Design theory: Simple and practical and attractive concise logo design

logo is a simple tool, just like a hammer, simple and practical. If a tool functions too much to weaken its utility, keep it simple. You don't need a fine hammer with too much decoration. The same is true for symbolic symbols, that is simplicity, clarity and elegance. What I mean by elegance is that it allows many different audiences to discover the positivity of their vision and make them easy to remember. It's very important to be able to keep people in mind. If the shape of the logo is too gorgeous, it is difficult to make people photographic memory.

It is difficult to design a concise logo because we have to consider whether the logo is attractive or not. A concise logo can convey your message unambiguously. It's easy to design a simple and ugly logo, and it's easy to design a simple and dreary logo, and it's also easy to design a simple and ambiguous logo. So how did the designer really do that, so that the hammer was a hammer, and the symbol was a symbol? The answer is simple (but the process is not simple): study customers and audiences carefully. It all involves communication.

The customer communicates, and the audience receives the information. A symbolic pattern is like a signal. So a designer must understand what information the customer needs to convey to the target audience and understand what the best way to communicate is to the audience. Speaking back to the design process, when we have done a full collection and analysis of the customer and the audience have a clear understanding of the customer's products and services, the customer's goal to become our own goal, then go to the most shivering part: We have to start design.

In pursuing the goal of visual recognition effectiveness, we can have hundreds of possible design options. But almost all of the designs are off target, with only a few promising prospects. We don't have a short cut, we can only find some workable solutions in a number of design drafts. This process is common in humans and in nature.

Logo Design
Client: Vanderbilt University (Vanderbilt University) (2002)

The logo consists of two symbolic motifs closely linked to the university: Oak Leaves (symbolic strength and firmness) and acorn patterns (the Seeds of knowledge). These elements also echo the location of the school as a botanical garden at the same time.