there's one key aspect to graphic design that I personally mastered pretty late
in my career but when I did things really started to take off and escalate
for me as a graphic designer if you follow along today and grasp
today's concepts you will surely be able to elevate your graphic designs your
career your client and your workflow to that new level Airbnb launched in 2008
and it's an online marketplace for people to list their property for people
to book and rent initially they had a logo that was made up of the font of
belleau and this was actually created by one of the cofounders of Airbnb
so right off the bat what does this logo say and how does it come across to you
the viewer it's friendly and fun with that calligraphy kind of style or open
style lettering however this kind of lacks a personality or uniqueness it's
just another calligraphy style font and so this isn't too memorable this kind of
logo could easily be lost on many consumers however the curvy and soft
lettering style could communicate comfort to the end user and that's
pretty ideal for the niche sector of renting out properties for you know
sleeping and friend breakfasts the business did do really well with this
logo for six years but it was time for a rebrand now I can be said that Airbnb
wanted a vision and an entirely new concept rather than just a rebrand they
really needed to level up and become a more of a firm presence in the minds
society at large and to achieve this Airbnb enlisted a branding agency design
studio so first design studio addressed the leuco type and they chose a decent
Sun serif adaption of the font brown and so this style of fonts will create a
more serious and more professional presence in the minds and the eyes of
the end consumer as opposed to that playful non serious calligraphy style
font however it's not too serious because
it's not exactly a serif font is it
so let's move on to the icon itself and this is abstraction of four principles
according to Airbnb people places love and of course Airbnb and they will blend
it into a single a shape and these words the people places love and so on play
into that vision and that concepts that they wanted to convey to people and it
communicates that renting a property from a single person for a few days is
more personal than say a stay in a hotel or something like that it also pays a
homage to the original round and soft style of the logo previously and this is
seen in the curves so you can see how shape Psychology relates here because
round and curved shapes do communicate love and togetherness and all that kind
of stuff so now the logo has an icon and this is very very crucial to make sure
the logo or the brand for that matter was solidified in the minds of the
people and it will elevate them to that next level that symbol is going to be
imprinted in the minds of the people the world over and it's notorious on things
like apps of smart devices which I'm sure you've probably seen somewhere
along the lines so where has that color red come into play you might ask well to
quote the company itself it is a color that delivers the emotion and passion
based around the brand without the aggression of pure red the red however
is meant to be a secondary palette with colors and names drawn from countries
the world over and this makes it more unique and more personal to each
individual and their journey around the world so in the first example you can
see how the design studio took the problem that a and B and B had and then
they evaluated the problem everything surrounding that brand and then gave a
design solution that was really really really successful it's all about
understanding that fundamental problem and then delivering value to your
clients with the graphic design solution and so let's go on to the second
demonstration today again by design studio so let's look at another example
but this time let's break it down even more simply so you really grasp the
concept here so in England there is something known
as the football Premier League or if you're an American it probably called
soccer but anyway over the decades this logo has more or
less stayed the same pretty much with its embodied lion the football logo type
color schemes are the same as well and has just kept the same standard so
what's the problem here and where's the fire the Premier League always uses a
sponsor with in their logo an example being the Barclays Bank
but after separating from Barclays in 2015 it was time to become their own
brand that stands alone for the first time so in the words of the spokesman it
was time to rebrand and stand alone and to modernize in line with the current
times it was important to streamline the logo so it is relevant and optimised on
smart devices and this is something that so many brands are doing these days and
this is one reason why I tell you guys that your ladies should be simple to
optimize on to smart devices Lukas simplification is more important than
ever husband in this current time so what was done about this problem ask
yourself what would you do as a graphic designer to accomplish this problem so
we actually see designer studio back again for around two and they were
commissioned to rebrand the Premier League so they firstly addressed a logo
symbol and the lion motif was evolved into a modern graphic mark that scaled
properly and which looked incredible among its competitors within the sports
sector and beyond design studio presented the league with a wide-ranging
kits of parts so to speak that can be adapted for different purposes this
essentially is at different forms of the same logo
these include versions of the logo in different sizes more or less text as
well as different layouts and backgrounds and color patterns so the
logo type also has been more modernized with a sleek San serif font as opposed
to that outdated italic Lugar type B su or before this helps in the effort to
bring this brand into the new era and I think it was achieved really really well
and so I hope you really can see the power of
knowing the problem that a client has and how you can work a design around to
the solution this is adding value and this is what it means to be a graphic
designer of course if you want to learn more techniques about graphic design
maybe illustrator or just in general do click one of the videos on screen and
also subscribe to my channel for weekly graphic design content but of course
until next time guys design your future today peace
you