Rebellious Logo Checklist

There are defined steps to creating a rebellious logo. Skip at your own risk.

January 31, 2020

What do you mean a rebellious logo? 

Well, rebellion in its simplest form is this: when everyone goes left, are you willing to go right? Rebellion means looking at the context your company is in and figuring out what is missing.

Discovery:
At the onset of every identity project there needs to be a common goal between the designer and the owner of the logo. This goal is assessed by drilling down on the story, voice and tone, character, ideal customer, and the mission, vision, and purpose of the brand.

Competitive Analysis:
After getting introspective about who you are, you need to see what's already out there, especially in terms of a logo. It's astounding to see how the marks used by your competitors are similar. In fact, I'd guarantee you find at least two recurring motifs like an image or color palette used multiple times. The goal here is ascertaining what NOT to do.

Concepts:
After observing what's already out there, now you can formulate concepts that are different from your competitors. My recommendation is to think of them in categories: a pictorial mark (something that is a representation of a real object), typographic (word-based mark), and abstract icons (shape-based marks that don't resemble something real). You'll find that at least one of these categories makes up the majority of your competitors' logos. Don't pick that one.

Black and White:
Every good mark works in both a solid black and a solid white version. If you have to rely on color to make the mark effective, go back to the drawing board.

Color:
If you're good to go on the black and white versions of your logo, move into choosing colors. Remember, the key is to choose elements that are different from what's already out there.

Applications:
Logos are special because of the things they live on. By placing your mark on business cards, marketing collateral, signage, digital environments, and at varying scales, you can forecast against placement issues in the future. This saves thousands of dollars ensuring that the mark doesn't incur printing hazards down the line and can retain its structure regardless of where it goes.

Go get em rebels.

More you say?

Tell YOUR Story

A follow up from yesterday's MF Punch: the Lie

1.7.2020

Yesterday's MF Punch for reference.

"What do you mean?" is the most common response when I tell people I work with rebels.

I proceed to tell my core belief that being different is more important than being better. But there's more to it than that. What drives this core belief home is that I live it. Perhaps not in gigantic ways, but here are a couple examples:

I refuse to be on Facebook and Instagram.

I don't drink or partake in other substances.

I rarely take calls or meetings in the morning.

I plan on staying a small company for the foreseeable future.

These are stories about who I am as a person that seep into my business as well. Stories like these are strong because they are genuine, I don't have to put on a face to live out the truth I proclaim.

When you build your brand, tell your story. Open up your ugly, the things people will think you are weird for. I guarantee there are people who will not like it, but the flip side is that there will others who appreciate it.

Tell YOUR story. Not the one you think people want to hear.

read more

The biggest positive from COVID-19

A silver-lining to make things less troublesome.

3.24.2020

I've been racking my head around this since the initial quarantine mandates were put into place. It sucks that we are in a situation like this, but there is one key things that has seemed prevalent throughout all the chaos:

Remote Work is now commonplace and it actually helps in a lot of ways.

Obviously, I'm biased, since I work from home normally, but it seems that COVID-19 was the push we needed to expand our abilities in working from home or outside the office.

What makes this important is showing the flexibility of the workforce when forced to adapt. Maybe there is something more there, a microcosm of a greater potential to overcome adversity, but I digress. Anyway, back to remote work. It's a good thing and for many reasons. These would be the top three:

More time doing things instead of commuting
Double-edged sword on this one, as more people working from home means the people that have to go in will endure less traffic. On average, this would save people two hours per day, 10 hours per week, and 520 hours per year (give or take). Wow! Can you imagine putting that time toward personal health, cooking, or spending time with family? You'd be a different person if you really took advantage of all that time.

Less chit-chat, more deep work
Being an extrovert, like me, has its advantages, but the downside is that I will always prefer to talk with people rather than being left alone to do important work. When I worked for a startup after college, I would lock myself in a private room to focus for a couple hours because I knew I would take any opportunity to talk with coworkers. And while interaction is not a bad thing and should be used when doing brainstorming or collaborating on projects, a majority of our work can be (and should be) done independently. Why? So you can focus, dive deep into the problem, and get the thing done. Which segues into the next point.

Intentional social interaction
Though working from home has its benefits, we all need genuine social interaction. This is a shot in the dark, but if everyone is able to focus on the actual work they need to get done while working at home, then they can dive deeper during social interaction, especially with coworkers. Follow me for a sec, would you rather have 10, five minute conversations spread out over eight hours, or one, hour-long conversation without interruption? If you're like me, I prefer the latter. Deep conversations, like deep work, cannot be interrupted. My guess is that working remotely will create an environment where longer conversations take the place of spaced-out small ones as meeting up in person will be more intentional and focused.

What does this have to do with design and branding? I'm not entirely sure at the moment, but there is definitely a connection to the depth attained when working by yourself on a project without interruption. Maybe this shows that work, like design, is all about intention. If you intentionally make time to work, have conversations, or have fun instead of juggling them all at once, we'll be better off.

read more