Introduction to Photography Logo Case Study
Hey folks, we're back here with more logo design with Matthew Jervis and we have in the studio, Laura McCormick. Laura is a wonderful graphic designer, art director, and author. And, Laura, you are also someone that works here at CreativeLive, can you tell us a little bit about what you do for our company?
Yes, I happen to be the channel head for design. So, I curate all the curriculum, develop strategy around what sort of content to produce, get instructors, think about topics that users wanna see, and, sometimes I get to appear in a class. Sometimes I do logos, so, you'll hear more about that.
Well actually, what Laura has agreed to do which I think is so perfect for this class is that she's gonna actually walk us through a process that we had talked about earlier. I dunno if you guys are like me, but when I see something like this, I'm always like, oh that's great, but how does it exist in the real world? So, this is a great opportunity to do just that. So, why don't yo...
u tell us a little about what it is that we're gonna see, what was the project, and a little bit of background on that.
So, this is a case study of a logo design/redesign that I recently did for a colleague, because I saw his logo and I was like, that is so bad, let me redo it for you, in this case, I did it for free. But, sort of as like a public service so that no one would ever see it. He's a photographer who has these, he does these beautiful photographs, and then his logo is just horrendous, so it's sort of like, you know you don't want that bad logo to take away from the quality work. So, I worked with Justin and went through this whole process, and it's sort of actually inspired this class. 'Cause there's a lot of people that need logos, they don't feel like they have the chops to design them themselves, but really they do. So, I think this is going to be about stripping away all of that nonsense around logo design has to be this big thing that's super hard and requires all these resources. For me, a logo design is a process according to what the needs are. So, this was simple, short, we executed it a week, and he got everything he needed, and you'll see that the old logo is, the new one's better than the old.
You delivered on a social good. I think that it's also great, I mean, he's a photographer, so we've been mentioning photography a lot throughout the whole class. But I think that one of the things that, and we'll see the old logo in a second, but, what you mention I think is really important is the fact that he does these beautiful, amazing photos, and to be out in the world with what he had, it is criminal.
Yeah. So, are you driving, do you wanna do the, so maybe it's... Now what we have here, were these the used cases that he was going to ask you about.
Yeah, cause at the beginning he had all these different used cases for the one logo. So, we had to think about that moving forward. And, I'll show you the old logo. And you guys can tell me what you think. It just looks sort of undesigned, it doesn't really go together. It doesn't communicate what he does. The beauty of what he does. So, I polished it up a bit. Sort of, we went in the same direction in terms of the text, with the image. So, sort of a mark with his name, and what he does.
So, it's a pretty marked difference. I mean there is such a nice clean, style to it now. But, back to his old one, tell us a little bit about, how did he come up with that one, what did he do? Where did that come from?
So, it's interesting because he does landscapes photography. He was really set on having that represented visually in the form of an icon, so that's where the mountains came in. And then, I think the script type that he had, in his head he was imagining like his signature, like his handwriting, and he hired someone overseas, and he paid $5 for this logo. Which I didn't even realize was a thing. But I guess everything's a thing on the internet. So, he paid $5 for this logo, and that's what he got.
And, we talked a little bit about that as being one of the options that somebody can do when they're making a logo, you can do that sort of you know, throwing it up and getting a crowd source.
Like who's gonna give you the best deal?
Yeah, and you can say, hey, you can turn the thing to $ and say, that's what I want and you're gonna get something, and yeah. Sometimes it's not the best. But, you know, there are great, amazing logos that come out of that process, too. But this wasn't one of them.