Paul Rand: The Real Logo Design King It's too bad that Nike CEO Phil Knight can't appeal to Paul Rand for help. As the ubiquitous Swoosh becomes as much a symbol of corporate greed and exploited Southeast Asian workers as it is of athletic prowess, Rand might have a fix quicker than Knight could dispatch Michael Jordan to Singapore. Think of three resonant, established logos, and, chances are, at least one of them was created by Rand, the father of modern branding. With his succinct philosophy that "the trademark should embody in the simplest form the essential characteristics of the product or institution being advertised," Rand practically created the corporate logo design culture. Illuminating is the fact that Rand, who almost single-handedly brought European modern graphic design to the United States, got his entire import out ... Read More

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Logo Design - Not Just a Pretty Typeface Often overlooked as "cosmetic," a company's logo can be one of its hardest-working assets. A company logo may be the last thing cost-conscious CEOs focus on when they're looking to jump-start growth. Below, find six little secrets for coming up with a great logo without breaking the bank. 1. Be simple. Some of the best logos are the simplest. One of the oldest is the mark used by the Bass brewery: a red triangle. Target has made a red circle with a red dot in the middle seem the very essence of affordable, hip practicality. Now H&R Block is trying to claim a green square. It will probably work. Simple things are easy to remember and tend not to become dated quickly. 2. Leave it open. Don't try to make a logo that ... Read More

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Steps to a Better Logo Design! Know your audience Know Your Customer In order to design a good logo, you need to know your customer and your customer's customer, as well. Many customers may come to you and request a particular style of logo, or the use of a particular symbol. Dig deeper to find out what is unique about your customer, how they solve their customer's problems, and who their target market is. No Idea is Too Stupid Brainstorming is often the key to a good logo. After you've fully explored your customer and their market, begin writing down words that apply to your customer. In fact, this is a step you should do with your customer. If your customer won't spend time in a "formal" brainstorming session, at least get them to give you a ... Read More