{"id":6369,"date":"2015-08-23T13:54:08","date_gmt":"2015-08-23T16:54:08","guid":{"rendered":"http:\/\/paulopedott.com\/paulo\/?p=6369"},"modified":"2015-08-23T13:54:08","modified_gmt":"2015-08-23T16:54:08","slug":"tipos-e-desenvolvimento-de-marcas","status":"publish","type":"post","link":"https:\/\/paulopedott.com\/paulo\/?p=6369","title":{"rendered":"Tipos e desenvolvimento de marcas"},"content":{"rendered":"
Article by Laura Busche<\/a><\/div>\n
Filed Under: Inspiration<\/a>, branding<\/a>, identity design<\/a>, packaging<\/a><\/div>\n
<\/div>\n

Have you ever tried to create a brand\u2019s visual identity from scratch? If you have, then you\u2019re familiar with the feared blank canvas, the challenge of dealing with too many requirements, and the sense of accomplishment once the project is completed successfully. Designing a logo is one of the most daunting tasks any designer can face in his\/her career. It requires a combination of skill, empathy, and research that are truly rare to find\u2014at least in a single person. That\u2019s why many of the most popular logo design projects are genuine team efforts.<\/p>\n

Before we even look at examples, it\u2019s crucial to understand the many different types of logos that designers and clients work on:<\/p>\n

Iconic, symbolic, or brandmark:<\/strong> uses an image to represent the brand without text.<\/p>\n

\"aiga-target-logo-small\"<\/p>\n

Wordmark or logotype:<\/strong> uses text or typographic characters to convey the brand.<\/p>\n

\"aiga-sony-logo-small\"<\/p>\n

Combination mark:<\/strong> combines icons and words.<\/p>\n

\"aiga-shake-shack-logo-small\"<\/p>\n

Lettermark:<\/strong> uses the brand name\u2019s initials or an anagram (selected letters within the brand\u2019s name).<\/p>\n

\"aiga-ge-logo-small\"<\/p>\n

Emblem:<\/strong> encapsulates symbols and text within a single graphic.<\/p>\n

\"aiga-chipotle-logo-small\"<\/p>\n

Let\u2019s take a deep dive into how these teams brought together different talents to create three striking logos:<\/p>\n

Starbucks, by Heckler Associates, Starbucks Global Creative & Lippincott<\/strong><\/p>\n

The year was 1971 and three coffee-loving entrepreneurs set out to build the venture of a lifetime. To help them come up with a name and visual identity that could represent their dream, Gordon Bowker, Jerry Baldwin, and Zev Siegl hired Terry Heckler<\/a>.<\/p>\n

The original sketches of the Starbucks logo were based on a 15th-century woodcut of a two-tailed siren, which would come to serve as a metaphor for the \u201csiren song of coffee that lures us cupside.\u201d<\/p>\n

\"starbucks-logo-sketches-620\"<\/p>\n

While the logo continues to evolve throughout the company\u2019s history, the first mermaid (1971) had overexposed breasts that weren\u2019t fitting for Starbuck\u2019s first delivery trucks. Heckler Associates gave her longer hair to cover up some skin, and continued going in that direction as women everywhere called for more coverage. As of 1992, her body was almost completely covered. More about Heckler Associates\u2019 work with Starbucks here<\/a>.<\/p>\n

\"starbucks-logo-evolution-620\"<\/div>\n
Starbucks\u2019 logo evolution from 1971 to 1992.<\/div>\n

By 2011 Starbucks had its own creative team work on a new logo iteration with branding agency Lippincott<\/a>. By then, the original logo was over 20 years old. It had been created using AutoTrace and the strokes were notoriously messy. The team improved the composition and created more sophisticated strokes and smoother lines. Most importantly, Starbucks decided to removed its brand name entirely<\/a>:<\/p>\n

\"aiga-starbucks-future-logo-small\"<\/p>\n

Mailchimp, by Jon Hicks<\/strong><\/p>\n

Ben Chestnut first thought of the Mailchimp logo when his co-founder said something along the lines of \u201cYo Ben, MailChimp\u2019s live now. Um, I think it could use a logo.\u201d To which he replied, \u201cOh crap. Here, I\u2019ve already got a monkey file open (don\u2019t ask) so I\u2019ll put a hat on him and send it over.\u201d Chestnut explains<\/a> how he opened Fireworks and whipped something up fast, making the file impossible to scale or print\/display in high resolution.<\/p>\n

And just like that, the original Mailchimp was born.<\/p>\n

\"mailchimp-original-logo-small\"<\/p>\n

Around 2006, customers started complaining about the chimp looking a little \u201cunprofessional.\u201d Chestnut knew it was time to work on that logo again. His first idea was to remove the chimp completely, turning. Mailchimp into wordmark.<\/p>\n

\"mailchimp-watermark-logo-small\"<\/p>\n

But in 2008, Chestnut decided that it was time to bring the chimp back and transform his old 2D look to a more contemporary, 3D character. To do so, he knew he had to work with experts., so he brought in Jon Hicks, who\u2019s most famous for his work on the Firefox logo.<\/p>\n

The thought process was clear: Chestnut admired the way Nintendo seemed serious yet fun, how KFC had managed to bring the old man back, and the style and detail in the Firefox logo. He even came up with an equation for his concept:<\/p>\n

\"mailchimp-logo-visual-equation\"<\/p>\n

For weeks, Jon Hicks would send over doodles and sketches to get feedback from the team. Finally, Hicks sent a striking rendition of what\u2019s still Mailchimp\u2019s mascot.<\/p>\n

\"aiga-mailchimp-logo-evolution-620\"<\/p>\n

You can read more about his process on his blog<\/a>, though his animated GIF shows the evolution of the chimp pretty well.<\/p>\n

\"aiga-mailchimp-logo-evolution-gif\"<\/p>\n

Pinterest, by Michael Deal and Carlos Pagan<\/strong><\/p>\n

Pinterest was starting to take off in 2011 when the team realized that the product needed a more mature brand identity to represent it in the marketplace.<\/p>\n

\"aiga-pinterest-logo-original-620\"<\/div>\n
Pinterest\u2019s logo, circa 2011.<\/div>\n

\"aiga-script-wordmark-logos-small\"<\/p>\n

This case is a clear demonstration of the need to combine various disciplines and types of expertise to produce a truly compelling visual identity. When Pinterest brought in designer Michael Deal and his friend, typographer Carlos Pagan, they were clear on several ideas:<\/p>\n