sm0lorla posted: " Logotype by Michael Evamy is a book that I wanted to read since it was shown to us in class. I found the eBook in the library, and have selected some quotes I found particularly useful when trying my own logo designs. 'The art is in the concept of a l"
Logotype by Michael Evamy is a book that I wanted to read since it was shown to us in class. I found the eBook in the library, and have selected some quotes I found particularly useful when trying my own logo designs.
'The art is in the concept of a logotype; in the crystallisation of a visual idea. This can emerge from extended, educated experimentation with type and letterforms until something - a solution - appears'
Logotype introduction P1
'There has to be a good reason for a symbol ... a very long name, a need to bring together different identities ... the focus should be on the name of the entity represented'
Sagi Haviv, Introduction P1
These quotes, although only from the introductory chapter, instantly made me think much deeper about my own concept and ideas. I knew that I needed to conduct a lot of experimentation to achieve a good outcome, and that I should focus on the logotype as a whole, rather than just the logo mark. Although the 2nd quote says 'There has to be a good reason for a symbol', I decided at the beginning that I did want a logomark, as I want a symbol that represents my brand as well as the larger logotype.
I also chose a few examples of logos shown in the book that I particularly like. Under the chapter name 'colourful characters' these ones stood out to me. These screenshots are of the eBook, displayed as Evamy laid them out.
Image 1: Beautiful Books. I really liked this one as it featured a flower, making it look elegant. This was quite relevant to my initial logo development as I started with lily pads in an O, and moved now to a flower as my logo, so this one was quite an inspiration for me at the start of the module.
Image 2: Croydon Food Group. I liked this logo a lot due to it's clever use of negative space. The hole in the C is in the shape of a bite mark, which represents the food aspect of the company.
Image 3: Fluid Nail Designs. The shapes in the logo represent the droplets of nail varnish, which is clever yet still aesthetic.
Image 4: Ai Fiori. I specifically liked this logo as it was very pretty and elegant. I wanted my logo to possibly be plant related, to represent my growth as a designer.
Image 5: G Design Studio. This logo wasn't a particular inspiration, but I noticed that it looks a lot like the Shrek logo, something this designer may have overlooked. I wanted to make sure my logo didn't have any overlooked resemblance to something else, as this could damage my brand's reputation.
Image 6: Highly Solar Energy. Although not similar to my ideas, I felt like this logo was cleverly made. It is in a circle, relating it to the sun, made up of lots of splodges which connect into a lowercase 'h' shape.
In conclusion, this book has helped me design my own logo. It gave me inspiration, showed me the types of logo I like and am aspiring to achieve, as well as the logos I didn't like, reaffirming which of my ideas would work well.
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