In my more academic studies of graphic design, I have come across some writings about logo design that ring so incredibly true and useful that I thought it would be a public service of sorts for me to share them. Instead of trying to paraphrase or rewrite these nuggets of pure knowledge gold into my own words, I will mostly be doing a copy and paste job to let the original author do the talking. I mean, if it ain’t broke, don’t fix it. Right? I certainly can’t say this stuff any better myself.

Anyone ever heard of design guru Paul Rand (1914 - 1996)? He knew a thing or two about a thing or two - particularly logo design. Look him up if you care to know more about him, but in short, he designed some of the most successful and recognizable logos we know today, such as IBM (1967), Westinghouse (1960), UPS (1961), and ABC (American Broadcasting Corporation [1962]). I’ve looked at some of Mr. Rand’s logo presentations and believe you me, that guy put oodles of thought and exploration into every phase of the design process. So yeah, he was pretty much an expert on logo design. Here’s what he said, quite simply and directly, about what a logo is and does in an article he wrote for AIGA in 1991 titled “Logos, Flags, and Escutcheons”. Pay attention here, because this alone should clear up a lot of misconceptions we encounter today about the role of a logo:

“A logo is a flag, a signature, an escutcheon.

A logo doesn’t sell (directly), it identifies.

A logo is rarely a description of a business.

A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.

A logo is less important than the product it signifies; what it means is more important than what it looks like.”

In the same article, he goes on to say:

“Should a logo be self-explanatory? It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. It derives its meaning and usefulness from the quality of that which it symbolizes. If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job right off, before an audience has been properly conditioned. Only after it becomes familiar does a logo function as intended; and only when the product or service has been judged effective or ineffective, suitable or unsuitable, does it become truly representative.”

With that being all cleared up, we find that we don’t need to visually convey in a logo every aspect - or even a couple of aspects - of our business. This is not the logo’s job. It’s rarely even possible and it’s not necessary But this doesn’t mean that we just give up and type out our companies name in Arial, either. I think the real key is developing some mnemonic factor in the logo. Paul Rand said, “What is needed is finding a meaningful device, some idea that reinforces the memorability of the company name.” Well said, Mr. Rand.

Going back and quoting from the aforementioned AIGA article and elaborating on the topic at hand, Rand said:

“The Mercedes symbol, for example, has nothing to do with automobiles; yet it is a great symbol, not because its design is great, but because it stands for a great product. The same can be said about apples and computers. Few people realize that a bat is the symbol of authenticity for Bacardi Rum; yet Bacardi is still being imbibed. Lacoste sportswear, for example, has nothing to do with alligators (or crocodiles), and yet the little green reptile is a memorable and profitable symbol. What makes the Rolls Royce emblem so distinguished is not its design (which is commonplace), but the quality of the automobile for which it stands. Similarly, the signature of George Washington is distinguished not only for its calligraphy, but because George Washington was Washington. Who cares how badly the signature is scribbled on a check, if the check doesn’t bounce? Likes or dislikes should play no part in the problem of identification; nor should they have anything to do with approval or disapproval. Utopia!”

Dang, Paul Rand! Did you just say that personal likes or dislikes should play no role in the design of your logo? I think you did! Well touché! I realize that may sound a bit idealistic and harsh to say your personal tastes don’t matter in relation to your logo design, but in the end it’s true. All you would be logo designees, it’s your hard-earned cash on the line, so while it may seem important (and understandably so) that you get an end result that appeases your personal tastes, it’s not nearly as important as getting an end result that gets the job done and works well. We need to trust the experts. And designers, the same goes for you as well - put your personal tastes aside and do what is right for the job at hand. Just because your favorite color is black doesn’t mean you should use it when developing a logo for a florist. Just because you think grunge type is the next best thing to oxygen doesn’t mean you should use it on your sister’s wedding invitations. Designers and designees - we need to look at things more objectively.

This brings me to another great piece of text from Rand’s AIGA article:

“”It reminds me of the Georgia chain gang,” quipped the IBM executive, when he first eyed the striped logo. When the Westinghouse insignia (1960) was first seen, it was greeted similarly with such gibes as “this looks like a pawnbroker’s sign.” How many exemplary works have gone down the drain, because of such pedestrian fault-finding? Bad design is frequently the consequence of mindless dabbling, and the difficulty is not confined merely to the design of logos. This lack of understanding pervades all visual design.”

Oh the humanity! Simply so true.

Two quotes above - the one that starts off with “The Mercedes symbol…” - it kind of sounds like Rand implies that good logo design doesn’t really matter; it just has to be memorable. Well, no. Once again, Mr.Rand, will you fancy us with some insight here?

“All this seems to imply that good design is superfluous. Design, good or bad, is a vehicle of memory. Good design adds value of some kind and, incidentally, could be sheer pleasure; it respects the viewer-his sensibilities-and rewards the entrepreneur. It is easier to remember a well designed image than one that is muddled. A well design logo, in the end, is a reflection of the business it symbolizes. It connotes a thoughtful and purposeful enterprise, and mirrors the quality of its products and services. It is good public relations-a harbinger of good will. It says, “We care.””

I love that! Yes, we do care!

So what should a good logo design include? As stated by Paul Rand (and I agree with this list wholeheartedly) a good logo design should include these essential elements:

a. distinctiveness
b. visibility
c. usability
d. memorability
e. universality
f. durability
g. timelessness

You mean that’s it? CAKE! I kid, I kid. Logo design - GOOD logo design - is not necessarily easy. Achieving list A through G in a simple little logo ain’t a walk in the park.

Logos need to be simple. However, I can think of some instances where this doesn’t necessarily have to be true. With the emergence of the screen as the dominant medium and new and improved printing techniques, logo design is changing in some ways, but I regress and will leave that discussion for a future blog entry. For the most part, the essence of good logo design remains that same as it has been for a long, long time. So again, logos need to be simple… but simple doesn’t mean easy. Take it away, Paul Rand!

“The role of the logo is to point, to designate-in as simple a manner as possible. A design that is complex, like a fussy illustration or an arcane abstraction, harbors a self-destruct mechanism. Simple ideas, as well as simple designs are, ironically, the products of circuitous mental purposes. Simplicity is difficult to achieve, yet worth the effort.”

That’s right - simplicity is difficult to achieve. Don’t I know it!

The last point I’d like to make on logo design (for now) is this: “Don’t try to be original. Just try to be good.” In a sparkling little jewel of a YouTube video I recently had the pleasure of watching, Paul Rand is speaking with some design students when he says:

“What did Mies van der Rohe say? ‘Don’t try to be original. Just try to be good.’ That sounds sort of naive but it’s true. What it really means is being good is damn difficult. So it’s very difficult to be original. You have to have an idea. And you don’t have an idea when you have nothing to work with.” (Ahem - For more on that last line, please refer back to my last blog entry .)

What that quote also means to me is it’s nearly impossible to be 100% original these days, and one should not become so enamored with this concept as to become unproductive. When someone is completely obsessed with doing something entirely original (entirely being the key word), it reminds me of those idealistic kids in design school who refused to trace an illustration for a class assignments because that would somehow mean compromising themselves as an artist. Okay, Pablo Picasso.

In Reality, we’re all exposed to the same influences; we’re all exposed to the same shapes, symbols, patterns, and forms. This only becomes more and more prevalent as the world continues to expand into melding cultures and consumer based societies. Still, it is important to achieve design that sets you apart.Don’t get me wrong here - I’m not saying that doing something new and fresh is a trivial pursuit, and that originality should not be sought after. Remember, Paul Rand says a good logo must be distinctive and memorable. I’m simply saying chances are that any great idea you have has probably already been done somewhere, somehow, in some form, so don’t obsess over it. If you always set out to be uninfluenced and 100% original all the time, you’d never get anywhere. Just try to be good; practice forward thinking, solid design principles, and good results will follow. Designer, Mike Davidson says:

“Tell yourself at every step in the design process that someone has undoubtedly already thought of this and what can you do to really set it apart. In design, and particularly logo design, the pessimistic axiom that “everything has already been done” is becoming more and more true, and it is only the virtuous designer who can continue to stand out in a sea of sameness.”

True dat, Mike. I think the real challenge is not being completely original, because it’s nearly - if not completely - impossible, but to apply your ideas in a new and fresh way.

In other words, just try to be good.

SEO has been a part of our world for many years now, same for SEM – both efforts solely geared for attracting traffic to your website from the search engines. One way through organically ranking for different keywords, the other by bidding for text advertisements that shows up for different keywords (most commonly known as pay-per-click). And now, a third very important technique to deliver new visitors to your site and that’s SCO – Social Connection Optimization (the acronym isn’t mainstream yet, so we just sort of made it up). In a nutshell, it’s designing your website so that it is easily connected to all the major social networks, like Facebook, Twitter and LinkedIn.

User data is coming in more and more frequently now and more studies are being conducted these days about how and why people are finding websites. In the past, they either remembered the domain name, they searched a term on a search engine or they clicked a banner ad or maybe a link on another site. Today, the social networks are sending more traffic to websites than ever before. And it’s at such a point now, that website owners who optimize their site for users to share information among their friends, or even discuss items about the website are winning the game today and setting themselves up for even greater success down the road.

Think about how much information we are exposed to on daily basis. And how much a friend or colleague’s advice or suggestion influences your decision about where to shop, what to eat, where to go this weekend, etc. That’s what’s happening more and more on the web with social networking growing at its rapid pace. Connectivity with circles of influence has never been easier and people are changing they way they absorb information – instead of sorting through all the advertisements and news stories on their own, they wait for the filter that is their social network.

This means that Social is the next Search and it’s an opportunity for the quick-minded website owners to reconfigure some of the ways they do business online. Not only should you use the search engines and click-thru advertising to drive traffic to your website, engaging and connecting with the social communities is just as important and vital to your future success.

Three things to do for SCO

1. Add the appropriate social connections to your website. Facebook Connect, Twitter sign-in, and LinkedIn links are easy tools to add – but they aren’t the only ones and many others are available to add. This may require high-level technical knowledge because of the use of API’s, so be prepared for that and use our team at lifeBLUE for tasks like these.
2. Continually make improvements and adjustments to the social usability on your site. Provide your site visitors with the tools to share your content with their social network. Let them sign-in to your website with their social accounts, avoiding an entirely new registration process.
3. And as always, study the data. Dig into the analytics and identify the best social communities that are working for you along with the areas of weakness that can be improved. Interact with the social networks and have a solid grasp on how much of your site’s information is being shared and really understand your own success – identify the things that you are doing that is translating into social networking GOLD … and keep it up because these social sites aren’t going away anytime soon.

In my last blog I discussed the differences of various types of web companies that exist in today’s market. One key factor in the overall cost of a website is the utilization of the team environment versus individuals simply working on a project. Operating a team at an efficient level of production for a web development project is simply not a task for the feint of heart. I will be the first to admit that any single individual can technically be more efficient than a team, however that does not directly correlate to more output and/or a better product. Ultimately, if the team is managed effectively it CAN be more efficient. With some companies, especially low cost ones, the only team aspect you are getting is an assembly line style production performed by individuals. Regardless of the industry, assembly lines are geared for one single purpose; to produce a large volume of the EXACT same product. If you are into custom cars or have ever had the pleasure to watch “Pimp My Ride” on MTV, you will notice that they always consist of teams working towards a single vision and common goal of producing a completely custom product. Each team member contributes to this vision with their own area of expertise. So what unique aspects do you get from a team when building a website?

1. Ideas - The world is full of “ideas” people. While some are more creative than others, the true creative individual doesn’t just spawn creative thinking in their sleep. They gain inspiration from their environment and more importantly other individuals dedicated to a common purpose and goal. Each team member brings their unique expertise and experiences to the table to come up with GREAT solutions that most people could not accomplish as individuals.

2. Thoroughness - The larger the project, the harder it is to collectively think of all of the ins and outs that go into its creation. It would take one heck of a person to single handedly think of the thousands of elements that go into a large scale project, and the odds are that they will miss something in the end. With a team, similar to ideas, you get each individual’s strengths to contribute to making sure every point is covered. Some team members are user interface experts, while others are great at testing, and more. There are so many more proficiencies in the web industry beyond just designing and developing. Furthermore individuals that are simply great at everything are extremely rare or are extremely full of it.

3. Productivity - An individual, working as an individual, must be extremely self-motivated and/or have some strict guidelines to work within. It is easy to distract an individual and likewise if that individual has other responsibilities you would be hard pressed to ever gain that their 100% attention. I have seen websites produced by individuals take months with mediocre results and I have seen teams do the same amount of work within days and produce stellar results. Teams motivate and feed off of each other. There is no greater motivator than competition and no one wants to be dragging the rear.

All of the benefits of a team producing a website are consistent with the same elements of a great sports team or a military unit. When it comes to a web design company you might pay a little extra for a true team, but the odds are the results will be faster, better, and more inline with your end goal than the luck of a draw of choosing than the alternative. Is lifeBLUE a team? You bet we are!

Not to long from now 4G wireless coverage is going to change how the mobile device world works. No longer will high speed internet be relegated to a 100 yard radius around your home. It will extend out beyond your home, office, and internet cafe into every corner of whatever major city you live in.

Things are going to change.

Things are going to change a lot.

As the internet world truly integrates with the mobile world, internet marketing will change drastically. Gone are the days where gaudy banner ads are the way to go. Those lovely little text ads will change forever.  Our social media outlets will no longer be tied to a desk. To reach the masses, creativity will be required.

Typically, the strongest part of any marketing campaign has been the “art” side of creative marketing.  That is also changing.  While graphic art is and always will be just as important to any marketing endeavor, the user interface has now risen to meet it in importance.  Here are a few reasons why.

Technology is no longer a spectator sport.

People want to interact with things on a tactile level.  Even with television, which is largely a spectator oriented technology, people gravitate to the content they can interact with.  Shows such as “Dancing With The Stars”, “American Idol”, and others have proven this for years now.  People like to contribute to their entertainment.

In the web world the sites that are used the most are sites that involve two things.  First a simple, usable interface that lets users do what they want without reading a manual.  Second, visitors can put their two cents in.  This is why Facebook has taken the world by storm.  People can use it without a Masters degree in computer science and it’s all about them.

People want to know and they want to know now.

People know that information is out there and they want it quickly and in a simple way. If you don’t provide that they will find it elsewhere. There are so many sites out there that do the same thing and 90% of the time the most successful site has three basic elements: clean design, relevant information, and most importantly it’s fun to use.  The site that does these three things (plus some good marketing) has the best chance to be a success.

Brand is no longer just about a logo.

Brand loyalty is now built by usability as well as visual appeal.   Take Google, they don’t have the greatest logo, a stunning visual design, or little pretties everywhere.  In fact, they do quite the opposite.  There is one woman who has been there since nearly the beginning who’s job it is to ensure that the user interface remains clean.  She is paid huge sums of cash to tell the designers to keep it simple.  People love Google not because it has a “WOW Wee” design, but because it is easy to use.

None of this negates good design.  In fact, it helps define it.  Good web design is defined by how the user will react AND interact with it.  If a design is good looking and hard to use, it is still bad design.  If a design is both then magic happens.

Now that the web is everywhere, user interface is everything.  Design, development, and implementation of a marketing campaign deeply depends on how a user feels about using that marketing.  It’s a good day for the internet because the user is finally the primary consideration.

Power to the users!

So I was intrigued by a recent blog I read where a company gave their team a set of questions, to see how varied the answers would be. You can take a team of designers, all having the same “job” and see how their perceptions differ, or take a team of all different positions and see how polar opposite they are. There might even turn out to be some similarities. So I decided that for my own personal good, I’d take our production team, all which play different roles on our team, throw the same set of questions at each of them, and see what comes of it. So here goes, 15 questions to make us stop and ponder…

I would just like to point out that you can tell the difference between the 1 girl in the group answering questions and all the guys doing it. Oh, the fun in working with men.

How would you answer?