Logos and Graphic Design

    Schultz Nicolaisen
    By Schultz Nicolaisen

    As a writer, I tend to become involved with the graphic design process just peripherally, but I still manage to learn useful lessons from it.
    I'm fascinated by the process of logo design - maybe not the amateurish attempt of slapping clip art together, but also the thinking and implementation a professional brings to capturing the vision of a business in a delightfully simple artwork component. I've observed the procedure many times and heard designers get many interesting requests from their customers.
    The most memorable came in the manager of a company that manufactured tow trucks. He then talked.
    "I really don't give a (bleep) what the (bleeping) logo looks like," he said. "All I care is that someone going the other way on the (bleeping) Interstate at 70 mph can see the (bleeping) item and know it's my (bleeping) truck"
    Folksy? Perhaps. Crude? Definitely. However noise? Absolutely. He knew it was crucial that other tow-truck operators understood who made that truck that was handsome. It is an industry where appearance is every bit as important as function, along with his opponents would include any touch that might give them an edge. Fashion versions would have been overlooked among the chrome.)
    It's all too easy for those of us who work in the services industry to lose sight of this fact that our work is different primarily to make business for our customers. All things considered, we take great pride in combining our talents and what we've discovered to think of work that makes us joyful and impresses our peers. Professional Logos and graphic design award shows encourage that attention by rewarding style, instead of substance.
    We sometimes forget that logos, headlines, along with other components of marketing communications have to be viewed to work. It is great if we can accomplish this and also make them visually attractive at precisely the exact same time. However, the most stunningly beautiful layout will fall flat if folks can not tell exactly what it is or that it is supposed to spot, and the most award-winning ad concept is going to be a humiliating failure in case it fails to induce earnings or meet the client's other expectations.
    The best customers for whom I have worked have given me a great deal of liberty and trusted my recommendations were sensible and sound. However, with that freedom and trust came an understanding that I would be held liable for outcomes, also.