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My New Personal Logo Tweak


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14 hours ago, webdav said:

Design is a problem. It requires solutions. Think of your logo in that way. Step away from your computer. Pick up a notebook. Draw. Draw again. And again.


Think about what you want it to say about you as a designer. Why would someone see any of what you've posted and think, "I've GOT to hire this guy." Is any of it unique, special, witty, outstanding in any way?


Sketch. It makes logos tangible.


Find a logo or two that you really love in the real world. Find out who did them. Look at the process they went through.


Read this article on this very site about Peter Good's process for designing what I consider the greatest logo (not just in sports) ever. The Hartford Whalers.


Google these things:

"Paul Rand" logos

"Saul Bass" logos

"Aaron Draplin" logo design


Think about the problem from various angles - what if they are lowercase letters? Or mixed case? What if it's just a symbol that means nothing but looks cool and clean type that says your name?


NEVER: Stretch fonts vertically or horizontally. Just no. Nope. Never. Ever.

ALWAYS: Iterate. Think you've got it done? Walk away, come back in an hour, a week, whatever, and do it all over again. Did you come up with the same solution?


I think that it's rare for this to ever happen (think it's happened for me two or three times in over two decades in design) but if you think it's a solution, and you look at it, and it just looks like it's something that's existed forever and it just came out of your brain, you've killed it. These are beyond "aha" moments. These are the "HOLY CRAP I HAVE TO DRAW THIS BEFORE I FORGET IT BECAUSE IT'S PERFECT" ideas. The Whalers. The FedEx arrow. The Time Warner eye/ear logo.


These are the solutions that seem obvious once they are done, but the process of getting there is NEVER obvious.




Other thoughts. I know your initials are "IP" but do you really want your firm to be named that? I pee? And have you ever done a google search for IP? Intellectual Property. Internet Protocol. Etc. Etc.


Your name itself is interesting. You could do something cool with the double A in Isaac. Think Exxon and it's double X. Perlich is WAY more unique. Always consider other options.


And sketch. More. Lots more. Then go to the computer.


Great advice.  The other thing is that if you are working with a limited skillset or in a new software program, these things are intimidating, and skills are absolutely not harnessed overnight.  These things take hours and days of practice just to get the basic concept of, and even after all that you may find you simply aren't the design machine you thought you were.  It doesn't mean you should stop, it just means you need to keep working and challenging yourself as an artist.


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