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General Terminology

Lesson 11 from: Logo Design Fundamentals

Mark Sposato

General Terminology

Lesson 11 from: Logo Design Fundamentals

Mark Sposato

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Lesson Info

11. General Terminology

Lesson Info

General Terminology

now let's talk about general terminology to consider when presenting work to the client an option or a design iteration is not a concept. This is a common misnomer used in ad agencies all the time and it's a personal pet peeve of mine. I remember being at work one day and my boss asked for 10 concepts for a client meeting that we were having later the same day. That shocked me as a young designer and I realized that he was really asking me for layout options, not concepts, concepts are hard to do concepts really involved deep thought and they involve a lot of planning but a layout option that can happen relatively quickly. So it's very important to understand the difference. A concept is usually an idea or a statement that comes from a brainstorm session. Sometimes it could also come from a stroke of brilliance, could be that great idea you had in the shower, It could be something that you thought of while you're running on the treadmill. But the important thing is that it's an idea, i...

t's not a layout and it's not a version of a design. You're exploring to me, a concept has to be more than just showing a variation on the logo. There has to be some meaning behind it or a clever visual trick the idea to use two letter SEs in the word cycle to represent the tires on a bicycle is a concept but just showing color variations of one logo is not a concept I've heard so many times and some of the advertising jobs I've had show me all of your concepts when really they're talking about. Show the blue logo, the red logo and the green logo. Those are not concepts. Those are just variants or variations of the same logo concepts can come from visual ideas as well as cognitive ideas. Visual ideas focus on form and they tend to use shapes and imagery and clever ways. Cognitive ideas usually suggest deeper meaning or messaging. And they can do this by employing humor or cleverness.

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