Last Thursday I had my second meeting with my mentor, Jeff. In our previous meeting, Jeff recommended that I watch a Netflix documentary on design called Abstract. The documentary showed the life of Paula Scher, a famous graphic designer. During our meeting, I decided to talk to Jeff about parts of the documentary, including how typography impacts logo design. We had an interesting conversation and Jeff brought up some excellent points such as “font is the first thing clients see” and “the type of font depends on the brand”. I now know that choosing the appropriate font is an important step in creating a logo. I will use this information when creating my logo design flowchart.

Jeff also gave me good advice on how I should review and edit my logos. When Jeff edits his logos, he shows them to his team, and he receives constructive criticism. Jeff suggested that I don’t get my parents to review my logos because “they will just say that everything is great”. It is important who I ask for advice from because some people won’t give the best constructive criticism. It is also important that I don’t receive too many edits because eventually, the logo will lose its meaning. Meaning is important when it comes to logo design. This advice that Jeff has given me is crucial when it comes to the editing step of the logo design process.

nikelogo 1200px-google_2015_logo-svg



I was able to use some techniques from Edward de Bono’s How to Have a Beautiful Mind in my meeting with Jeff. I supported Jeff’s point with my own research. When Jeff stated that simplicity is important in a logo, I supported his point with research I completed that verified his statement. I was also able to modify an idea that Jeff presented to make it more acceptable to myself. During our meeting, Jeff stated that “motion logos are becoming more popular in the digital age”. Motion logos are the 1-2 second GIFs that present the logo of the brand. I agreed with his statement, but since I’m focusing on standard logos for my in-depth, I modified his idea to fit my project. Instead of using GIFs in my logos, I will make my logos active instead of passive. Active logos are ones that imply motion, such as the Nike logo. Passive logos are static, such as the Google logo. Active logos are particularly effective in sports because the logo fits the market. I was also able to elaborate and pull interest out of our conversation. When Jeff and I were talking about how companies change logos, I brought up how Jeff changed the logo of his company a few times. This made our conversation more real and interesting.

I’m excited to continue my in-depth journey!