Interview: bluenaranja about logodesign

Since we have started the Frank-Walter Steinmeier contest for the SPD, bluenaraja is supporting this contest with his mainly constructive and motivating feedback. We got in contact with him – he is a professional Graphic designer and has worked for PRO7  and as AD for TandemDDB, a famous agency in Spain. He lives in Barcelona and is one of the most active community members at the moment. We asked him if he could give the community some hints about how to make good logos and we asked him 3 basic questions related to logo design. Here are his answers:

Where to start a logo design?
Get to know the subject you are working on/for. Try to gain any information available, who is this company/person, what does he stands for, what is the overall context etc. That way, nail the problem down, what should be communicated etc, write down verbs/nouns you relate with the subject, start to think about solving/communicating the found problem. Start to sketch your ideas out. Moleskine would be nice to have, but a good idea can even start on your daily newspaper if needed…

Which are the worst mistakes you can make when designing a logo?

• You start designing before thinking, so you don´t get the problem at all or you are missing backgroundinfo coming out with some unreal stuff (eg: communism/socialism != sozialdemokratie)

• you get to complex, cause it´s for “free” (eg: colors, fonts, shapes etc)
  - get rid of everything but the absolut necessary
  - the logo does not work in b/w nor does it work inverse
  - the logo does not work in small sizes

• “innovation” over function, following design trends and using dropshadows, gradients etc

• a photo never makes a logo, nor clipart does

What are the 3 most important characteristics of good logo design?

• Good logos are timeless, as the very basic rules are
• Good logos are based on an idea, not just “fashion”
• good logos have a unique shape or layout and work in any case: eg: b/w, inverse, mirrord, small etc

Finally, face the fact, your logo won´t be perfect, and forget about everything your grandma told you about the design