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- currently residing in Chicago, Rob remains active within the agency designing for a variety of clients, old and new.
- initially majored in industrial design -> switched his focus to graphic design.
- design philosophy: "Whatever you're doing, keep it simple."
"meaningful" doesn't have to translate as "complicated" in your logo. People like what's easy to understand, so you need to strive for a clear message in your logo that is singular and impressive. "you also need to strive for a wink in the logo. You remember a joke or something that made you laugh. Any time you can add any kind of humour it becomes more likable and memorable. If you're so afraid to give a wink, then you're going to be pretty much beige like everything else. Especially in the age of the Internet."

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-  customer's order: redesign apple logo but don't make it cute
- their name and the corresponding pictorial icon are both say "apple".
- included the bite “for scale, so people get that it was an apple not a cherry."
- Former Apple executive Jean Louis Gassée called the logo “the symbol of lust and knowledge.”
- metaphorically the bite indicated biting into all the knowledge users would get out of this computer.
- inspired from the bible story of Adam and Eve
- it is believed to have applied the golden ratio for such appealing logo design result

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- designed in 1972.
- The 8-bar: visible use reinforces the IBM brand, makes it more memorable and authenticates, used to lend authority and engender trust wherever it appears. It suggest speed and dynamism. Blue is often associated with stability, depth, loyalty, trust, and intelligence. The light blue color has a soothing effect on people => convey a sense of strength, professionalism, and dominance.

Black and white version: The black stripes have been drawn thicker than the white stripes. The black and white should appear to be similar optically. (vice versa for white background)

the counter shape: the positive being a sharp and the reversed more blunt. This subtle difference between the two ensures optical integrity on light or dark backgrounds.

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- one of the foremost American graphic designers of the 20th century and helped establish the Swiss Style of design in the United States.
- Trained in the 1930s at Pratt Institute, Parsons School of Design, and the Art Students League, he went on to become an educator himself at Cooper Union, Pratt, and later at Yale University, where he taught graphic design in the graduate program from 1956 to 1969. He returned to Yale in 1974.
- his principle: Distinctiveness, Visibility, Adaptability, Memorability, Universality, Timelessness, Simplicity
- He focus on freeform layouts that are less structured and utilize collage, photography, artwork, and typography for an engaging result that users wanted to interact with. He took advantage of contrast and shapes to create unconventional ads and logos that were different from the rest.
- He considered the basics, including what logos are, what they are not, and what they are capable of being to create the right level of simplicity to suit each client’s needs.

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This logo is simple, easy to remember but it does not have any visual elements reminds of a pharmacy beside the colours. The "k" is integrated with circles which makes it looks 2 people doing the deed. Very misleading

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Comments from lecturer:
- develop the abstract seal logos version
- cut down the details -> most of them looks like good illustration not logos

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- it is inspired by a traditional Chinese coin
- the square enclosed in an octagon, it suggests a bank vault—and by extension the notion of security and trust.
- The 45-degree angles give the mark motion and dynamism, even a hint of three-dimensionality
- The light blue and white emblem is slightly smaller than the lettering, standing for loyalty and reliability.

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- his 3 rules of a good logo design:

Appropriate – logos should be appropriate in it's feeling. (e.g. if it is a sport logo -> visually feels bold and dynamic, a fashion logo it's elegant)

Distinctive & Memorable – It has to be unusual enough to persist in our mind. It should looks good even as a paper sketch.

Simple – It needs to be able to be produced in every pixel size.

- to him, a bad logo is generic and too complicated

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combining a single letterform with a symbol (keep a letter’s positive space, and incorporate a symbol within the empty space inside or around it)

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combine two different forms to create dual meaning behind a single symbol

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- Design brief: Conduct a questionnaire or interview with the client to get the design brief.

- Research: Conduct research on the industry itself, its history and competitors. Problem-solve first, design later.

- Reference: Conduct research on logo designs that have been successful and on current styles and trends that may relate to the design brief. longevity in logo design is key.

- Sketching and conceptualising: Sketching helps to evolve your imagination. Develop the logo design concept(s) around the brief and your research. This is the single most important part of the design process. Then design it on the computer.
- Reflection: Take breaks throughout the design process ->helps  ideas mature, renews your enthusiasm and give you fresh perspective on your work.

- Revisions and positioning: Whether you position yourself as a contractor (i.e. getting instructions from the client) or build a long-lasting relationship (i.e. guiding the client to the best solution), revise and improve the logo as required.

- Presentation: show your client:

Present only your best logo designs to your client. (PDF)

the logo in context, which will help the client more clearly visualize the brand identity.

Preparing a high-quality presentation The meaningful presentation is custom designed—for a particular purpose, for a particular person.

explain as if the design itself in the marketplace

should be fulfilling in ideas (you cannot fake a good design using surrounding factors)

- Delivery and support: Deliver the appropriate files to the client and give all support that is needed.

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incorporated subtle, relevant symbols into their logo’s typography, making use of the negative space between different letter combinations and areas enclosed within letters

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The design does not have to fit in the spiral golden ratio. We can use the a/b proportion to build our guide line and foundation.

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use it to decide the placement, size, and length of key elements in a logo.

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use it to determine the height and width of the logo as well as the proportions of the strokes.

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- Do not use more than one Golden Ratio when designing. If you need a smaller proportion, take it from the Golden Ratio you began with.
- Not all strokes may line up with the Golden Ratio. In this example, horizontal strokes need to be slightly thinner than the vertical strokes to appear optically equal
- use it as a guide, not a rule

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refine the points, shapes, and connections.

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combined the shapes and used a grid to align all parts.

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taking all the main shapes from the Golden Ratio -> the proportions will be harmonious

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- Golden ratio

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A good logo is distinctive, appropriate, practical, graphic and simple in form, and it conveys the owner’s intended message. A great logo essentially boils down to two things: great concept and great execution.

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- the part of the logo that cannot be seen. It describes the empty space around and inside the logo—anywhere there is not a shape or color.
- use appropriate amount of padding so that it doesn't look crowded
- negative space isn’t just about creating clever overlays. It’s also a more general way to balance your visual hierarchy and draw the viewer’s eye to meaningful pieces of information about the nature of your brand.

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- it should be able to fit in with variety of textures, colours and places
- designer can test the logo on mock ups during the designing process

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1) Not a very unique design.
- When people saw a similar logo previously, it isn't be easy for audiences to distinguish your logo from piles of existed logo designs
2) Fail to sympathize with humans
3) Logo font and the design style do not rhyme.
4) Font color is too intense or fresh, while shape color is fader than font color.
5) Use many colors.
- In most cases, professional designers suggest us using 3 different colors at most.
6) Colors don't rhyme with each other.
7) The color feelings don't fit the logo theme or your business service.
8) There is no primary color
9) Use gradient color.
- Gradient color usually demeans a logo design.
Beside the points Designevo mentioned I think a bad logo design is:
- overly complicated: having too many small details, having too many subjects in different colours
- misleading: logo tends to be simplified and abstract and so sometimes the abstract imagery can suggest people a different visual from a different view angle. Therefore, the icon should define itself clearly.
- bad colour combination: colours used in a logo should follow a certain rule. It is fine to use gradient but again the choice of gradient colours should belong to a well thought out palette. Also, avoid 3 gradient sliders with the white sit in the centre.

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- Kashiwa Sato redesigned this logo -> become Uniqlo business emblem
- the core branding concept = “super rationality with aesthetic consciousness"
- bright and identifiable
- It showcased a great link to Japan: palette = Japan’s flag, Sato  featured Katakana in his designs (an alphabet that is mainly used for foreign words), the face looks like a Japanese ink seal = reinforcing the link to the main consumers.

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- most known for his Uniqlo logo
- one of the most in-demand creative designers in Japan
- a graphic designer recognised for his works with Honda, Uniqlo, and Issey Miyaki
- accomplishments:

Creative direction of global brand strategies of Uniqlo

Branding project of Seven-Eleven

Corporate branding and small car branding strategy of the ‘N’ series of Honda

Creative direction of OECD/CELE award-winning Fuji Kindergarten

Guest artist of ARITA 400 project exhibiting at ‘Meson de Objet’ 2016 to introduce Japanese culture globally

- he serves as a cultural ambassador for Japanese companies at times
- he likes minimalist atmosphere -> his designs are simple but bold  for user-friendly purpose
- he thinks products, packaging, and logos should be simple enough that even housewives could understand the concept

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Commission of design: longevity
Categories: Strategy, Identity, Visual Language
Type: Wordmarks
Idea explained:
- playful and deceptively simple
- subtle as to look almost non-designed
- The colors evoke memories of child play, a hint to the inherent element of serendipity creeping into any search results page
- Times-Roman was the font of choice for the web at that time + sans-serif fonts were a part of the printing industry
- subtly sophisticated + some humor + irreverence -> Catull, an old style serif typeface. Catull borrows elements from traditional writing instruments such as the quill and the chisel with a modern twist (=) Search = an activity that requires we look into the past. - - Visually, there were two main schools of thought at the time: those wanting to emulate the conventional non-web giants such as Sun and SGI (bold all-caps sans-serifed fonts), and those who viewed the irreverence of Yahoo’s non-designed approach as “the look" for the new medium.

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- should be bold and beautiful
- scalable
- a successfully-designed letterform will subconsciously invoke the full name of your brand in people’s minds
- versatile
- need to have a funky font, dramatic backdrop or interesting colour scheme -> resonate
- make sure the font is legible

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Note: the simpler the design, the better the repeated version look. Refer to Japanese logo/crest design.

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Abstract Logo Marks and mascots
They are both my favourite but one is leaning toward for study benefit and the the other is personal liking.
Abstract Logo Marks:
I consider them to be one of the hardest to design and most visual intriguing logos. in every simplified logo designs lying messages of  a brand which makes them meaningful. They are suitable for a majority of customer age ranges and can be placed almost everywhere.
In this semester, I feel like what we focus on in both classes could be applied to this type of logo the best. Many logos of this type have a combination of organic and geometric shapes. Besides, because of it versatility, I will have to consider the positive and negative spaces plus the process of refining is perfect for this project study.

Mascots:
I feel like some mascots may look a bit quirky, cute and maybe creepy. Every mascots tends to have a story that whether it is directly relating to a brand or not, would still attracts audience because of how different it is. Personally, a mascot logo brings me the feelings of nostalgia or attachment. The character used in this type of logo also show a lot of individuality and uniqueness of a brand

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- "Ruth is an ideator, a hands-on designer, art director, creative director, mentor and speaker whose work has been showcased and recognized both in the United States and abroad."
- best known for designing the Google logo that was displayed from May 31, 1999 to September 1, 2015.

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- typography-based logos that take the abbreviated initials of a company and spruce up their design a bit
- turn your lengthy business name into an identifiable brand identity
- great option if:

you’re a new/small business who needs to get their name out there.

you have a long business name

monograms are often associated with personalization and wealth => appeal to a high-end crowd or offer homemade/handcrafted items.

- simple fonts but not boring. consider embossing your business’s full name under your logo on branding materials

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- consist of text only – company names, monograms or initials.
- very effective in brand representing
- perfect to highlight brands with catchy name. High-end fashion brands, food brands and tech companies that want to be seen as innovative tends to use this brand.
- not suitable for brand named after a person rather than a concept

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- rather than having one standard font-color-text combination in your logo, these elements can change – whether on the internet or on different branding materials.
- think responsive: change according to the contexts
- keep your audience attention
- great option for brands in entertainment, media, or creative industries.
- Be careful not to lose the associative power of your logo.

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- usually a seal or a crest sit in a border
- They are: memorable, have an air of professionalism, traditionalism and importance to your brand, give the impression that your company has been around forever
- great for brands who want to seem reputable or tell their audience that they uphold traditional values. Emblems look particularly good when they’re engraved => a good option for an organization with uniforms or garments
- have many details => look bad when resized
- not versatile

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- Combination mark logos include any combination of images and words that you choose; you can pair a letterform with a mascot, a monogram with an abstract image – whichever combination speaks to you the most.
- Versatility: allows for easy rebranding – your customers will only see the symbol and still immediately think of your brand.
- combination marks will give your audience multiple visual cues when they come in contact with your business
- Difficult to make the design doesn't look excessive

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- An image of a character or person that act as a visual representation of your business.  The “spokesperson” of a brand – advertising will be centered around them.
- give their audience that warm-and-fuzzy feeling, which leads to creating a distinctly memorable brand
- a great choice for brands trying to cater to children
- Only for child-friendly brand

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- This type of image doesn’t necessarily mimic an object that exists in real life; rather, it’s a unique logo that’s designed to express something specific about your brand.
- you can create a logo that really communicates your values or something about your brand that you’d like to emphasize.
- Used for a business that does several distinct things
- make sure that you refine the logo design until you’re sure you’re conveying the intended message to the world.

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1) The 11 Core Principles of Logo Design (justcreative.com)
2) The 9 Types of Logos & How to Use Them | Tailor Brands
3) https://www.wired.com/2008/01/the-brains-behi/
4) https://designbro.com/blog/news/kashiwa-sato-graphic-design-secrets/
5) https://816newyork.com/kashiwa-sato-brand-limited-common-sense/
6) https://99designs.com/blog/logo-branding/anatomy-of-a-logo/
7) https://www.smashingmagazine.com/2009/08/vital-tips-for-effective-logo-design/
8) https://www.thelogocreative.co.uk/using-the-golden-ratio-in-logo-design/
9) https://www.mavenlogix.org/golden-ratio-in-logo-design/
10) https://dribbble.com/stories/2019/10/04/negative-space-logo-design
11) https://cghnyc.com/work/project/chase-bank
12) https://www.designevo.com/blog/ugly-logo-analysis-how-to-amend.html

13) http://www.worksdesigngroup.com/carolyn-davidson-nike-swoosh-logo-design/
14) http://www.worksdesigngroup.com/paul-rand-logo-designer/
15) https://www.ibm.com/design/language/ibm-logos/8-bar/
16) https://www.culturecreature.com/apple-logo-meaning/
17) https://www.hellocreativeagency.com/blog/designer-series-rob-janoff

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The 9 Types of Logos & How to Use Them | Tailor Brands

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Creating a logo is the first step to building your brand, but which of the 9 types of logos is right for you? Click to learn more!

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– are logos that are made up of a graphic symbol or icon, one that (usually) represents a real-world object.
-if you specialize in one product or one service that can easily be represented by an image, then a brand mark could be a great choice for you.
- often the hallmark of companies that could be considered iconic, you need to first be established enough to be recognized.

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- Avoid using more than one font
- Using sans-serif and serif fonts are safer

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It should fit in all contexts and still look beautiful in every size.

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Every elements on every angles should complementing one another

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Decide if the logo should visually having motion or still base on the core of the brand

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Consider various aspects:
- colour psychology
- balance/ contrast
- brand-specific colour choices
- synchrony
- effects of the colours to human eyes
- color meanings

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concentrate on the core design elements and shape the ideas into a legible design before move on to colour options.

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Consider the best aesthetic
- A classic style will help your logo stay valid for years
- Retro or vintage style is popular as it can evoke memories and create an aura of nostalgia
- hand illustrations done in warm hues fits this design style.
- Some business brands prefer a simple, minimalist and clean logo to easily communicate a fresh idea to the intended users. Such logo designs often utilize a lot of negative space around the logo and help convey a cool, professional and purposeful approach.
- Funny logos may be suitable for business brands with a predominantly young audience. They are also popular for certain business niches associated with sports, energy and celebration. Businesses like sports, movies, entertainment, music and games often use such a logo style.
- handcrafted logos bring a little mix of other popular styles, such as vintage, funny or minimalist.

Approach each elements of design (font, colors, shapes and graphics to layout, etc.) step by step

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Represent the identity of a business brand

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Represent the identity of a business brand

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- represents all of these through a smart and minimalist graphic design => resonates with the audience and serves the branding purpose.
- Consider: what the logo communicates, the unique value proposition of the brand, whether the logo helps distinguish your brand from the competition.

- look at: the brand’s core personality
- follow the questions:

What is the primary objective of your business?

What are the key values and beliefs that your company holds most dearly?

What does the company do best?

What creates the unique value proposition of the company from the user’s perspective?

What three words easily describe the brand?

How do you want your customers to describe the brand?

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logo follows trends will be outdated: a logo is something of permanent value for a business brand, you must ensure that it has elements worth remembering for the entire life cycle of the brand. It needs to have staying power.

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Simply sketch out designs using pen and paper or design tool such as Ai
Start with making a few dozen sketches of possible logos and create variations of every logo idea => effect brainstorming, and can give you a lot of new possibilities that you can further explore.

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Task 1:

How many Logos types are there? Research each type

Which type you like the most

Research some of the well known Graphic Designers specialise in Logo Design

Find at least 5 Logo that you like and explain why?

What make a bad, good and great logo?

Logo design process, from start to finish. Research Case studies about it.

Task 2:

Explore and create a Logo. It could be your personal Logo or for someone else.

Choose one or a few logo that you don't like (explain why) and make it better.

Note: Avoid Logotypes (wordmarks), Lettermarks, and Monogram

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Experimenting with warp, distort and transform

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3 set of 9 using squares and circles to create new shapes.

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create shapes using a square and a circle