do you want to fully understand the connection between a logo symbol and
also the logo type and so today we're going to look at real-life examples of
Awesome logo type and horrible logo type as designers we spend a lot of our time
online and dealing with sensitive information and contents - Layne helps
keep that information secure and it saves you time within your workflow by
storing your passwords I need to like information all in one location to learn
more about - slate and how you can help you secure and speed up your workflow
stay tuned to the very end of the video and also grab a 30-day free trial of the
premium version now the first logo that we're going to look at is the Bacardi
logo which is a line of alcoholic products established since 1862 the logo
symbol has been a bat icon since the birth of the business
back in the late 1800s but in 2014 the logo type was actually changed now we're
going to look at whether an aisle works but first the original font was similar
to perpetuate ilton a mana type but a kind of custom version of that font that
you can see here now it's really important for you guys to know that
serif fonts typically promote feelings of class and heritage making them ideal
when you want to create a company that feels established it kind of creates
that past and history in a company or a brand and this fits right into Bacardi's
long long lasting company and their historical background now due to their
classical nature serif fonts carry a feeling of trust and respectability
making them perfect for brand identities they revolve around authority and
grandeur so when back in 2014 Luke Hardy went
under a revamp he was seen as a very bold move quite literally they swapped
up the serif font for a bold San serif choice and for this 2014 rebrand
Picardy combined their logo symbol with a new sense of professionalism from
their move to a sans serif fonts the new logo image creates an interesting clash
of old age elegance with the new way respectability in the form of the bold
font and this was a very risky move because
the logotype was half of their identity for such a long time and so the correct
choice needed to be made for the right reasons now I feel the style of the
sans-serif font in use here still relates back to somewhat a vintage kind
of time in a thin width and the lower crossbar forms and this helps connect
the old aged style symbol to the newer modern Lego type this also helps to keep
it established and have connotations of grandeur - and the little squiggle above
the eye gives an extra little punch at the end and that's matched with the
particular angular quality of the two A's which does set a fun reminder of
their untamable brand aspects so next we're going to be looking at the Iguchi
logo and how it works and also how it would fail with a different logo type
choice now the Gucci company was founded in 1921 however it wasn't until 1933
agouti started using the now iconic and well-known logo design we again have a
serif font in use which is very similar to a Koran John Roman using a serif font
really demonstrates the seriousness of the brand sees itself as and how
superior and important it is with a high value attached to it so taking the
original logo with the original logo type we can see how it does work but
then if we go ahead and add a script fonts with mainly lowercase letter n'
it's easy to see how the superior and the serious nature of the Lego has been
taken away the logo now doesn't command as much authority and respect because
the font itself is too personal and too friendly so if we then move to the next
option which is a bold sans serif font the logo
now appears to be loud and more modern which strips away that superior
high-class vision like Gucci did have in mind for their brand for the next logo
type example we're looking at the Unilever logo design now this logo
design is one of the most intricate designs of recent memory and I do often
say that too much detail is a bad idea for Lucas
however this design is clever and it's highly acclaimed in the design community
and that's because the detail does make up one large symbol and it does that
very well indeed if each is 25 of the most successful product types for their
company and that's all blended together to form one shape for the letter U on a
Unilever so what kind of leg a type is matched with this symbol Unilever uses a
custom handwritten style font the thinking behind this choice was that the
stylish handwritten custom typeface will complement the legacy symbol with a
sophisticated elegance the two go together really perfectly with the fonts
making up for the seemingly random patterns of the logo the bold sans serif
U is very imposing a very bold and so having a friendly and approachable logo
type below is a nice use of contrast and this allows the brand to connect with
its customer and user base if you then use a sans serif font we can easily see
the clash of having a strong San serif u symbol with an epic a sans serif font
below it just doesn't work we've now lost that contrast between the script
fonts and things don't look as good as they originally did we can also try a
lowercase serif font but again the informal elegance of having
sophistication and the handwritten logo type has ultimately been lost you can
see how easily the logo type choices can affect the end result of a logo design
creating the leg a symbol is just half of the challenge when creating a logo
and every aspect of the logo type needs to complement the logo symbol and
express the brand message properly so to do this firstly know exactly what the
brand message is what do they want to say to the audience and who are they
claiming to be are they high-end and expensive are they a cheap alternative
in the market are they eco-friendly well maybe the design is aimed at children
first know the brand message and target market and then everything else should
fall into place a dashlane is an application that can
save your passwords and your vital information in one secure location as
well as saving you time in your design workflow so you don't have to keep
resetting your passwords every time you forget them you can download the
dashlane app on one device for a lifetime totally for free and then
secure everything with one master password the neat thing is that dashed
line doesn't actually store your master password so even if there is a hack the
encryption will prevent your data from being compromised now another cool
feature that will save you time in your workflow is the autofill function when
filling out forms online now you can probably relate to my distaste for these
forms because I encountered them pretty much daily and this tends to eat into my
time as a graphic designer over the course of days and weeks - Lane can
alter fill these forms with your information in an instant which means I
have more time to focus on my business and my clients our work there are other
cool features of dash lines such as alerting you to when there is someone
trying to hack your accounts a password manager that tells you the health of
your passwords a VPN service to remain anonymous online and so much more you
can download the free version of the dash line app to one device for life but
the premium version can be downloaded to a limited devices for a lifetime using
my link you're going to have access to the premium version of dashlane for 30
days at a trial so do check out - Layton link down below and start securing and
optimizing your online life and career as a graphic designer today and if you
do want to keep boosting your skills as a graphic designer
do remember to subscribe to my channel for weekly graphic design content and of
course until next time guys design your future today peace
you