4-step dismantling of brand logo design

Time of publication:

2020-08-20

Logo is the first business card of the enterprise, the primary role is to improve brand recognition, to help enterprises to negotiate business. Logo is also a high degree of condensation of enterprise spirit and values, increasing the cohesion of employees. Logo design has always been a matter that may be entangled on both sides. On the one hand, the customer felt: I made what I wanted very clear, and how I designed it still felt wrong. On the other hand, the designer thinks: I have designed everything the customer said. What is wrong with the feeling? Actor Zhao Youting's public welfare project needs to design a rabbit's IP. After four years, 60 or 70 drafts were lost, and finally the first draft was chosen. Photo from the network. Repeated communication and repeated modifications, such cooperation is inefficient and painful. Then how can we design the logo that both parties are satisfied with -- "one draft passed", and let the logo play its due role? Today, combining with the successful practical cases, Yi Qixuan uses four methods to disassemble the logo design of "one draft passed. First of all, to clear two ideas: 1. Commercial design is not art design, not just for good-looking, nor for winning awards, but to create commercial value as much as possible. On this basis, the pursuit of good-looking. 2. As Nobel Prize winner Daniel Kahneman expressed, the creativity that burst out in a flash is only temporary, unstable and unreliable, and only systematic and logical thinking can be sustainable. After clarifying these two concepts, we dismantled them step by step: how was the logo written in the first draft born. Logo is the presentation form of brand positioning and strategy, and the communication of brand image. If you don't find the right position, your efforts will be in vain. A logo that lacks positioning and strategic analysis is a logo without a soul. 01 Understand the customer's business logic The core image conveyed by the brand through the logo is not something decided by the head. This is based on accurate and profound user insights. Before studying the customer's business in depth, you can't give any opinions, let alone draw any conclusions. ① What business is the customer running? What business is the customer doing? Even the customer's business logic is not clear, the next analysis is useless. Understanding the customer's business model is the first step in research and analysis. ② Who is the customer's target customer? Know yourself and know the enemy. Only when you know where the target is can you exert your power accurately.

Logo is the first business card of the enterprise, the primary role is to improve brand recognition, to help enterprises to negotiate business. Logo is also a high degree of condensation of enterprise spirit and values, increasing the cohesion of employees.

 

Logo design has always been a matter that may be entangled on both sides. On the one hand, the customer felt: I made what I wanted very clear, and how I designed it still felt wrong. On the other hand, the designer thinks: I have designed everything the customer said. What is wrong with the feeling?

 

Actor Zhao Youting's public welfare project needs to design a rabbit's IP. After four years, 60 or 70 drafts were lost, and finally the first draft was chosen. Photo from the network.

Repeated communication and repeated modifications, such cooperation is inefficient and painful. Then how can we design the logo that both parties are satisfied with -- "one draft passed", and let the logo play its due role? Today, combining with the successful practical cases, Yi Qixuan uses four methods to disassemble the logo design of "one draft passed.

First of all, to clear two ideas:

1. Commercial design is not art design, not just for good-looking, nor for winning awards, but to create commercial value as much as possible. On this basis, the pursuit of good-looking.

2. As Nobel Prize winner Daniel Kahneman expressed, the creativity that burst out in a flash is only temporary, unstable and unreliable, and only systematic and logical thinking can be sustainable.

After clarifying these two concepts, we dismantled them step by step: how was the logo written in the first draft born.

Logo is the presentation form of brand positioning and strategy, and the communication of brand image. If you don't find the right position, your efforts will be in vain. A logo that lacks positioning and strategic analysis is a logo without a soul.


 


01
Understand the customer's business logic
The core image conveyed by the brand through the logo is not something decided by the head. This is based on accurate and profound user insights. Before studying the customer's business in depth, you can't give any opinions, let alone draw any conclusions.

 
①
What business is the customer running?
What business is the customer doing? Even the customer's business logic is not clear, the next analysis is useless. Understanding the customer's business model is the first step in research and analysis.

②
Who is the customer's target customer?
Know yourself and know the enemy. Only when you know where the target is can you exert your power accurately.

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