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Greetings team Magnexus.
This presentation is designed to get us on the page with logo design.

01. Let’s talk about logos.

“First of all, a brand is not a logo. The term LOGO is short of LOGOTYPE, design-speak for a trademark made from a custom-lettered work (LOGOS is Greek for WORD). The term logo caught on with people because it sounds cool, but what people really mean is a trademark, whether the trademark is a logo, symbol, monogram, emblem, or other graphic device. IBM uses a monogram for example, while Nike uses a symbol. Both are trademarks, but neither are logos. Clear? What really matters here is that a logo, or any other kind of trademark, is not the brand itself. It’s merely a symbol for it.”

– Marty Neumeier, The Brand Gap

“A logo is not communication, it’s identification”

Tako Chabukiani, Pagmatica

How to judge a logo:
Does it express the chosen brand personality? Does it look cool?

 
 

 

02. Logos are overrated!

 
 

03. Three kinds of logos.

#01
WORDMARK
Your company name spelled out in fancy lettering.

#02
SYMBOL ALONE

For super established brands with global brand recognition only.

#03
WORDMARK + SYMBOL
The most fun to design and the most versatile for different use cases.

 
 

A wordmark + symbol combo can be used together or alone. You can also have different version for different sizes.

 

 

04. Fun with responsive logos.

Depending on the design we end up with, we may create different versions for different placement sizes.
Check out this website linked below for examples. Play with your browser window size for responsive logo fun.

 

I like the wordmark + symbol combo.

• It broadens the scope of what we have to work with as far as a vibe and personality for the brand.
• It focuses the creative work more on the symbol instead of just on stylizing letter forms.
• The two elements can be used alone or together, depending on the placement.
• The symbol can be anything, and not representative of the letters in the company name.

 
 

05. Style inspiration

OLD SCHOOL STYLING
(shown without colours)

 


A MODERN TAKE ON OLD SCHOOL STYLING
BY LONDON DESIGN AGENCY TWO TIMES ELLIOT

(shown without colours)

 

 
 

 


LOGO WORK FROM DAVIT CHANADIRI & FRIENDS
These logo designers are masters of the grid system. It’s a current trend built on an admiration of 70s era design work. This can give these logos an impression of being old and new at the same time. I like the feeling they give of a company that’s been around for a while. For me it’s a feeling of trust and credibility. The perfected gridded style feels considered and shows attention to detail.

At Detraform we believe one of the primary functions of your design work is to express credibility; to present the assumption that if you are paying attention to the details of a brand well executed than you are also paying attention to the details of your actual business.

Think about what you like or don’t like in these symbols and let’s talk about why.

 
 

 
 
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 06. Taste Test.

 

Compass is part real estate brokerage, part tech company. And they built a beautiful tool for their agents that relevant for our logo discussion. Take 5 minutes for their survey and share the results with me at hello@detraform.com.

 
 

 

 07. Brand Personality Survey

 

Please complete the following survey to help define Magnexus’ brand personality. Once we define some basic personality traits we will begin to design with these elements in mind.

 
 
 

 

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