From the course: Logo Design: Visual Effects

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Letting surface tell a story

Letting surface tell a story

From the course: Logo Design: Visual Effects

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Letting surface tell a story

“

I need you to trust me here. You and I are going to spin 180 degrees and walk backwards about 25 years, a pair of designers in a different generation. For some of you, this'll be harder. But for me, I can remember creating identities in this period of time pretty vividly. We've just completed a new logo for a traveling writer. And it's an exceptional mark. Beautifully drafted. Full of witty meaning and ready to show the client. There's one last hurdle we need to agree on before we're ready to show. What color this logo will be? We pulled out our color swatch decks and, because we designed it on a computer, we can instantly select from hundreds of color options and try them out on the screen. We settle on a specific shade of red. A little expected, but classic. And perfect for the job. The client nods, she's in agreement. And we're done. Maybe it's because this is how it's always been done. Or, considering the period, maybe it's because we didn't know, what we didn't know. Technology…

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