Table Of ContentREAllY GOOD lOGOS
explained
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Top Design Professionals Critique
& Explain What Makes Them Work
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• • • By Margo Chase
Rian Hughes
Ron Miriello
Alex W. White
© 2008, 2011 Crescent Hill Books, LLC.
All rights reserved. No part of this book may be reproduced in any form without written permission
of the copyright owners. All images in this book have been reproduced with the knowledge and prior
consent of the artists concerned, and no responsibility is accepted by producer, publisher, or printer
for any infringement of copyright or otherwise, arising from the contents of this publication. Every
effort has been made to ensure that credits accurately comply with information supplied. We apologize
for any inaccuracies that may have occurred and will resolve inaccurate or missing information in a
subsequent reprinting of the book.
First published in the United States of America by
Rockport Publishers, a member of
Quayside Publishing Group
100 Cummings Center, Suite 406-L
Beverly, MA 01915
Telephone: (978) 282-9590
Fax: (978) 283-2742
www.rockpub.com
Digital edition: 978-1-61673-891-4
Softcover edition: 978-1-59253-427-2
ISBN-13: 978-1-59253-427-2
ISBN-lO: 1-59253-427-9
10 9 8 7 6 5 4 3 2 1
Design: John Lee Studio, www.johnleestudio.com
Produced by Crescent Hill Books, Louisville, KY
Printed in China
CONTENTS
The Authors
6
Margo Chase
Rian Hughes 10
14
Ron Miriello
Alex W. White 18
Chapter One
22
Loud&Proud
Bold or Risky Designs That Work
Chapter Two 86
Sleek & Subtle
Understated Designs That Work
Chapter Three 162
Shelf-Savvy
Retail-Oriented Logos
Chapter Four
210
Smart & Effective
Clever Solutions for Everyday Companies
Bonus Chapter
Not-So-Good Logos, Explained
Just For Fun
Author Favorites, Explained
Index
The Authors
The Mistakes of Others
"You must learn from the mistakes of others. You can't possibly live long
enough to make them all yourself." - Sam Levenson
There are thousands of books about logos- so many that you might
wonder why we need another. Most show pretty logos, cred it the designer,
praise the client, and sometimes even discuss the process. But this book is
unique.
The logos in this book are not special because they are particularly beauti
fu lor well designed, although some of them are. These logos are special
because they were designed by exceptional designers who were willingto
submit their work for public criticism; designers willingto learn from their
mistakes; designers willingto try and fail while the rest of us watch safely
from the sidelines; designers who are, well ... brave.
The designers who submitted logos to this book have allowed us to exam
ine, discuss, pick apart and evaluate their work, and publish the results here
for all to see. And that is what makes this logo book special. The readers
don't just get to see a good logo; they getto read about what makes it good
and what could have been improved. The critiques are mini-lessons on
good type design with a little typographic history thrown in.
As critics, we have done our best to praise what works and constructively
explain what doesn't. Some ofthe mistakes are obvious, some are amus
ing,and a few left me ata loss for words. Butwhilethere is often room for
improvement, there are many smart, witty, and just plai n beautifu I logos in
this collection.
Another enlightening aspect of this book is that we critics often disagree.
While, of course, I am generally certain that my opinion is the right one, our
disagreement should make it clear that even so-called "experts" can make
mistakes. Readingthrough the comments, I noticed places where some
thing I disliked was ably defended by someone else. And there were other
"There are thousands of places where someone pointed out errors I had completely missed. We all
have plenty left to learn.
books about logos. But this
book is unique." Whetheryou are a deSigner, a client, or even a critic, there is somethingto
learn from this book. So enjoy the carnage, and then be brave-go make
some mistakes of your own.
7
Really Good Logos, Explained
ct
Q & A with Margo Chase
My favorite logos inside this book are
the AA Dove (page 132), Water Exhibit (page 240), and Charity Ride (page
34) logos, for three entirely different reasons. The wooden bird flying away
with broken strings trailing behind it is powerful conceptually. The symbol
ism of cutting the strings is inspiring, and the naive quality of the wooden
bird illustration is both poignant and fun. It's the perfect message for a life
coach.
I also love the Water Exhibit logo for its elegant restraint. The almost
industrial type is beautifully balanced and integrated into the calligraphic
flow ofthe ink/water.
Hand lettering is something I can't live without, so I have to include the
Charity Ride logo with its fabulous fat, Blackletter-inspired letters and tat
too decorations on my list offavorites.lt looks like itwas fun to design and
probably inspired the bikers who participated.
You know your logo is Really Good when
someone who knows NOTHING about design says they love it and some
one whose opinion you respect agrees. A great logo should be as loved by
designers as it is by non-designers. You know it works when non-designers
remember it and want it as a tattoo.
What's the best thing a client ever said to you?
"Wow! You designed that?" It usually goes downhill from there.
What is the worst?
"We want a Nike swoosh."
Oreven worse, NOTHING. Hearing nothing is really the worst. It usually
means they're not happy and afraid to say so. Whoever said "bad new
travels fast" never worked in a creative field. We hard Iy ever hear bad news
straight up. We always have to wait around, imagining the worst, until,
weeks later we fi nd out what they were afraid to tell us.
For creative inspiration, I
Fly upside down. Ski. Read. Travel. Shop. Eat. Go to museums.
The smartest thing I ever heard anyone say about logo
design is ...
"People think that design is styling. Design is not style. It's not aboutgiving
shapetothe shell and notgivingadamn about the guts. Good design is a
renaissance attitude that combines technology, cognitive science, human
need, and beauty to produce somethingthatthe world didn't know itwas
missing."
- Paola Antonelli
"Ugliness does not sell." Margo Chase drew her first logos more than 20 years ago
- Raymond Loewy for unknown bands that mostly stayed unknown. She believes
in rapid, tireless iteration and not moving to the computer
The best career advice I ever received was. ..
until a direction is well formed. Chase Design Group, which is
Workto live, don't liveto work. Early in mycareerl didn't believe it. located in Los Angeles, provides research, brand strategy, and
Ittook me twenty years to realize that you've got to pick your battles. I think identity work for the Fortune 500, among others. Outside of the
I'm much better at my job now because I have more experience and more office, Margo competes flying airplane aerobatics, is an expert
perspective. I'm not willi ng to fall on my sword over every job-on Iy the alpine skier, and routinely injures herself trying other sports.
ones that really matter.
8
The Authors
10 Mistakes Designers Make When Creating a Logo
By Margo Chase
1. Designing for yourself. expecting something completely different based on your verbal de
It is crucial to understand for whom a logo is really created. Often scription ortheir own. When you say "fresh and modern" make sure
the designers and the true audiences fortheir work have very little yourclient knows what that looks like before you start designing.
in common. Get as much information as you can about who the audi When the client speaks those words, they may have something quite
ence really is. Meetthem and talkto them if possible. Then design for different in mind than you do. Show pictures and get reactions. Find
them, notforyourself. out iftheir idea of modern is 1957 or 2007.
2. Starting with a bad font, not altering a good one, or 6. Not considering the limitations of reproduction.
ignoring letterspacing and weight. This is a classic error, usually stemming from inexperience, lack of
All ofthis falls under the heading of "craft!' In the era of the com technical understanding, or just not asking enough questions. Find
puter, craft gets way too little attention. There are millions offonts out how the logo will be used before you start designing. Nothing is
available to every designer; some are wonderful, but most are not. worse than sellingyour client on a logo that looks great in full color
Learn to tell the difference. Most typefaces are created for setting detail, and then finding outthat it will only be printed in silk screen or
text on pages and in paragraphs and sentences. Logos have a totally embroidered.
different level of scale and emotional impact. The usually small num
7. Not considering other points of view.
ber of letters in a logo will be blown up and closely visible.
Ata minimum,everytypeface has spacing issues that need to be There are many humorous examples of designs with connotations
addressed by altering the letters for a logotype to work well. that were never intended. Perhaps the most notorious is the too
tight spacing between the "L" and "I" in "MEGAFLlCKS." Or did the
If you are goingto start from an existing font, choose one with let
people who named the company "Who Represents?" or "Experts
terforms that work visually and conceptually forthe words you are
Exchange" think about how their URLs would read? Pay attention to
using. Then learn to adjust forms and weights to make them work
other ways that your work can be interpreted. This is especially true
together. The best is to swallowyour gum and start adjusting and
if you are designing something that will be translated into another
redrawing the letters where necessary-I use lots oftracing pa
language. To see some funny examples, do an Internet search on
per- until the shapes start to have the relationships for which I am
"bad logos."
looking. Then I work to make the weights and spacing harmonious.
In agood logo the adjustments shouldn't stand outfrom the rest of 8. Using computer tricks.
the letters; they should look as ifthey are equally part of the font.
This usually results from tryingto decorate a weak design. Applica
tions like Illustrator, Photos hop, and Painter can be a huge asset to
3. Not doing your homework/research.
any designer, butthey should be used with restraint. A bad logotype
It is impossible to design agreat logo when you don't know what
that is warped, beveled,and drop-shadowed isstill a bad logotype. A
you are trying to accomplish or what style not to use because a
good one would be better off without that stuff. Generally, if you are
competitor has used it. Do your best to understand the context of
thinkingofusingacomputertrick,go lie down until thefeelinggoes
the business; who the competition is; what, how, and where the logo
away.
will appear; why it is needed and who will see it. Don't expect to get all
of your information from the client. Clients often don't understand 9. Being a slave to the computer and forgetting to use
how design can help them, so they don't provide the right kinds of your fingers.
information. A little digging can go a long way. The more information
Logos and lettering were created by hand for hundreds of years, and
you have, the more successful your design can be.
there are many effects and techniques that cannot be replicated
digitally. Distressed textures, calligraphy in endless styles, free
4. Not having a sound strategic case for the design
flowing scripts, and happy accidents are impossible to create
direction.
believably using only the computer. Even the best CGI metal effect
When a designer lacks a sound strategy behind his design, it
using de boss (debossing?) filters and good shadows misses the
becomes impossible to defend it against a client's personal taste or
beauty of the same thing modeled in real metal. Computereffects
prejudices. If all you can say is, "I like it, and I know best because
can be greattools for creating a comp that you can sell to the client,
I'm a designer," you are doomed.
but don't rely on them. If the logo needs to look handmade, make it
by hand!
5. Overestimating the client's ability to translate words
into visual language.
10. Presenting a design you don't want chosen.
Make sure that you and your client are speaking the same language.
If you have a few designs to present, and you really don't like one,
It is easy to miss with a logo presentation because the client was
don't include itto fill out the presentation. It WILLget chosen.
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