It’s all about design. Literally. This whole book is all about design. I don’t mind it. But it’s definitely a lot.
Chapter 5 focused on grids which I think are fairly self explanatory. Grids can be used to organize material on a plane, either symmetrically or asymmetrically. Whether it’s text, figures, or images, grids can be used to keep order and often clarity within a plane.
Image is everything. Chapter 6 focuses on this idea and how an image of a person or company completely defines who that person is or what that company embodies. Goodman describes the process of designing identity in 4 steps: Distill, Translate, Formalize Visual Consistency, and Simplify.
In order to have an image reflect the core ideals of a company or corporation, the various things that that company involves must be “distilled” down into a simple list of the qualities that they see as the most important. This way, the logo identity of the company will reflect their most core and basic ideals to give their clients a quick synopsis of what they are all about.
Translating information for an identity is crucial. If a client describes themselves as creative and innovative, how does that translate into an image or graphic? As they say, a picture is worth a thousand words, so the images that are part of an identity need to be able to explain exactly what that company is all about.
Here are three logos:
Without the names of the product or company on them, can you tell what they are?
Yes. You can. Why?
Because these companies have developed visual consistencies within their products. This is also known as branding. On every single one of their products, the same logo appears so that the consumer becomes familiar with it to the point that they may not be buying the product because of what it is, but because of what company it comes from
Simplicity is key. Personally, I think that the more simplistic an identity or logo can be, the better. Conveying the most information to a consumer with the least amount of hubbub, as my grandmother would say, makes for the easiest comprehension. Take the McDonald’s “M” for example. It’s literally one letter and that is it. One letter has helped this franchise serve billions around the world and I can just about guarantee you that you show anyone that magical M and they know exactly what you’re talking about.
The last chapter that we had to read for this evenings assignment, chapter 7, focused on critiquing. I don’t like telling anyone that I don’t like their work, especially when it’s one of my peers. It is so important, though, to be able to sit down and look at a logo or design, or even an essay for that matter, and to be able to adjust the things you see and to change them around so that you can make a better, usually more clear and concise version than what you had before.
While the first part of our assignment for our next digital communications class was to discuss the readings from 7 Essentials of Graphic Design, the second part of our assignment was to find an info graphic that has to do with topic for the semester-long project that we’re working on right now. Since I’m still figuring out how I want to go about my project, I found a graphic that has to do with logos and the colors that people choose to use. Hopefully you think it’s as interesting as I do: