This week I am going to talk about a different aspect of relation between text & image. Hoping I won’t drift too far from the subject I would like to stop and take a closer look at designers online presence. Since internet gained unimaginable power of freedom of speech (after the establishment of most renowned social media platforms such as Facebook and Twitter), it has become a place where designer can state their opinion about other peoples work. This week we have seen Ruth Sykes tweets about Design Week magazine’s logo for job searching platform which consisted of two parts – text & image. The text was simple – ‘LATEST JOBS’ – simple but accurate, whiles the picture they have decided should represent it turned out to be an outline of a tie. I would be a good idea 60 years ago when tie was strongly associated with a job and the majority of office workers were men, but now it just seems to beg for a harsh respond. Since Twitter is crowded with designers it doesn’t come as a surprise that such a respond appeared.
However Design Week magazine changed its logo it is just one small step on 10 floors high staircase. Since (in theory) everyone can design a logo modern world is packed with such bad examples:
Of course your logo doesn’t have to show the exact thing written in the logotype (which is sometimes even impossible because logotype is for example a surname) but should in clever way represent it. If there isn’t any particular item associated with the company you are designing logo for or it is your choice for it to be a form you have to make it meaningful. It is very important to be aware of how do we perceive such forms. If for example, despite of the fact that you would have to push your logo in front of a mob of many similar ones, you decide to represent your company with a triangle make each aspect of this particular triangle matter. Its shape, width, colour, size, placement and even the angle of lean has to have an explanation. Be prepared to answer ‘why is your triangle better (and different) from the others?’, put it next to them and see if it cuts out of the crowd.
Relation between text & image in logo design is (and forever should be) essential. However lets stay positive at the end, because there are many talented designers out there who can still create a great logo that isn’t without meaning.