For the past two weeks, I have been involved in designing an identity for a Company called “TetherSphere“. Quite contrary to an interaction design assignment, an exercise of this sort gives a lot different set of learnings. Learnings about how to begin, where to stop and look back, at which stage an identity is to be shown to the client…What does actually “work in progress” mean here…a lot many questions like this surfaced up and eventually got answered in some way or the other. While on my way, I read an interesting article on World renowned Graphic designer, Paul Rand who is known for designing “Corporate Identities” for clients like IBM, ABC, FORD.
To quote from this article,
“Should a logo be self-explanatory? It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. It derives its meaning and usefulness from the quality of that which it symbolizes. If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.”
I find this talk quite practicle and to an extent sums up an experience behind such a design exercise.