Trademark Secrets

Paul Rand, UPS logo

Identity design is not easy. Sure you can slam a couple of shapes together and call them a logo. But the core of the issue is perception and building a foundation. Over the last 20 years that we’ve been in business, we’ve been called in repeatedly to take on an identity project after another firm has failed. When I’ve asked to see what didn’t work, I’m given a pile of 8 1/2″ x 11″ sheets of paper, each one with a different logo idea. Whether or not any of these were great or awful isn’t relevant. The error was presenting like a smorgasbord of stylistic options.

First, no logo ever lives in a void. Showing a mark on an empty page is deceiving. It will never appear in this setting. Second, persuasion and consensus building is a large part of the job. We take for granted that a client knows all that we know. But they don’t. They only know what they’ve seen already. And they’ve been conditioned to think a logo is a wackadoodle illustration that demonstrates their product. Logos identify, they do not describe. If Apple had made a logo that looked like the first Macintosh, they could never create iTunes, or an iPhone.

Saul Bass told me to never speak about design to a client. He didn’t mean stonewall them when they ask about a typeface or color. The idea is to talk in a language they understand and give them reasons beyond simple aesthetics for your choices.

This is probably stupid of me, and I’m revealing some of our inner processes. But if this process helps another designer solve a problem, we all look better. When we present identities, we walk the client through each step and explain in simple English why we make certain choices. This allows the client to participate in the process and eliminates the perception that designers are just goofballs making pretty shapes. It also creates a document that can speak for itself. So, below, find a typical document we create to present an identity.

LFLA_ID_Presentation_07.19.11c

 

 

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2 Responses to “Trademark Secrets”

  1. JB Says:

    Sean, this is great. It’s one thing for me to create an Id package for a client, but another altogether to have “the conversation” with them and talk them through the process coherently. The attached .pdf is a great presentation, a textbook, if you will. Thanks for making it available so that we may learn to do what we do better. –JB

  2. Tony Says:

    Thanks so much for this informative document and for being so selfless. Inspirational.