6 GOLDEN Rules Of Logo Design (Logotype) - 100% Essential!

[@SatoriGraphics]

🔥 Take Your Logo Design Process To New Heights here: logodesignprocess.com/ or on Gumroad here: satorigraphics.gumroad.com/l/logoguide You can learn about some advanced logo design rules right here: kzbin.info/www/bejne/pHLUimyJl8iDd7c Here's the FUTURE of logo design: kzbin.info/www/bejne/b6rFh3iAq9uXrNU

[@lgz82]

Small mistake, Zara is a Spanish brand. Own by Inditex (still Spanish). Created by Amancio Ortega in Galicia.

[@preciousprotector200]

I can't afford your e guide. Help me

[@SatoriGraphics]

@@lgz82 correct

[@86Corvus]

Dont buy crap from posers online

[@gertrudedierude7224]

*Golden Rule for Headlines, Titles, and Claims* *Never capitalise* _the, a, and, or, but,_ *nor* _any preposition _*_shorter than_*_ five letters_ (unless it’s the first word of the headline/title, of course). ► Honda got it *right:* 3:37 “The Power of Dreams” - you did *not:* 4:00 😘

[@Mario.sno_]

Zara isn't an English brand, is from Spain

[@x2karns]

yh, he doesn’t know shit jus talking to talk

[@dansyz80]

I would like it from England 🏴󠁧󠁢󠁥󠁮󠁧󠁿

[@HasturrX]

Who?

[@DoryYas]

I Love Zara's redesigned logo! it's okay to break the rules sometimes

[@salomehernandez5547]

you have to know the rules to know how to break them :)

[@yannpoco]

@@salomehernandez5547 I that case, I think the designer who was hired by a international brand, knows.

[@cruztube23]

Thank you for this great video Satori! As for Zara, when the new logo came out I was also confused. But with time I find it amazing. Just yesterday I was in Zara buying a jacket and I've taken a closer look at how they've implemented the logo on the inside of their clothes. Only then I realized that one of the main reasons why their letters are so close to each other is - you can print the logo much bigger on clothes than before, where the logo was wide and shallow. Now it's like a rectangle and can be seen way better. Also, in the Zara store I visited, they still had the old logo above the cash register. The old logo doesn't look nearly as creative as the new one. I like the new Zara logo. It's unusual but with time it settled really well.

[@paulprincewill]

I agree with you. When I saw him use the Zara logo as an example, I argued with him in my head that the concept is brilliant. It may disobey principles graphically, but it makes for a unique brand identity.

[@edelbutler8027]

I totally agree too, sometimes when rules are broken the result is more memorable and unique.

[@kcegr]

Not everybody can break the rules, but those who can are amazing… Zara’s logo is one of those cases where the rule got broken with intention and meaning… is great

[@SatoriGraphics]

Hi thanks for the comment and opinion. I replied to somebody who commented something similar, and so I will paste that response here. The problem was a need for more room, or moreover, that the design needed to fit into a less wide space. Instead of cramming the logotype together in an ugly fashion, the designer could have thought of a novel and original design solution to solve that problem. Instead they merely bunched the lettering up together as an eye-sore. How is that ahead of it's time exactly lol? A cat could literally do the same thing by accident while walking along the keyboard. The majority of designers in the community agree with this notion, and those who disagree either have some sort of attachment to the brand, or don't understand good design. Design is a problem solving exercise, and this was one of the worst solutions to that problem.

[@thomasbecker5687]

@@SatoriGraphics I am also going to respond my reply here, simply because I think these arguments are subjective. These are bad arguments you're making. "Merely bunched up the lettering together as an eye-sore" is like someone saying that the National Geographic yellow rectangle logo is "merely a simply rectangle that communicates nothing." And THEN saying that most graphic designers share the same notion. This is a fallacy. How about the notion that MOST designers are actually pretty bad at designing, and aren't as experienced as someone who gets to design for a $13 million-a-year profitable company such as Zara? How about the notion that the company that owns Zara saw a significant rise in their stock prices, starting from the time of the logo redesign until 2022? How else can we measure success here if not through a business lens? How about the notion that it's super on-brand for Zara or any "high-end" clothing brand to lead innovation within their industry? This is especially true in the fashion industry. How about the fact that all fashion brand logos look pretty similar and this was the best way to stand out and start a conversation? For someone who talks about marketing, you're leaving out a lot of the marketing favor this new logo has, and instead are focusing on merely the aesthetics, which is a terrible way to critique a logo.

[@tomw3452]

The Zara logo is great, and ahead of its time design wise imo. I think the criticism of it screams 2010s twitter "graphic design is my passion" type people.

[@victorvasilev4640]

i also find it appealing, thought something's wrong with me...

[@SatoriGraphics]

Please explain why it's ahead of it's time? The problem was a need for more room, or moreover, that the design needed to fit into a less wide space. Instead of cramming the logotype together in an ugly fashion, the designer could have thought of a novel and original design solution to solve that problem. Instead they merely bunched the lettering up together as an eye-sore. How is that ahead of it's time exactly lol? A cat could literally do the same thing by accident while walking along the keyboard. The majority of designers in the community agree with this notion, and those who disagree either have some sort of attachment to the brand, or don't understand good design. Design is a problem solving exercise, and this was one of the worst solutions to that problem.

[@kidsaccount1]

@@SatoriGraphics I have no attachment to the brand and I do understand good design, and I still think the Zara logo works. Not sure why you think those are the only two possible reasons anyone would like the redesign. Whether you think it was a good solution to the design problem at hand is really irrelevant. Whether it was done on purpose is also irrelevant. Also, the notion that the majority of designers in the community agree that it's bad is irrelevant. I don't even understand how you can claim to know what the majority of designers think. At the end of the day, regardless of whatever "rules" are in place, creative solutions are always judged with some subjectivity.

[@86Corvus]

No, its garbage. And the word sounds terrible. If it was supposed to be sounding like luxury it should be tzara not zara

[@Vizible21]

@@86Corvus how about "czara"?

[@Kotajohn05]

Best advice I ever had in regard to public speaking was to talk slowly. Your pace of delivery is spot on. Add that to the cracking content and you've knocked it right out of the arena. Legend, thank you. 🌞

[@SatoriGraphics]

Really appreciate that Mike, cheers buddy

[@ForeverSweetx3]

This is soooo true!! There is a restaurant in my neighborhood that is so confusing because they replace the letters are jumbled up together and the "O" looks like a fancy symbol. So while the restaurant is called "Opera" - most people think it's "Pera" or "Pero." It took me a while to figure out that the "O" isn't a design. LOL

[@SatoriGraphics]

Exactly! It's just not a wise idea

[@HooverDyson]

Zara's logo broke the rule, but it's unique and memorable, it makes people pause and look at it, and it also looks more fashionable than the previous logo. The high-contrast serif font detail also made it work

[@FinleyInc]

Sometimes you just gotta break the rules.

[@atroxicdesign]

The show is The Apprentice. I remember watching those particular episodes, my eyes started bleeding - and the saddest thing is that they collaborated with actual design studios for the visual identity... 🤯 Great content, btw!

[@dansyz80]

Thank you! I’m just finishing computer design professional school ! I’ll use your info! ❤

[@SatoriGraphics]

great to hear thanks

[@mar_ink]

Btw, Zara is not an english fashion brand but spanish, from Spain, it belongs to the Inditex Group by Amancio Ortega. Its horrible what they did to the logo xD

[@andyatmosphere]

This guys channel is pure gold!

[@SatoriGraphics]

thanks a bunch!

[@content1]

Hi thanks for your video. Regarding the redesign of ZARA which is a Spanish brand, not an English brand, I totally agree with you that they shouldn't had done that rebranding. Just to clarify here a bit. The redesign was done by one of the iconic French Creative Director Fabian Baron on the 90s and 10s in terms of fashion magazine design. However the problem is that pulled the old fashion fashion trick of tracking/kerning Bodony type. What he hasn't really realized is that that doesn't work for branding, specially for a shop name that needs to be seen from far as well as reproduced in all sort of mediums. I do have to say from the most basic type choice, that the previous font told fashion men while the rebranding font is now fashion for women. Thanks

[@SatoriGraphics]

yeah I made an error during the research of my video. Thanks for the insights

[@xl000]

I know the kind of people who go to Zara. I can tell you that it wouldn’t change anything if they just switched to Comic Sans MS in uppercase for their logo. People go to Zara because it’s in the mall where they are shopping. That’s all.

[@content1]

@@xl000 actually Zara is much more than a logo, even though is not may first point to buy, it is a good place to go if you want to know what's going on in fashion, let's be honest we can't compete with hundreds of people researching plus information from what millions of people are buying and creating across the world and creating new garments and making them available in days. We like or not Zara, has been the most forward company in fashion business worldwide. Will Comic Sans work? well, they proved that you can become the most successfull fashion brand in the world without doing ANY advertising during 40 years. I think that's good enough. Would a logo font matter? I also don't think so.

[@Juststudiothings]

@@content1 I have worked in fashion for more than 10 years on and off, and as much as I hate on Zara because of the standards they set in Fast Fashion- they are by far the BEST trendy fashion "high street" brand. From designs, fit, quality ad just sheer ability to translate runway into extremely wearable designs, they are really good at what they do.

[@RaihanJamil]

WHY is letter replacement with art/object a golden NO NO? So many wonderful examples are there.

[@drew9453]

He made some solid points about misreading the logo and not being able to recognize that it's replacing the letter... but at the same time, I feel like it's up to the designer's ability to find a way to make the design to come alive the way you intended it to be perceived. You have to trust your own judgment on this point. I agree with a lot of what he said... but I also believe that there have been some decent examples of it actually working for other applications. I've designed for multiple clothing lines, and worked in a print shop for a good amount of time in my early stages of designing. For a t-shirt design, there are ways to make this work and be able to make it noticeable. For a logo design, it's a lot harder though, because you want to create a sense of familiarity with the consumer. This matters when it comes to the masses. What WE may be able to see (since we're the ones designing the logo) the average consumer might not be able to. The safe thing to do is... just not do it. You want to simplify the brand enough to NOT confuse the consumer.

[@mazzamonk]

The remaining letters may convey another meaning - check other languages too....

[@SimplyChrist]

Many years ago, I heard a speaker telling marketers the vast major of their project budget should be dedicated to research. Once you know your audience, you can design materials that will produce the best ROI. Thanks for another great video!

[@SatoriGraphics]

absolutely. If you don't know the target audience then there is no way a brand or company can properly sell a product effectively

[@crypto_chkal7546]

Zara's redesign is very cool. Better than the old, ancient, logo.

[@omoladedavid8124]

Can you tell the font used?

[@lightningpuppet7895]

The golden rule should be that everything is subjective in the end. Most time the product sells itself due to its reputation so the logo is just something to identify it by. Honda has a reputation for building long-lasting, fuel-efficient cars that perform exceedingly well which means less of a money drain for a middle class person not because it symbolized luxury.

[@paulprincewill]

I do not know Zara or what they do, or what the old logo looks like. But if I were to judge solely based on the actual version with tight kerning vs the sample with normal kerning, I would say the new Zara logo really does well. The tight kerning made it really unique. Once one understands the principles and why they are needed, one can move beyond them. For example, if the goal is to add more kerning to make it more readable, what happens if a rebranding is done after the brand is already well known and can still be identified without picking out each letter? Nevertheless, I agree with all the principles you've mentioned. But you should really reconsider using the Zara logo as an example.

[@BigioBio]

Also, he doesn't know Zara is a Spain-based company and not an English one.

[@vickyparsons]

I totally agree, I think yes there are design principles, but you can break the rules once you know them and as long as its intentional, and I believe the Zara work marks kerning was completely intentional!

[@content1]

well it's all actually easier than we think. the tighter kerning that has been used in fashion design for the last 15 years is the best if not the unique solution to make the Zara logo more visible when is built inside a circle for the logo profile in social media icons. which is what most matters this days even more than the shop front logo.

[@paulprincewill]

@@content1 😃 that's an interesting point. I just learnt something new. If it is not too much work, can you point out a few more examples or content that talks more about this concept?

[@paulprincewill]

@@BigioBio 😅 I'm sure you're making a good point, but you'll need to educate me a bit. Please, can you explain how being a spain-based company changes the way the kerning is considered?

[@zakahossain7147]

Half way through the video I realised I was watching Satori Graphics (I have been a subscriber since lockdown). Hadn't seen your face in a video. You're lovely. Do more of these talking heads.

[@m2mdohkun]

The upside down technique is really good! It does change my bias. Really good tip there Sir. Thank you so much.

[@bolengbolokwe4619]

Wholesome and concise. Big thumbs up!

[@SatoriGraphics]

tyty :D

[@lucius1985]

Just an appreciation. Zara is not an English fashion brand, it actually is an Spanish fashion brand.

[@ayamnarzi4997]

I could watch you all day. your voice is so calming

[@BedeLaplume]

I have to tell you that I am a regular viewer and really love your content and appreciate the wisdom of your advice but I find rule no 1 ​somehow ​debateable.. It makes sense because your point is to emphasize clarity but because of the subjective nature of perception, there is no rock solid science like tons of research or mathematical equations behind this to make it an absolute rule. However, I understand the logic which is : '' don't replace the obvious with something less obvious''. That said, as you know, some symbols or icons are almost universally recognisable by almost all cultures and therefore are likely to achieve a better communicational result than a letter and give the logo an artistic edge with better retainability.. ​​Who doesn't remember the I love NY logo?

[@ivsonaguiar4979]

I get your point, maybe if you think of design as a problem solving method and not as art it will give you more clarity. Art is subjective to one's perception, design has to accomplish a functional goal to an audience, regardless.

[@BedeLaplume]

​@@ivsonaguiar4979 For me at least, design to be interesting, optimally, has to involve an artistic angle to it.. However it can be strictly functional and reach it's goal .However, it's less interesting and I wouldn't be surprised, that the more creative or artistic logos, have a better retainability..

[@ivsonaguiar4979]

@@BedeLaplume Yeah, I agree with you on that. Our challenge is to come up with something that is equally creative, asthenic pleasing and functional 👍

[@juanlasnoches8602]

I think as general rule of thumb, rule number 1 is a excellent advice "Readability and Clarity" over "form and shape" (some even argue over color) but as all rules, in some situations someone can get away with it breaking the rule. The More wide spread products or service the more readable the brand must be (Wider audience) ; in the other hand some Niche and new products can get away breaking this rule because they need instant association between the brand and the product. Brand name, Audience, phonetics, geographics, what typeface and culture play an important role part on it. The bad thing about it is completely related to rule number 6, universally recognizable symbols and graphics (or very attached to a "word") can become trend quickly and someone can run in many designs looking the "samey" in aesthetic (less brand retainability and less brand recognition).

[@hamzabami6983]

I agree with you, I didn't like rule number 1

[@GodWinsInTheEnd]

The (relatively) new Zara logo KILLS ME. I can't get over it.

[@liobeardsley]

Yes, you are so right about avoiding trend, I think many ppl would fall into this😃 thx for your sharing! Knowledges half of the battle😆 thx you!

[@SatoriGraphics]

Absolutely! Cheers Lio

[@johnobasanmi]

Thank you Satori I have been your active viewer for some years now and it has 75% change my design sense. Your color theories video is a top notch

[@SatoriGraphics]

Excellent!= stuff, cheers John

[@redowangrafix]

Simply amazing !!!

[@SatoriGraphics]

thanks man!

[@alexandrabanu8663]

IT WORKED, THANKS I'VE BEEN LOOKING FOR THIS FOREVER, BUT NO TUTORIAL COULD EXPLAIN IT AS YOU DID

[@lao-ce8982]

Really great video, I recently found your channel and I’m lovin’ it! One thing though. Zara is not an English fashion brand, it’s Spanish. The crown jewel of Amancio Ortega’s fashion empire: Inditex.

[@SatoriGraphics]

Thanks and yeah I made an error there

[@noahgeerdink5144]

I have dyslexia, which makes reading more difficult for me, and I’ve gotten the habit to guess words instead of fully read them. With logos that replace a letter with an icon or symbol I always read them wrong, you could say my dyslexia helps me to be a better designer by instinctively not understanding these types of logo’s hahah

[@SatoriGraphics]

Wow that's a really interesting insight. Thanks for sharing

[@noahgeerdink5144]

@@SatoriGraphics you could make a video about keeping disabilities in mind when designing, truly good UI design should account for this. Dyslexia effects 20% of us population alone. Colourblindness and ADHD or ADD effects about 8% of us population. Ect. You get the point, if you are designing something it is very likely that some portion of that group will have some kind of disability and if you can, you should account for those people to make the design truly effective. In fact, in many cases, accounting for disability makes design (especially product design) better.

[@GENEVIVEMUSIC]

Thanks I enjoyed your video. Making a logo now

[@SatoriGraphics]

Awesome! Thank you all the best

[@muhammadshoaib5358]

I learned lots of new things from this video. Thank you so much.

[@SatoriGraphics]

hey that's awesome thanks

[@karaloca]

Seventh Golden Rule. Be beautiful and harmonious. You could in effect follow all the previous rules and still create something ugly. A good designer knows beauty and unfortunately it’s something that cannot be taught. However, if understood by the viewer or not it’s extremely important to our feelings and these days is very much underrated.

[@ashlynvalerialandazaocotes9220]

BROOO thankyou so much, this really helped and the tutorial was really easy to use as well :)

[@QUASILLEAUX]

that Shinka Bold font is gorgeous...

[@duhanour7031]

Another amazing video like always 👏🏻 Oh and nice look by the way is it important meeting or a date? 😁

[@SatoriGraphics]

lol nah, I just fancied like a change for this video. I do wear things like this while out and about from time to time

[@billbobert]

actually decent advice

[@SatoriGraphics]

Great to hear thanks

[@documentsmaker3904]

good work king, love you

[@curtb1710]

This is such a good video packed with great information. I am an investor and we have many startups with terrible logos. This was a huge help. Thank you.

[@sunnyisles]

I think people over inflate the importance of a logo design. Honda's success has little to do with the logo design and more to do with its overall branding, market positioning and of course the product itself. Banks, insurance companies and fast food chains all target similar markets in their respective industries and have starkly different design choices. Im not saying it's not important but I sometimes think its just not that complicated. MasterCard is two cicles and national geographic is a square. A logo is a small part of what makes a brand successful. Once it serves its purpose then the design is fine rules or not.

[@akhbarov_a]

Thank you for this🙌

[@konichiwatanabi]

I was sweating bullets each time you transitioned to a new section 🤣happy to see I'm on the right track.

[@neoqueto]

The reason manual kerning is a necessity is because it's virtually impossible for a typeface to be designed so that its kerning conforms to all imaginable letter arrangements. Yes, kerning groups exist, there are certain features that can help speed up the process, but sometimes in order to achieve the right balance you have to look at the word as a whole, not just at individual pairs or triplets. There's just too many possible combinations for this problem to be solved by the font designer. If you rely on automated kerning in a logotype, it's going to be sub-optimal. There is also a big difference between text and display type (sort of related to 4:44), and kerning is part of that difference. But automatic or built-in kerning can be a good starting point, depending on your workflow. Good video.

[@morenofranco9235]

Excellent. The first pri ciples of logo design that seem to have been forgotten by the so-called trend setters.

[@SatoriGraphics]

Never forget the fundamentals 👍

[@ramjonbulasa9383]

Great tutorial, links and program worked fine for

[@navinkumar-ze9ot]

Useful Video... Thank you ❤

[@SatoriGraphics]

hey thanks Navin :)

[@maxmassell5173]

These are absolutely perfect. THANK YOU

[@SatoriGraphics]

Cheers man

[@skash_kashetu]

Satori you too good! :)

[@SatoriGraphics]

Thanks I try lol 😄

[@skash_kashetu]

@@SatoriGraphics 😅😅😅 I consume lots of your videos. You are a great teacher.

[@abhilashm.s.1374]

Your video is amazing and keep up the good work!!!

[@SatoriGraphics]

Thanks man :)

[@atomicvinylreviews3420]

I disagree about the Zara one, I think the overlapping letter work pretty well. I just don't like how boring so many logos tend to be, especially if they're nothing more than the brand name written in pretty average font. I like it a lot more when they put effort into making their own unique font or at the very least playing around with an existing one in a creative way like with the Zara on here.

[@seismixx]

That font is reaaally pretty and neat

[@SatoriGraphics]

Thanks Amar: logodesignprocess.com/fonts

[@socialgalactroop5263]

That was an eye-opener!! Thanks for this informative video

[@majfordan]

I love your videos. I always get to learn something every single video. I am an aspiring graphic designer and been watching your videos since I started this journey.

[@SatoriGraphics]

Great to hear that Mary Ann, and hope you keep growing as a designer 👍

[@Mrsolinvent]

Thank you, it works perfect!

[@typedwaves]

love the new look!

[@SatoriGraphics]

lol thanks Star!

[@NehhaDeshmukhCreativeDirector]

Zara's new logo is very good! It breaks the rules, aesthetically is chic and stylish, on trend and modern, prints very well on their bags. It gets people talking and stands out. No need to mock the designer :) They know what they're doing

[@SatoriGraphics]

1. Trends should be ignored and left out of logo design completely. If you think otherwise then you don't understand what a logo is and why they exist. 2. Breaking rules doesn't always make a design good. 3. It's a lazy logo and the majority of designers who know what they are doing dislike it,

[@NehhaDeshmukhCreativeDirector]

@@SatoriGraphics 1- says who? you? the "oracle"? 2. Agreed. 3. why this judgement of "lazy"? Don't get worked up, have an open mind :)

[@86Corvus]

No, its trash.

[@86Corvus]

You dont know what you are talking about

[@mariuh5620]

@@SatoriGraphics meanwhile the designer has been in the branch for 40+ years, so, idk, probably knows what he's doing and can act with intentionality en.wikipedia.org/wiki/Fabien_Baron wwd.com/wp-content/uploads/2019/12/fabien-baron-0012-.jpg?w=1280

[@Sisi-vk6pn]

6 golden rules. 1 golden channel. Thanks :)

[@SatoriGraphics]

Thanks for this :P

[@utsavtiwari5271]

Now after watching this video I can surely say, not every thing is meant to take seriously even if it is a golden rule though or even if it is a pro calling it a nerdiest thing...

[@utsavtiwari5271]

I think the pale! Never had his boundation broken or have seen the thing little out of the conventional form. just a constructive criticism... I know he's way ahead of my league in terms of design topology but still he's calling the person weird who eats cereal without milk but the pale dont know that the real art comes out from an weird or super weird people unlike the people who follows the systematic way for every single thing, I think, that definitely not how the art should be done Just a vantage from my side...

[@malak8296]

Did you just call me wired? Lol jk aside eye opening video thank you! I loved it

[@MladenBorisovPhoto]

Thank you so much for your video! It was informative and fun and so easy to consume! However since I am into filming and photography may I just give a little tip. If you turn to your left actually and let the darker side of your face towards the camera it will be better lighting composition. I know it does not sounds logical in the beginning but I am sure it will escalate your videos to a new level

[@drew9453]

Hell yeah... lol We need to see those shadows at the right angle. Film knowledge.

[@me_kells]

Yessirrr - am feeling professional right now. Thank you

[@SatoriGraphics]

happy to hear that

[@lboshkovic]

Thank you for telling everything that I keep arguing with my clients ALL THE TIME.

[@SatoriGraphics]

lol. Instead of arguing, try showing them your design next to their idea, and explain why yours is better. Also you can show how notorious designs already do this and why it works 👍

[@yannpoco]

Zara's new logo is out of norme it's a master move. Not everyone gets that, kerning is crazy but the visual is perfectly balanced.

[@GiPa98]

always awesome videos. Thanks!

[@SatoriGraphics]

Thanks man

[@Sisi-vk6pn]

*Zara is a spanish brand ;)

[@SatoriGraphics]

cheers

[@chicodeleita]

Sometimes redesigns take a while to sink in, maybe because we were used to the old version, and the newer one might seem out of place. I remember when Zara presented the new logo and I just couldn't get my head around it. Now I can see it works pretty well, especially on tight spaces like clothing and price tags. Zara is a company known for its high fashion focus, all the while maintaining very accesible prices for the masses. It's the Honda of clothing. Zara is spanish by the way, not english.

[@masonmansitomargiela1399]

HIGH FASHION FOCUS, don’t know if that’s what I would call High Fashion my friend. More like focus on disposable cloathing made in india or china and ripping off designers.

[@drew9453]

Yeah... you're definitely confusing "high fashion" with "fast fashion"... these are two very different world's. While brands like Zara and H&M make a lot of money, they are far from a high fashion brand.

[@fakhriirfan7262]

THANKS ALOT MA MAN IT WORKED FOR ME SURE TOOK A WHILE BUT ITS GREAT

[@jenna___6443]

You say "stay away from trending typefaces", but you also share really great typefaces that are free and might be trending because of this. I struggle to define trending, but what I feel the other extreme might be is this: I am currently working for an employer in which the developers outvote me and I have nobody to care for the designer's needs and the relevance for branding. They would not even let me explain why I think they are doing the brand a disservice. They were just mocking me, my boss being the first to do so. They don't take my job as a ui designer seriously, so they insist I may only choose from a small list of basic web-safe fonts for the entire branding of our page. So I can basically pair Arial or Segoe UI with Haettenschweiler or Times New Roman and that's the most creative I can get - for an education platform. They won't even let me use Google fonts. What do I do? Any suggestions?

[@uqbahharis8551]

Just find another company mate, find another company that will appriciate your design, and support your need to make a wonderful design

[@drew9453]

I've been designing for clothing brands, school districts, restaurants, and all kinds of small businesses for over a decade now, and I've run into issues where the client either already has a vision in mind and wants to control my creativity and discernment for design... more than they want ME to actually do the design for them, or they just want to tell me how to do my job. They simply just wanted somebody who is capable of using design programs to bring what they already have in mind to life. I had major issues with this. Why ASK for my design and not trust that I know what I'm doing? I've learned to let a lot of these people go. If they don't trust in my creative ability, it's not that I'm not capable, it's that they simply have a different perception and knowledge of what I actually do. Over the years, I've learned to still be of service but maintain my creative freedom by gaining as much knowledge about design as possible... and then being able to clarify the thought process behind my creativity. What you can start to do is... save each iteration of your designs throughout the process. So basically, if you start with a font and alter it, copy it to the side before you alter it and keep a note of what and why you are making that change. Then as you add more to it, keep copying the newer iteration over and over until you come to the completed design. You will begin to understand your own creative process and why you make decisions when you get to the end result. You can even guide them through each iteration and explain each one as you created them. I can't say that absolutely everybody will love your work, but I will say that they will respect your process more and the RIGHT people will believe in your ability and consider you an asset. I also read a lot of books on the psychology of advertising and branding, the sciences of color and shapes, etc. The only way they will respect you is if you offer irrefutable knowledge about what you do and why... and if they still don't, they simply aren't equipped for what you do. Don't take it personal. Just know that the right people will find you and trust in your ability eventually.

[@jenna___6443]

@@drew9453 Thanks, that sounds very much like I could have written it. I would have probably given the same advice to new designers. Since I'm a web designer and use Figma a lot, I do have a separate dump file where I unload all my iterations, but I also do versioning for ai files for example. I feel I have been able to explain my design process and reasoning well in the past, hence my employers are usually satisfied. However, there is also the odd day when someone is simply arrogant or won't even listen because what they want is so fixed in their minds. My current development team is actually nice enough so that on another day I could tell them that I felt not taken seruously as a designer when they laughed off my idea that fonts are relevant to a brand's identity. My boss explained that that may well be true, but big companies have fared well using only Arial, Verdana and the likes for their everyday Interfaces and that performance and ease of development trumps beauty. I did my own research and ended up accepting the premiss. Decided to be more creative with fonts in graphic design for landing pages and so on. The other case I have is an employer that started as a friend. So here it is very difficult for them not to take it personally when I make suggestions to alter what they already presented to me in terms of what they want. Nothing I do is really 'them' and too many people are involved in the decision making, thus they keep requesting alterations and it annoys me so much. I do offer alternatives when I feel the thing they actually requested in the brief is garbage, but I don't feel free to express it. At least once they actually liked my suggestion. I have considered handing in my resignation, but the pay is decent enough and I really don't want to have them search for someone new within the first few months of their newly opened enterprise.

[@DerkVisser1995]

You're awesome! This is so helpful

[@DamianSwarlik]

as always great explanations tutorial. Many thank 👍

[@SatoriGraphics]

Cheers Damian

[@deynaspeace]

cool! i enjoy your content

[@SatoriGraphics]

Really happy to hear that Deyna, thanks :)

[@KeyStroke_IT]

I died at the Zara logo 😂😂 Awesome content bro

[@86Kera]

Came for logo info but got schooled on being a Honda owner 😅

[@SatoriGraphics]

lol :P

[@stewartisan213]

As someone who has been designing logos for over 30 years now and picking up the odd logo design awards along the way, I can confirm your 6 points are very valid in logo design and are things to avoid. Your criticism of ZARA is just as it looks like someone just went crazy with the letterspacing feature in illustrator. I find this to be very lazy in thought and execution. The end result looks more like a font typing mistake than a well-thought-out logo.

[@yasseryasser5308]

Hello there , I really like your videos , I learned a lot from you , thank you for the effort u are doing for the community of designers , but I have a request , can u do a video about HOW CAN WE DO RESEARCHES TO GET THE BEST RESULT ABOUT THE QUALITY THE TARGET AUDIENCE etc ..

[@stinky59]

Thanks so much for these videos! Great tips and very concise presentation. I wish i had found your work sooner, there’s a lot of really long-winded design tutorial channels out there especially when it comes to adobe illustrator stuff, and you do a great job at speaking/presenting in a way that is efficient and easy to understand! Also haha @ 5:42 I don’t even need to squint to do that trick because i’m super nearsighted, all i need to do is take my glasses off and move about a foot away from the screen for everything to become blurry and illegible :D

[@SatoriGraphics]

hey thanks for the comment. Glad to hear that eye problems can have advantages :P

[@ivsonaguiar4979]

I think trends are the #1 mistake designers do, specially younger professionals who are more concerned about their work to look cool and not functional and timeless.

[@willyum3920]

For a long long time I thought the big O or backward 6 thingy at the beginning of the Asics logo was part of the word and it was some sort of diphthong or something.

[@MrCranebay]

Interesting video, but I have to disagree with your notions about Honda logo. Although using serif font would try to convey the product being more luxurious, there is a lot more than that how the brand is perceived. There are quite probably differences from country to country how people think about car brands, but I can say with 99,9% certainty that Honda is not a brand that middle-class people in Finland think about as even a slightly luxurious brand. I for sure have never heard that in any discussion. Here - and I assume in other Nordic countries as well - it's all about German brands like Porche, Mercedez-Benz, BMW, Audi (and Italian super cars ). The problem with cars is that even if you have the most amazing logo and you slap it on a car that just doesn't have the right design and right quality and feel - it won't save it. And I could argue that Honda logo is by design something that doesn't really have the feeling of luxury either. It lacks finesse.

[@drew9453]

I definitely agree with this... when I look at the "Ford" logo, I think 'classic', 'nostalgia', 'Americana' more than 'luxury'... and that might be more-so related to the fact that they do a better job at advertising their message, which is, "Built. Ford. Tough." I don't even think they were going for "luxury" to begin with. Branding isn't necessarily just about the actually design of the logo. It's about the correlations we create throughout the years with advertising. If you ever read anything Sigmund Freud (the Godfather of public relations) or his nephew Edward Bernays says about "group psychology" or "group think"... you will find that over time, communities of people will develop the same or similar perceptions. This also plays a part in how Americans and even outsiders begin to view American companies. Classic companies like Ford have built a perception of themselves over decades that we subconsciously make very direct and clear visuals over time. I always imagine 60's and 70's American muscle, leather jacket, "Grease" style images when I think of Ford. I think of old gas pumps on a the side of a highway, junkyard garage mechanic. That might just be me... but I have a feeling a lot of people actually do, just based on the movies and shows a lot of people grew up on. Those perceptions and correlations play a way bigger role than most people know.

[@mazzamonk]

Rule 7 - Comparative language - Industry Norms - research the look and feel in industry competitors to ensure it meets the standard ... you don't want your client to look like an imitator but you do want them to look like they belong

[@janus1450]

ZARA is not an english fashion brand, it is a spanish fashion brand... Sorry Tom ;)

[@SatoriGraphics]

No it's true, I messed up on my research

[@beristainbear3924]

Rewatching cause, simplicity is king.

[@SatoriGraphics]

👍💪

[@gnicollanos]

ZARA is a Spanish multi-national retail clothing chain. It specializes in fast fashion, and sells clothing, accessories, shoes, beauty products and perfumes. The head office is in Arteixo, in A Coruña in Galicia. It is the largest constituent company of the Inditex group. - Wikipedia

[@vee2524]

Wish I saw this before my last project. Violated the first rule but the client loved it 😔

[@dumisanimacdonald3519]

Satori you have helped me a lot with this tutorial again, especially with the first golden logo l was doing that and now l know how l am supposed to do it perfectly., Keep up the good work and thanks.

[@SatoriGraphics]

Glad I could help, and thanks for the feedback

[@conqr1113]

Thank you for these amazing rules !! These will help my logo designs look good and unique.❤️

[@LuisRdzG10]

HA!!!! I always stay away from trending things and commonly I hear the comments "your design is not trendy", That was exactly the purpose!!! Thank God I'm on the right path with this way of thinking while designing. I had a client that wanted his logo font type to be like Tik Toks chromatic style because of the hit of that app... by being a company that sells nutrients to animal food x.x

[@SatoriGraphics]

ooof, TikTok font for a logo lol. That is one of the worst cases of trendy client requests lol

[@MsTribus]

I'm actually squishing my eyes all day to check for readability and spacing-feeling. I hope my face won't get stuck one day. :p

[@davestrimgames9206]

so it's okay if there's a different size space between each letter? (rule 4) ...great video btw

[@SatoriGraphics]

It depends on how it looks, but yes, manual kerning is all about finding the right space between each individual character

[@skatemunchkins8943]

Best Author

[@babsonmayor1380]

Sir thanks for this wonderful content.

[@SatoriGraphics]

Most welcome

[@zeropluslessthan5126]

Panicked and had to check whether I had made any logos with the logomark within the logotext.

[@SatoriGraphics]

lol :P

[@faithrekt7069]

one of the most informative videos ive watched this year! thank you so much for helping us all. Your videos are so well done! What you do is brilliant!! ♥

[@SatoriGraphics]

Wow, thank you for the feedback

[@raihanlegant5573]

So much thanks for this Video ❤️

[@SatoriGraphics]

Glad it was helpful!

[@mydesignxd]

Great Golden role

[@SatoriGraphics]

👍👍👍

[@OffscreenkillVA]

Actually an really amazing video! Thanks for sharing those, especially the flipping upside down tip was to this point definitely new to me. As a beginner those Videos help alot! Take my like. :D

[@theprintguide3610]

One grievous fault not mentioned is making the logo an illustration - i.e. dependent on color or tone. Such logo designs often require different versions for different reproduction methods - e.g. signage vs letterhead vs newspaper ad.

[@creativebobbie]

The ol' replace the letter with a design or icon usually doesn't work for me either. Especially when the image is at a different size than the rest of the letters. I would have purposefully read that as "stro" lol.

[@SatoriGraphics]

exactly the point in the video, thanks for sharing :)

[@ytRap007]

thanks it help