[6/29, 8:10 PM] +234 810 977 2194: CHAPTER 2

*Symbols*

[6/29, 8:11 PM] +234 810 977 2194: We are about to discuss the use of symbols in creating exceptional
logos.

[6/29, 8:13 PM] +234 810 977 2194: There's every reason to believe that arrows, shields, and other basic
symbols are no more than clichés

[6/29, 8:15 PM] +234 810 977 2194: This is where you'll know how designers can lift these common
clichés building block into some of the most impact full and mesmerizing identities ever crafted.

[6/29, 8:16 PM] +234 810 977 2194: Here are a couple of pretty significant competitors that understand
the value of their visual brand. ���

[6/29, 8:18 PM] +234 810 977 2194: Both of these giants discovered the importance of symbols and built
them into their logos

[6/29, 8:20 PM] +234 810 977 2194: Today's UPS logo harken back to the originally crafted logo - the
shield design

[6/29, 8:23 PM] +234 810 977 2194: It was one of the first true courier services that competed with the
US postal service, and built trust within their customers, it didn't hurt that they adopted the *shield*

[6/29, 8:23 PM] +234 810 977 2194: The new logo ��
�

[6/29, 8:24 PM] +234 810 977 2194: The shield icon gave the impression of a govt entity, that could be
trusted.

[6/29, 8:25 PM] +234 810 977 2194: You can see the parcel on the shield. Which signifies security. ���

[6/29, 8:26 PM] +234 810 977 2194: FedEx entered the market, after the public had gained faith in the
private courier industry.

[6/29, 8:27 PM] +234 810 977 2194: So their approach was very different. Their marking edge was
*overnight deliveries*

[6/29, 8:28 PM] +234 810 977 2194: Which means a nod to *speed and directness* was important

[6/29, 8:30 PM] +234 810 977 2194: The FedEx logo we know today still catches folks off guard, when
they first learned the *arrow* created by the negative space between the letters EX.

[6/29, 8:30 PM] +234 810 977 2194: Hence observe the catc h ��
�

[6/29, 8:44 PM] +234 810 977 2194: The arrow represents *speed and directness* and this is what the
company stands for.
[6/29, 8:47 PM] +234 810 977 2194: The first symbol will talk about is ���

[6/29, 8:47 PM] +234 810 977 2194: STAR

[6/29, 8:48 PM] +234 810 977 2194: When working with symbols it's important to remember that there
are hundreds of them, and different cultures might well have a varying interpretation of them.

[6/29, 8:49 PM] +234 810 977 2194: Always be aware of other symbols that might translate well into
your design.

[6/29, 8:50 PM] +234 810 977 2194: The star is one of these symbols that can be found in same fashion
in cultures around the world.

[6/29, 8:50 PM] +234 810 977 2194: *Did you know* ���

[6/29, 8:52 PM] +234 810 977 2194: There is a star of one kind or another worked into the *national
flags* of nearly a third of the countries in the world.

[6/29, 8:53 PM] +234 810 977 2194: That's a pretty high acceptance level for this funny shape.

[6/29, 8:53 PM] +234 810 977 2194: The star is synonymous with examples of excellence.

[6/29, 8:54 PM] +234 810 977 2194: A literal star is a source of light that gives direction and radiants and
allows us to see.

[6/29, 8:56 PM] +234 810 977 2194: When you need to use visuals excellence to define your clients,
there may be star in the solution.

[6/29, 8:57 PM] +234 810 977 2194: Each of these logos give you the sense of an entity, striving to be the
best that they can be.

[6/29, 8:57 PM] +234 810 977 2194: The athletes for hope log o�
� �

[6/29, 8:58 PM] +234 810 977 2194: Shows me a football or a rugby player running for a goal.

[6/29, 8:59 PM] +234 810 977 2194: The way the player appears in the negative space allows the
designer to split the star into red, white, and blue.

[6/29, 9:00 PM] +234 810 977 2194: This is a color of a country showing *nationality*

[6/29, 9:02 PM] +234 810 977 2194: In fact if your objective is to show your client strives to create
excellence for others, you may want the star to play a supporting role in the mark.

[6/29, 9:03 PM] +234 810 977 2194: This design is prepared for disadvantaged children to achieve
excellence ���

[6/29, 9:03 PM] +234 810 977 2194: Notice the student is reaching for the star but not holding it.
[6/29, 9:04 PM] +234 810 977 2194: This is an attainable goal, but the child must stretch himself to reach
it.

[6/29, 9:04 PM] +234 810 977 2194: Now observe and listen ���

[6/29, 9:05 PM] +234 810 977 2194: Some of the most gratifying goals are not self achievements, they
are the efforts of many.

[6/29, 9:05 PM] +234 810 977 2194: Meaning a tree can not make a forest.

[6/29, 9:07 PM] +234 810 977 2194: Think about your clients accomplishments. Are they the work of an
individual? Or a team?

[6/29, 9:07 PM] +234 810 977 2194: Certainly a team.

[6/29, 9:07 PM] +234 810 977 2194: Closely observe before and afte r ��
�

[6/29, 9:09 PM] +234 810 977 2194: The negative space is a star.

[6/29, 9:09 PM] +234 810 977 2194: Let's remove a single link ���

[6/29, 9:10 PM] +234 810 977 2194: The star vanishes...

[6/29, 9:10 PM] +234 810 977 2194: What does this mean?

[6/29, 9:10 PM] +234 810 977 2194: This means there is an equal contribution to achieve success.

[6/29, 9:12 PM] +234 810 977 2194: There are so many individual meaning to a star. Like

[6/29, 9:12 PM] +234 810 977 2194: Law enforcement

[6/29, 9:12 PM] +234 810 977 2194: Military

[6/29, 9:12 PM] +234 810 977 2194: Nationalism

[6/29, 9:12 PM] +234 810 977 2194: Ritual

[6/29, 9:12 PM] +234 810 977 2194: Religious

[6/29, 9:13 PM] +234 810 977 2194: Believes

[6/29, 9:13 PM] +234 810 977 2194: Or astronomy.

[6/29, 9:15 PM] +234 810 977 2194: Lastly don't allow yourself to be trapped by thinking a star has to
have 5 points.

[6/29, 9:16 PM] +234 810 977 2194: There are many ways to imagine a star, and equally as many
associated meaning.
[6/29, 9:17 PM] +234 810 977 2194: Everyone of these logos incorporate a star as its central focus.

[6/29, 9:18 PM] +234 810 977 2194: But they are all vastly different.

[6/29, 9:20 PM] +234 810 977 2194: Now that you see the possibilities for working with stars, explore
what yours might look like.

[6/29, 9:20 PM] +234 810 977 2194: Don't avoid clichés, use them in a fresh way.

[6/29, 9:20 PM] +234 810 977 2194: Assignment ���

[6/29, 9:21 PM] +234 810 977 2194: If you don't know the meaning of *cliché* find out

[6/29, 9:22 PM] +234 810 977 2194: I'm through we are still on the surface... It's gonna be a bumpy ride
of discoveries.

[6/29, 9:25 PM] +234 810 977 2194: The Nike symbol represents speed. It's a swoosh symbol. Take note.

[6/29, 9:27 PM] +234 810 977 2194: It's beautiful when you can design and explain your logo to the
clients.

[6/29, 9:27 PM] +234 810 977 2194: It shows you know what you are doing.

[6/29, 9:28 PM] +234 810 977 2194: By the time we are through you can look at almost any logo and
explain it.

[6/30, 8:19 PM] +234 810 977 2194: One meaning of shield above all others is that it's the essence of
*authority*

[6/30, 8:21 PM] +234 810 977 2194: Looking at the diversity of the field these logos represent, the only
common element is that nearly all of them are leaders in their industry.

[6/30, 8:23 PM] +234 810 977 2194: The primary reason for the impact of a shield, is its perceived
association with government or law enforcement agencies

[6/30, 8:23 PM] +234 810 977 2194: It signifies protection

[6/30, 8:25 PM] +234 810 977 2194: These group of identities have appropriated the shield shape,
because it serves as a perfect authoritarian container for those modern day crest.

[6/30, 8:26 PM] +234 810 977 2194: When used as a graphic device, the shield often wins that same
essence of authority

[6/30, 8:28 PM] +234 810 977 2194: Even if it just serves as a containing device, for non-typographic
elements

[6/30, 8:29 PM] +234 810 977 2194: Non Typographic elements are elements with non Typography
[6/30, 8:33 PM] +234 810 977 2194: In the old times when warriors would go into battle for their Kings,
the shield will carry colors and symbols of their lord and master it was defending.

[6/30, 8:33 PM] +234 810 977 2194: Something like thi s ��
�

[6/30, 8:35 PM] +234 810 977 2194: It can also be used in team logos to identify where each team
belong

[6/30, 8:37 PM] +234 810 977 2194: This is shows where the team pledge their alliance.

[6/30, 8:38 PM] +234 810 977 2194: *Authority* , *heritage* and *teamwork* are three of the most
often requested concepts you'll be asked to Integrate into a logo

[6/30, 8:39 PM] +234 810 977 2194: Now you know, why so many designers have allowed the shield to
slip into their arsenal of graphic solution.

[6/30, 8:40 PM] +234 810 977 2194: In summary the shield is a symbol of authority.

[6/30, 8:40 PM] +234 810 977 2194: *Heart*

[6/30, 8:43 PM] +234 810 977 2194: The heart also predating the shield is another symbol that grew out
of a leaf, going back to 300bc when illustrated pictures of the *tree of life* were conveyed in ivy foliage.

[6/30, 8:44 PM] +234 810 977 2194: It might surprise you to note that the symbol I believe is the exact
shape of today's heart. ���

[6/30, 8:46 PM] +234 810 977 2194: By the 15 century, *red* became known as the *color of life* since
it was the color of blood.

[6/30, 8:48 PM] +234 810 977 2194: It was at that time that the ivy *leaf from the tree of life* and the
*color red, for life* where *blended together* giving us the most recognized symbol in the society - the
*heart*

[6/30, 8:50 PM] +234 810 977 2194: Note.. The shape of the iconic heart was not derived from the shape
of your heart but from the shape of the ivy leaf. ���

[6/30, 8:52 PM] +234 810 977 2194: ���This was the last thing an iconic designer in 1977 when he was
asked by the city of New York to create a mark for the promotional campaign, I Love New York.

[6/30, 8:52 PM] +234 810 977 2194: Ever since the shape has been used over and over again.

[6/30, 8:54 PM] +234 810 977 2194: If you are working on a logo project that focuses on caring, love, and
emotions, it's almost impossible to avoid exploring the symbol at some point.

[6/30, 8:57 PM] +234 810 977 2194: Note that there are tones of personal nature in all of these logos.

[6/30, 8:58 PM] +234 810 977 2194: Whether drawn by hand or lathered by hand you see the humanity
of the craftsmanship coming through in the design.
[6/30, 9:01 PM] +234 810 977 2194: If we are talking about love, it's probably not love of oneself. Let's
establish that we are talking about two or more people.

[6/30, 9:03 PM] +234 810 977 2194: A client that brings folks together ���

[6/30, 9:03 PM] +234 810 977 2194: A client that cares for multiple people ���

[6/30, 9:05 PM] +234 810 977 2194: These are demonstrated on the mark, and can be demonstrated in
your mark, making a human connection that creates a heart as a result of mutual effort.

[6/30, 9:06 PM] +234 810 977 2194: ���here the negative space is at work, creating a heart as the Visual
link between people coming together.

[6/30, 9:07 PM] +234 810 977 2194: Never forget the notion - Big things come in small packages

[6/30, 9:10 PM] +234 810 977 2194: Diminishing the size of the heart and allowing it become a part of
the story and not the focus is a sure way to demonstrate the impact of a small gesture.

[6/30, 9:12 PM] +234 810 977 2194: There is still a place for the heart as an icon, in a cooperate settings.

[6/30, 9:16 PM] +234 810 977 2194: But there are times when the public needs to know you as a
company or organization would be good stores of funds or you won't allow emotions to lead you to poor
decision.

[6/30, 9:17 PM] +234 810 977 2194: The examples I have shown here display amazing diversity but more
importantly they show diversity of thought.

[6/30, 9:19 PM] +234 810 977 2194: With these thoughts, allow your ideas to have a fresh perspective
on some of the oldest samples of mankind.

[7/1, 8:16 PM] +234 810 977 2194: *Flames*

[7/1, 8:17 PM] +234 810 977 2194: Symbols come about a way to simplify and graphically communicate
concept or a thing.

[7/1, 8:18 PM] +234 810 977 2194: *Flame* + *Heart* in a logo is a combination of metaphor.

[7/1, 8:20 PM] +234 810 977 2194: Imagine we have a *flame* which signifies *passion* , or *eternity*
with a *heart* that represents *love* .

[7/1, 8:21 PM] +234 810 977 2194: This equates to�
� �

[7/1, 8:21 PM] +234 810 977 2194: *Eternal love*

[7/1, 8:22 PM] +234 810 977 2194: = Eternal love

[7/1, 8:23 PM] +234 810 977 2194: There are not symbols for everything so sometimes you and I are
called upon to convey an idea through visuals.
[7/1, 8:25 PM] +234 810 977 2194: The pound sign ���# was of very little use on our key pads until it
started being used on social media and now we refer to it as *hash tag*

[7/1, 8:26 PM] +234 810 977 2194: The @ symbol was also of very little use, until it became a linking part
in every email address.

[7/1, 8:27 PM] +234 810 977 2194: The symbol for recycle did not exist until the society created a void
that needed to be filled.

[7/1, 8:29 PM] +234 810 977 2194: My point is, symbols are living things. Some have been around for a
very long time, others were developed some years ago, and others will be developed during yours or
future generations.

[7/1, 8:30 PM] +234 810 977 2194: Fire has been around since the dawn of man but like the hashtag the
symbolism is mixed of old and new.

[7/1, 8:31 PM] +234 810 977 2194: For simplification and to help you consider if there is a role for fire in
a logo design, let me break it down into three categories.

[7/1, 8:32 PM] +234 810 977 2194: *One* Knowledge, Eternity, and Passion

[7/1, 8:34 PM] +234 810 977 2194: A lamp has represented illumination and knowledge dating back past
mythology.

[7/1, 8:35 PM] +234 810 977 2194: Usually represented by flame on a lamp or a torch which signifies
lighting the way for others.

[7/1, 8:37 PM] +234 810 977 2194: Symbolically, eternal flame signifies the continuation of the life of
someone no longer with us or an undying commitment or the idea of eternal life.

[7/1, 8:39 PM] +234 810 977 2194: But this is also a great symbol of passion, since we speak of a burning
desire to accomplish a task or our supportive endeavor.

[7/1, 8:40 PM] +234 810 977 2194: On the totally, other end of the spectrum, is a second category ���

[7/1, 8:40 PM] +234 810 977 2194: *Two* Speed and seriously bad attitude.

[7/1, 8:42 PM] +234 810 977 2194: This may have been derived from the car and bike culture in the 50s
and 60s. The cow boys bike that sprouts fire and speed racing back then.

[7/1, 8:44 PM] +234 810 977 2194: Lastly ��

�

[7/1, 8:44 PM] +234 810 977 2194: *Three* Burning and Cooking

[7/1, 8:45 PM] +234 810 977 2194: You get the idea

[7/1, 8:45 PM] +234 810 977 2194: Next stop *Cross * ��
�
[7/1, 8:47 PM] +234 810 977 2194: Designers have adopted it as a universal sign for hospitals and
medicine.

[7/1, 8:48 PM] +234 810 977 2194: Caution ���

[7/1, 8:50 PM] +234 810 977 2194: By all means avoid using *red* and *cross* if your client is associated
with *care* .

[7/1, 8:51 PM] +234 810 977 2194: Here is a different way to put this symbol to work for your client.

[7/1, 8:54 PM] +234 810 977 2194: If they are exceptional, they may be deserving of a plus�

[7/1, 8:55 PM] +234 810 977 2194: Lastly be aware that the cross can be packed with religious
symbology.

[7/1, 8:55 PM] +234 810 977 2194: From the Christian Cross to the orthodox Cross and so on.

[7/1, 8:56 PM] +234 810 977 2194: As a designer, the more you are aware of complete symbology, the
more you are able to deliver a solution not a challenge.

[7/1, 8:59 PM] +234 810 977 2194: Good logos should have layers of complexity to allow consumers to
continue to find meaning, even years after their introduction to it.

[7/1, 9:00 PM] +234 810 977 2194: Arrows are more generally an indicator of different

[7/1, 9:02 PM] +234 810 977 2194: If you have a client that give guidance to others or paves path ways to
the future, an arrow may be the solution..

[7/1, 9:03 PM] +234 810 977 2194: Note that many of these marks layout a trail with the arrow, so that
there is definitive beginning and a conclusion.

[7/1, 9:04 PM] +234 810 977 2194: This demonstrates, that the path may be a complex or in some case
impossible.

[7/1, 9:06 PM] +234 810 977 2194: But your client have the ability to guide you to a successive
conclusion.

[7/1, 9:06 PM] +234 810 977 2194: Look at the way this G is crafte d ��
�

[7/1, 9:07 PM] +234 810 977 2194: From the flexing bend showing dimension and complexity but also
leading to a success solution when the arrow reaches the middle.

[7/1, 9:08 PM] +234 810 977 2194: Occasionally thi s�

� � symbol is not about direction at all.

[7/1, 9:10 PM] +234 810 977 2194: If you are using the literal archery style arrow, you can tell a story
about the *accuracy* of your clients endeavors not *direction*

[7/1, 9:11 PM] +234 810 977 2194: It means they know how to dish the chicken very well. For instance.
[7/1, 9:11 PM] +234 810 977 2194: They never miss a target.

[7/1, 9:13 PM] +234 810 977 2194: Consumers recognize that a great archer possesses stamina, strength,
and accuracy to allow them to be successful.

[7/1, 9:14 PM] +234 810 977 2194: All pretty good attribute to build into an identity.

[7/1, 9:15 PM] +234 810 977 2194: These are arrows forming a sta r�
� �

[7/1, 9:16 PM] +234 810 977 2194: And the discussion of arrows and identity can't skip the digital
introduction of the symbol.

[7/1, 9:18 PM] +234 810 977 2194: We discussed this a bit with forward pointing arrow but by using the
proper style of arrow you describe an essential step, by pressing a button and seeing a positive result.

[7/1, 9:19 PM] +234 810 977 2194: Play can be the reward for an effort.

[7/1, 9:20 PM] +234 810 977 2194: Play can symbolize a company's ability.

[7/1, 9:20 PM] +234 810 977 2194: And if you're twice as good, play becomes fast-forward ���

[7/1, 9:21 PM] +234 810 977 2194: Next stop *bubbles*

[7/1, 9:24 PM] +234 810 977 2194: *Bubbles*

[7/1, 9:25 PM] +234 810 977 2194: These examples have taken the speech bubbles, literally.

[7/1, 9:26 PM] +234 810 977 2194: It's a power way of indicating, what's been discussed in a graphic
way.

[7/1, 9:28 PM] +234 810 977 2194: If your logo project is communication centric, a consumer can tell this
is more than a word or a name, that it's an attempt to engage them in a dialog

[7/1, 9:30 PM] +234 810 977 2194: The speech bubble is successful in some ways because the designers
have filled the bubbles with a graphic that addresses the subject of the matter.

[7/1, 9:34 PM] +234 810 977 2194: Think about what you'll fill the bubbles with for your project and
don't be afraid to take it that extra mile to relate the bubble back to the content in a customized way

[7/1, 9:36 PM] +234 810 977 2194: A single speech bubble might make you feel you're being talked at,
but a double bubble may well mean dialog.

[7/1, 9:37 PM] +234 810 977 2194: The logo below ��
�h as an entire nation steeped in conversation.

[7/1, 9:38 PM] +234 810 977 2194: Notice it has the shape of a map ���

[7/1, 9:38 PM] +234 810 977 2194: Dialog beats monolog ♂
[7/1, 9:39 PM] +234 810 977 2194: The last symbol in this conversation is entirely an invention of mobile
apps and GPS

[7/1, 9:40 PM] +234 810 977 2194: These are pin drop or locator arrow.

[7/1, 9:40 PM] +234 810 977 2194: The consumer know exactly what this means.

[7/1, 9:41 PM] +234 810 977 2194: It's the device that tells them where *Here is* , or *There is*

[7/1, 9:44 PM] +234 810 977 2194: In the world of design, if your client help folks find their way great, if
they are experts of locating houses, recruiting or whatever that needs locating, this could be a solution.

[7/1, 9:46 PM] +234 810 977 2194: Think of the boundless opportunities of the use of this device in a
logo

[7/1, 9:47 PM] +234 810 977 2194: This logo�

� �is for an a firm that helps locate petroleum deposits.

[7/1, 9:48 PM] +234 810 977 2194: It's a beautiful reflection of itself in form.

[7/1, 9:49 PM] +234 810 977 2194: Location of gold oil. �

[7/1, 9:50 PM] +234 810 977 2194: Be aware of shapes in technologies and make notes when you see
icons used to guide the public.

[7/1, 9:51 PM] +234 810 977 2194: Be the first to check out updates on mobile systems and electronics.

[7/1, 9:51 PM] +234 810 977 2194: Pay attention to user interface on the web and package, print, and
broadcast graphics.

[7/1, 9:52 PM] +234 810 977 2194: The next time you're thinking "I may have seen that, before" you may
be thinking of your next great identity.