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9 Nov 2016

The Power of Logo Systems

Traditionally, brand logos have been largely static. Designers typically create a logo in just a few orientations and a small number of varying color schemes. That’s certainly not a problem, but in today’s vast social media landscape there are often needs for a more flexible branding system. That’s one of the key reasons for the emerging popularity of logo systems.

Rather than limit a logo design to a strict set of colors and formats, logo systems allow for almost unlimited flexibility in how the logo is displayed. The goal is to allow the logo to adopt to a variety of uses and messages while still remaining recognizable and “on brand”.

Logo systems aren’t necessarily a new concept. They’ve been in use for decades by brands such as MTV. Google Doodles, which first appeared in 1998, are also a form of a logo system.

Michael Bierut, partner at Pentagram, has designed a few well-known logo systems, his most recent being the Hillary Clinton campaign logo. One of his earlier examples from 2002 is his design for New York City’s Museum of Art and Design. After creating the initial “MAD” letterforms, which are a reference to the museum’s building on Columbus Circle in Manhattan, Beirut applied a variety of color and background patterns to the type. The distinct, custom typeface allows for unlimited ways to present the logo while maintaining its unique shape.

Examples of the Museum of Art and Design logos

Should every modern logo be a logo system? Probably not. Logo systems do require more involvement than a traditional logo. Rather than a set number of variations and orientations, a logo system is forever changing and adapting to new campaigns. This could put logo systems out of reach for smaller organizations. Furthermore, many organizations have done and will continue to do just fine with static logos. But when the opportunity presents itself, the possibilities can be literally endless.

14 Oct 2016

Designing for Smell

Recently I completed reading 100 Things Every Designer Needs to Know about People by Susan M. Weinschenk. As a designer I’ve always felt that understanding human psychology is a more important skill than “creativity.” I’ve looked at psychology books in the past, but my aversion to reading long, technical books kept me away from them. 100 Things is a great compilation about how the human brain works, paired with takeaways that are useful in the design process.

One topic that peaked my interest was how smells can evoke emotions and memories. I’ve always been intrigued by the power of scents and their lasting impact on our memories. One memorable scent from my childhood was the smell of my high school lobby. I can’t describe it, but smelling any scent close to it immediately draws my mind back to my early days as a freshman in high school.

Why are scents so powerful? 100 Things describes the psychological response that occurs when you encounter scents. The thalamus is the part of the brain between the cerebral cortex and the midbrain. You can think of the thalamus as a traffic director — senses send their data to the thalamus and get routed to the appropriate location in the brain. Visual information from your retina, for example, goes to the thalamus and then gets sent to the primary visual cortex. Smell, however, is an exception. When you smell something, the sensory data from the olfactory system (your sense of smell) bypasses the thalamus and goes straight to your amygdala, where emotional information is processed. The amygdala is directly next to the memory centers of the brain, thus explaining the strong emotional responses.

Brands and retailers frequently take advantage of the power of smell. Many stores have signature scents that are part of their branding experience. Disney World employs a variety of scents throughout its theme parks and resorts.

Apple takes into consideration the aroma of the materials used in their packaging. In fact, iPhone and Mac accessory maker Twelve South recently produced a “New Mac Smell” candle designed to mimic the smell of unboxing a new Mac. It may sound like a crazy idea, but the initial stock of the product sold out in just two hours.

Barring the invention of a Smell-O-Vision system for the web, scents probably won’t play an impact in designing apps or web sites anytime soon. But they’re a powerful influence that shouldn’t be understated.

30 Sep 2016

Never Stop Learning

This blog post is the first in a series about my experience as a Journeyman Design Apprentice at 8th Light.

One of the core principles at 8th Light is continuous learning. This is evident in many ways, but most notably through the Apprenticeship Program. Regardless of skill level, every team member goes through the program before becoming a software crafter or designer at 8th Light.

I have just embarked on 8th Light’s “Journeyman” apprentice program, which is tailored to individuals whom already have a number of years working in the software industry.

So why should someone with over a decade of experience take part in an apprenticeship program? Personally, I see it as an opportunity it hit “pause” while in the midst of a fast-paced industry that is constantly evolving. It feels like every month there’s a new JavaScript framework, code organization process, or tool for creating wireframes and designs. When constantly moving between various client projects, it’s easy to get cemented in your own processes and technologies without having an opportunity to grow and expose yourself to new ideas.

I have to admit that my first reaction to taking part in an apprenticeship program was a bit mixed. While I’ve always tried to stay up-to-speed on new technologies and industry best practices, the idea of becoming an “apprentice” initially felt like a bit of a step backwards. Luckily, my experience so far has helped to eliminate any hesitancy. In just my first full week as a Journeyman Design Apprentice, I’ve already learnt several new techniques and have filled in some technical knowledge gaps.

One of my long-time fears is becoming “obsolete.” As I get older, I want to avoid becoming a designer or developer who’s stuck in the ways of yesteryear. It’s an easy trap to fall in. Today’s best practices might be frowned upon five years from now. No mater what your experience, it’s important to take advantage of any opportunity to engage in learning. I’m excited to experience the next three months as an apprentice as 8th Light.