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It is important to show logos, at least the first few, in black and white.
by Andy Attiliis

That's because logos in color at the concept stage can be distracting. Logo creation should always begin with little more than a pencil rough to make sure the idea has potential. The great service that such simple renderings provide is protection against accepting glitz rather than substance.
         So, how do we get a good idea? In my experience, we don't. It gets us. And everyone who knows better than to chase their dog has mastered the right strategy. That by running the other way, our pet will usually chase us. Part of that success is due to having taken good care of our animal. In a like manner, we can take responsibility for gathering pertinent materials, asking questions and carry the results around in our heads for awhile. With the groundwork done, in short order an unexpected idea will run towards us, simple as that.


Andy Attiliis has served as art director for three advertising agencies. Since becoming an independent professional in 1981, he has been hired by nearly every type of business organization. With focused concentration on improving the continuity of a message’s concept and quality, he has often performed multiple creative functions on a single project. His additional experience as a creative director, designer, illustrator and writer have made him an extremely efficient single source art director/creative provider. The kinds of communications for which he has provided art direction range from ads to newsletters, brandings to Web sites.

Copyright 2001 Andy Attiliis. All rights reserved.
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