Thoughts on Logos and Branding

Since successful branding and visual identity are of such primary importance to most enterprises, I wanted to share some thoughts that may be helpful and add a little insight. First, a little history... It is thought that Peter Behrens, the German artist, architect and designer, was the first designer to create a comprehensive visual-identification program for a company called AEG back around 1907. This is what the logo looked like for this company. Later on, corporate identity and visual systems began to evolve after World War II when graphic design began to be seen as a major way to shape a company's reputation for quality and reliability. Such firms as Olivetti Corporation and Columbia Broadcasting Systems hired strong individual designers, such as Giovanni Pintori and William Golden, who put their personal imprint upon their client's designed image. Their attempts were very successful and other company's followed suit.

As a result today the logo has generally become the most important element in a company's visual identity program or branding scheme. Most existing and potential clients recognize their company and company's product(s) by their logo and it's associated branding scheme. A good logo or symbol must be memorable and have "some barb to it that will make it stick in your mind". At the same time it must be "attractive, pleasant and appropriate. The challenge is to combine all these things into something simple."

*special thanks to Phillip B. Meggs, author of A History of Graphic Design, and Tom Geismar (of the noted firm Chermayeff & Geismar Associates)

When should you contact a Graphic Designer?

• you want your next professional printing project to turn out right
  
• your logo lacks excitement and/or needs to be updated
• you are planning a new marketing campaign, annual report, catalog or brochure
  
• you need a well coordinated business stationery package, i.e. bus cards, letterheads, envelopes, labels, invoices & other forms
• you are going to create a new website or upgrade an older one
• you need new signs – small or large and of any type, i.e. neon, electric, posters, billboards, truck lettering, interior sign systems, banners, etc.
• you have a custom calligraphy project
• you are writing/editing a book, booklet or pamphlet which you intend to print or publish
• you need to update or create a new brochure
• you are planning on creating an ad of any size to put in a local newspaper or publication, or in a major magazine
• you want to do an online email ad campaign and need to create an HTML emailer
• you need new graphics or custom graphic elements for your website
• you need animated flash graphics for your website or online ad campaign

Thanks! Visit my site for more info at www.carlmathewson.com

Typography and Graphic Design

When choosing the fonts or typography for a new project, experience has taught me to be careful & selective, maybe even what you would call conservative. One or two fonts, carefully selected, are usually all you need. Only in rare occasions, and depending on the project, will you need another font. This is because the goal in most projects is to create a harmonious whole with all the elements used. Using too many fonts generally creates a feeling of disunity and confusion. And I've found that you can still be very creative while remaining within these boundaries.

Of course these days there are many designers who break the rules for artistic reasons. It is their intention to create a certain feeling or communicate a special message. This is certainly OK and often works very well. But when designing for most clients and real world applications, the above general rule usually works best.

Personal Font Favorites & Combinations

Here are some of the fonts I have very successfully used in some recent projects:

Sans Serif

• Arial
• Verdana
• Helvetica
• Futura
• Frutiger

Serif

• Times
• ITC Stone Serif

Script

• Zaph Chancery
• Zapfino
• Brush Script
• Shelley

Try these combinations out!

1. Arial Bold & ITC Stone Serif Med
2. Mistral & Frutiger
3. Brush Script & Frutiger