tailieunhanh - logos: Making a strong mark- P1

logos: Making a strong mark- P1: when it comes to creating strong logos, design and implementation are the last steps along a long design of a visual inentity essential to the maket-ing of any brand because logos are maketing tools | BW Contents Introduction 9 Chapter One Arts and Leisure 10 Chapter Two Business and Technology 36 Chapter Three Health Care 77 Chapter Four Hotels and Restaurants 92 Chapter Five Luxury Fashion and Beauty 103 Chapter Six Food and Beverage 122 Chapter Seven Philanthropic and Educational Organizations 136 Chapter Eight Shelter 146 Chapter Nine Self-Promotion 157 Chapter Ten Transportation and Shipping 172 Chapter Eleven Youth and Sports Market 178 Directory of Designers lndex 190 About the Authors 192 Acknowledgments 192 9 Introduction Introduction Memo from the Design and Marketing Department Ever ask yourself why sales is associated with marketing while design is connected to production Certainly it makes sense for the designer to oversee production if only to ensure the printer s or packager s execution matches the designer s vision. And the designer must have an intimate understanding of the limitations of production which are also the limits of applied design. But this is only the vocational aspect of the designer s art and craft. When it comes to creating strong logos design and implementation are the last steps along a long path. The design of a visual identity is essential to the marketing of any brand because logos are marketing tools. And the only way to create a great logo aside from blind luck is to approach it first from the marketer s standpoint. A marketing assessmenl is so logical and essential that most designers intuitively begin each project by analyzing their subject through marketing s six P s product place price packaging promotion and people. This assessment can be as informal as a moment s thought or the charting of the six P s on a notepad with the details sketched around them. Or the evaluation can take place over the course of months through research interviews focus groups competitive analysis test markets and surveys. Of course any process can seem straightforward when il s viewed out of context. The logo designer s real challenge is to .