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What makes an excellent logotype?
Designing a good logotype
is one of the most challenging tasks for any professional
designer.
To summarize any corporation or product's spirit
in a few strokes requires more than skill and
artist perception.
It requires many hours of research and study,
as well as technique and experience.
The logotype must be unique,
aesthetically agreeable, equilibrated and beautiful.
It must communicate with accuracy the targeted
qualities and differentials.
It must attract, seduce and fascinate.
It must be simple and precise.
Excessive details or a too intricate design might
not only distract from the product, it could also
make reproduction and design application difficult
and more costly.
A good logotype must also
be able to be easily reproduced on many different
kinds of surfaces like paper, plastic, glass,
embroidery, embossed leather, and molten metal,
among other endless possibilities. The design
must be able to be kept clean and attractive,
both in full color, as well as in black and white,
and must be able to be read, along with having
all of its elements recognizable when it is greatly
reduced.
[Enio Souza]
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"If any of you lacks wisdom,
he should ask God,
who gives generously to all
without finding fault,
and it will be given to him."
[ Biblical Treasures]
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Briefing:
A detailed briefing between the designer
and the customer is essential before the design process
can begin.
It is in this stage that the requirements of the customer
are identified and all information is reviewed for the
development of the job. Some of the information gathered
during this briefing includes the philosophy of the
company, target market, how the company or its products
must be seen in the market, the various marketing strategies,
differentials, and competition.
After both sides have reviewed and
discussed these matters, the creation process begins,
with particular attention also being paid to language,
colors, typology, and layout.
The goal is to produce material that is original, attractive
and creative, and also communicates every essence of
the company.
Once the design process has been completed and approved
by the customer, it goes into production.
Production includes the stages of
photography, scanning, image treatments, artwork and
graphic production.
Enio Souza will see the production through to the final
approval stages, assuring the customer's complete satisfaction.
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