In my opinion as a graphic designer, a logo is the nucleus that brings together the elements and components which make any business or industry prosper. The two main functions of a logo are identity and unity. Many of the logos used over the decades still maintain their unique identity as of today, although others may have changed to more contemporary styles.
I love to conceptualize and design logos, mainly because I find it challenges me to explore both inside and outside of the boundaries of art design. If I were hired to do some freelance work for a client which involves designing their logo, I would want to learn as much as I can about my client and his/her business to better understand where they're coming from and where they're going with their goals. That way, I can come with artistic methods that measure up to their standards - not mine. My philosophy for making a logo work is, it's either a logo or it's a no-go.
Some of the logos, whether old or new, may consist of letters, numbers, shapes, or a combination. Some may be simple, while others may be complex. Whichever the case, whoever is designing the logo has to keep identity and unity (as mentioned above) into account.
I started working on this website a few years ago, after a job networking contact convinced me to build an online portfolio. Something that prospective companies can use to see your work anytime, anywhere. On a computer, mobile device, and tablet.* A trend being used today, as opposed to dragging around a portfolio case.
The first and most important thing I needed in order to get my portfolio published on the internet, was to have my own logo. That was the turning point where I just had to get my creative juices flowing, and as I mentioned on the top of this page, to establish unity and identity. Something simple, yet obvious enough to make a connection with my portfolio, as well as my self-representation.
Since my background is in desktop publishing and graphic design, I have been using a Mac platform with desktop publishing software as my main tool, although I've created art projects by hand. So I've been contemplating on what type of icon to use to suggest the visual appearance of computer operating. I studied the hardware components of a computer. The machine itself, the monitor, the keyboard, and the mouse. Which one of these could be best used to reflect my background involving a computer?
One possibility was having the rows of keyboard buttons containing a letter to spell out my name. The top row keys spelling D-A-V-I-D, and the bottom row spelling B-E-R-S. It might have worked, except my last name has four letters, and I wanted them to align evenly with my five-lettered first name. Another idea was having my initials, DB, fit in a monitor screen.
But that's when I started studying those two initials of mine. What if I turned the 'D' around? And THAT is when I started to see something!!! I started seeing a computer MOUSE!!! All I had to do was turn the last letter 'D' in my first name! And it sits right next to the 'B' in my last name! It was then at that very instant, the light bulb just burst! The (backwards) 'D' was the handle of the mouse, and the 'B' symbolized the two buttons that most mice have. It was made in the shade... my own logo was born!
All that was left was choosing a font and maybe even a color. I started out with just plain black. Instead of picking out a font for the two initials making the "mouse," I used one of the Adobe programs to "draw" out the 'B' and backwards 'D' and stretched them to give the look of an actual mouse. I had to put my first and last name under my logo. That's when I decided to give my name the same design on top, and made it smaller to align with my name.
It looked okay, but I wanted to add in color somewhere. So I used one of my favorite colors, aqua-green for the logo above, and then matched the smaller logo below. I even aligned the vertical lines of both logos.
So, it just goes to show that unity and identity really do go hand in hand! *Some projects best viewed on computer monitor only.