There is no single evidence of proof what logotypes, shows or identities work better. To have this proof you have to do impossible — start one ad company in the same time in the same place so all conditions are absolutely the same. And it should be one company telling about one thing. As it is not possible there is an enormous amount of different opinions on what works better and worse. Should the logotype and identity provoke and surprise or it should tell the customer what you do...
This one rule would be the shortest. We did not manage to find exact quote, but we suppose (but not sure) that Stefan Sagmeister told next thing: extraordinary amazing work is the same as good one, but pushed as hard as possible. There is no better way to make these kind of works.
And it is not easy actually. This amazing feeling when you reach the perfect idea is the best moment in life for any creative person (maybe except the moment you are paid and when you see results of your work in ...
So creating the brand or ad company (movie, print etc) do we have to lie so people pay attention? On one side it seems so. If you just say "ok, we are another one mobile company and just want you to use us. Reason? No reason. We just split the market with other guys", doe snot seem you would get too much customers.Of course you have to think about your business, but still if you try not to be so dull here is where creativity comes to place. There is significant amount of designers who really prove that effective branding...
Maybe it is not so usual, but we are big fans of two absolutely different types of design approaches: discipline and functionality of Massimo Vignelli and human provocative approach of Tibor Kalman and Stefan Sagmeister.
The other risk is when you are identified but the spirit of the brand is not relevant. It means you have bright and cool graphical system but the emotions it brings to a client are not the one you wanted. Maybe you can be conceived as a cheap company meanwhile your services or products are quite expensive...
This rule is about elegance and beautiful solution. What it means? Beyond any other rule, beyond being effective, disciplined, provocative relevant and so on and on there is no meaning in all of it if your work is ugly and unattractive.
On one side it looks obvious — you design for human people. But what does it mean? Let's imagine a person — he is very carefuly dressed, calm and predictable. Well-identified from a long distance. Ok, you notice him. But then what?
You create a well-identified brand that behaves like this one guy. But what common can we note in charismatic people? Their emotions. You feel they words, you are ready follow them, and you understand that charisma is not about nice suit...
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