Rebranding // Logo research

Really Good Logos Explained - Margo Chase, Rian Hughes, Rion Miriello, Alex W. White

I looked at this books logos to analyse them and see whats right and wrong.

These logos use negative space really effectively to create initials of the brands. They are no nonsense and very simplified. These kinds of logos are only appropriate for serious companies - the one on the left is for a digital agency and the right is industry and manufacturing. This lack of flash would be inappropriate for consumer companies.

These logos are perfect examples of the kind of things I shouldn't be going for.

• The amount of detail on each is high, and there is too much going on because of this. They need to be simplified for more flexibility and appropriateness in different contexts/mediums. (this is super important in politics, the logo needs to be appropriate to be printed/displayed anywhere.)
• The star has a 'C' inside it, but it isn't clear at all. It's been slotted in so that it casually overlaps with the star, but it blends in to the patterns. The company name is too small in comparison to the imagery, making legibility very unlikely.
• There is too much fitted in to the Campbells logo. The detailed font crossed with the small shapes is confusing.

This is one of the only political logos I came across in this book, which I find well executed. As they have annotated in the book, it is non-designed and it works well because the idea is the important part.

The blend of an elephant and donkey to represent the opposing american parties is immediately clear and clever.

These logos are too underdeveloped to keep people's attention. The company names aren't incorporated into the imagery which leaves you feeling a little lost. The illustrations are interesting and well executed, however. But neither is clear as to what exactly the industry is of each brand. (Design and Motorcycle locking systems)

This logo is for a massage and healing centre, the soft shape and the hands makes this logo appropriate. This is a good example of a subtle and sleek design that doesn't go over the top to communicate their message.

https://www.behance.net/jeroenvaneerden

These symbols and logos are really effective yet simple. They have subtle concepts that make them synch in with the brand. They are helpful as I'm looking to create simple imagery in a similar style for the peace party. A lot of these symbols have given me a bit more clarity when thinking of shapes that show equality and linking together - the peace party want everyone to be equal and care for eachother with compassion, not greed. Each of these vector shapes are modern and work well with the negative space to create something versatile.

https://www.behance.net/YannickPian

These logos communicate the subjects extremely clearly with the least possible features. Something like this is needed for politics because of reproducing and standing out.

These, apparently, are the emotions signified by certain colours of brands. Some are unconscious connotations and some are more obvious, ie green used for health or nature brands.

However, these rules are not the backbone of why some logos are created. Some are the colour of the food or drink being sold, ie Fanta, Crush, and Welch's. 

I think these rules generally only apply within consumer companies, rather than politics. Although, I do think the connotations of green are always consistent with nature, environment and health.

Pink, purple and orange are colours that seem inappropriate for politics, as semiotics have labelled them playful and fun, NOT formal and serious. I will take these factors into account with my logo design.