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  • Would you buy a logo from this man?

    #1
    Interesting article about Bill Haig, colleague of Saul Bass et al.

    http://imprint.printmag.com/branding...from-this-man/

    Required reading for anyone who thinks they want to be a logo designer.
    Tags: None
  • #2
    Nice find garricks ... interesting read

    Comment

    • #3
      nice early read, thanks G.

      Comment

      • #4
        To be honest, this is a lot of the reason why I gave up on ever going to school for graphic design or making a full-time living at it. This kind of corporate marketing strategy stuff just makes me throw up in my mouth a little. I suppose it's not all B.S., it's just a way of thinking that I could never bring myself to abide by.

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        • #5
          Graphic design is mostly about marketing strategy. Which is why I can't understand why newbs and hobbyists think they can even start with logo design. And I can't understand why business owners don't get that it takes a pro, a real, industry practiced pro, and a little more money, to get what is needed in a logo design.

          I especially like the 5 elements of working with Bass Studio. Freelancers take note.
          Also sorta makes you wonder what underling actually came up with the most of Bass Studio's winning concepts.

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          • #6
            I suppose it depends on how one defines "marketing strategy." It's one thing to recognize that design depends to a degree on appealing to the lizard brain: attention getting, getting something across in a way that doesn't tax the attention span, and so forth. When I think "marketing strategy," I think of the entire field devoted to manipulation of the perceptions and emotions, and to fooling as many of the people as you can as often as possible. Marketing types break down to two general categories in my mind: the run-of-the-mill ones who spend an inordinate amount of time worrying about what most people think, and the uber-successful ones who tell other people what to think.

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            • #7
              Graphic design is mostly the visual support and implementation of marketing strategies.

              Sometimes the strategies (usually the best) are risky, based on intuitive experience, but without extensive market testing/analysis. Other times they are extremely well-calculated and almost technical in their psychological structure which itself is based on tons of other factors (not the least being capitalizing on established brand mechanisms).

              To the degree (if any) that the graphic designers are involved with designing the strategy as well as the visual solution often determines the quality of the result.

              One of my favourite parts of that interview was the description of the five things used in client presentation. The heavy reliance on verbal compliance spoke... um, volumes. Designers too often underestimate the incredible power of verbal articulation in the design process. Often because we're not given the op to do so, but also it's something we tend to shy away from.

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              • #8
                I've never heard of this guy before but Saul Bass never needed anyone's help in selling anything.

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                • #9
                  So he did it all on his own, no underlings, no sales reps? I doubt that.

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                  • #10
                    Originally posted by Nobert View Post
                    To be honest, this is a lot of the reason why I gave up on ever going to school for graphic design or making a full-time living at it. This kind of corporate marketing strategy stuff just makes me throw up in my mouth a little. I suppose it's not all B.S., it's just a way of thinking that I could never bring myself to abide by.
                    Interestingly, the ability to combine art and strategic thinking is one of the things that fascinates me about graphic design. Unfortunately, many designers, clients and design schools shortchange the strategy component or neglect it altogether.

                    Students are often preoccupied only with wanting to create cool stuff. C