Join Bill Gardner for an in-depth discussion in this video Lifting a concept off the screen, part of Logo Design: Visual Effects.
Anyone who's ever handed their tablet to their child to keep them occupied knows that when it returns it usually requires a pretty intensive swab-down. Or look at the screen on a child's TV and it too can become a bit fuzzy and sticky, all at the same time. There's a world of wondrous things behind that screen. And I really believe it's human nature for us to want to reach in and grab them. Our kids learn pretty quickly that this is all illusive eye candy. But nonetheless, even as adults, the temptation to touch still rears its head from time to time, and with HD technology and plasma screens, let's just say that fantasy overrides logic now and again.
Enter the designer, and it may be you, who creates these temptations, whether behind the screen, or in print, or some other medium. It's the designer that is expected to guide their client and tell them what the public will best respond to. But the public can be a bit fickle. At one moment, and depending on how the pendulum is swinging, half of the designers may believe that the current trend is spartan and flat. And the other half, fully in the camp of vivid realism. Up until recently, these were the well-known, but unremarkable, and flat logos, of three major networks.
And, in less than six months' time, NBC, ABC and Univision independently decided to fully invest themselves in highlights and crystal caps, turning this group of marks into a 3D, tour-de-force of jump off the screen reality. That's a pretty astonishing coincidence and a very strong vote for how consumers respond to a measure of dimensional branding showmanship. In the right case, building a highly tactile identity can become nearly trance inducing. We know it's not real, but part of us wants to touch it.
As a logo, it may just help your clients stand out in a world of the flat and fully unadorned.
- Exposing complexity with transparency
- Find synergy in numbers
- Creating the illusion of form
- Applying personality with patterns
- Creating a narrative with light and shadow
- Using optical illusion to intrigue