Episode #138
Designing Logos

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This is an episode all about designing logos.

Music and links from this episode

  1. Fire by Monplaisir
  2. With You by Soft and Furious
  3. Dead Man Walking by Mo Rooneh

Line-by-line notes

  1. I love all kinds of design
  2. Interior design
  3. Web design
  4. Graphic design
  5. But favourite by far isn’t even the entire of a brand
  6. It’s just logos
  7. Allow me to verbally gush for an episode
  8. All about logo design
  9. This is AADA, and I’m Craig Burgess
  10. MUSIC
  11. I love logos
  12. The simple, strong ideas are the best
  13. I love how logos are very distilled versions of graphic design
  14. Or even, they’re a very distilled version of a single idea
  15. I love the challenge some logos face you like this
  16. Whenever you look at a logo, I like sitting down and looking at it to work out the idea
  17. Bad logos are even more interesting
  18. Because bad logos come in so many different variants
  19. And they’re all bad for different reasons
  20. One of the most interesting parts of bad logos is the same thing that’s interesting about bad design
  21. Lots of people don’t realise when a logo is bad
  22. Logos can be everything from average right through to objectively bad
  23. And if you’re not in the business of design, you won’t even realise the difference
  24. Which makes bad logos really interesting
  25. Because it poses the question
  26. If most people won’t notice
  27. Is a bad logo really bad?
  28. If 80% of people who see a bad logo don’t realise its bad
  29. And just accept it
  30. Is that logo really a bad one?
  31. After all, ff a tree falls down in a forest and nobody hears it, did the tree make any noise?
  32. As I said, I love logos
  33. Especially classic ones
  34. Anything that Paul Rand made I still love to this day
  35. It’s a crime that Ford never used his logo
  36. But I also love the attitude to logo and identity design that he had
  37. His philosophy on logo design and only ever being as good as the company is interesting
  38. He believed that no matter how good a logo is
  39. If the company its designed for is second rate, the logo will be perceived as second rate
  40. This shows the binding link between the logo of a company and the company itself
  41. In many cases it isn’t the actual logo that defines a company, it’s how the company defines itself
  42. If a company defines itself well and becomes a huge, well respected company, their logo is perceived appropriately
  43. Look at a classic example, the Apple logo
  44. Anybody outside of the design industry wouldn’t consider Apple’s logo to be anything amazing, by itself
  45. But because the company is Apple, and lots of people love Apple as a company
  46. Lots of people also love the logo
  47. Rand couldn’t be more right when he talks about the company defining how a logo is perceived
  48. Lots of Rand’s identity work was very simple
  49. And simplicity is a big factor in my work too
  50. It’s not that I like designing simple things
  51. It’s just that simple design makes an idea stand out much easier over a complicated design
  52. I’ve always had a rule of thumb in my mind about simplicity, and how it links into a message or idea
  53. If an idea is really strong, the design needs to be simple to let the idea shout above everything else
  54. But if the idea is weak, the design needs to be more complicated and flashy to compensate
  55. And that’s why I prefer simple design
  56. Because it demands you come up with a good idea first
  57. And good ideas is what good design is all about
  58. I’ll leave you with one of my favourite Paul Rand quotes
  59. “Simplicity is not the goal. It is the by-product of a good idea and modest expectations.”
  60. MUSIC
  61. This was AADA and I’m Craig Burgess
  62. Music featured in this episode was:
    1. Fire by Monplaisir
    2. With You by Soft and Furious
    3. Dead Man Walking by Mo Rooneh
  63. For a line by line rundown of this episode go over to …/ep138
  64. If you want more updates about my podcast, follow me on Twitter at craigburgess
  65. I’m back tomorrow

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