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logo art direction
 

s8.gif

A.gif 

ogos are such an important part of the brand. Sometimes they are all that is left to support the corporate identity. While this is unfortunate, brief departures from brand momentum make the strongest case for memorable signatures.
The simplicity of an image directly impacts the ability of our mind to visualize and remember it. A round black dot, for example, is far easier to picture than a kidney shaped swimming pool colored in blue gradiations. If one company owned the black round dot logo, no one who ever saw it would be likely to confuse this mark for that of another organization.
The art direction of any logo should start with the essence of an identity, which in all cases is the name. What it says, the shapes of its letters and the shapes they form in relationship to each other are the places to begin. Armed with this visual information in addition to research and insights from the creative director, a sense of the big picture can be realized. Enough so that specific artistic direction, in regards to possible sensible content, can be dispensed to a designer.

sample

Don't toss the best logo design without a test.

When someone suggests that a logo or key visual looks like something undesireable, that should not necessarily mean that a good design is doomed. Advertising Delivery System (ADS) delivers ad media information on an extremely large scale via satellite. This concept for their logo shows a satellite dish which has been drawn to also look like the letter "A". In combination with the rest of the anachronym this is an extremely strong and unique signature. The kind of corporate identification opportunity that doesn't come along every day.
 

post.gifIn addition to the ability to realize double meaning from the satellite dish, there is the branding miracle that can be enjoyed from a diligent naming effort. The initials themselves spell out "ads", which of course is wonderful for a service that focuses all of their energy on improving ad distribution.
After approval of this design and some time had passed, the comment was made that the logo might be confused for the aids virus. It was decided to reconsider the direction. In such cases, a carefully worded impartial survey should be prepared by the art director to determine if such criticism is valid. Results would most likely show that the similarity posed no real threat. Going through the process, however, will calm fears so that this valuable investment is protected and enthusiastically supported. Otherwise, doubts could build to the point that the effort is abandoned in favor of a far weaker solution and future benefits are lost.

Creative functions:
Art direction, 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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