"Make more from less." - Ed Fella
*Instead of imposing an idea onto the problem the problem should dictate the solution.
*a logo shouldn't literally describe the client's business, a logo is the identifier.
*logo gives direction and attitude while product informs the meaning.
*logos are most successful when they are simple and dynamic
* Memory is made from four critical attributes:
We see shape and color.
We position it within our understanding of historical content. Is it victorian? modern?
We form meaning from past information. "green light means go"
We attach a feeling to it. For instance if a green car hit you when you were a kid, green may mean watch out.
*Design for longevity
*A logo is the base for all other messages
:Good designers make trouble:
*Fused metaphor: take the product and fuse it with something else.
*To help fuse your product:
Find pairs, push two things together into one image.
To find metaphors, put the client's product into different formats to help you make connections.
"It's like a _____" or "Think of it as ______"
Look up key words from your problem in a thesaurus and mess with the different words.
*Aesthetics are important in the design of trademarks and logos
(icon) used to mean any image used to represent a person, place, thing or idea.
(symbol) a category of icon, they are images we use to represent concepts, ideas and philosophies.
Icons are either fixed or absolute in non-pictorial icons and fluid or variable in the picture aspect.
So anyone find a resemblance between the character from Comics the Invisible Art to Jeremy??
*words are totally abstract icons-- no resemblance to the meaning at all
*pictures are received information and writing is perceived information.