"The B–Log won't keep you long; everything not essential to the point will be deleted. Because, after all, it's written by a graphic designer. Graphic designers love reduction."
The modern logo is a hard-working piece of design. It is a performer. It is a storyteller. It is somewhat of a travelling salesperson–a good-looking, well-spoken salesperson who works 24 hours a day, all year. A logo is undoubtably one of the most important resources a business can have. But (other than good-looking) what does the modern logo need to be?
I believe the modern logo needs to be three things: versatile, simple, and evocative.
Versatility is key for all logos in our modern, digital age. The modern logo is seen on digital and print products of all shapes, sizes, materials, and textures, from jumbotrons and smartwatches to city busses and shoe inserts. Design has never before competed in such a vast arena. A logo needs to perform flawlessly in every situation it’s asked to be in.
Simple logos help ensure versatility; the more detail a logo has, the more likely it is to run into problems down the line. A detailed logo may look good on a computer display, but one day that logo may be screen-printed, sculpted into a sandcastle, or crunched down into a little favicon (~6mm2). Less detail in the logo means less detail being missed or misinterpreted by our machines.
Logos can just be beautiful marks, but they can also tell stories. Designers use visual language to add underlying meaning to their designs: triangles evoke power, squares evoke precision –and so on. Tailoring how a logo reads is sometimes disregarded in favour of achieving a popular aesthetic. But loading our logos with meaning is worth the effort. Logos must be designed to evoke the right message, on our behalf, when we are not present to speak for ourselves.
A versatile, simple logo that evokes meaning is a graphic triumph, and it’s a lot of work. To reach this goal, designers must curb their visual biases, and, instead, focus on the practicality and functionality of their designs, asking themselves, “is this going to work?” in every step of their process. In our modern age, a logo can not get by on good looks, alone. █
The B–Log is the ‘B-Side’ of a creative practice. It’s the slow jams, the deep cuts, and the stuff that fills the other pages of a sketchbook.
It's an artist’s reflections an epiphanies. It's short stories about creativity and its parts. The B–Log is a seemingly essential addition to my creative practice, I realize, because it no longer suffices to simply create things and move on.
The B–Log is curated for graphic designers and the like. It's for anyone who fancies a reflection about a font, rounded boxes, logos, or.. you get the point.
The B–Log won't keep you long; everything not essential to the point will be deleted. Because, after all, the B–Log is written by a graphic designer. Graphic designers love reduction. █