The Best Logos Ever Designed Are Simple Not Interesting & Not Overworked
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- Опубликовано: 22 ноя 2017
- Why Designers Should Strive To Make Designs Simpler vs. More "Interesting". Make your logo simpler, more legible and timeless vs. trying to be clever. The best logos in the world are often the simplest: Nike, Apple, Google, B&O, Levi's, FedEx, CBS, UPS, Warner, Girl Scouts, ABC, United Airlines, American Airlines, and IBM to name a few. They often use very common typefaces like Helvetica or Futura and refrain from over embellishment. Still don't believe us? Look at some of the most expensive luxury brands and study their logo.
In his newest book, Blair Enns talks about the value of logo design isn't based on hours worked, or even the perceived quality of the design. To illustrate the point, he states, the Nike logo was designed for $100 while the Pepsi logo was $1 million. Is the million dollar logo better than the $100 logo? Is it worth 100,000 times more?
Designers often mistake the effort or cleverness of a logo as the hallmark of value. It is not. Furthermore, Michael Bierut says too much is made of a logo. A logo is only a very small aspect of the brand. It's not the whole story just the opening paragraph of a long story.
Jijibaba logo designed by Astrid Starvo, Atlas
www.astridstavro.com
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The best logo is one that is instantly recognized, for years and years. That's what identity is about. NOT cute, doesn't have to be clever.
so many people don't understand this.
For me a geat logo is a logo a 10yo can draw in class by memory
@@thefutur Maturity does a lot... Man up people! :)
@@christianconcepcion1724
How many of those logos are recognizable because the companies have been around for decades versus the design being well done?
This is one comment that I truly agree with. Some of the most iconic brands have marks that don't have words or anything fancy but are so remarkably remembered. Instantaneous recognition for years and years.
Chris brings out maturity in this discussion unlike others, most people like to overcrowd logos and icons . So when you minimise it its still viable and strong.
simple is always better. Personally I like minimalist logos the best. They look both high class and durable.
same here.
It's actually ridiculous how good simple logo's are.
I'm still learning the way of making them, sketches and shit but dude...
...those are awesome...the ones that are simple.
They make a business look professional actually, and especially in business cards.
Like, I'd love to make super decorative logo's, they're great but difficult to make.
I mean, there is well trained people who can make decorative logo's but I ain't for that.
Simple logo's for life! :D
It also signifies a long lasting brand. Something the eye can easily associate.
Twinkie Cakey decorative logos can work, if they're done right. The simpler, the better. Lots of decorative logos exist and work. You can spot them. FTD, for example. Flower delivery. Flowers with a Mercury, the God of speed, within the logo, signifying speedy delivery of your flowers.
Flexibility in application really matters... simple is good.
When the young designer look the luxury brand they say "they're not boring" - 0:42 but actually is, i think its a bias because they know its a big brand and famous, when they see the city steel logo they say " i dont get it, its boring 0:32 " when that brand goes up i believe they will say its good logo. its bias
i love jijibaba logo its like community with the letter i .
i think the city steel logo is amazing, pretty simple, and people love everything simple i guess but the typeface need a little modification.
.
.
simplicity is good and memorable
I usually don't do logos unless the request comes from a client that gives me a good vibe when it comes to them trusting my judgement and experience. I'm not saying they shouldn't be involved in the process and that my word and vision are absolute and final, but there have been many times when I come across clients that think the price I should charge should be directly proportional to the complexity of the design... "you want me to pay you that much for this?, it's so simple, I could've done it!"... then you go on and explain and set examples like Nike, Apple, Chanel, McDonalds, etc. A logo is just an identifier, sure, it has to convey certain things about the product/service/company but it's still just an identifier. These people want to keep piling stuff with complex twists and turns and gradients and ornaments all over the place and this text and that effect; it stops being a logo and becomes a flyer/ad. The moment I feel they're going to be like that I tell them I'm not their guy. They're just not worth the time and energy. And unfortunately it seems more and more clients are like that nowadays. There's also the "I'll just go to Fiverr" people.
hence the argument that i was attempting to make. i'll charge you more to make it simpler.
Tony CL Those clients should stay on Fiverr, the logo they get there will match their attitude.
I agree that some clients don't get it and should be avoided. Some people just don't and won't ever get it. That being said, some people just need to understand a little better what goes into it. For those clients, I have a logo explanation document I give them (to supplement my verbal explanations). I think everything comes down to building rapport and earning your client's trust. Once you have that, they should be down for whatever you advise.
I'm copying this para and posting it designing it as a Insta post. This Is So Accurate!
I think meeting with the client, understanding the company's product, brand and attitude is enough to envision and create the logo. You should have your best creation with at least two backups. They should never be involved in designing the logo beyond that point. If there is more than one stakeholder, it will never get done and end up in arguments and bloodshed. Simpler is best. Visually appealing and long lasting. People know some brands already and what they represent, so Dior can just use the name with a simple, yet appealing logo with just the name. For new or medium-sized companies, maybe even larger, with not much brand recognition, just having the name may not work, unless the name is unique, but explicit. Ralph's, for example. Just the name works.
"Those are cool!" I think what they're noticing is that they recognize them and think the brands are cool...but the logos are ultra simple and 'boring.'
I'm becoming increasingly of the mind that it's more important to create a logo that can't be bad, rather than a logo that's "good".
it can feel that way. but my take is simple is good. strip away the junk. what you are left with is something that is so functional it can become art.
It IS art, if you think about it. Crafting a logo is like crafting words or paint or clay or clothes or what have you.
I love the conversational style of all this lol first time ever watching a video that combines the feel of radio with the aesthetic of a tutorial lol
Chris,
You missed the letter “I” in CITY STEEL is a steel I-Beam in section. It’s the strongest part in the whole logo for me. It sells it and makes it interesting and not boring.
Oooh snap. Love it. I really wish they'd lose the 'C' logomark though... I dunno.
Just found this now. The City Steel logo is amazing. I’m surprised that none fo the designers fully understood the power of this logo though. The “C” in City Steel is a representation of the stylized steel Diamond pattern that is commonly used as a safety measure to ensure footing and grip for walkways, truck boxes and siding for industrial parts.
Logo doesn't need, or I would even say should not follow other visual art in the sense that you don't want someone to over spend time to analyse and look at how interesting it is. Simplicity, enough uniqueness, and distinguishable at any scale + elegance is the main thing. Honestly it's really about durability and flexibility (can go on anywhere). Of course if you can maintain all that, be as clever with the design as you want. I actually like the city steel logo. The C on top is building blocks that is like a 3d cube at a single glance. Anyway, often people forgot it's really all about the product/brand value that the logo goes on / associated with.
City Steel is a construction company type of logo. It cant be compared with a fashion brand type of logo. Chris that is why they are fighting you.
i don't think that's what they were saying. but there are plenty of great and simple marks for "construction" companies. look up Stanley or Caterpillar logo.
I'll study them.
Jim
Brandon Read hello bro..
Jim Maina my apologies I didn’t mean to comment.
I always tell this line as a finisher in my discussions with the clients,
*It's so simple that's why it's so complicated!!*💐
I agree 100% with you Chris. One of the first lessons we learnt when I went to design school 20+ years ago was the KISS principle. A principle that is all to often forgotten about or pushed aside as "not applicable in this situation or solution."
confident design is simple and understated.
So for the passed 2-3 weeks of binge watching The Futur I learned about so many visual arts option that were unknown to me. I was given a how to guide to direct my life, and I'm happy to have been shown this channel by a friend. I'm doing my best to apply the knowledge that I didn't know existed and slowly getting better at structuring my days to be more productive and efficient. I've been sharing the knowledge that you showed me to friends that were lost on pricing and how to sell themselves. I would use the 'gamble' talk to give them confidence in their own work. I'm really into the fine arts, and there are some questions that I have to go in search and look for myself, and a lot of what was holding me back was myself, and listening in to these informative videos I was able to confront myself. Thank you!
Firstly, I love the videos you guys put out there. It has helped me and given me more strength and belief in what I do so thank you.
Secondly, I always feel like the dream team are too scared to say what they think. It makes some parts of the videos feel awkward. It's like they want to say what they think Chris wants to hear rather than giving him a real opinion.
It would be good to hear them speak their mind. I think Chris and the viewers would appreciate what they say more. It's not like they don't have super valid things to say so let's hear it.
i encourage them to speak their mind. all the time.
Yes but I think they hold back like they lack belief in their own opinion.
I agree, this is Aaron btw, I feel like I am saying what im thinking but I will do it more, youve inspired me thanks.
YES! Go for it Aaron. I look forward to seeing more of you and your thoughts. Thanks for your reply man!
I totally agree with you !
I'am new to this channel, and that's something, that made me a great impression. It's not bad to question things and speak your mind, this may lead to a new idea, or you could be completely wrong - doesn't matter . I just feel like "this is cool/boring" is not enough i would love to hear the team elaborate.
On the "City Steel", the I is the elephant in the room. Check out the profile of an actual steel beam... Bloody brilliant! Doesn't even need the C mark.
Omg. I couldn't really stop looking at it... Maybe subconsciously I noticed something about the "I" and made a connection.
I agree with you Chris that simplicity is the most powerful design aspect.
but how can I have the taste to differentiate simple great design from usual and normal?
How can we decide what's best for our client? Like, when should I use just the wordmark with small modifications, like all of the logos shown here; or go with a pictorial mark? Would I be able to always design just a wordmark? I don't really know what criteria I should use for these decisions. Also, I find really hard to charge a lot for a wordmark logo. I know it's not just about typing it, but clients don't usually understand that. Thank you.
simptius your presentation explaining that to your client is where you're lacking. Especially explaining why your logo works for their brand and models their product. That simplicity has just as much worth as having some decorative, but not as memorable, logo. Therefore, your invoice is justifiable. However, don't say that. Imply that. Also, remember to KISS. That is what all marketing people should remember as the number one rule when it comes to designing a company Logo. Slogan. Mark. Function. Product. Simplicity is key and vital to a company's market recognition. It saves on costs, too. Letters and Colors, the use and number of different ones, affect the costs and bloat the budget. So, it should be considered when discussing costs of materials, like business cards, brochures, etc. Nowadays with the Online world, it's not as costly, but those types of marketing swag still exist.
Are you ever worried that because your so skillful at debating and winning conversations and disagrements (which you are incredibly gifted at) that you might miss or push out very good insight coming from someone less conversational talented? Please don't take that as a dig, its a genuine question, The futur is amazing by the way and your putting out the most valueable content in the industry big fan. Keep it up
I never thought about that. If someone has out in a lot of time forming their thoughts and disagrees I suppose I’d be more inclined to hear what they have to say.
The Jijibaba logo looks like there's 3 stick people side by side with the one in the middle being the tallest, it's like the logo is telling me the company is people friendly
that was by design. Astrid Starvo presented this logo and talked about the small modifications to make it what it is.
Oh, okay. I need to do research on Astrid
I love the symmetry in the logo as well. You have the three dots of the "iji" on one line, then the negative circles in the "baba", not to mention the name itself is "symmetrical" as well, so the logo kind of emphasises that.
Yes. Community. Togetherness. They look like the pieces in the board game, Life. I don't know if adding color for the i's and the small j may have not made your eyes go cross-eyed, but all one color makes it cohesive and shows equality within the community. Visually, it might have made it less jumbled, though.
I really like the City Steel logo; the typeface is kind of reminiscent of steel girders.
Only thing I'd be curious to try is to maybe move the name to the rh side of the icon to see what it looks like over two lines. Then maybe seperate it from the icon slightly using a line the same thickness as the gaps.
It's all a maybe and pretty subjective though. It looks great regardless :)
I really needed those tips right now. Thanks so much Chris!
"You pay me because i'm gonna use good judgement and taste, to give you something that gonna last." OH YES
I have fallen into a dark hole on RUclips: Graphic Design videos. 😂😂😂😂 This is my new favorite channel!! #FutureGraphicDesigner
this was a good back and forth. really appreciated the kids initial rejection and eventual on boarding with the chosen logo.
LOVE Aaron, most honest, straight forward dude ever
yes he is.
I personally think another thing that makes a logo great is the success of the company, I've spent a lot of time changing my logo because I was comparing it to already established companies.
Huge fan of Chris’s expression at 4:57
Right on, Chris! From one designer to another, thanks for your wisdom.
Thank you
Hi Chris, I saw the logo of "the Futur" I am just Curious about the "T" between Both "U" the Designer intentionally left the space for arm T? Some of my clients gave me the reference to "The Futur" logo.
It seems to me optically disbalance maybe I could be wrong.
Please enlighten me.
I love how honest and open Aaron is about his opinion.
Well done, sir. Beautifully explained.
The letter i with "serif" mentioned is an obvious reference to the cross section of an i-beam, the quintessential element of steel construction
Chris, the first thing I noticed is the Slab-serif I creates an steel I-beam silhouette as used in construction and was a smart move! Love the logotype, not a fan of the C mark used in the lockup, that could have been better designed.
I'm new here so I don't know if this happens often, but what I like about this video is that you guys disagree. It sparks discussion and it seems much more enriching because it gives some insight on your thought process,
cheers from Argentina
thanks!
Chris nailed it. Timeless simplicity is always an uphill battle with clients, which can be frustrating. But I'm going to use the bell bottom analogy next time for sure :-)
bkre8ive i believe that there's a fashion, girls clothing, company that uses a bell bottoms logo. A girl wearing bell bottoms. I forget the name, though. It's a recent, trendy type store. I may be wrong, but I recall seeing that logo.
I use this fashion example. There are fashion trends that change over time, just like there are design trends that change over time. But a good logo is like a white t-shirt and black leather jacket. James Dean looked good in it. John Travolta looked good in it. Michael Jackson looked good in it. A random guy walking on the street looks good in it. And a guy wearing it fifty years from now will look good. Simple is timeless.
timeless design never shows its age.
I like your logo man I think it fits perfect for what it is, your mates sound main stream aha, a logo is nothing until a person/people make it something.
The bell bottoms remark is a very good point. Do you want your brand represented in bell bottoms, or a good suit? A good suit is simple, elegant, and timeless. It works for pretty much everything. I like that City Steel logo because it's strong, simple, and it can work in a variety of configurations and applications for print, product, web, etc.
There are a few rules I live by when designing a logo.
1) Always design logos in black and white first.
2) Make sure the logo scales without losing detail.
3) Be aware of trends but design logos from a timeless aspect and dont lock a company into one product category.
Recently, I was designing a logo for a craft beer crowdfunding app. The logo concept I came up with gave the company the ability to expand into other product categories without having to do an entire logo re-design.
good rules to live by
Another great video!
This is a great conversation. I would argue a logo’s simplicity will offer less distraction on all the marketing platforms where it will be secondary in the discussion of products and service.
Canosis perfect. Designers think the logo is the beginning and the ending of the entire Brand experience.
This was by far the best logo from the entire roundup. Your coworker should surley know better than clients out there who can’t separate the logo from the entire marketing around an established brand.
they were playing a role-to challenge me. they did it perfectly.
(Most) clients don't realize what they're paying you for is insight, not just production. Often I meet clients in the TV production biz that don't know what they want, and rather than trusting you to use your artistic insight/experience, they push for an idea that you KNOW isn't going to be effective. Sometimes you have to just let their terrible idea guide the process, do the thing, and let them fail.
[As long as you fight for a quality product, I say you're still an artist.]
Loving the debate going on between each other
I think it's a pretty good design, but wonder if it could be simplified even more by taking away the negative cuts and then slightly modifying the shape. Great points and thanks for the video :)
it gets pretty subjective at this point. the overall point was that simpler is better and more valuable. it was simple enough for me.
Good to know. Thanks for the insight.
Absolutely Cool thing that upcoming designers n clients need to understand!👍
Even I always fight with the people that the complexity that you make with logo is proportional to unrecognization! A logo must be recognizable even to children n elders, if they remember it then surely every one should understand that it is a great logo!👍👌
Pranay Tony i had a similar thinking; if a child could draw it, it was a good logo
Some solid points. Love Dieter Rams! Another great example of a timeless simple logo is Crate & Barrel. Simple is powerful.
simple, memorable, timeless. not tricky or flashy.
Love this, Chris!
Man you just gotta love the big G Aaron
It is actually frustrating that I have to learn design to explain what kind of logo I want. This guy nailed it.
City Steel logo feels strong and solid. The shape and the color of the strokes resemble the H-beams, which are quite clever in my opinion. However, the kerning on the "STEEL" looks a bit inconsistent with the "CITY", and despite the clever details the overall outcome looks a bit generic.
I love this kind of conversation. Thank you)
Thank you, Chris, for keeping the conversation mature, logical and based on constructive and logical analysis, unlike others....
*Thanks Chris for not throwing shade*
*Throws shade*
LOL Hope you're good bro.
im really really struggling on my first job. Im a young graphic designer who's tasked to do a logo on my first day at an agency. I constantly getting rejected by my art director saying obvious thing and sorts. I don't need cool visuals. i need a solid foundation of concept and thats all that it tooks. i need to refresh my mind and think bigger and contextual. the futur has helped me understanding this grand concept of design. Thank you so much
Hmm..I do not how I missed this video.
Anyways,Simplicity will always be remembered! Its a great logo.
"C" shows the "Hot Rolled Deformed Bars" kinda look.
Solid. I can't help but feel that the 'C' icon needs to move right to be visually balanced.
Have you noticed that symbol is actually not only a 'C' but also a locknut? Another +1 to a solid coolness.
I dig the conversation of the video, and I agree with some restraint being elegant. Though I am not sold on the city steel text. I'd drop the space between city and steel. The two words wouldn't be confusing when mashed together. In doing so the text could be centered to the logo without it feeling lopsided.
Love these videos, thanks for doing them and starting these conversations.
Good point, solid and timeless (relatively)!
I subscribed u r channel ..because i like u r experience .......
How do you decide what a logo is supposed to look like according to different companies?
Who were the two voices with Chris on fist minutes? Let Chris finish and then argue back. Chris isnt even raising his voice.
orangewallet56 that’s aaron and Molly.
Chris, I love this video!
thank you.
City Steel logo: the orange colour and the design of the C mark is meant to be like steel beams, connecting to each other, like steel beams would.
Hassan Horack that's the image I got immediately.
I agree with you. Logos are supposed to be timeless and simple. It should be timeless, simple but also designed purposefully, having some subtle tie in with the concept. Also keep in mind for it to be clean, graceful and polished so that when it's printed on smaller dimensions such as a namecard, it's readable with ease, as well as being easily optimised on mobile. A logo doesn't have to be too literal either, a little subtlety goes a long way. What's important is you created an easy to recognise 'face 'to your brand. A brand is not a logo. A logo is part of a brand. That's easily the simplest mistake for young designers (i have been a victim as well). Also, that checkered shirt dude seems arrogant lol.
Such an awesome and encouraging post.
thanks.
People in my area where i live also generally dont understand that a logo is not an emblem, so what Chris said about fighting an uphill battle, i have to fight that AND trying to explain to them what will work and what wont.
fight the good fight. no that you are not alone in this though.
I always give my very best to explain to my client the ins and outs of every single move i've made and why. It helps them be more confident and i've learned that from this channel. What's the superlative of best? Bestest? That's you.
guys, have you been to a construction site? piles(pattern) of solid semi rusty(orangy color) steel bars, pipes, columns, etc? i see that in the logo. though i am not sure if that's one of their services but yah, in a glimpse, the logo made sense to me quickly. make it look like a C then its great! so i believe the City Steel logo is done great. it is not boring, i think it's smart. if i were a kckss brand designer for the same type of company, maybe i too would end up with the same feel and which is different from the logos of other industries, like fashion. you are awesome Chris :)
Chico Christie Pace the logo reminded me of steel rebar and how it’s woven into concrete to make it stronger.
@Chris Do Its funny you say you have problems with young people keeping it simple. I am a graphic designer in a corporate setting, I am 23, and I am always trying to push a more simple look because 1, it looks better, and 2 I think keeping it simple elevates who we are as a brand (by the way I work for a home builder who is on the higher end of homes) and I feel like I get a lot of push back from many people who want it to be more eye catching. Its actually kind of a fun part of my job trying to get to the simpler cleaner, more professional look when those around me want something flashy. But I agree with your design, it was beat into me into design school and I can't nor do I want to get away from it.
Love your content helps keep my design work elevated
thanks. you are wise beyond your years.
City Steel is a great logo. If it is a software/app development website... Not if you are an steel mill /iron ore company...that is the problem with this logo.
Loved the interaction. Love Chris' hat too. What's the font type on the hat though? Looks cute.
Helvetica. It’s from the type Directors Club
@@thefutur Thank you.❤️
@@thefutur Thank you.
Bell bottoms and pigtails would make a great logo . . . which is probably what my nightmare will be tonight.
I have long loved what Antoine Marie Jean-Baptiste Roger, comte de Saint-Exupéry wrote in "Wind, Sand, and Stars"-"It seems that perfection is attained not when there is nothing more to add, but when there is nothing more to remove."
It's a super interesting debate. It is the duel between functionalism and expressionism. Two schools of thought about the role of design. For my part, I am very attached to the thought developed by the Bauhaus "form follows function." I think that we live in an era of visual overload and that the role of the designer is to make the world more simple and clear. Responding to a specific problem to improve people's lives. The logo should not express emotions, art can. Are we artists? I do not think so. :) Thank you The futur, best from France 🇫🇷
Can someone link me the full episode if this video?
Good logos look clean and reflect the essence of an entity. Great logos do all of that while also surprising and delighting the viewer. The best logos in my opinion produce an "aha" moment where the viewer notices something they didn't at first (think FedEx arrow). When design surprises it's like a "smile in the mind (good book btw)." I think that may be what was missing from the logo discussed up here. It was a clean, solid and effective logo, but it lacked some cleverness that adds an extra layer of visual storytelling. I did like the typographic changes though. Just think the icon was a few steps from being a 100% refined.
Yes simplicity is great. You're totally right about not pushing for trends or creating something crazy to "wow" someone. However I think in the case of this particular logo, the other guy has a good point. The "C" icon is fine but it isn't anything spectacular. We can all find 1000's of icons like this one on dribbble or IG right now. They're well done and there's nothing wrong with them. I think they're alluding to application because application helps to tell the story of the brand. The Nike logo is visually fantastic because of it's simplicity but it wouldn't be relevant at all without the story. I think it's pretty lame to look at a logo and be condescending towards critiques by saying "young designers want this and that" without recognizing and talking through why they may want that. Again, simplicity is great and the logo is well done. That doesn't mean it's free from critique and possibly not the right choice for a company.
I can agree about the speaking part about design. The “city” logo what Chris showed us it’s not good one. Symbol and type are good separately because they are so different. If you choose the C from the typeface and create the symbol with it, it will fits together like one piece.
I’m building a website and trying to come up with a logo for it. It’s not easy to come up with something that looks interesting but is also simple and clean.
The Jijibaba logo looks almost like people in the -iji- part which is a near, subtle effect of the font selection
I think that was the intention.
It's 9am in Syd i'm listening to this video and turn the volume up high cause Chris' voice was quite low, then Aaron came in at 0:33 and scared the crap outta me lol.
Agree with the simplicity of these logos though trying to explain to clients that it's not a "2 min logo" and that using timeless typefaces are essential in creating a strong brand identity is the BIGGEST challenge.
I kinda feel like your friend was saying that the logo is great but because logos aren't mindblowing things to begin with, there's nothing to gush about - even when looking at the best logos on earth one never fawns over it. They are more like a star in a constellation. An individual star isn't particularly interesting inside of a constellation, but the image that all the stars create together makes or breaks your opinion of the constellation. In this case, the company brand.
Great Logo.
Man, I'm just two days into your program, Dude you are sick
Your numbers are showing the movement and revolutionary methods
You're are so right, teaching others what you know makes you a higher being. Ultimate consciousness
I've never believed in anything I've seen on you tube. Now I know I was wrong.
wow! welcome to the channel. hope we renewed your faith in humanity a little.
Simple design is often the hardest to create. Currently doing my first ever luxury fashion logo, client wants simple b&w wordmark - and it's so much harder than any logo I've done before. Currently on 4th round of amends, when it usually takes just 2 rounds (initial concepts, then final). Feel like I'm getting nowhere and am disappointing my client :( Anyone have any resources - send them my way.
That City Steel logo is dope. That guy sounded whiny
I agree too. Its dope.
Chris Do making so much sense. The man and woman in the interview are like a case study for how the average client will be for 98% of people who choose to work in design. Most of your clients will have strong opinions without being able to articulate anything useful or objective about what informs those opinions. "It’s just not strong" (translation: I have this opinion and design is really only about aesthetic opinions so my opinion is equally weighted to all other opinions.) Even designers are nightmare clients lol.
Perfect point. It's all about looking timeless. 👌
The last 20 seconds are so true!
City steel could just be the segments of the C without the double stripe. It could even be a more closed C. I feel there's too much going on in it to be instantly recogniseable
Is this video parto of a course? where can i see the rest?
watch the logo critiques on our channel. it's free.
we made a playlist for you even.
Thanks!
FINALLY SOMEONE STATES THIS, THANK YOU CHRIS!
You're very welcome.
True! Agree with that.
Is there a full version of this talk? If it's in the podcast, then I probably haven't gotten to that point yet lol (just finished Listening through Melinda's series).
there is a full version somewhere on our youtube channel.
@@thefutur sweet! I'll get to it as I keep digging. Thanks!
You can still have a simple logo that ends up being dated. The jiiibaba logo looks dated because of the font used. That’s why the younger guy had such an adverse reaction to it. The logo looks like it was made in the early 2000s and is due for a font update. It’s bulky, thick, and goofy looking because of the unequal thickness on the “a”s and “b”s. Yes you should go for simple overall, but just because a font is simple doesn’t mean it will last the test of time; the jiiibaba example used is proof of that.
Also apparently it’s spelled jijibaba not jiiibaba but I couldn’t tell because there’s no hook to the j. If people can easily misread your logo thats another sign it’s not serving its purpose
I guess we will have to agree to disagree. Futura will not go out of style. it's been around for decades.
@@thefutur I agree Futura isn't out of style, I use it myself often for product presentations, but it's about the implementation. Nike, Supreme, MVMT and Red Bull all use the font to good effect, but the choice of Bold Futura wasn't flattering the the word Jijibaba with its unequal thicknesses. Just because a font will not go out of style and has been around for decades doesn't mean that you cannot use the font incorrectly. There's more to picking a font for a logo than just writing your word in a classic font. The logo could be cleaner if it followed Calvin Kline's example and was Light. They could also get away with Book or Medium if they wanted to be different from most fashion brands which are on the thinner side, but going all the way to Bold doesn't match the characterization of the fashion idea and aligns itself more with companies like Fedex, Cisco, Crayola, and Metlife who all use Futura Bold.
Its not about winning, its about understand concepts and people to arrive at a good design.
I think they felt the logo is not unique. Chris points out simplicity which is really true, and I think they would agree with him with that. It's just that they have used words that looked like their looking for a flashy logo. Just a misunderstanding/ misuse of words, I think. Overall great video!!
The logo was amazing I don't know what the other two are on about
It's really tough to exercise restraint when making a logo, especially when your boss/client is really pushing for something that has a "story" or a more literal icon. How can we, as a community, build more confidence in our client base to trust a simpler , stronger logo?
Liam Andrew Cura show them examples of large companies with simple logos and explain why it works
ask them about the most valuable brands in the world.