Four whales on the road to progress
A letter has fallen into the mail:
How can you improve your skills in creating logos? So far, there is no other way how to follow the works of other creators and analyze them, I do not see. You can look at other people's work as long as you wish, but there is a lack of theory. We have very little all sorts of literature on this topic, where to get information? Identity books are mostly collections of the best logos. Here, for example, the distance between the letters in the logo, where there is not only a sign, but also an inscription, there are some theoretical aspects, or everything is done by sight. And there are many such questions. In general, how to move to progress?
Identity - all the same, that cybernetics, - is on a joint of sciences. Watch catalogs and other people's work - the last thing. They are useful for finding fresh trends and styles, for comparing their approach with the approach of colleagues, for learning from others. No more.
Identity, in my opinion, rests on four pillars:
1. Taste
2. Typography
3. Erudition
4. Expediency
1. Raise your aesthetic taste and sense of composition. Look at the reproductions, go to exhibitions, read books on the history of art with the analysis of compositions and plasticity of paintings. Find your favorite artists, sculptors, photographers: when you really love something, you immerse yourself in the subject with your head.
')
Literature:
Some design books
Good magazine "Art Gallery"
2. To know what to “correct” in the finished font, so that it becomes a logo, in order to choose the best “distance between letters”, you need to have a deep understanding of typography (word, line, typesetting strip, book, font classification, etc.) and font design (main and additional strokes, detailing elements, drops, serifs, semi-oval, etc.).
Literature (it is now full):
Books on typography
The two most important books are:
Robert Bringhurst
Yuri Gordon
3. Create a database of metaphors in your head. Read and watch as much as possible, travel, spend your life interesting and rich. Give up football matches and TV shows in favor of the classics of cinema and literature. Hochma passed long ago: rapper Eminem teaches unfamiliar words in the dictionary. Funny, but most likely true. To write interesting new texts that have something besides “faq” and “scourge” need vocabulary. In the head of the identity designer there must be a rich baggage of metaphors in order to work with a wide associative field. A limited person is a creative impotent who draws a pyramid in order to depict "reliability".
4. You must be able to ask and be able to listen. We need to do what is necessary for a specific client at a specific point in time. For this you need real orders, on which you solve real problems. No customers - find. Although the nearest children's home offer their services. Or develop a logo for yourself, and even better - a few: imagine yourself as a large company, a creative madman, or a designer boutique. And for each task, develop your own version, not forgetting to think about how and where you plan to use it.
Problems associated with the absence of one of these components:
1. You can come up with a good idea and realize it badly.
2. It is possible to develop an interesting sign, to implement it qualitatively, but to defame the work with poor typography.
3. You can develop an insanely beautiful sign, but empty and even stupid.
4. It can be done beautifully, compositionally, precisely, ideologically, but not at all in the brief.
How can you improve your skills in creating logos? So far, there is no other way how to follow the works of other creators and analyze them, I do not see. You can look at other people's work as long as you wish, but there is a lack of theory. We have very little all sorts of literature on this topic, where to get information? Identity books are mostly collections of the best logos. Here, for example, the distance between the letters in the logo, where there is not only a sign, but also an inscription, there are some theoretical aspects, or everything is done by sight. And there are many such questions. In general, how to move to progress?
Identity - all the same, that cybernetics, - is on a joint of sciences. Watch catalogs and other people's work - the last thing. They are useful for finding fresh trends and styles, for comparing their approach with the approach of colleagues, for learning from others. No more.
Identity, in my opinion, rests on four pillars:
1. Taste
2. Typography
3. Erudition
4. Expediency
1. Raise your aesthetic taste and sense of composition. Look at the reproductions, go to exhibitions, read books on the history of art with the analysis of compositions and plasticity of paintings. Find your favorite artists, sculptors, photographers: when you really love something, you immerse yourself in the subject with your head.
')
Literature:
Some design books
Good magazine "Art Gallery"
2. To know what to “correct” in the finished font, so that it becomes a logo, in order to choose the best “distance between letters”, you need to have a deep understanding of typography (word, line, typesetting strip, book, font classification, etc.) and font design (main and additional strokes, detailing elements, drops, serifs, semi-oval, etc.).
Literature (it is now full):
Books on typography
The two most important books are:
Robert Bringhurst
Yuri Gordon
3. Create a database of metaphors in your head. Read and watch as much as possible, travel, spend your life interesting and rich. Give up football matches and TV shows in favor of the classics of cinema and literature. Hochma passed long ago: rapper Eminem teaches unfamiliar words in the dictionary. Funny, but most likely true. To write interesting new texts that have something besides “faq” and “scourge” need vocabulary. In the head of the identity designer there must be a rich baggage of metaphors in order to work with a wide associative field. A limited person is a creative impotent who draws a pyramid in order to depict "reliability".
4. You must be able to ask and be able to listen. We need to do what is necessary for a specific client at a specific point in time. For this you need real orders, on which you solve real problems. No customers - find. Although the nearest children's home offer their services. Or develop a logo for yourself, and even better - a few: imagine yourself as a large company, a creative madman, or a designer boutique. And for each task, develop your own version, not forgetting to think about how and where you plan to use it.
Problems associated with the absence of one of these components:
1. You can come up with a good idea and realize it badly.
2. It is possible to develop an interesting sign, to implement it qualitatively, but to defame the work with poor typography.
3. You can develop an insanely beautiful sign, but empty and even stupid.
4. It can be done beautifully, compositionally, precisely, ideologically, but not at all in the brief.
Source: https://habr.com/ru/post/48480/
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