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brand art direction
 

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trong and consistent visual logic is the goal of brand art direction. If already established and in working order, the job of an art director is to maintain such quality through all manner of current and upcoming creative initiatives. When there is a new identity to be developed, supplied input from a creative director or job originator is the place to start. With a mind to distill such information down to its lowest common denominators, graphic symbols will begin suggesting themselves for possible use in the development of a logo.
Since every word combination that forms a brand new name is the simplest and most memorable form of its own identity, any additions must be well considered. Unless something adds powerful and meaningful distinction, it will only serve to impede recognition. Most often, creatively styled and well designed typography is the most effective approach to a logo. Especially if such a look can be carried over to the working typography within ads, brochures and other related documents.
In situations where the addition of a visual symbol can be justified, every effort should be made to ensure that its inclusion is impeccable. That is, visually connected in a strong enough manner to be an unmistakable part of the logo rather than an illustration of the name.
A common mistake, for art directors and clients alike, is to get caught up in trends. If there were a source from which I could report the number of swoop shapes that have been attached to company names since the one done by Nike, that number would be included herein. Certainly, the phenomenon itself extends far beyond one corporation. I only mention Nike because their's is the most famous and was accomplished far in advance of the mad rush to swoop the lights out of every new logo we see.
Sure, there's a smidge of value to be gained from that second look because of similarity to the approved trend. Beyond that, the tradeoff is devastating. Because, by including an over used visual element, the opportunity for an audience to appreciate unique identity and purpose every time they see our logo has been lost.

Look to an entity's purpose and spirit for branding inspiration.

Great experience in the development of business idea content, Internet technology, Web site design and other creative solutions is provided by gillINC. With business communication going through radical changes, almost being reborn due to the impact of emerging technologies, it makes sense that "growth" and "new life" are common themes for many new logos.
 

gillbc.gifSome times the unique truth about how a brand was born is quite simple. As creatively uncomplicated as this may sound for the development of a corporate identification, "gill" was simply pulled from the founder's name which is Mary Gillen. We thought about including a bit of my name too, but GillAttil just didn't cut it. So, with more attention focused on the name/word, "gill", which is also a breathing muscle, came the idea of adding another dot. Two dots together suggest bubbles, breathing, breath of life, living being and many other good things. Since the idea of good things is plenty for us, and the look is unique because it is truly born out of real facts that only relate specifically to our business, the logo is successful. How long it takes for viewers to see a gill dispersing bubbles instead of dots will depend on how many times they see the logo. Meanwhile, this identity is memorable and original with no need to ever be changed.
Unexpectedly, an additional visual branding idea was born out of the need to add an e-mail and Web site address to business papers. Our decision to split necessary contact information into two groups allowed the creation of a distinctive layout which is adapted to other situations whenever possible.

Creative functions:
Art direction,
co-creative direction and design*

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*Creative functions refers to the kind of work performed on each sample by Andy Attiliis.

All information found in this portfolio should be considered individual views based on the work experience of Andy Attiliis.
Copyright 2001 Andy Attiliis




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