It has been a while since the last in-depth blog post, and I have completed a lot since then. I met with my mentor for the last time before moving on from the research phase of in-depth. Since the meeting, I have created a guide for the process of logo making. I learned about these steps through my meetings with my mentor, as well as online research. An important part of logo design that I didn’t know about before I started in-depth is the discovery meeting. Outlining the brand identity and preferred typefaces/colours are crucial to a successful logo that will stand the test of time. Creating the logo process guide also gave me a chance to work with the vector graphics editor I will be using for my logos, Inkscape. It took me a little while to figure out how to create and merge specific shapes, but I now have a decent understanding of the program. Now that my logo process guide is complete, I will begin designing logos.

screen-shot-2019-04-07-at-5-30-51-pm screen-shot-2019-04-07-at-5-31-21-pm

During our meeting, my mentor and I had discussions while using the different hats from Edward De Bono’s, How to Have a Beautiful Mind. One example of this is our discussion of evaluating logos.

Me: So, do you have a rubric for when you evaluate your logos?

Mentor: No, not really a rubric. I guess it’s just the client, their needs. As long as it’s what the client asked for and they’re happy with it, the logo is good.

Me: What about you and your team? Do you take your opinions into account?

Mentor: Yeah, how we feel about it matters too. It still has to look good to us if we’re going to present it to [the client]. I guess the rubric would be: does it look good to us? And does it fit the client’s needs?

In this discussion, I start out by using the blue hat to define the purpose of the discussion. My mentor’s first answer involves him using the black hat because he is talking about how he critiques his logos. My mentor’s answer to the second question involves him using the red hat because he is talking about the importance of his feelings about the logo, as well as his team’s feelings. The white hat is also used in this answer when he talks about the logo fitting the client’s needs. The client’s needs are outlined on a questionnaire that his company gives to the client before they begin designing the logo. Since the client’s needs are information, my mentor is using the white hat.

My mentor also used the yellow hat when I talked more about math in logo design, which I did in my last meeting as well.

Me: How often is math useful in logo design and compared to just using your eyes?

Mentor: Well, stuff like grids can be useful, depending on the logo. Our eyes like symmetry so it makes sense that using symmetry in a logo would work well. But sometimes, you just need to look at it, you know? Like Google. People noticed their logo isn’t symmetrical, but if you make it symmetrical, it looks off.

My mentor used the yellow hat when he was discussing why symmetry should work in a logo. These hats will also be helpful in logo critiquing discussions.

I am excited to use my logo guide to help create my logos!