hi it's Tom Satori here and for those in the know I've been designing logos for more than 15 years at this point I'm condensing my 15 years of logo design experience into a 7-minute video to help you master the art of logo design so let's get into it now if you're not including this first thing in your logo design workflow well you're missing out on a huge trick see the Olympics logo is a set of interlocking Rings right now have you ever asked why is that sure one of the Olympic disciplines is the gymnastic rings
but actually the interlocking circles convey unity and a global inclusivity and that's something that's at the heart of the Olympics it's their ethos then on the Adidas logo we see triangles representing a forward motion progress now what I'm pointing out here is of course shape psychology and after my 15 years of experience as a logo designer I've learned just how important shape psychology is to a great logo but also get this it helps build Concepts really easily and quickly when you incorporate shape psychology into your workflows so basically do not skip in incorporating shapes iology
into your logo designs so when I learned the next thing it totally changed the way I design logos forever and it can be seen right here between the Tesla logo and the Disney logo now they are obviously two very different logos right but if we take the Tesla the logo we can say that the designers wanted the logo to evoke the emotions of innovation and forward thinking and this was achieved with design choices of font selection layout psychology and so on but the Disney logo the designers here wanted to evoke emotions of Wonder and Magic
to Their audience the key thing here is to identify an emotion or a set of emotions that you know without a shadow of a doubt the target audience of your client will feel when engage with a brand when you know that you can make design choices that hit home runs and create outstanding logos now another thing I learned is that as a logo designer you are always going to be a salesperson and it is true but let me explain it's essential to educate and persuade your clients about your design choices both in conversation and during
a presentation now you might be asking how do you do that exactly well some great ways to do it are either to show your design next to an inferior design maybe it could be the old logo that You' just redesigned you can use direct data to back up your logic you can address how your design solves goals or problems that were listed in the brief and above all else just be confident about your design choices learning how to sell your Concepts is an almost forgotten aspect of being a logo designer and it's something that can
make or break your career in the long run the next thing I learned pretty early on and you can see me talking about it on older videos on this channel is to Simply throw away design trends when it comes to logo designing literally just Chuck them into that dumpster fire and be done with them once and for all when it comes to logo designs while Trends do come and go a Timeless logo endures the test of time now in for Simplicity and classic design elements that won't look outdated in a few years from now no
client wants to have a fad for the logo they want a longlasting identity for their brand and the logo design is one aspect of all of that so here on screen is the Mercedes-Benz logo looking at this design objectively does it tell you exactly what this company does that being manufactur cars no of course not the style and the psychology of the logo design itself aligns with the luxury and the efficient background of this brand a logo's job it's complet purpose is to be a memorable identity it doesn't need to depict the company's products or
the services quite literally and this is a common misconception and if you do think in that way it's going to lead you into cliche non-creative Avenues so stay creative and think outside of that box the majority of logos are known as the combination Mark and this is where it utilizes a logo Mark or a symbol and that's matched up with the logo type also known as the font sometimes designers can come unstuck because they don't match these two things up properly and I've learned how important it is to get this thing correct now if we
look at the lacost logo the crocodile symbolizes strength and uniqueness while the elegant font add a touch of sophistication together they create a distinctive and stylish brand identity it's important to know what message psychology or emotion the logo should convey and then try to hit that with the work between these two Design Elements looking at the Nike brand as one example the swoosh conveys motion and speed while the logotype adds a brand ID entity to it but importantly the italics of the word Nike continue that forward motion speed ideology together they form a cohesive and
iconic brand image that reflect Sport and motion now I'm going to tell you some information or some knowledge that I wish I knew many years ago in my graphic design career great logos start with strong Concepts grounded in thorough research understand the brand its competitors and its Market to create a concept that simply stands out you should never just grab a brief sit down at a computer and start designing well actually there might be some very specific situations where that can work maybe those who design logos for $10 a pop and make five a day
something like that but effective and professional logo designs are well thought out and they're well researched now I really do wish I had known all of the stuff in today's video way sooner but that's the beauty of today's video because I'm bringing that knowledge to you right now but you can check out my graphic design course Linked In the description box of today's video and also grab yourself a logo design PDF guide if that floats your boat but until next time guys design your future today peace
