"A logotype is a word (or words) in a determined font, which may be standard, modified, or entirely redraw. Frequently, a logotype is juxtaposed with a symbol in a formal relationship called the signature. Logotypes not only need to be distinctive, but also need to be durable and sustainable". <LogoLounge 2>
After watching this video by the master of positioning and brand consultant Al Ries, I admit I didn't feel comfortable. I will lie if I say I totally agree with him. In this case, let me justify: He says that a perfect logotype should fit in proportion the eye, both eyes, so the perfect proportion shoud be about 1 unit high and 2 1/4 units wide. He "redesigned" famous logos to this 'perfect' proportion, showing that they would fit better if painted in, for examples, buildings. Make your conclusions:
In my opinion, logotypes should have not one, neither two, but many proportions. "Legibility at various scales and in a range of media is imperative, whether a logotype is silk-screened on the side of a ballpoint pen or illuminated in an external sign twenty stories off the ground". said one of my most didatic colleagues Alina Wheeler, in his book Designing Brand Identity (Wiley). And I say it too. Please, Blogors, we have to avoid this 'perfect' proportion instead of following it. What's more, the designer have to predict as many possibilities of applications he can. Alternatives to different situations have to be created, whether in different shapes or in different visual identity combinations. What I disagree with Al Ries is that, in some aplications, the rectangular logo isn't the best choice. See this ads as examples. It's from the import company Easy Import and was developed by me. Compare with the 'perfect' proportion and decide yourself which one in each case best fits both eyes.
And check out the video again. When the picture "It's a jungle out there" appears, the logotype that is more visible (try to imagine that it's the first time you see the McDonald's golden arches) is a red circle with a white rectangle with black letters inside.
Google doodles, the drawings that are designed on, around and through the Google logo on Google home page, are the creation of 29-year-old Google Webmaster Dennis Hwang (interview and tips). Since Dennis began celebrating and marking worldwide events and holidays with his doodles in 2000, his work has been seen by millions and reached cult status, with fans waiting with bated breath to see his next creation, and even websites and blogs devoted to his work.
Searching about Google doodles, I have found Doodle 4 Google, a competition where K-12 students are invited to play around with the homepage logo and see what they come up with. This year Google is inviting U.S. kids to join in the doodling fun, around the intriguing theme What if...?".
Above, you can watch a time lapse video that shows Chief Google Doodler Dennis Hwang drawing a Google Doodle from start to finish. He creates a doodle that commemorates the Lunar New Year and invites students to join the Doodle 4 Google art competition.
At top, an overview of 'Doodle 4 Google My Australia' initiative. See how young kids have a clear view of Australian simbols. A great initiative for branding.
The team conducted an experiment in which 341 university students completed what they believed was a visual acuity task, during which either the Apple or IBM logo was flashed so quickly that they were unaware they had been exposed to the brand logo. The participants then completed a task designed to evaluate how creative they were, listing all of the uses for a brick that they could imagine beyond building a wall. People who were exposed to the Apple logo generated significantly more unusual uses for the brick compared with those who were primed with the IBM logo, the researchers said. In addition, the unusual uses the Apple-primed participants generated were rated as more creative by independent judges.
3/31/2008 - Branding a country - The Island of the Bahamas
Of course country branding - and cities, regions, etc. - is (much) more than just a logo, like Antonio Marazza, Landor General Manager, said in one of his articles. The challenge is that a country logo, and all its identity, has to faithfully represent the feelings and experience of the place. I would love to be contracted to develop a project like that, especially if the client were a paradisiacal country ; )
To illustrate how pleasant and didact would be a country branding project, Blogo brings to you The Island of the Bahamas logo, created by Duffy & Partners, for Bahamas Ministry of Tourism, in 2005.
The new logo and brand identity for the islands of the Bahamas - a clever maplike representation of the arrangement of main destination islands, and a pattern that can be repurposed on everything from T-shirts to websites - is fresh and bright, like the place itself. The mark distinguishes Bahamas as not a single destination but many.
Less than inspiring, the Bahamas' old logo (at right) didn't say 'tropical,' much less 'unique' or even 'fun'.
Building off flower shapes and other organic forms, the Duffy design team - after taken and studied hundreds of pictures of the islands, its nature and shapes - began to experiment with different ways to express that the Bahamas was not one destination, but many.The concept of using geographic as a design element emerged here, through different shapes.
The individual islands can be completely split out when necessary or they can be distinguished from the grouping of other islands solely through the use of color.
The shapes formed by the new logo have been worked into many different patterns and aplications, all of which further the brand identity and effortlessly promote the client.
patterns
visual identity
advertisement
banner
BLOGO TRIVIA
The islands of the Bahamas accounts for more than 60% of the GDP and employs half the labour force on tourism.
Hi, logo fans! First of all, let me introduce myself. My name's Diogo and, more than a branding professional, I am a brand enthusiastic. I am graduated in Marketing and I have been working exclusively with branding since 2006 in Brazil (click www.digbah.com.br and check out my portfolio).
Secondly, I'd like to apologise my bad english, as this is not my primary language. As you can notice, there will be some collocation, expressions, grammar and/or vocabulary mistakes, but I can assure you it is going to improve, considering the fact I'm moving to Australia in August.
Talking about Australia, the first post of Blogo shows the 2000 Sydney Olympics logo, created by FutureBrand. The emblem represents the figure of an athlete (a.k.a. the Millenium Athlete), using typically Australian shapes and colours. The boomerangs and suggestions of sun and rocks, together with the colours of the harbour, beaches and red interior invoke the unique Australian landscape and its original inhabitants. The flash which transforms the silhouette of Sydney Opera House into a trail of smoke from an Olympic torch recalls the emblem of Sydney’s Olympic candidature.
The Sydney 2000 Games were the largest yet, with 10,651 athletes competing in 300 events. Despite their size, they were well organised, renewing faith in the Olympic Movement. Birgit Fischer earned two gold medals in Kayak to become the first woman in any sport to win medals 20 years apart. Judoka Ryoko Tamura lost in the final in both Barcelona and Atlanta, but came back to win the gold medal in Sydney. Steven Redgrave became the first rower to win gold medals at five consecutive Olympics. The US softball team won in stirring fashion, losing three games in a row and then coming back to defeat each of the teams they had lost to. Participation: 199 NOCs (Nations) and 4 individual athletes (IOA) 10,651 athletes (4,069 women, 6,582 men) 300 events 46,967 volunteers 16,033 media (5,298 written press, 10,735 broadcasters.
The customary symbols, including the Victory Goddess holding a winner's crown, are engraved on the obverse face. The Sydney Opera House, the Olympic torch and the Olympic rings are represented on the reverse. The designers are Australian: Woljciech Pietranik and Brian Thompson.
"Olly", a kookaburra, "Syd", a platypus; and "Millie", an echidna, are three native animals chosen as mascots for the Sydney 2000 Games. These Australian animals represent the earth, air and water.
"Olly": epitomises the Olympic spirit of generosity and universal generosity (from Olympic). "Syd": represents the environment and captures the vigour and energy of Australia and its people (from Sydney). "Millie": is a techno-whiz and information guru, with all the facts and figures at her fingertips (from Millennium).
To reflect a diversity of styles and techniques, the Organizing Committee asked several poster designers from a wide range of different creative and cultural backgrounds to create posters. In total, 50 posters were published. The official poster was selected from creations presented in the following four categories: “Schoolchildren’s work”, “Sydney 2000 emblems”, “Mascots” and “Posters”.
The architecture of the Sydney Opera House, the blue waters of the Pacific Ocean and the subtle curve of the boomerang inspired the design of the torch. The torch includes three layers which are representative of earth, fire and water.
"The ever-existing challenge for each Olympics is not only to re-emphasize the original ideals, but also to be part of a process of moving them into the future." - Wolff Olins Brand Consultancy
BLOGO TRIVIA
Created in 1913 by Baron Pierre de Coubertin, the five coloured interlocking rings Olympic trademark represents the union of the five continents: Europe, Asia, Africa, Americas, Oceania.
patterns
visual identity
advertisement
banner
The Sydney 2000 Games were the largest yet, with 10,651 athletes competing in 300 events. Despite their size, they were well organised, renewing faith in the Olympic Movement. Birgit Fischer earned two gold medals in Kayak to become the first woman in any sport to win medals 20 years apart. Judoka Ryoko Tamura lost in the final in both Barcelona and Atlanta, but came back to win the gold medal in Sydney. Steven Redgrave became the first rower to win gold medals at five consecutive Olympics. The US softball team won in stirring fashion, losing three games in a row and then coming back to defeat each of the teams they had lost to. Participation: 199 NOCs (Nations) and 4 individual athletes (IOA) 10,651 athletes (4,069 women, 6,582 men) 300 events 46,967 volunteers 16,033 media (5,298 written press, 10,735 broadcasters.
