In the past few weeks, I have continued my research on logo design while also expanding more into branding. A big part of my research came from the meeting I had with my mentor, Jeff. During the meeting, we talked about the concept of a brand identity and the factors associated with it, such as a logo, colours, fonts, and real-world applications. We also talked about more technical aspects of logo design, as I will soon be focusing more on actually creating logos. I asked Jeff what he thought about using math to create logos. Jeff said that math can be helpful when looking for symmetry in a logo but making corrections based on the eye is how he usually creates logos. Now that I know more about the technical aspects of creating logos, I can move further in my project. Over spring break, I will create a flowchart that displays the process of creating a logo. After I show this flowchart to Jeff and make any necessary corrections, I will use it to create my own logos.

During my meeting with Jeff, I used some techniques from Edward De Bono’s, How to Have a Beautiful Mind. For example, I focused on what Jeff was trying to tell me and what I was actually hearing. I probed further into the topic by asking follow-up questions.

Me: How often do you create your own fonts for your logos?

Jeff: Never. I alter existing fonts with the pen tool (in Adobe Illustrator), but I don’t create my own. It takes too much time, [his team is] too busy.

Me: But if you had the time you would like to create your own?

Jeff: Yes, but I’m not skilled enough yet. But making fonts is not necessary. […] The standard ones work just fine.

By listening to Jeff’s advice and probing further into the topic, I received important information that will make my logo creation process much easier. I also asked Jeff to explain the difference between making a simple logo and a complicated one because I was having trouble coming up with simple logo ideas.

Me: Is it more difficult to create a simple logo or a complicated one?

Jeff: I would say simple. A simple logo is more refined but still needs to get the message across. I usually create a more complicated logo at first and then strip it down until I get to the simplest form possible. But simplicity is subjective.

This discussion helped me with the skill of creating simple logos. By asking Jeff to explain this skill I was having trouble with, I now know a technique that makes creating simple logos easier.

After my most recent meeting with Jeff, I am ready to create a flowchart displaying the process of logo making. I can’t wait to start using my knowledge to create interesting logos!