Google Shows That Keeping It Simple and Relevant Logo Design Is Keeping It Relevant: As logo designers know, many business owners are disappointed by extremely simple logos. Many feel that they simply haven’t gotten their money’s worth or that they could easily have come up with the same design. However, people in the world of graphic design know that the simplest designs are both the most difficult to develop and the most likely to be meaningful over the test of time. The well known Google logo is a great example of this principle.

Google’s logo features simply the business name written in an ultra simple but distinct font. Primary colors make this relevant logo seem fun and accessible, an impression that is bolstered by the predominantly round shapes of the letters. This minimalist logo may seem understated, but it makes a distinct statement about the company, one that has kept people visiting the site for more than a decade.

It is a testament to the versatility of this relevant logo that it has been modified by the company for a variety of special occasions. Google usually has special relevant logos for holidays and even for diverse events such as the anniversary of the popular vintage video game Pacman. All are recognizably Google, in part because of the very basic yet unique nature of the mother logo design.

This versatility is one of the key elements of the brand—after all, who doesn’t want a versatile search engine? It also has made Google the subject of several joke websites. If you want to see just a few hundred of the permutations that this relevant logo design can undergo without diminishing its power, check out one of the many copycat websites, such http://www.logoogle.com/ for a good laugh. This site offers a variety of humorous relevant logos, both official and reader submitted. Into Disney movies? Try Shroogle, with an ogre theme. Have a thing for dairy? You’ll love searching Mooooogle. On Dental Carie Awareness Day, Gargle may be your internet favorite. These are just a few of thousands of options.

Google has managed to do what every business dreams of: entering the mainstream imagination and creating a brand that people recognize in any situation and in almost any form. If switched into another color, another size, or even another font, people all over the world will still recognize the bare bones of this well known logo. It is hard to think of another company that has been as successful, but here are just a few that are at least approaching this relevant logo success:

Nike Logo
Apple Logo
Starbucks Logo
PBS Logo
Pepsi Logo

What do all of these have in common? They are all incredibly simple and relevant logos, with the staying power to become iconic. More complicated logos are difficult to remember and recognize, while ones that follow trends with slavish devotion simply never gain the longevity needed to become part of the American consciousness. Good relevant logo design is as simple as it possibly can be while also being completely unique and personal.

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This is the second article of the ‘Role of Sports Logo Design’ series starting with basketball logo design. In our previous article, you are promised a series of articles on sports teams, clubs and tournaments and the way different sports play a crucial role in promoting the Brand names and Sports Logos of businesses all over the world, and so here you are with the sport of Golf in this article.

Golf is a ball and club (bat/stick) sport in which a golfer tries to hit the ball into as many holes dug in the ground as possible in the shortest time on an open area called green, course and links. Like every other fine art or sport, golf sport also needs sponsors, and sponsors need some interesting activity – be it an entertainment programme or sport event – to promote their brand name! This sport of golf is a decent and mostly silent sport. Some people who have not had enough understanding or knowledge of this sport may think it a passive or lazy sport, or an expensive sport which is not within the reach of an average sport-enthusiast. Though this notion might be true some years ago when only certain high profile clubs maintained golf courses and the entry into those clubs or those golf teams was a status symbol, and for the common people getting membership into those clubs or teams was only a dream, it is certainly everybody’s game now.

There are numerous clubs which accept any average person who can fulfil the clubs’ requirements and who can afford a nominal fee. In addition, there are many ex-players who couch the new entrants, without demanding high fees. And most importantly, there are several open places which are called golf courses, greens, links, made fit to play golf games.

And again there may be some us who think the sport of golf is not very lucrative in terms of money. And here again the sceptics are wrong. The money some of the top players make in a season is as high as that of the players of the other more popular sports make! For instance, Tiger Woods earned 110 million dollars from winnings and endorsements, $ 7.7 from the winnings and $ 92 million from endorsements, in 2008; Vijay Singh got $ 6,601,094 and Tiger Woods $ 5,775,000 in one match season in 2008.

A business establishment may be apprehensive whether to be a golf tournament sponsor and to spend a large amount on golf sport where the golf courses seem to be without crowds screaming from merely being there. But here again those sceptics are proven wrong. A quick look at the statics show us that golf is not a game without the thrills of its own.

Here we are given some figures for those who question the popularity of this up-coming sport: From somewhere about 8,000 to 200,000 spectators attend any high profile golf tournament. Around 123,000 spectators made the trip to Turnberry to watch and enjoy a tournament. A golf tournament organiser confidently said: “Next year at St Andrews we’ll have close to 200,000, while Muirfield in 2011 will have about 160, 000. It just reflects the location. Nearly 80,000 more will come to St Andrews in 2010 just to watch some of the top players ‘putting’ holes!”

And if you’re still pessimistic here are some figures that might make you realise whether this sport has potential or not, and whether there is enough scope for your brand and product to get the 1: 10 ratio returns!

Some of the top golf sponsors include financial institutions, large car companies, as well as some of the old regular sponsors such as watch companies, white goods companies etc. Let’s take a look at who is fighting whom for sponsorship results from a well-thought of, expensive and perhaps, effective marketing initiative.

Golf is becoming so popular these days that several industrial giants make their brand name appear on the list of sponsors:

Brittany Ferries Logo Design

Brittany Ferries – Sponsors of the English Golf Captains Final and Regional tournaments.

Canterbury Logo Design

Canterbury – Official supplier of training sportswear and base layer for the England Teams.

Carrick Neill Insurance Logo Design

Carrick Neill Insurance – for individuals requiring specialist golf insurance cover the EGU recommend the Golfers Policy administered by Carrick Neill & Co. Limited.

E-Z-GO Golf Cars Logo Design

E-Z-GO Golf Cars – suppliers of golf cars for EGU Championships.

Fairway Credit Logo Design

Fairway Credit – Official Partner of the EGU Club Services Team – maing golf club membership accessible and affordable for all.

FootJoy Logo Design

FootJoy – sponsors of the EGU Order of Merit measuring the top English player performance. Suppliers of footwear and rainwear for the England Teams.

John Deere Golf and Turf Equipment Logo Design

John Deere Golf and Turf Equipment – sponsors of the EGU Golf Club Roadshows.

Level 4 Logo Design

Level 4 – Sponsors of the English Golf Captains Final and Regional tournaments.

Fuller’s London Pride Logo Design

Fuller’s London Pride – sponsors of the EGU Gold Medal Championship and EGU Club Steward of the Year.

Oscar Jacobson Logo Design

Oscar Jacobson – Official suppliers of clothing for the England Teams.

PING Logo Design

PING – Sponsors of the English Golf Captains Qualifiers and National Final.

SkyCaddie Logo Design

SkyCaddie – Official Rangefinder of the English Golf Union and sponsors of the EGU Brabazon Trophy.

Titleist Logo Design

Titleist – sponsors of the EGU Order of Merit measuring the top English player performance. Suppliers of golf balls to the National Academy and the EGU.

Wilson Staff Logo Design

Wilson Staff – sponsors of the Wilson Staff Junior Golf Quiz.

These giant industries are not sponsoring this sport for nothing – there is definitely 1:10 ratio returns. When such great industries are in the race, it is quite obvious that there is a lot of opportunity for any business establishment to get their business promoted in this arena.

The next question any pessimist may come up with is: where can we ‘display’ our brand and products? The answer is simple: there are numerous vintage points all over the golf course – from the entrance to the greens; in and at the club building; on the premises; and on the equipment the players carry with them – golf bags, golf carts, balls, golf clubs (bats/sticks), etc!

And finally, no article on golf is complete without the mention of the most popular of all players Tiger Woods, the American professional golfer! Though there have been several charismatic golfers, Eldrick Tont ‘Tiger’ Woods, currently the World No.1, has made an ever-lasting mark in the history of golf!

Tiger Woods wears Nike clothes and Nike golf clubs, except his putter, a kind of golf club (bat/stick).

Here we have some businesses that have endorsements/association/partnership with this legend:

Electronic Arts (EA) Logo Design

Electronic Arts (EA) is the world’s leading interactive-entertainment software company, developing, publishing and distributing software for the Internet, PC and video-game systems.

Gatorade Tiger Logo Design

Gatorade Tiger The collaboration between Gatorade and Tiger Woods creates an unparalleled understanding of Tiger’s needs and the relentless quest to take himself and his game to a higher level.

Nike Golf Logo Design

Nike Golf Established to bring new focus to the golf business, Nike Golf’s objective is to create a great brand valued by passionate golfers.

Gillette Logo Design

The Gillette Champions promote Gillette’s premium shaving products as part of a worldwide campaign.

Golf Digest Logo Design

Golf Digest Golf Digest, the world’s No. 1 golf publication, has provided golfers with award-winning editorial for over 50 years.

NetJets Logo Design

NetJets NetJets is the pioneer and worldwide leader in fractional aircraft ownership.

Tatweer Logo Design

Tatweer: The Tiger Woods Dubai The first-ever Tiger Woods-designed golf-course community.

TLC Laser Eye Centers Logo Design

TLC Laser Eye Centers Tiger chose TLC Laser Eye Centers to correct his vision. Now he plays golf without contact lenses.

Upper Deck Logo Design

Upper Deck The Upper Deck Company, LLC. the leading provider of sports collectibles and a pioneer of autograph authentication has joined the elite ranks of Tiger’s corporate partners.

PGA TOUR Logo Design

The PGA TOUR is an organization of professional golfers.

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Whether your jewelry business is a small time deal being run from your home or a multi-national corporation, you need a jewelry logo that customers can identify. A jewelry logo will not only make it easier for customers to remember your store, it will create a corporate brand with personality and flavor. If you are using a logo artist for your jewelry logo, stationery, and catalog design, he or she will consider the following style tips when designing your jewelry logo and make it to the top of the Top 10 Jewelry Logos.

First, there is the issue of a jewelry logo graphic. Many jewelry companies use a jewel in their logo, which can actually make it a poor choice. After all, you want your logo to stand out, right? Luckily, there are other shapes that are associated with jewelry. Necklaces, bracelets, rings, and earrings all have a recognizable shape that can be stylized to be unique and attention worthy. You can also choose traditionally feminine shapes such as flowers. If your company name evokes a particular image, that also can be a memorable choice for a jewelry logo. If you have any special ideas for your logo or catalog design, it’s important to share them with your logo artist.

Second, you and your logo artist need to choose a font for your company name. Traditionally, jewelry logo fonts are very ornate with swirling edging and a lot of detail. Because there are almost an infinite amount of fonts available, there is no need for your jewelry logo to deviate from this if you and your graphic artist. However, some successful logos for jewelry businesses use more blocky, modern lettering. If you want to step outside the box when it comes to jewelry font lettering, the possibilities are endless.

Third, you need to decide if your jewelry logo will have color and, if so, what that color scheme will be. There is nothing wrong with black and white. In fact, it can be a distinctive choice that sets you apart from other companies. However, many people prefer a colored jewelry logo. If you have a preference for black and white or for a specific color, make sure to let your logo artist know. There are distinct advantages and disadvantages that he or she can explain to you. You need to choose carefully because any color you choose will have to be used repeatedly throughout your company.

Last, you need to think about how your jewelry logo can be worked into all aspects of your company’s visual work. From your business cards to catalog design to signage, your logo will be ubiquitous in your company. The goal is for a jewelry logo to not just represent your brand, but to actually become your brand. Your company will be not just a place that customers shop, but a place that they identify with. This is why it is so important to end up with a jewelry logo that is attractive enough to be seen over and over by you, your employees, your customers, and your community.

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Construction, building, development and property building is a competitive business, but there are ways you can stay ahead of the competition. One method that will set you apart is branding. Simply put, this means putting a face on your business to make it more appealing to your potential clients. This will make them feel like they know your company and thus be more likely to choose it. The key to creating a brand is to have an attractive, professional construction company logo created for your business. A graphic artist can help you through the following steps:

Choose a property builder logo oriented graphic. If you look at the average property construction project, you will see a lot of triangles and squares. These and other angular shapes are strongly associated with building logos and construction. For this reason, your construction company brand may benefit from using these shapes as a graphic. Other choices for custom logo graphics include tools, hard hats, and buildings. The right graphic artist can turn basic shapes and symbols into a memorable, stylish logo that speaks to customers.

Choose a development logo oriented color. Black and white can be a bold choice with the right graphic, but color can also make logos friendlier and more memorable. Because the signs on construction brand projects are often red, orange, and/or yellow, these are popular and attention-getting choices for a construction company logo. Whatever the color palette you choose, keep it to one or two colors (including black) only to avoid a cluttered or confusing logo.

Prominently display your company name. Your company brand name is an important part of your construction company brand. Use a bold, readable font so your potential customers can easily read the wording and connect the picture with your name. Connecting your name to your logo is an important part of branding, and including your name in the logo itself will make this inevitable.

Place your property developer company brand. Once you have a custom logo that is perfect for your company, let it do its work by displaying it at every opportunity. Put your logo on signs placed on current and completed jobs. Use it in advertisements. Many company owners find that company t-shirts are a good way to keep your logo in the public eye. Not only will company shirts help your workers meet your grooming standards, they allow customers and employees alike to identify at a glance who belongs on the worksite. Employees will wear your company shirts to and from work as well as at lunch, displaying your logo in otherwise impossible locations. Customers will connect your construction company identity to the quality of your work if you include your custom logo wherever possible.

Get on the world wide web. One benefit of a construction business brand is that it can be a springboard for a web site, setting the style and color palette. Your next step should be to develop a web presence, including a website with information about your company’s strong points. Many modern people use the internet as a resource when looking for a construction company, so the web can be considered a modern equivalent of the yellow pages.

Construction companies with a brand and a recognizable construction business branding are more successful. Don’t hide your light under a bushel; let your community and your customers see what your company stands for.

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What do you need to run a successful coffee shop? Many people would give answers such as a coffee machine, espresso beans, or employees, but a well designed coffee shop logo or any restaurant logo is just as important. Company logos tell your customers who you are, how you run your business, and what your mission is. Because everyone recognizes the Starbucks logo, I will use it as an example of a coffee shop logo that works.

Shape. This coffee shop logo has a round shape, which gives people a subconscious feeling of unity and inclusiveness. Most people want to feel warmed and nurtured by their coffee, so company logos with a round shape or at least one with rounded edges will attract them most. Logo artists can design the round iconic logo so your eye is drawn either to the graphic, or in the case of Starbucks, to the company name.

Readability. The company name in this coffee shop logo is prominently displayed in a plain, easily readable font. That’s probably why everyone in the United States knows the name. All company logos should include the business’s name in a bold, dominant font. Starbucks takes this a step further by using a different color background for the name than for the image. Because the name is bright green, the customer’s eye is drawn to it rather than to the black and white siren image.

Color. The green logo color is calming and at the same time suggests freshness, which is one of Starbucks’ core values. Many coffee shops and cafe logos use green for their coffee shop logo, but there are other effective options. Some company logos use shades of brown, which is the color of a coffee bean. Interestingly, the original Starbucks logo was a chocolate brown. A qualified logo artist will be able to help you decide what color speaks the most about your company and your values. Check out a juice shop logo that we created for a client.

Use of graphics. Graphics make a coffee shop logo more memorable and give your company a face that customers can remember and identify. The siren who is the mascot of Starbucks is a good example. Few people consciously notice the siren centered in the middle of the Starbucks logo, because she is positioned in a way to downplay the sexuality normally associated with sirens. However, the logo would not be as complete or as recognizable without this image. Company logos are generally more successful when an attractive image takes center stage. Check out a eco friendly logo we created for a cafe client.

Consistency. The Starbucks coffee shop logo is recognizable at least in part because it is everywhere. From signage to cups to décor, company logos should be printed on every available surface for maximum effect. The more customers see a coffee shop logo in connection with the coffee shop itself, the more they will identify the logo with the business and the experience. Check out how somebody copied the Starbucks logo.

There is a lot to be learned from this design, which showcases how a logo artist can design company logos to express more than words alone could say. Would Starbucks be as successful without its recognizable coffee shop logo? We’ll never know for sure, but the logo definitely helped define the company in the eyes of customers and the community.

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Most landscaping businesses are run by blue collar guys who aren’t afraid to get their hands dirty. As a result, in many companies very little attention and time are given to details like a landscaping logo and branding. However, in a business where aesthetics are a crucial part of every job—and a competitive business at that—every landscaper needs the help of designers from a reputable graphic design firm to create a landscaping logo that will keep the customers coming. There are a few rules that most landscaping logos seem to follow.

Keep it simple. Landscaping is for the most part a business where the results speak for themselves. The outlook is simple: do what works, and do what looks good. This is probably the reason the most successful landscaping logo is usually one of the most simple ones. Basic shapes, readable text, and an uncomplicated color palette make for a memorable design in this field. Designers from a top graphic design firm know that too much clutter will detract from the success of your landscaping logo.

Keep it natural. Landscaping is a business that works with mainly natural elements, such as plants, water, and rocks. Most artificial ingredients used in our landscapes are seen as being inferior or merely utilitarian—think Astroturf. As such, your landscaping logo should focus on beauty of a natural sort. Whether you work mainly with grass, flowers, rocks, or trees, center on the terrestrial side of your business by making natural products the stars of your landscaping logo. Who knew a leaf could be so compelling?

Keep it green. When it comes to landscaping logo color palettes, green is the most common choice. All it takes is a glance out your window to see why; green is ever present in our landscapes. However, don’t think this means a boring logo. You can make your logo more interesting by using two different colors of green, by adding an interesting accent color, or by choosing a funkier shade of green (avocado, anyone?). Designers from a graphic design firm will know how to keep your logo green while making it interesting, appealing, and memorable.

Keep it memorable. This is where the designers from the graphic design firm you are working with will have to be creative. All landscaping companies deal with grass and plants, but what sets yours apart from the competition? Do you have an interesting tagline or motto? Your landscaping logo should reveal this and more. Whether you are a fun company, an environmentally friendly company, or one with an above-average attention to detail, make sure your logo shows what makes you unique.

Successful landscaping businesses have to toe a narrow line, between natural and man-made, between blue collar and corporate sensibilities, and between quality and cost effectiveness. Luckily, you don’t have to walk the same tightrope when it comes to design. Hire a graphic design form and let a team of designers develop a landscaping logo that is just right for you.

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Increasingly, hospitals and other healthcare industries must be run like any other businesses and need hospital logo. Indeed, a hospital logo is a corporation and should be managed according to best business practices order to be successful. Part of being a corporation is having a coherent and professional corporate identity package, complete with a hospital logo. Many hospitals wisely hire out this important process to marketing consultants and graphic designers. There are a few things that experienced marketing consultants will consider when developing a hospital logo.

Community. A hospital is an integral member of the community it is serving, and the medical logo should express that. Whether your facility is located in a small town or a large metropolitan area, the community you serve should be the first consideration in every decision you make, including your hospital logo. Marketing consultants are experts in this and can help you make sure your corporate identity package doesn’t alienate the very people you are trying to reach out to.

Caring. No one wants to get medical care at a place that intimidates them, but this is an unfortunate reality for too many modern people. Hospitals are seen as unapproachable and consuming, and a

hospital logo

with too much text and not enough emotion, patients will likely feel even more apprehension as they walk through your doors. On the other hand, if your clinical logo has a friendly feel, such as by incorporating shapes and/or colors that soothe the general public, these same people will be more likely to trust you when health problems arise.

Mission. What is your hospital’s mission? Whether your hospital specializes in serving the underprivileged or in providing top-notch care to the elite, your mission should be reflected in your hospital logo. Are you about caring? Your hospital logo can portray this by using warm colors, rounded shapes, and friendly objects such as people or animals. A more business-like approach would require crisper shapes and more prominent text. This is another area where marketing consultants can help craft a health logo and corporate identity package that accurately represent your institution.

Cornerstone Programs. Some hospitals have cornerstone programs for which they are widely known. If this is the case for your organization, you should reflect this either by incorporating those themes into your hospital logo, or by having a logo designed for those programs that coordinates with your hospital logo. It’s important to showcase your strong points without detracting from the unity of the whole, and your logo should accomplish this.

Aesthetics. While meaning and information are important, an ugly hospital logo won’t be any help at all. Your hospital logo will have to be displayed on everything from bills to linens, so it had better be both attractive and timeless. Similarly, the color scheme of a logo is often used as the decorating scheme in the facilities used by the organization. Marketing consultants can help you develop a hospital logo and corporate identity package with both elegance and staying power.

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There is perhaps no field that needs marketing and logo branding as much as dentistry. Most people have negative feelings toward the dental field and dread making their appointments. A high quality dental logo or for that matter any medical logo that follows basic principles of dental logo design will help potential patients feel more at ease, which makes them more likely to choose your practice over others. There are a few things a high quality graphic designer can do to make your dental logo more effective.

1. Choose calming logo colors. Color is the language of the subconscious mind, so your choice of colors will tell your patients a lot about your dental practice. Unfortunately, many dental offices are not saying what their clients want to hear. The most common color palate for a dental logo is white, red, and pink: the colors of the mouth. These colors tend to make patients feel agitated and upset, which are not the emotions you want your dental logo to invoke. Other dental logos avoid the issue of color altogether by using black and white. In most cases, this can create a bleak and austere image. A dental logo design that uses calming colors such as deep blues and greens has been found to be more inviting to the reluctant dental patient, which makes it a perfect choice for a dental office.

2. Use an illustrative logo. This is especially important if your practice includes children. Most people feel intimidated by dental visits, and a text only logo will not do anything to relieve this anxiety. Having a friendly illustration in your dental logo will make your practice seem more welcoming. A friendly illustration could include happy people, animals, or rounded shapes. Nature scenes are also calming, although it can be hard to make these images fit the dental industry. Whatever illustration you choose, it is sure to be a benefit to your business. Illustrative logos tend to help with logo branding by allowing your community to give your business a ‘face’. Most people will remember a business with an original and appropriate dental logo illustration.

3. Avoid clichés. In general, teeth and toothbrushes are over-represented in the dental logo industry. While a quality graphic artist can make even the most generic symbol new and interesting, your best bet is to choose a unique way of showing your field. A qualified graphic designer should be to produce several dental logo design ideas that fit your business and your community. This will make your dental logo stand out in the community and in the minds of customers.

4. Use it or lose it! Once you have a dental logo that you love, make sure it gets plenty of exposure. It should be prominently displayed on your brochure design, stationery, appointment cards, uniforms, and signage, but this is just the beginning. There are an almost infinite number of places to place your dental logo. The goal is for people to think of your logo when they think of your practice, and vice-versa. This kind of logo branding will make your business stand apart from your competition and keep new customers coming.

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In the previous article ‘Role of Sports Logo Design’, the first of the series of articles on Sports Logo Designs, we have seen how and why companies – giant and dwarf alike – sponsor sports as a part of their publicity strategy. In this article, we are going see how and why companies sponsor basketball games.

Basketball is a relatively a new game invented by Dr. James Naismith, a Canadian physical education professor, in 1891. Some sports experts come up with another version that says this ball game had been known and had enjoyed considerable popularity for fifty years prior to Dr. Naismith’s invention!

However, there is yet another group of sports experts who relate this modern basketball game to a peculiar game played by ancient Aztecs in central Mexico in Central America centuries ago. The story goes like this:

“The Aztec Ball Game [taken from www.herloyalsons.com] One of the most popular Aztec games was Tlachtli. In this game, two teams played on a field shaped like an H between two walls. The field was divided in half and each team had its own part. The goal of the game was to get an 8-10 pound rubber ball to the other team’s side. To add to the challenge, only the hips and the feet could be used to move the ball. A stone ring was located at each side of the field. The first team to pass the ball through the stone ring of the other team was the winner of this game. Since this was one of the roughest of the Aztec sports, players wore leather belts in order to protect themselves from being hurt.”
 
Whatever be the origin of this game, according to Wikipedia, this game is (has become) one of the most popular and widely viewed sports in the world. And there are several international organizations promoting, conducting and regulating this game throughout the world, keeping the decency, dignity and popularity intact with rigid rules and regulations and continuous seasonal playoffs! Some of the most recognized and popular basketball organizations are: FIBA – The International Basketball Federation – (but known more commonly by the acronym), with over 51 national affiliated federations in Europe, is the world governing body for basketball; USAB – the USA Basketball – is the governing body for basketball in the States; NBA – National Basketball Association – the most famous men’s professional basketball league in the world, having been broadcast in 210 countries, is the officially recognized league by FIBA; England Basketball is the recognized organization; BBL – the British Basketball League, another of the several leagues; and, of course, most countries have federations of their own.

The FIBA, with its motto “We Are Basketball”, has several Corporate giants, such as bwin, champion, molten, mondo, Nokia, sinalco, tissot, zepter, as its Global Partners, sponsoring championships world over. And each of these organizations, leagues, federations, associations and teams has a logo of its own; we can see some of the most colorful and interesting logo designs here:

The following are the lively logos of the most popular sponsors of the basketball games:

After having a look at all these fantastic brand names and logo designs, some of us, mostly those who are not very familiar with this sport, are bound to wonder ‘Oh. Does this game enjoy so much popularity!’ and the answer is a big ‘YES’. A quick look at some of the statistics show us the enormous influence the game and the players have on the sports enthusiasts world over!

“In general, basketball players earn millions of dollars. The better players like Lebron James and Dwyane Wade will earn around $25 million a year, average players like Brad Miller will earn around $10 million a year, and rookies will earn from $800,000 a year to $2 million a year. Earnings vary widely. The top players can get millions, especially after adding in their endorsement deals. According to Forbes, in 2004 Michael Jordan made 35 million dollars; Shaquille O’Neal made 31.9 million; Kevin Garnett made 29.7; Kobe Bryant made 26.1; Grant Hill made 25.9; and LeBron James brought in 21.1.”

The most important prerequisite any game needs in order to attract potential sponsors is the viewership rate of that game. The following news items demonstrate what a crowd-puller the basketball game is:

Thursday, January 15, 2009
NBA viewership up double-digits on ESPN.
So far this season, ESPN has seen a solid bump in its NBA ratings. NBA games on ESPN are averaging a 1.2 U.S. rating (1.4 cable rating) and 1.7 million viewers, up 9% and 21% from a 1.1 (1.2 cable) and 1.4 million viewers through the same point last season. Last Friday’s Celtics/Cavaliers game drew 2.6 million viewers on ESPN, making it the second-most viewed NBA game of the season on the network.

Game 7 of Bulls-Celtics breaks viewership record Posted May 5 2009 11:27PM
ATLANTA (AP) — Game 7 of the Bulls-Celtics series has supplanted Game 6 as the most-watched first-round NBA playoff game ever on cable. TNT says Boston’s 109-99 win Saturday to end the exhilarating series was seen by 6.99 million people. That was the most viewers for a first-round game on broadcast or cable since the 2004 Lakers-Rockets Game 4 on ABC.The Bulls’ 128-127 triple-overtime victory in Game 6 on Thursday was seen by 5.35 million people. TV viewers went for NBA Finals in big numbers: “… Overall, the series drew 9.3% of U.S. households. That’s up 51% over last year’s Cleveland-San Antonio series, which was the lowest-rated Finals ever at 6.2. …”

More viewers watch NBA finals, Tony Awards…
“…The Lakers’ 101-96 overtime victory over the Magic in Game 2 Sunday averaged 14.06 million viewers, 4 percent more than watched the Celtics’ 108-102 Game 2 victory last year. Through two games, the finals are averaging 13.55 million viewers, 1 percent more than last year’s 13.44 million average.
CBS’ coverage of Sunday’s Tony Awards continued the trend of rising viewership for awards shows, averaging 7.43 million viewers, 15 percent more than the 6.27 million last year’s ceremony averaged. Viewership had also increased for ABC’s coverage of the Academy Awards, and CBS’ coverage of the Grammy Awards and Academy of Country Music Awards earlier this year. …”

When there are so many viewers watching this sport, naturally there are big anglers trying for huge hauls. The following postings in some websites give us some idea about the demand there is for the basketball league matches:

from SPORTBUSINESS.COM

MOLTEN SECURES SPONSORSHIP OF BRITISH BASKETBALL LEAGUE
Under the deal, Molten’s new and distinctive, 12-panel G-Series basketball will become the exclusive and official BBL league and club ball. Valued at £150,000, the sponsorship package, which commences this month (September 2006), includes a supply of the Molten G-Series basketball and other Molten products as well as cash, which is to be directly invested by BBL in a scheme to develop basketball in the clubs’ communities.

From Allbusiness.com… Dell Nets College Basketball Tourney Sponsorship
“… The Dell Classic for Kids features Texas vs. Stanford and Notre Dame vs. DePaul. The games will be carried on ESPN. Some of the proceeds benefit the Boys & Girls Clubs of America, said Scott Helbing, Dell’s vice president of global brand strategy, who added that Dell joined on as a sponsor when another corporate backer pulled out.??”This is an excellent opportunity to reach customers, said Helbing. “It was an easy decision, knowing Texas is playing in it, and [that] the other three are all real good programs.??”Our antennae are always up for sporting events. Our target in branding is executives. This is a great avenue to reach them,” he said. …”

A casual visit to the site http://www.chinadaily.com.cn/bw/2009-05/18/content_7785352.htm will enlighten us as to how this game is catching up and what business potential it has in Asian countries, especially in China!

And naturally, when so much is going on in this sports business arena, there is bound to be some envy, some bending the rules, some business rivalry, etc. For example:

A Massachusetts sportswear company has sued Nike and the U.S. basketball hall of fame, claiming breach of contract and fraud related to the manufacture and sale of sportswear linked to Michael Jordan’s upcoming induction into the hall.? SportsFuzion Inc filed the lawsuit in Massachusetts state court late on Monday and is seeking more than $10 million (6 million pounds) in general and punitive damages from Nike and the Naismith Memorial Basketball Hall of Fame in Springfield, Massachusetts.?A Nike spokesman said company officials were reviewing the complaint, but believe it is without merit. Officials with the Hall of Fame could not be reached for comment.?The Millis, Massachusetts-based SportsFuzion said in court documents filed in the Norfolk Superior Court that in March 2006 it signed a contract with the Hall of Fame giving it exclusive worldwide rights to the organization’s trade names, logos, logo trademarks, designs and photos for use in sportswear through 2012 or later considering renewal rights.?The lawsuit also charges Nike with interfering with a contract and charges both parties with unfair and deceptive trade practices.?Jordan, considered one of the greatest players in the history of the National Basketball Association, as well as a popular marketer whose image drives sales for sneakers and other sportswear bearing his name, will be inducted into the Hall of Fame in September.

And at Log Design Works, an international small business logo and website designers, one can see a number of sports logos which not only satisfied their clients but also amused their clients’ customers! For samples of marvelous sports logo designs, you are welcome to visit www.logodesignworks.com!!

Finally, here is a beautiful young sportsperson showing off her sponsors’ brand names and logos on her jacket. Hoping that you have enjoyed this article as much as you enjoy the game, I look forward to seeing you at my next posting on ‘Golf — Role of Sports Logo Design’ at Logo Design Works.

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As designers who specialize in corporate identity, we have seen many clients who are in need of a professional logo design and feel that having everything including the kitchen sink in their design is the best value for their money. It seems quite reasonable from the point of view of the client that getting a highly detail illustration seems as though it would be worth more than a minimalist design. But quite often the end result can see be very little return on investment. From the designer’s perspective the minimalist design style is often the most impactive and best designed corporate identity around. In the business world that is full of over the top logos, designs with the most simple and effective designs often stand out the most.

Andrew Belson is an arboricultral marketing consultant that came to us looking for a very modern and sleek design that would separate himself and his business from the competition. Tired of seeing the standard tree and landscape designs, Andrew needed something distinctive that still conveyed the field and industry he worked in. What we created was a very polished minimalist design of an over simplified tree leaf. Using very few details it was important to arrange the elements in such a way as to create the most expressive use for the icon. Simple gradients were added to create a basic form and dimension while keeping the overall design very modern and professional. The unique layout also helped to separate himself from the standard horizontal layout of his competitors.

Our client, CueRate needed a design that reflected the feeling of a modern art gallery. Using simple shapes to create some kind of abstract pop-art look, a muted color palette was utilized to create a graphic reminiscent of the kind of style seen in the modern contemporary art world. The colors in the circles were offset on purpose to help create the illusion that the logo had been printed using older lithographic printing press. This helped create a kind of retro and nostalgic look. Quite often the style associated with minimalist design utilizes a very clean sans-serif typeface. As a side note, many people don’t realize that a lot of the fonts used today that are associated with the modern and futuristic style have been around for nearly a century and remain just as effective now as they did in the 1920’s.

Many times, a minimalist logo will lend itself to very square geometric designs. By combining even the most basic geometric elements many different design can be created. For James Lambert Architects a minimalist icon based on the initials “J” & “L” was created using these basic geometric shapes. The overall design not only conveys the initials in a unique and symmetrical way, but also carries the architectural theme across in a very effective and meaningful way. By combining a soft grey color with bright accent the design also uses the color palette to helped convey the modern design style.

Using a similar style, the design for Xoom consulting also utilizes simple geometric elements in a unique and distinctive way. Using a hexagon as the foundation, a dimensional cube was created by joining the letters. In a creative twist, the initial “X” was cleverly hidden into the minimalist icon as well. Three brightly colored squares were then added behind to the icon to give the image more visual impact. The end result is well constructed design using very few, but well placed elements to create an identity that is both memorable and effective.

Often the most effective minimalist designs are so simple that they become much more distinctive because of their simplicity. For out client Device Analytics, this was accomplished by utilizing a simple circular shape with unique letter shape of the initial “D”. The overall design may be a simple concept, but to the clients market it can express all the right ideas and feelings. The clean style reflects a polished and established company that is at the forefront of their industry. Minimalist design are also used more often then not by the very largest companies in a given industry. By utilizing the same modern design appeal you are telling your market that you are just and confident and able as those at the top. It’s not so much as copying a design style as it is dressing the part as an industry leader.

For our client EVO Electric, utilizing a minimalist design was necessary to enter their chosen market. Doing their own research first, they too noticed that the more successful competitors also used a modern, minimalist design approach and that companies with cliche icons and elaborate illustrations were often viewed as small “mom and pop” companies. Rather then focus on using a simple design to go with the name, the simplicity of this design is integrated with the name. The elliptical shape that sits behind the letters in EVO uses an asymmetrical shape to help convey a sense of energy and motion while maintaining an overall minimalist appearance. The overall design successfully matches with their top competitors. By knowing ahead of time what their market visually associated with as the best, they have the ability to enter the market with the best and allow their business to further its success.

Initials tend to work very well for minimalist icons. The letters have a close relationship with the name and give the viewer something interesting to associated visually with the company. On a side note using literal images can work against the corporate identity. They can pigeonhole a company into the present, which becomes the past very quickly. They can also look cheap and come across as clip-art depending on your market. A good example of this would be cell phones. A successful cellular telephone company is more then likely not to create a logo using the image of a cell phone because the shape and style of the product changes every three months and can seem out dated after six months in business. The “initial” however, is as timeless as the company name and will always be unique and customized because of the relevance to the name.

Flemington Consulting came to us looking for a logo that would look as good in 10 years as it would today. Using the initial seemed like the right choice because as long as the company was called Flemington the icon would be effective. Rather then follow the standard square shape of the letter “F” we experimented with using circular shapes to help create a unique image. By using the quarter of a circle we were able to create the side and top of the letter another circle was utilized to create the cross bar. The icon was then laid out into a square block to give it a bit more structure and also help to convey more of a corporate style. The end design is a very crisp identity that captures all the qualities the client was seeking while at the same time being very simple and versatile.

A very similar style and theme was also utilized for our client GRASTA. The idea of creating a custom initial was also ideal for this project and the minimalist design style really helped create a very sleek and modern identity. Using the circle as the background for the “G” also acted a way to help the viewer form the initials. Separating the parts in various bright colors added a unique and distinctive feeling and mixed quite well with the polished silver text. Besides being a good representation of modern style, minimalist designs are also the most practical and versatile logos. More often than not, these designs work well as great stand alone icons. As watermarks, embossed, engraved and embroidered image they can really maximize the usage of corporate identity. The most effective brands become recognizable symbols that people associate with the company, field, and industry and minimalist design are very effective in creating that image.

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For many companies the idea of a logo will mean a graphic or icon next to the name. A classic layout that works for many companies in various industries. There are times however, when the text alone is ideal for brand identity. As a designer the text based logo can be much more energy and time consuming then even the most illustrated icon. Because essentially the look and feel of the entire company has to be reflected in just the name. There are a variety of styles and representations of how a text based design works. They can include a graphic that has been substitute for a specific letter to the whole name it self taking on the form of an image.

Often, all that is needed to created a distinctive text based logo is a simple alteration to a pre existing font. From these examples it’s easy to see how the style and adjustments can create two very distinctive directions. The client “NOOR” came to us looking for an elegant text based  design that showcased a very regal and upscale look. A very thin serif font was utilized as the foundation to build the logo on. The sweeping lines that stretch upward from the base of the “O”’s were first added to reflect the unique characteristics of the “N”. Afterward simple leaves were added to give the text a floral look. The end result is a very simple design that reflects a very luxurious style.

The second design for Field Associates was taken in a completely different direction. The client need a much more modern looking design. The text needed to reflect a technologically advanced company at the leading edge of their industry. Using a bold yet curved font the letters were extended into each other to create the illusion of a fluid line. The “I” and “E” were kept separate to avoid getting confused with a “T” or “L”. It is very important when designing to makes sure the legibility of the text is still clear. Although giving your market the credit to fill in some of the blanks is a good idea, they should also be able to read you company name.

The most distinctive and unique element in this minimalist design would where the “L” and “D” are joined. The way the letters seem to loop around and down lead the eye to the bottom line of “ASSOCIATES” completing the name. Even though the overall design is very simple, the logo is successful in creating a mood or look that reflects the modern, tech-savvy style.

Creating a text based logo can also mean utilizing the shape of the name itself to create an image. This is especially true when it comes to athletic sports teams mascots. When it came to the design of the Angels logo, the client needed an image that would convey the angelic theme but it had to also reflect the aggressive, competitiveness of a sports team. By using a strong font as the base, small angel wings were incorporated into the letter “A” and “S”. As an afterthought a simple halo graphic was placed above the text giving the design a completed look. By carefully choosing where the distinctive elements go, the emphasis on name can be increased to give the maximum amount of clarity and impact.

Under different circumstances the text for the logo can be used to create the context for the companies image. For Cyco Xtreme a very fluid look was utilized to create the visual representation of speed and energy. The use of flames act almost as an extension of the “X” which helps draw the eye back down to the text keeping the focus on the name. Using very simple gradients really give the overall design that extra bit of excitement and “pop”. To give that extra bit of dimension a smaller gradient from white to blue was added to just the tip of the “X” to convey the illusion the fire reflecting off the text. It is easy to see that from the name combined with the style and direction of the design that company is likely not an insurance company or real estate logos agency. This is completely due to the style of the text design.

Another way to approach the idea of text based logo is through the incorporation of graphics to either replace a letter or help showcase a specific section of the text. For our client Victory International University, a unique and representative graphic was placed dead center and replaced the letter “T”. The concept of victory in relation to the design had very spiritual and religious meaning to the client. The combination of a sword with golden wings seemed like an ideal visual image that perfectly fit the shape of the letter. When we are designing an icon to fit the letter, how close to the shape of the letter is graphic can be is really up to spelling of the word. For example is quite common for text based logos with numbers in the name to be spelled out using a combination of the number and letters. Ie. 4OUR, 8EIGHT, 7EVEN etc..

The other route that is commonly used is when a graphic is located behind or integrated in such a way as to highlight certain letters. The client, 53 Desires runs a high end photography company as well as other businesses that all carry the number 53 in the name. As such, it seemed only natural that the distinctive use of the 53 should become the focal point of the name. The romantic nature of the name was also emphasized with the use of a 3D logo graphic which was ultimately used as a backdrop for the 53. Rather then use a font that fir perfectly in the icon a flowing scripted text was chosen to create a more organic integration with the icon. The overall design is a very relaxing, yet professional design that has both a high visual impact as well as significant meaning to the client.

When creating a logo for a client that needs to express very high class theme, it most often the more minimalist designs that really capture the prestige and luxury of the company. For our client Sonja Dee, this feeling of elegance and class was created with the addition of just one extra line. The extension of the “A” is really just a single line that flows off into an elegantly scripted graphic. Because of the classic and prestigious feeling the line creates for the viewer, what was a very simple text based design suddenly feeling very rich and classy. To further enhance this emotional response the design utilizes a white on silver color scheme which adds a unique and elegant distinction of designs that sit on plain white backgrounds.

The extension of the letter can also flow into a graphic which utilizes a bit of every type of f ont based design. For the design of the Patriotic Mind logo a combination of several text based design style were utilized. The overall design is very simple and regal utilizing a very high end and professional layout. The initial “P” shapes and forms with the background graphic which helps define the logo creating a context. The initial is also extended into a very free flowing scripted letter helping to complete the thought and add balance to the graphic. The patriotic theme is very common and used in just about every industry, for this design the orginial concept of American patriots was used as the foundation for the design. The concept of using the quill and inkwell to create the “P” reflects the core of United States which is the Declaration of Independence. Using this classic historical reference along with a traditional color scheme the overall design conveys the unmistakable message that company is proudly American in a way that is both unique and highly effective.

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Enclosed logos can be categorized as several different kinds of corporate identity styles. Essentially enclosed logos consist of combined designs where all the element, text and graphics come together in one complete package. Anything from labels to signage to badges and seals would fall into this style. For many companies this type of design is a fantastic showcase what the brand is all about while at the same time are able to serve a practical purpose.

When it come to restaurants, an enclosed logo design style is an ideal choice. The structured  and compacted nature save on space needed for signage, while the distinct traditional appeal of the design convey a sense of experience and establishment. For our client The Tin Duck Tavern, this kind style seemed to perfectly fit with the traditional English pub theme they needed. Utilizing very traditional elements such as simple a banner and simple filigree, a distinctive duck icon was also created to sit a top the design. The overall design is successful in being able to carry across a hand made wood-cut look while maintaining a clean and professional appearance. Separating the text into different sections helps give the design sense of dimension while at the same time emphasizing on the most important wording.

Using the same of traditional style, Antonios Italian Bakery and Deli also came to us looking for design that could capture the old world feel but style portray modern design elements. Using different simple geometric shapes a kind of layered effect was created. Enclosed in the center is the text which brings the focus on the name Antonios. The addition of the chef’s hat and grains was also created to bring a sense of context to the image. The symmetry of the graphics, along with the geometric elements really capture the spirit of the company and create a successful design.

Often utilizing the shape and style of design from various points in history can really help to make and emotional connection to a companies market. By reinventing a classic design the brand itself will become distinctive from competitors who utilize the same cliched ideas. When the Africa Trading Company came to us, they were thinking about creating a modern style design to better match what they had seen as a trend in their industry. When we showed them what could be using the theme of 19th century labels it was clear that the identity would work very well. Using a style that reflected the kind of branding one would see in history books evokes images of steamships and steamer trunks loaded with exotic goods from around the world. Because the company was importing goods from Africa this was an ideal “hook” that would grab the intended market and create interest.

For Marquee films, the quest was to capture the same kind of emotional appeal and nostalgia while at the same time coming across a modern company. The name of the company alone invokes images of old theater signs lit up, without needing any imagery at all. Buy playing on the signage theme and enclosed logo design was a perfect fit. Using references to various theater Marques from the 1920s – 1940s a unique logo design was created. By keeping the elements simple and clean the overall design also showcases that the company is modern but recognizes the classic appeal of the golden age of film.

Besides creating enclosed logos that match sign and labels another very common use for the style is with circular logos. They can be called badges or seals by generally they follow a similar  structure, a centered iconic image with the text usually wrapped around. The biggest appeal from a practical standpoint is that circular designs are usually even in terms of height and width. Unlike the more common horizontal or vertical designs, a logo that can essential fit in a square shape is much more versatile as they create more design possibilities in areas like stationary and packaging.

When we created the concept for Pediatric we tried several different places for the text after we creates the unique building block graphic. The circular layout was an instant favorite because it really shows off the bright icon in the center while maintaining a professional and completed look. By utilizing the idea of splitting the circle in half and using two colors, the focus on the name could be maximized. It also enhances the visual impact of the design and adds a unique visual interest.

Circular “badge” logos can also act a way to convey the idea of being an authority or official without infringing on any legal issues. Often government agencies and departments will utilize circular designs or crests and as such the look of a circular enclosed logo can generate that same feeling. Solomon Kennel is a client that deals exclusively with pit bull breeding and training. Breeding that specific type of dog requires a lot of experience and know how. By utilizing a design that reflects the kind of professionalism and knowledge associated with the industry a sense of authority and experience is carried across to the viewer. The image itself is quite simple, using brush stroke style lines a dramatic icon of a pit bull face was created. The wide, bold font that wraps around the image and creates the enclosed design completes the design and enhances the impression of strength and stability. The overall design works well and is effective because all the elements perfectly match the kind of image that is associated with that industry while still keeping the design unique and original.

Enclosed logos are not always about creating a shape to fit around the text. For many enclosed designs the text is almost secondary to the imagery and is utilized in a way where the  name is fitted into an iconic image creating the enclosed design. A good example of this is the design for our client Fire Services Ltd. The traditional fire-fighters shield and banner are the immediate focal point while the inclusion of the name completes the design. Using a combination of bold reds and blacks a sense of depth was created. The effectiveness of the design come from the ability to form and instant relation in the mind of the viewer. The classic symbol instantly brings forth ideas of fire safety which grabs the attention of the viewer and draws them into the name.

Other times, the main imagery can be used to create the illusion of perspective. By carefully  adapting the text to fit that perspective a high visual impact can be created which enhance the interest of the design. When ever text is skewed and adjusted to fit into a shape the most important issue is the legibility. Often times trying to retain a 100% accuracy with regard to perspective will have to sacrificed in order to improve on the overall legibility of the logo. When creating a 3D logo design reminiscent of and old neon motel sign for our client of Rockin Fares it was important the a balance between accuracy and legibility was especially important because the design was going to be reproduces at a smaller scale on the internet. The overall theme of the design reflected a 1950’s rock ‘n roll feeling and utilizing a 3D shape helped greatly to create a unique design in an other wise heavily populated style. The company itself was in the travel industry and this is reflect with distinctive arrow shape of the image. The starburst shapes that surround the logo further enhance then theme and keep with the nostalgic style of the design.

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I would like to express a sincere thank you to Jeff Marsh and the design team at Logo Design Works, for the great job on our new company Logo, and business card design and stationery design. Everyone who has seen the result is very impressed. It is very satisfying to work with such a professional design team, through many rounds of revisions, and to achieve such outstanding results. Great job! Excellent customer service! We will highly recommend your services to anyone looking for professional results.Brian Wilson, Captain Electric Inc

The Beginning…

18th March 2005 2:45 PM

A tear rolled down my cheek as I glared at the computer screen intently. I had been glaring at it for the past 20 minutes. I was working on creating a stream illustration for a logo design and what ever I did I still ended up with a very fat file. I was staring at the screen in the hope that an idea would pop up that would allow me to use simple lines and yet achieve the same visual clarity.

The phone on my desk rang. “Hello, Jeff here, how can I help you today?”, I said, welcoming the distraction.

“Hi Jeff, my name is Brian Wilson and I am looking to get a logo design for our company.”, said Brian on the other end, sounding a little nervous.

“Sure, Brian.”, I said, “We have plenty of experience in creating logo designs and I am sure we can help you create yours.”

“Ok. my company name is “Captain Electric” and we are based in Ontario, Canada.”, said Brian.

“Ok. And what do you guys do?”, I asked.

“We provide domestic electrical services including repairs and installation.”

“Ok. And what is your main medium of advertising. I mean, where will your logo be seen the most?”

“On stationery and the side of our vans.”, said Brian, wondering where this line of questioning was leading to. “I would like to know more about how your process works.”, he went on.

I took a deep breath and went into explaining how our logo design process worked. After a few more questions Brian said he would thing about it and sign up if he and his brother Dave decided to go with us.

18th March 2005 5:30 PM

I had successfully modified a shape to make it look like a stream with out using too many layers or masks and was pleased with myself. What I needed was a coffee break.

Suddenly an alert popped on my screen. I had been assigned a new logo design project. I double clicked to see who the client and saw that it was Brian of Captain Electric. I smiled. It was nice talking to Brian. He sounded like an intelligent man who knew the importance of getting a good company logo design.

After the short coffee break I opened the Captain Electric project in our project management system and read through the details. Apparently Brian and his brother Dave owned and operated this company and were changing it’s name from “Nova Electrical” to “Captain Electric”. They needed a new logo to go with the new name and possibly some stationery and a new website.

I read through the project requirements section and found that Brian wanted something catchy to go with the catchy name. Maybe showing movement on lettering? He did not want us use lightning bolts or zaps, Canadian flag or an American flag.

They also wanted their company slogan ” To Serve and Connect ” somehow built in to the company logo.

The Conceptual Phase

19th March 2005 10:15 AM

I initiated the Captain Electric Logo Design project and decided to assign Viktor to the project (since this was a platinum logo design package). Viktor, also a lead designer, had been with Logo Design Works since 2001. A very talented logo designer, his strength was conceptualization. I also assigned Laurie to the project for more creative ideas. Normally we assign only 2 designers for a professional logo design project, but for this project I wanted one more designer to help us with the brain storming phase.

I passed copies of the project brief to Viktor and Laurie as we sat at the conference table in the “Newton” brain storming room. Our office used to have 4 meeting rooms and each was named after a great inventor – Newton, Edison, Morse and Bell.

Our initial discussion centered around coming up with a super hero kind of character for this logo, since the name had a super hero kind of feel to it. But then the client did not want to go into that since he felt it would prove to be expensive to promote such a character at this stage. He wanted to get a mascot design later on down the line.

So we went into a different line of thought. This time we started discussing about the “captain” concept. How can we represent a captain, presumably an air force captain, since the client did indicate he might like that direction. So I called Brian and told him about this new direction.

He was immediately excited and said, “I was thinking along the same lines. In fact I really think having some kind of a winged emblem would really well. What do you think?”.

19th March 2005 02:22 PM

Here is a rough hand drawing of the “wing emblem” concept.

21st March 2005 10:37 AM

So we came up with the “wings” concept direction. Here is the result of the first round of concepts:

I posted these concepts on the studio floor (an online section of our website where clients can log in to see their logo design projects in progress and interact with the logo designer) 8 concepts for the platinum logo design package.

21st March 2005 12:18 PM

I got a call from Brian. He was jubilant.

“These concepts are excellent, Jeff!”, he said. “Way better that what I had expected. I will show these to my brother and a few other friends and will get back to you with some feed back.”

The Revision Phase

21st March 2005 7:15 PM

An alert on my desk top told me that Brian of Captain Electric project had posted a comment and change request for logo design revisions. I opened the project and reviewed the comments.

The gist of the feedback was that even though he was totally committed to the “air force wing” concept, Dave, Brian’s brother was not really keen on it. They did however like one of the concepts (#8) and wanted us to use that as a base to build on the next round of logo design concepts.

Moving ahead with the logo design revision phase, Brian wanted us to use #8 and then turn it into some kind of a super hero shield (not a super hero character but a kind of shield that some one like Captain America might use). The thought process behind this was that this company would server and connect much like how the local law enforcement would say “To server and protect”.

22nd March 2005 10:22 AM

It was raining outside and I had come in late due to the traffic jam resulting from the down pour. I guess it was raining most of the night and the roads were quite wet and slippery. Viktor, as usual was in around 7:30 or so and had played around with some ideas for the Captain Electric project. I poured a couple of cups of coffee, booked the smaller meeting room, Morse Room, and invited Viktor to join me.

After sipping coffee and having a little small talk about the miserable weather, Viktor quickly loaded up the concepts he was playing around with on the huge plasma screen, via his lap top. I liked the direction he was taking. A simple triangular shape to be used as the base logo icon, which would then be superimposed on logo design concept #8. We discussed a few more minutes and then decided to go for this logo creation direction.

22nd March 2005 5:16 PM

Viktor submitted his logo design revisions for the Captain Electric project. I was working on a restaurant logo design project for a South Carolina Logo Design client. I had just completed the initial concepts phase and uploaded the logo design concepts on to the studio floor.

I then opened the revisions that Viktor has submitted on the Captain Electric Logo Design Project and after making a few modifications uploaded them:

The Refining Phase

23rd March 2005 09:45 AM

Very pleasant day. The sun is up and I got to office with out any hassles. I started my day answering a few emails and assigning a few projects to my logo design team members. Because we operate online, we get projects from all over the world and due to the time differences it is very common to come into office in the mornings and find that several logo design orders had come in during the night. It is quite a nice feeling to see that.

I checked my schedule and my alerts to see that Brian of “Captain Electric” project had posted some comments on logo design revision round 1. I opened the project and reviewed the comments.

Essentially Dave and Brian both liked logo design revision #2.4. They both felt that the wings were just making the logo look too busy and felt that the clean cut look of the logo icon in #2.4 would suit their image better. They loved this new logo design concept and wanted us to build on it. Brian really liked the metallic look and wanted us to try the NAME in different metallic colors, maybe silver / stainless steel, and a light-gun metal. He also felt that the NAME could be easier to read if the outline was a little bolder.

Both Dave and Brian thought the banner (To Serve and Connect) is really good as it was (classic – in dark blue with lettering the same color as the Name) and wanted to see the #2.4 logo design with the different metallic colors, the banner lettering should be the same as the name color.

Logo Design Refinement: Over the next few days we presented Brian with the following logo design revisions:

Dave and Brian liked 3.1 and wanted to proceed with that logo direction. Here was the feed back:

1. I do like logo design concept 3.1, but can you make it easier to read? When you look at 3.3 from a few feet away it is definitely easier to read than 3.1 – it appears that the outline is darker, which distinguishes the letters better. Can you try something with 3.1 to help. Not putting an outline around it – but thickening the line.

2. How about adjusting the reflection line that runs through the middle of the logo – try lowering or raising this shading line, or try some variations on the blue – maybe slightly darker, whatever.

3. How about a version without the shading line. I realise that shading gives it the chrome look and I really like it with the shading, but in your experience – will it be easy to embroider on shirts and jackets with shading – or do we have to drop the shading when embroidering?

4. We need to know how it will print in black and white. Our Yellow pages ad will be black – no color. And also how it will look on documents in black and white, for fax and invoices.

5. Our logo design t-shirts will be white (some might be black) and our jackets are black. Can you show us 3.1 on a black background ?

After another round of edit requests we finally got the logo elements just right both on white background and black background.

corporate identity creation

9th April 2005 1:45 AM

We had wrapped up the logo design project for Captain Electric. Brian and Dave were both happy and had sent us a wonderful testimonial. As I was munching on my sandwich the phone rang.

“Hi Jeff!”, said Brian. “Remember me?”.

“Of course I do Brian.”, I replied. “How are ya?”.

“Doing quite well, thank you.”, Brian replied. “In fact we are ready to continue the project with you. We are looking for some kick-ass stationery designs and also a website design.”

“Good news”, I said, genuinely pleased at another opportunity to work with Brian.

A couple of hours later I was reading the stationery design project brief for Captain Electric. Brian wanted to see designs that had lots of white space in them so that the logo will be visible clearly and would stand out. He also wanted us to design a referral card for them.

I played around with a few ideas and drew a few sketches to how best to layout the business card design, letterhead design and the envelope design.

11th April 2005 10:22 AM

I had completed the stationery design concepts for Captain Electric and posted them.

11th April 2005 5:41 PM

Brian called me to say that stationery design concept #3 was a clear winner. He had a few minor changes he wanted made including changes to the address, phone numbers layout and a couple of design elements. After the stationery was completed we also designed and launched a website for Brian.

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How can you possibly protect such an intangible thing as creative idea? True there is IPR protection, copyright, trademark and so on. But can they stop plagiarism completely? It is impossible because you can not guarantee that two creative individuals in two corners of the world will always think differently. As such there might be elements of similarity in others’ works.

But what happens when two designs reflect the same characteristic features? Well, then the latter entrant in the scene is dragged into the court and made to pay the penalty for even an unintentional lift.

This is what happened recently in case of Redfin a Seattle based Real estate firm. It was last week of April and Redfin announced its identity makeover.

The makeover announcement was coincided with their announcement about starting a new establishment in Boston. However, in the makeover process, the real estate website undergone complete change in the color scheme and acquired an all new logo.

The logo change was followed by the litigation threatened by Move.com (NASDAQ: MOVE). The Move.com holds that it has already a registered trademarked logo featuring a house inside the letter “o”. The original Redfin logo however featured the same approach of containing the house within a circle.

This time the logo for Redfin has been designed by Hornall Anderson Design Works. The new Redfin logo comprises an outline of a person under a tree that bears many house shaped fruits. The new website for the company has also been designed by the same design firm.

This redesign spree is expected to prove costly for the firm as now it has to revamp its web site, business card design and letterhead and in addition to that the “for sale” signs used in the construction sites.

However, it was noted by the company spokesperson that the entire move was out of compulsion, as Move.com had threatened to sue Redfin over its logo using the image of an encircled house. It has been acknowledged by the company, that the entire project was not “cheap”, though no exact figure was revealed.

While the newly designed website has been appreciated from the aspect of usability and functionality, the new logo failed to receive such accolades. Especially, the inclusion of fruit tree has been criticized on the ground that it looked incongruous in a Real Estate logo.

The company is planning to expand its business in the other parts of the continent especially towards the East coast. Let’s see, how the new logo contributes to the business growth of this Seattle online real estate startup. Read more on how to trademark your logo design.

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For majority of the non- British people, the existence of London police is to found in the pages of literatures or on the movie screens. Who can forget the characters of Scotland Yard police officers coming alive in the pen of Sir Arthur Conan Doyle? Or who can possibly forget the London police officers’ efficient role in cracking the spine-chilling mystery of Jack the Reaper?

So the City of London Police and their distinctive looks are not altogether unknown to the people of rest of the world. Although there is also the Metropolitan police force, it is always the image of men in white uniforms flaunting Royal looking logo is permanently stamped in the psyche of the outsiders.

But, this long standing image of London police is going to be changed. Since late April this year, the City of London Police has started to wear a new identity. Within next six months there will be a complete revamp in their uniform as well as the police vehicles. The newly designed logo will appear on all their stationeries as well as on the website, www.cityoflondon.police.uk.

Why this sudden redesigning of the City of London Police? Actually the initiative has been taken as a part of the ongoing project of City of London rebranding by David Pocknell, which started back in June last year.

The objective behind the redesign of City of London Police logo has been explained by Gareth Simpson, the creative director of 2tempo, which is shouldering the task of redesigning: ‘The City of London Police is part of the City of London and the logo had to be updated to reflect that. The two need to tie quite closely together yet also stand apart as individual identities,’ says Simpson.

So how is this new identity for the famous city of London Police? This new logo bears the same typeface as the City of London. In order to add a distinctive flavor, some extra elements have been added. As for example, it has been adorned with a chequered pattern, which characteristically appears on the logos of all other police forces in the rest of Britain.

A few design aspects have been given special consideration at the time of designing this new City of London police logo. What are these points?

• First of all, the logo needed to look “sturdy” as it is essentially related to a power establishment.
• Secondly, the logo needed to have strong visual elements so that it can be recognized even from a distance.
• Last of all, it needed to have its own unique appearance, so that it is instantly recognized by general public.

The logo created by the design firm 2tempo seems to fulfill all these criteria too well and the outcome is quite alluring to watch. As observed by Simpson, it has been an interesting experience for the firm to develop a logo for the police force.

To view the contemporary identity of historically renowned City of London Police, visit their revamped website at www.cityoflondon.police.uk.

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