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Logos are the most important part of the brand.
by Andy Attiliis
Often 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.
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.