Even – *gasp* – a derivation of the company name …
… please Father watch over me as I descend into the pitfalls and perils of logo work.
August 13th, 2010 at 1:10 PM
Dont tell me that meteor shower inspired you last night to move to…an..eclipse…
August 13th, 2010 at 1:12 PM
ahhh… a derivative of the name… tricky stuff. for a minute i thought we were winding it back to the Framingham tin shack… sherpas… black nav bar…
we all need celestial assistance and some fortitude to be playing in this realm.
August 13th, 2010 at 1:16 PM
Richard – that is classic.
If a company has a 100 employees they have 100 UI experts. The only functional area where this is true. Don’t you wish the accounting guys attracted this level of emotional scrutiny? (CEOs and BOD members excepted from this comment of course).
August 13th, 2010 at 1:22 PM
And if you operate in a social/community environment…then all of your members are experts too. what is great is the emotion that gets fueled by logos and everything about them. No substitute for great creative talent and a good process.
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