Gareth is a brand identity designer specialising in creative logo design & identity.
He is the author of Smashing Logo Design, a book dedicated to everything 'logo'.
logo professional creative branding competitive revolutionary strategy designer
Confused? How about….
I am a professional creative designer who specialises in revolutionary branding solutions. My services range from logo design to providing advice and guidance concerning brand strategy.
Now, I am guessing that you are still confused. It’s more likely that you assume that this post is an SEO punt at trying to get more hits to my site. Well, it’s quite the opposite, and I’d like to share my opinions on the untamable beast that social media has become and how it is affecting business as a general rule.
If you have an interest in the Internet, web design in particular, you’ll know that SEO stands for Search Engine Optimisation. It’s that supposed little golden ticket to achieving a ton of hits to your website by utilizing certain techniques that help push your domain further up to the top of the rankings in search engines.
SEO, in my opinion is a pain in the ass. Not because it can be so hard to get to the top of the rankings for certain keyword searches, but how it brings a lot of the scum to the top of the pond. I guess you could call the Internet an ocean as it’s so large, but for examples sake I’ll refer to a particular key search as a pond.
When I want to search for something, especially a business, Google hits me with an influx of websites that offer that particular service. It normally takes me about 5 or 6 pages in to a search before I find a match that I deem worth investigating further. The results prior to that are more often than not full of spam under the hood (code) to get them in that position in the first place. The quality of the design of a website can also play an important role in grabbing my attention, since that’s what I do for a living, but it’s not always essential. Some of the most genuine and helpful people I’ve ever dealt with have websites that are somewhat stuck in the dark ages yet they still thrive in their own way. However, it upsets me that they could and should be at the top of the rankings rather than the frothing scum.
This has been going on for donkeys years (accurate figure) but since the birth of Social Media it’s taken on new forms of bullshit. Around the time I joined Twitter in 2009 it was a great place to meet new people and share links with one another for interests sake. As the user base of Twitter, and to some extent Facebook, expanded this practice became more common-place. As more and more links were shared, a timeline (depending on who you follow) could be filled with links relating to that subject. Which is perfectly fine.
Now the problem we have is that a majority of the people who share these interesting links are doing so purely for SEO purposes. Which again is fine. But the problem is good old Joe Bloggs who isn’t exactly web savvy but offers the best service there is gets further left behind. You could say that it is their own fault for not ‘keeping up with the times’ but why should have they have to just to get more business?
Then there are the people who have seen this as a business opportunity to capitalise on people in this situation to help them embrace social media & seo and bring them up to speed. Social Media Experts. If someone tells you that they are a Social Media Expert, they probably aren’t. What would that job title entail do you imagine? Being able to converse with potential clients in a professional and effective manner or would it involve spamming their eyeballs with a ton of links and bolded keywords. May I add in some cases the articles/pages don’t make any sense at all.
It often makes me wonder if in the future people will ask speak in keywords rather than real sentences as the internet makes them even more lazy. ‘like long walks cinema drinks coffee dvd wine dogs girlfriend?’
p.s. this is not a veiled attempt at jumping in the SEO pool of bullshit, I’d just thought I’d give a different take on the wonderful world of social media and just take a closer look before you are hooked in by a cheesy article.
Sorry for the lack of posts of late, I have been really busy with a secret project, yet I feel now is the right time to make it public……I am pregnant.
I’m not really. On a serious note, for the past few months I have been working with Wiley (the publisher not the rapper) & Smashing Magazine on a new book about logo design. The book will be aimed at beginners – intermediate level designers, with an interest in logo design as a graphic design discipline. The book will cover theory, example case studies, tutorials and a showcase of 400 logos.
I am currently looking for designers to submit completed logo design examples to be featured as part of the final showcase section. If you are interested, or know a friend, aunt or fifth cousin who has a knack for ye olde logo design craftery then simply drop me an email to gareth@downwithdesign.com with your portfolio links. Alternatively, leave a reply to this post with your URL or examples.
Cheers.
Gareth @ DWD
PLEASE NOTE THE DEADLINE FOR THIS PASSED ON 30TH JANUARY 2011. THANKS TO EVERYONE WHO APPLIED, I WILL KEEP YOU ALL UPDATED 🙂
I recently stumbled upon this bounty full of beautiful images and just had to share it. Feast your eyes upon some of the amazing artwork and sculpture by Hiroshi created using skateboard materials.
So looks like the US clothing retailer, GAP (or should I now say ‘Gap’), has decided to rebrand.
The new logo first appeared on their new website today. I really can’t understand the thinking behind this move. I mean, GAP was never really the most fashionable of stores but it serves a purpose and at least the old logo looked like a ’boutique’, something you would expect to see down the high street. The new logo is ultra simple, even to the point of where I can’t imagine that there are countless numbers of similar designs out there. Looks like they have well and truly fell into the GAP with this decision. But who knows, maybe their design team is one step ahead of the times.
Following on from the previous article on the history of the English FA logo I thought it would be unfair to leave out all of the other teams competing in this years FIFA World Cup. This time around I have given my opinion on each design rather than bore you to tears with the history. To make things a little more interesting and competitive I have decided on a winner of the world cup based on the quality of the association with the best logo, rather than team (plus this way it gives England a better chance of winning it). To all non-football lovers this is the last article regarding football – I promise.
Eliminated at Group Stage
North Korea
Unsurprisingly, the most controversial country competing in this years World Cup has the most controversial logo, because technically they don’t have one, it’s just the national flag. Anything that distracts the North Korean’s from the power of the glorious leader is frowned upon you see.
Algeria
This logo is a refreshing take on your typical run of the mill football crest, but I’m not sure wether it works. Bright red and neon green are a little too saturated and do not compliment each other very well. The football illustration is a bit too simple and becomes falls into the cliche brakcet but I do love the really simple and bold Arabic typography. What’s more alarming is that their website is under construction – which is fair enough, I can’t really talk – but the placeholder looks like the work of a high school design student. Odd.
Ivory Coast
I seriously cannot believe this logo. You can just imagine what was going through the designers head “How do we portray the Ivory Coast? Okay, let’s draw an outline of the map. That looks a bit empty, hmmmm, well what do we have in the Ivory Coast? I know! Elephants!”.
South Africa
Another logo that implements the map of the country, which I’ve never noticed before but it sort of looks like a wolf. The design as a whole reminds me of Mastercard which is quite apt considering money rules the roost in football these days. I also imagine this doesn’t scale very well due to the multiple horizontal lines.
Honduras
Very simple and clean. I think the type could possibly be Arial italic. As a whole the design looks a little like a piece of MS WordArt or the result of playing a computer game where you can make an emblem for your team. Also, notice how the white space in between the two blue strokes on the shield is inconsistent all the way round?
Portugal
Portugal’s national football association logo looks a little too religious to be associated with sport. You can only just about make out “F.P.F” which is poorly placed and the colour doesn’t offer much help. The strangest elements are the 5 domino shapes in the centre of the enclosure, if anyone knows what these symbolise I would to know.
Argentina
The first time I saw this logo I thought of headbands and then I asked the question ‘is that supposed to be a leg?”. of course I am referring to the ‘F’, but why is it a different weight to the adjacent ‘A’s? I don’t like how they both have a different style, especially as they are part of the same acronym.
Greece
Another map, but at least it’s a little more subtle. I think this design looks more suited for a car company rather than a football team. I can definitely imagine it working well on the front grill of a four door family saloon. However, I do like how the treatment of the football is somewhat unique.
Paraguay
Due to it’s resemblance to a medal, Paraguay’s Football Association’s logo reminds me of the military, almost renegadesque. It may also be due to the fact that the four Paraguay flags look like the crosshair of a gunsight.
Cameroon
Be careful when reading the text on this logo as it may give you a sore neck. I’m beginning to wonder what all the single stars stand for? I always presumed that a country that had won a world cup was allowed to feature a star above their emblem or as part of the design, such as England, Germany & Brazil etc. Cameroon & Paraguay have never won it so maybe it was to fill white space? Or in this example, green red & yellow space.
Italy
The four stars in this logo make sense as Italy has won the competition four times. You would think that a country with such a glorious footballing history would avoid cliches in their logo. The shape surrounding “FIGC” has been done a million and six times.
Nigeria
I’ve never seen a green eagle, until now. The illustration could be improved if some of he fine details were removed. Worryingly, an eagle that size would have to have the balance and skill of Lionel Messi to stand on a ball like that without falling over. I also think Eurostile was a poor choice for the font, as it is very square compared to the circular enclosure.
Uruguay
Why are there 4 stars? Haven’t Uruguay only won twice? Regardless, there is a lot going on here even though all the lines for the elements are very clean. The biggest mistake is the use of the colour red for ‘AUF’, this would look a lot better in white. Red on the gold is too much of a contrast.
Serbia
Whilst being very simple, this logo is uninspired but I do like the colours. I’d like to know if the shapes in the four red quadrants are characters or 4 crowns rotated 90 degrees each time.
Brazil
Brazil have the most stars as they are the most successful having won it 5 times. This logo is probably the most familiar of the 32 featured in this article. The colours are taken from the Brazilian flag which look great, even when placed on a yellow kit. Helvetica is a lazy choice though.
Chile
The design for Chile is almost like two crests within one which creates a rainbow effect. The shield in the centre seems irrelevant and it’s dimensions look squashed which don’t seem to fit within the circle enclosure.
Last 16
Slovenia
This is a clever way of symbolising football without drawing one, which makes the Slovenian Football Federation logo stand out from the other countries. It does however look slightly unbalanced but I think this adds to illusion of the football.
United States
The only reason I included the USA in the last 16 was being of the movement on the soccer ball. It might be the colours also. What I don’t like is that anyone who doesn’t know what the logo is for could possibly read the type as “UOS”, and also the fact that the stars make it look like they have won the competition 3 times. That’s cheating.
Ghana
The standard is finally getting a little better, which is always the case after the group stages. The football here is simple, like most of the other countries but it’s interesting how the coloured bands wrap around which seem to form a scarf shape, showing the associations support for the game.
New Zealand
The great thing about New Zealand’s sports teams logos is that they all feature the fern leaf, each drawn in a slightly differently style, almost like sub brands of the country itself. The sans serif type used here is a good choice so not to distract from the beauty of the memorable icon.
Mexico
I chose Mexico’s logo to make the final sixteen as it is not your typical run of the mill crest as the banners are quite unusual. The central medallion illustration reminds me of ancient Mexico alongside the eagle which is taken from the national flag. I’m not sure the thin outer grey stroke is needed.
Slovakia
The football here is the most unique I have seen of all the countries, the abstract shapes give a modern look. The negative space behind it also gives a sense of movement. The smaller crest, which will get lost at smaller sizes is taken from the Slovak national flag.
Denmark
This is a beautiful crest that definitely looks Danish. The central custom drawn letters are eye-catching and also the treatment of the ‘D’ in ‘BOLDSPIL’ is unexpected. My only worry is that maybe it looks a little too weak for a logo affiliated with sport.
Germany
The German Football Association should be proud of this logo, in particular the DFB mongram in the centre which is timeless. It almost has the same characteristics of the Volkswagen logo due to the sharp lines within the round enclosure.
Quarter-Finalists
South Korea
This tiger looks like he means business, and he’s well drawn too. The type treatment is interesting, though I wonder if it might be beneficial to see some variations of the A.
Japan
A great quirky bird illustration, which makes a nice change from the traditional literal drawings of animals in sports logos. I wish that the type was squarer to match the sharp angles of the bird and also less detail on the football. The colours are very striking.
Australia
This is a very interesting mark that breaks the mould for a sport logo. I like how the stars subtly hint at the Australian flag. It’s interesting to see that there is both a Trademark and Copyright symbol but I think what is more worrying is that the typeface is Copperplace Gothic, which doesn’t match at all.
Spain
Perhaps the most prestigious of the bunch. It’s clean, regal, and typical of an old school crest design. I would have initially eliminated this logo at the group stage as the lion on the crest used to be pink!
Semi-Finalist
England
I just love the little details in the new redesign of the English FA crest. For example how the right back leg of the smallest lion has been adjusted to fit, it’s not just a copy and paste job. I also think that the type treatment matches the clean lines. The second best lion in the tournament.
3rd Place
Netherlands
This is a fantastic illustration which cleverly depicts a sense of royalty without being overly obvious. However, some of the curves look a little unrefined and I wish that the diagonal stroke on the N was the same weight as the rest of the characters. Do you think the lion’s tongue looks a little like the certain sports brand? Maybe it’s subliminal….
Runner-Up
Switzerland
Clean lines are synonymous with Swiss design and this logo fails to disappoint which is refreshing. The typography is inspired and has been carefully integrated into the mark. I think that the figure could be improved slightly, especially the arms.
Winner
France
The team may have fallen to pieces at this years tournament but their logo holds everything together. With well known shapes or images it can be difficult to achieve originality, especially when illustrating animals, but this logo is unique and exudes national pride. The only thing I don’t like is the harsh blue to red gradient at the bottom of the enclosure.
It’s no surprise that a lot of the developing countries use logos that look dated or cheap & it’s no coincidence that the larger & more successful footballing countries have the best logos, it’s down to investment. Having said that a logo that is steeped in tradition and means something to it’s owner rather than a modern fancy illustration just for the sake of it can also be a lot more valuable.
You may be more than familiar with the above logo, especially if you live in England and are a keen football supporter. If not, you might have heard the song written about it, which is a rare accolade, for a logo at least.
I was recently asked why the crest of the England Football team bares Three Lions, and not knowing the answer, I was curious to find out. There seems to be a cloud of mystery surrounding the history of the logo with various theories banded around.
The ‘Lion’ has been a symbol of ‘England’ since the 11th century during the rule of the Normans, and was featured on early versions of the English Coat of Arms. During this period only one lion was illustrated on a red background (which symbolised a red battlefield – even the Normans were art critics at heart).
A hundred years later a certain King Richard I, known as Richard the Lionheart, ruled the throne and during his reign added a further two golden lions to the crest. The reason for this is unclear as far as I was able to discover.
Fast forward 8 centuries to 1872, at the time of the first ever competitive international football match, an emblem to represent national pride was needed and so the English Football Association made the decision to use the three lions as a symbol of ‘Englishness’.
As the Three Lions are officially a royal emblem, the FA has to seek permission of the Royal Family when they need to use it, meaning that the logo is not the sole propriety of the organisation that it represents.
You will notice that the England crest also features 10 red roses. The red rose is a symbol of the Lancaster-York peace treaty in the 16th Century, but the reason for their number is also unclear. Maybe it represents 10 out field players? Robert Green certainly wouldn’t be getting a rose from most England fans at the moment.
The lion and rose are adorned throughout the emblems and logos of other English sporting organisations such as:
In this article I am going to be talking about logos, brand identity, wedding cakes & doughnuts.
Let’s set a scenario for a moment… A new business owner has a great new product or service that he or she aims to sell. They have a brilliant idea, know exactly who they are going to sell it to and where it is going to be sold. The competition has been analysed and the price has been set. The only task they have left to achieve is to let the target audience know that the product or service is available. This is achieved by creating an appropriate brand identity that is in line with the aims of the business, and of course by marketing the said identity.
Brand Identity
What is it? Well, it’s more than just a name or a logo. A brand identity encompasses everything that you visually associate with a brand. It’s the McDonald’s golden arches, the sleek & sexy packaging of Apple & even the fantastic gorilla TV advertisement by Cadbury’s. If it can help you identify a brand name, then it is part of the brand identity.
Thousands of new start-up businesses every single day face the task of creating a great brand identity that will not only give them a competitive advantage but also show that they are professional. This is achieved through effective visual communication created by designers.
Common practice for each identity project is for a designer or design team to be employed and provided with a design brief. It will outline the strategy of the business, their aims and objectives, what makes them different, the type of perceived image they are trying to create and the characteristics of the target audience. Plus a lot more. It is then the role of the design team to achieve the aims of the brief.
Now that we have that cleared up, I can finally talk about the main point of this article.
Backwards Branding
A new technique, developed mainly through the advancement of the Internet, is to do the whole process backwards. Some websites have appeared that allow start-ups to buy brand names coupled with an identity off the shelf, ready-made, sitting in wait for a potential owner.
A new business owner might see a logo/name and think ‘that’s perfect me, I’ll take it’. They buy the logo. Download the necessary files and go on their way slapping the logo on everything they cast their eyes upon. Essentially a happy ending. Or is it?
The Dangers
Let’s set another scenario…. you are getting married and you need a wedding cake made. You want it to fit into the theme of your wedding and look exactly how you want. Where would you go to get such a fantastic cake? Would you go to the local bakery and pick a cheap doughnut that had been sitting in the shop window for days or would you contact a specialist who can discuss your requirements, suggest the best solution based on your needs and create a custom designed cake that achieves everything that you ever dreamed of? If you are serious about your wedding then the custom-designed route is the likely choice.
What I am trying to say is that the danger of buying a ready-made brand is that there is no communication between the designer and the client BEFORE a solution was created. Communication is key during the branding process and removing the design brief stage is dangerous for the following reasons:
1) What came first the logo or the name?
Most ready made brands are nothing more than a named logo. An image is created and a name is slapped onto it. Eg. ChikenEgg! or BatFish! Would any professional business really use a brand name like that?
2) Plagiarism
There have been numerous cases of ready-made logos being direct copies of existing logos or at the very least heavily inspired. Remember, a successful & effective logo/brand should be unique.
3) Longivity
Is the purchased brand name really right for you? There is a danger of being impressed by an image associated with a name, but does it represent your future values? What about in the future as the business grows?
So there you have it. Logos, brand identity, wedding cakes & doughnuts all in one article. As a disclaimer I respect bakers & doughnut makers worldwide and in no way respect the work that they do.
I am happy to announce that the identity I created for Lions & Lambs Media Group LLC is to be published in WOLDA 09 (Worldwide Logo Design Annual. This is a huge honour. You can see some of the other winners here. Maybe next year we can win one of those awesome trophies they have.
The World Cup is almost upon us (a real worldwide tournament to any World Series fans reading). I’ve just been shown the new logo for the World Cup being hosted in 2014. I knew it reminded me of something.
If ever a logo made you think “Oh dear!” then this HAS to be it. What do you think?
Not many people like TV adverts, in fact it could be said they are an inconvenience and a waste of time, but the like them or loathe them, they help to drive a brand name down your throat (or eyes in this instance).
Fortunately, not all ads are a mish-mash of bells & whistles packed with slogans, starbursts & offers. Creativity sells, and it is the most creative & clever adverts that get the public talking about the brands they are promoting. The recent drumming gorilla advert did wonders for Cadburys, which is a perfect example of how one unique idea can do wonders for brand recognition. I have compiled a list of great commercials that I have seen recently which offer a great alternative to any political party broadcast. Enjoy.
It’s official. The election season is in, so time to roll out the baby kissers, dust off the old croners and most importantly release the cheesy advertising campaigns.
You may have recently noticed that the Labour party has scored an own goal with a certain poster that pictures the opposing party leading, David Cameron as Gene from the TV programme Ashes to Ashes.
Amazingly, the poster was designed by the winner of a competition (yes a design contest). Within 24 hours the Conservatives had put their own spin on the billboard, which has since painted Cameron to be a cool & down to earth character by the media (if you believe that then you will believe anything).
Regardless of the stupid error to put the identity of the Labour party in the hands of spec designers I find it hard to ignore the bad quality of the Photoshopped images. If I was voting based on anatomical accuracy then it would go to the Conservatives, though it still looks dodgy. Having said that the Labour poster has Cameron’s big head down to a tee.
Also, notice the font, Neo Sans. My prediction that this will be the most over used font of 2010 is looking on point so far.
Anyway, I decided to do a post like this because it seems like logo inspiration websites are breeding with one another. They pretty much have the same content, the same logos and also the same featured designs. I thought it would be nice to throw some good old fashioned new eye candy into the mix in DWD fashion. Feast your eyes on these:
The Impeccable Pig Eatery Oink. designed by Splash Design
