🔴 What Makes A Logo Great & Iconic? w/ Sagi Haviv

What is a good logo? What is a bad logo? A logo is not communication. It's identification. It's the period at the end of sentence and not the sentence. How do you create a simple but not generic logo? Should a logo be complicated? How can you justify the price of a simple logo? Is a simple logo easy or hard to create? How can you make a timeless logo?
Logos are never love at first sight. It takes time to develop. A trademark gains meaning and power over time. Who
Chermayeff & Geismar & Haviv is the brand design firm behind many of the world’s most recognizable trademarks. Since 1957, the firm has pioneered the modern movement of idea-driven graphic design across every discipline, specializing in brand identities, exhibitions, print and motion graphics, and art in architecture.
03:26 How did Sagi become a partner at the design firm he was working at in under 3 years?
08:30 How to deal with Imposter Syndrome
12:00 How did your partner take it?
13:30 Go where you're needed the most
15:57 What's a good/bad logo?
18:32 Identity book video
20:02 Logo isn't communication, it's identification
23:00 Logo is too simple?
26:00 How can you sell a simple logo if you're just starting out?
29:50 How do you determine how much to charge a client?
32:50 What's the point of a logo?
35:50 A logo should endure
36:00 Perform a "slap on" logo test. Does it work for everything you slap it on?
38:21 Clients hated the logo at first
40:21 Chase Bank logo
43:40 First impression can be misleading
48:00 How to justify what you charge?
49:00 Presentation strategies
55:00 Conservation International Case Study
1:00:00 Who is your dream client
1:08:30 How do you land a client?
1:13:00 Episode recap & summary
www.cghnyc.com
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[@ragzm9794]

That was equal to 10000 hours of learning on identity design. Thanks, sagi haviv and our ever loving Chris and his team :) - raGz

[@OeloDickAble]

"logo is identification, not communication logo is period of the sentences, not the sentences itself" f*ck. this guy is so good

[@MitchMahoney]

A logo must be: *1.* Appropriate *2.* Distinctive *3.* Simple

[@CoronaTheVirus]

A logo must be: 1. Appropriate - not in the expression but in the feeling, i.e. bold and dynamic for sport or elegant for fashion 2. Distinctive - how well it can be identified, can it be doodled easily? 3. Simple - in order to be reproduced in different scales, colors, etc. A good logo balances (2) distinctiveness and (3) simplicity. A bad logo is too generic or too complicated.

[@user-ie5jf3mk5e]

Any logo = Great Story. Check FEDEX

[@gustavodg7709]

Pls I'm from Brazil, need a logo with a hive and a tree, or a tree and a bee, somebody have a ideia pls?

[@Shim0nn]

A day after i watched the video a just came here literally for your comment to write it in my notes

[@janesafoo]

And memorable!

[@_veewhy]

My apologies to the other guests, but the single best live stream in recent past. It is 4 am right now in India and i've watched it twice back to back to absorb everything. A big thank you to Mr. Haviv for sharing your time and knowledge with us and thanks to everyone at Futur to get him onboard.

[@thefutur]

it was value packed with great advice.

[@Kronken]

A logo is not about communication, it’s about the identification. I deleted a slide on my deck that has an object pointing to another object pointing to a finished logo. That’s why we need brand messaging. This is gold.

[@johnyepthomi892]

This line was so eye opening to be said by someone with lots of experience. I totally agree with this .

[@osvaldob2321]

Can't focus on the video. Sagi's teeth are so white and perfect. :o

[@turqoiseblaze]

Same thought damn

[@farahildasaputri]

and his eyes

[@startechstudios6114]

Weird comments......

[@piccolaradge8333]

He’s very handsome

[@LeoElGDT]

This has to be one of the best so far. And that's no small feat.

[@andomaker]

For sure. I just finished listening to it, and I definitely have to rewatch it and take notes.

[@adrianrodgon3485]

The logo is the period of the sentence, no the sentence. Brilliant!

[@mustofanuruzzamanneaz7856]

I dont get it can you explain please.

[@quickathletes]

@@mustofanuruzzamanneaz7856 its similar to the phrase "its not what you do, its who you are"

[@ChrisWorksCreative]

"A logo is not communication. A logo is identification." - Sagi Haviv This is the first time I've heard this, but it makes complete sense.

[@alexng4]

A logo is an identification of the product. The product gives the logo it's identification and meaning. Not the other way around. A product gives a logo breath of life and purpose. A logo is irrelevant and meaningless on its own.

[@downo]

@@alexng4 boring and partially untrue. You don't seem to understand logos.

[@startechstudios6114]

@@alexng4 Ya, that’s not correct. Companies can be filled with millions of products, but only one logo. A logo, even with no product, is powerful. Also, it doesn’t just identify a product, it identifies an organization, and more precisely, an idea....

[@alexng4]

​@@startechstudios6114 "A logo, even with no product, is powerful." Oh lord, It's the companies' products, ideas, that gives the logo its meaning and power. Not the other way around. You guys are have zero understanding of 1st principles. If i give you a logo from a company you've never heard of. Would you even have a idea what that logo stands for, the message, or the "perception" of it? Absolutely not. No wonder why you guys are graphic designers and not engineers. Zero concept of fundamentals and logic.

[@Glitchalicious]

But I feel like that's almost like saying it doesn't really matter what the logo looks like. Shouldn't a logo be communication to some extent? I don't think it's as cut and dry, or black and white as his quote is to lead us to believe. What are your thoughts?

[@lee_hyorin]

Every time I think I've finalized my logo idea for a client I watch this video from beginning to end, & throughout watching, I'm making edits where I see fit from the tips they're giving. By the end I'm always happier with how they turn out (also I need to buy that book!!) I love podcast type episodes like this jam packed with so much information 💜 they've helped me improve my logos so much and I can communicate to the clients the value of simplicity so much more-- so thank you!

[@unjodly1179]

What a quote; A logo is a period after the sentence, it is not the sentence itself. Brilliant value showcased here! Thank you theFutur!

[@skywire444]

The best interview and interviewee ever on this channel. Well done.

[@thefutur]

Thank you.

[@mrangelovdeyan]

I just want to thank the whole team of TheFutur and the great guest Sagi Haviv for taking the time to do this interview. Inspiring and motivating! Thank you!

[@joshuacrane]

I could’ve watched another two hours of this.

[@djlive408]

Joshua Krohn yesssss pleaaassseee

[@paulodotong2738]

make it 5

[@ZaibateI]

Would be awesome to bring Sagi to Logo Critique !

[@thefutur]

That would be next level.

[@MichaelEMJAYJohnson]

Been doing this for over a decade and yet, I felt like a first year student watching this video. Alot of relatable stories and insights. Well done Futur.

[@thefutur]

You are not the only one.

[@deanharrison7740]

Mr Haviv distills answers down to absolute gems, clearly he has an innate ability to simplify an idea. Every logo designer should watch this. Thank you thefutur for bringing this to us.

[@NunoGuitana]

Ok, hands down. This is the best interview I ever saw from a Designer to a Designer. I learned tons. So many great tips along the interview, but mostly, the most understandable breakdown to a design philosophy approach on how to create a mark. Damn. So well putted into simple words by Sagi with practical picked examples. Amaaaaazing. This is more than a interview -this is a Masterclass. Thank you so much for this and for introduce me to Sagi's work.

[@godweenausten]

"The logo is not the end communication about you". (in the context of the second story) This statement has so much truth and wisdom packed in it. Excellent interview, thank you The Futur. Again you delivered :)

[@sandwhale685]

I'm an concept artist with no graphic design background and I still get SO. MUCH. KNOWLEDGE. from every one of these videos. One of the things that we as illustrators really struggle with is how to elevate our personal brand beyond just a behance portfolio gallery. Watching these videos and interviews has helped me understand how to elevate my personal brand and now I'm getting the kinds of clients that I always dreamed of back in my Art Center days. I'll always be grateful for the incredible well of free knowledge, it really is an gift to aspiring designers and professionals who are looking to learn.

[@thefutur]

Awesome!!

[@BarKeegan]

This is gold! Sagi’s response to handling fluid systems is spot on, reminding us that other aspects of art and design can support the mark, but the mark needs to be untouched/consistent

[@lifeuplift]

The smile and charm on Mr. Haviv shows passion and hard work which can motivate every student .😊

[@JonnyRoss]

Really not sure if theres anywhere else on the internet you can get this level of nuanced thinking and discussion around this topic and have it produced so nicely. Thank you guys so much

[@inner.inspire]

I really can't see how anyone can press the dislike button on a video packed with gold like this one

[@TheChocolatiie]

This is the type of content and speakers you would expect when you pay to go to a really top notch design college. And it's for free, on youtube. Truly amazing.

[@matthewcharlesworth447]

That was a fantastic interview. Sagi seems like a genuine giving person. Really helpful insights shared. “A logo is not communication. A logo is identification. A logo is the period at the end of the sentence; it is not the sentence itself... the less it says, the better” I think I’ll direct future logo clients to watch this!

[@thefutur]

He’s great

[@darylcaberte]

Years later, this has put up a good case for me to buy his class on Domestika haha.. love it!

[@ryujin2810]

The difference from the why I learn from him vs how I learn from school is I absorb everything from him all immediately. Awesome

[@supahmariostyle]

Holyshit..."A logo is not communication. A logo is identification." That one phrase changed everything for me.

[@BrantK147]

wow, amazing video. Sagi is not only super handsome :P but also dropped so much valuable knowledge, it's insane! I've seen Chris way more excited with other guests but I feel this chat was the best :)

[@charleshoughton]

Congratulations on this stellar show. Such density and power.

[@Lemur1988]

This is my favourite interview on logo design and a great inspiration overall. I watch it at least twice a year :) Thank you The Futur and Sagi Haviv for this great (free!) content

[@elunicocalvo]

That motion graphics really did the trick of making the logo into a period at the end of a sentence as he said.

[@asherriyaal]

This was amazing. Thank you so much. The concept that a logo is an identifier, not a communicator is such a valuable differentiation. I think that a lot the confusion about the purpose for a logo comes from its relation to the brands other marketing and it’s story. As we see the logo used in relation to other ads, media, events, products, articles, and personal use or engagement we attach that story to the logo. When you try to attach a story to a logo, it’s not only confusing, it’s undeveloped. We see a Nike commercial with people running, struggling, winning, losing, sweating, etc and THEN the swoosh appears at the end. When it does, it ties that story to the logo. Try making a logo that conveys all those elements! Major brand logos have decades of story behind them. Not just their marketing, but how the company itself engages with society. Capture the feeling in a clean icon !

[@quickathletes]

this is the best explanation of haviv! way more natural than in his ted talk!

[@batanggalagala9404]

Meaningful topic and conversation. TY LOGO is the period to the sentence. LOGO is never a communication but Identity. Distinctive & Simple

[@angitaylor5685]

More than Logo Design- Sagi is telling us-How to attract Clients/life/ success- Integrity, Perseverance, Vision, Having a servant heart-"They Need Help", Staying true to your path and your client's path, don't pick a path that is not going where you want to go. So many good bits in this interview.

[@hukhozokezonaga7987]

I couldn't resist watching it when I saw this while scrolling through your playlist. Worth every bit of it! Old but still new to me. Thank you.

[@thefutur]

You’re very welcome

[@pitershmitter9997]

thefutur - where perfect guests meet perfect host

[@thefutur]

yay!

[@jellybaby822]

Fantastic interview, thank you. Sagi is very generous and has a lot of humility when asked some cheeky questions about money and how to land clients 😂. He has great simple but sophisticated insights and a fabulous smile!💋

[@amac4271]

I absolutely love his philosophy on identity. Thank you for sharing this interview.

[@yaleryn]

Thanks The Futur & Sagi for this impactful and meaningful conversation about logo design !

[@Kudakwashe_]

Currently experiencing dullness whenever I design, with this much knowledge am sure I will break the barrier and reach a new level of understanding.

[@leatorabosigo5600]

We've made references to international brands in selling logo concepts. Clients would say, "These are companies that can afford the risk of simplicity". And then you gotta go back and do mock-ups to try and convince the client how the logo could work, which piles up more workload

[@jaypzl]

OMG! Even some of those simple marks have a journey of where they came from to how they are now. See Apple and Nike. Sometimes people (designers included) only consider the snapshot of what they see right now, and not realize the journey that it took to get to that snapshot.

[@mattheusswinkels1716]

So good! I already know I'm gonna watch this episode again in a week and in half a year to really get all the information in my system. Thank you Chris, Sagi and Futur team for sharing!

[@blessedhay]

I am grateful to be part of this channel, I am grateful for the contents I am served on daily, I am happy I chose logo design as a career and of course this interview will help me a lot.... thanks @chris @matthew @thefutur, you guys are awesome...

[@MrUtoobee]

Some really good insight here . . . 1. A logo is not communication. A logo is an identification. 2. Should be appropriate. Its a feeling. 3. Keeping the mark as simple as possible. 4. Logo is a period at the end of the sentence, it is not the sentence itself. 5. Using Motion Graphics or other means to justify your vision is a must. 6. Immerse in the world of the client. (Industry, Competiion, Vision, mission, who they are, who they want to be, who they might be in the future)

[@sambyiers3809]

Sagi is so watchable I absolutely loved this episode which is full of valuable information, deliciously presented by this laid back kibbutznik! Thank you 🙏

[@siebebos]

Finally made some time to watch this. Special recognition for Matthew. He is on the ball.

[@travismcfarland3068]

THANK YOU! Finally heard what I was missing for far too long, and had a breakthrough on a logo design I have been losing hope on. Thank you for the great content you guys work on for people who are still learning or starting out on this journey of Graphic Design. I appreciate it greatly!

[@michaelhermann2545]

I watch this on a monthly basis 🙌🏼 PLEASE get Mackey Saturday on here. The Futur community NEEDS his wisdom.

[@katyai.2369]

He’s such an inspiration. One can learn so much from even one sentence he says ☺️ thank you The Futur and thank you Sagi!

[@imdxpertm]

Thanks Chris for bringing on Sagi Haviv. He is very inspiring guy. He shared really great tips. Would love to learn more from his immense knowledge.👍👍👍

[@threedumb]

Thanks so much sharing such a long interview with such an interesting figure! Please get Sagi on again. Since Paul Rand, C&G&H are truly one of the last great identity firms around. I have about 176 more questions for Sagi.

[@joannemillion2624]

"Go where you're needed the most" 🙏

[@patisserie1524]

His white smile makes me smile every three minutes 😅✨

[@DeezyJenkins]

I'm just getting started on my design journey and I can't help but feel this is a perfect video to move forward with. Thanks for the post, love the content on the Futur.

[@jwalzer]

Learned more about logo and design in the hour plus than all the year of my life - props to The Futur for knocking this out of the park (as they usually do)!

[@Jonesrful]

Pure goodness in this. Such a strong conversation here that has so much to learn from.

[@CreativeDonkey]

Damn. I had to delete all my logos from facebook after watching this. It's a new beginning now on.

[@ritarita7293]

Lol🤣🤣🤣

[@rektangul7210]

Thank you Chris for doing such valuable videos despite that their reach is not as great as it should. Sagi is a fantastic guy and he doesn't come up with nuggets. He is a freaking mine of great quotes and advices that make you think and change for better.

[@edengrim2657]

The emphasis on simplicity was the greatest takeaway for me. Though its hard to be simple these days but it helps in the long run especially when these logos have THICKLINES

[@brightonblogger]

Thanks for hosting such a fascinating speaker and subject. The Chase Manhattan and Conservation International cases were so enlightening!

[@angelaremetio6094]

Refreshing talk about logos. One of the best talks in my book!

[@thefutur]

Yes!

[@KJAnderson]

I nearly gave up on logo design because I was having such a hard time explaining the power of simplicity to clients. How logos are not communication but identification. The clients couldn't see the financial value or felt the concepts had a severe lack of representation. They want a design with a lot of detail that's unrecognizable when scaled small. However, I don't completely blame the clients. Although I presented well polished and packaged mockups of the logo, I didn't create a means to bridge what the client was familiar with, with something foreign (a true symbol). Like how Sagi did with the Conservation International logo reveal video. I thought of doing that but didn't charge enough for the time and resources needed, which is another topic - getting the right or ideal clientele/projects, lol. Once again, another great discussion that has helped me a great deal. Thank you!

[@Boxxxxxxxxx]

At the end of the day - clients should get what they want. If they ever suffer poor performance or you give them proof of how your previous clients performed they may be more receptive.

[@KJAnderson]

​@@Boxxxxxxxxx Yes, very true. You can lead the horse to water, but if the horse is paying and requesting soda, you have to give it to them. Lol, I joke, but I completely agree. Thanks :)

[@ameereeo]

this is the best video I have seen related to how a logo should be or how you should deal with clients. thank you guys ❤

[@stfncreatormodeon]

Thanks for this helpful interview! Thanks so much for Sagi Haviv for his time and thanks thefutur team and Chris for your great work!

[@Emkaylab]

I am from Nigeria and am shocked at the question that were asked here was excalty issues I was facing truly you are a genius sir 👍🏽

[@openyoureyes4799]

That logo guy's eyes are so sparkelly that he must be very happy and loving!

[@draartivyas]

Hey, I’m a Medical Professional and will be going through Logo Creation and believe me this session gave me a new way of looking at Logo ! Thank you Team 😇

[@thefutur]

You're very welcome.

[@Leopoldus7]

i couldn't stop looking at that yellow 17 on black background, continuously imagining the last square forming a 2 square vertical line ending the number 7, the power of black and yellow contrast with wooden toy in front of it

[@Emanoflove]

Chris and the Futur team. Thank you for all that you do this session is worth so much.

[@helloimflo1]

Woaw ! What a good episode ! So much good advices here ! Thank you the futur for all your work !

[@mitigiant5328]

We love you Futur!!!

[@ogunkorodevincent3491]

This is really helpful, thanks for this information Futur!!!

[@harryngo5421]

Perfect timing, I didn't watch the whole video yet, but I am designing a logo right now, and this video comes up.

[@sstelevision6376]

One of the most beautiful and informative design discussions I've ever seen. So much knowledge and experience and expertise in one sitting. Well done and thank you.

[@chris3ailey]

Gold as always... LOVE THIS! Thank you all :D

[@alfonsodelosreyes119]

Every person who's making a logo should watch this. Wow!!!!

[@169ester]

That was a whole great CLASS! I took so many notes, and the motion piece from conservation international brought tears to my eyes, bc it made SENSE and it's so functional! Great live! it's the 2nd time I watch it and every minute of it was worth it.

[@thefutur]

Thank you 🙏

[@mosesmabele7167]

The interview was dope. Sagi Haviv is very sharp and smart...

[@thefutur]

agreed

[@ElusivEnigma]

I didnt even know who Sagi Haviv was before this. And this interview just signal handedly saved and evolved my creative thinking and perspective. I'm looking forward to my future growth. Thank you.

[@leeghany5163]

Guys A big Thank you for all your help and advise. I could listen to more of this.

[@adamlourenco]

Man, thefutur is definitely a designer's safe and driving haven. I hope this community really is the future of design

[@Pedraw_]

I’m rewatching and still gold!

[@davemorgang]

So much value in this one! Thanks Sagi and thanks Chris! 🔥🔥🔥

[@davemorgang]

@Alice Dexter My phone did it again. Thanks for letting me know, Alice. I already fixed it.

[@dhrupaddas3498]

Kudos to The Futur for bringing us all the design giants! Such great insights!

[@rrsanchez]

He is so smart and SO GORGEOUS!!!!

[@thefutur]

Yeah he is easy on the eyes.

[@paulirwin2678]

Awesome! So much information shared from such a talented guy. Sagi was a brilliant guest! Thanks guys!!

[@rr7firefly]

It's very interesting how the tone of New York designers has changed since the classic days of 1960s and 1970s design. So informal. People back then spoke about things in a more abstract manner.

[@jessebrown8044]

This is so beautiful. The bar gets raised every video.

[@jilianryan562]

Thank you to everyone involved in creating this video for making a master level of logo design knowledge available to so many people, including me, for free! This is my second time watching it. I'm taking these lessons and am off to make an appropriate, memorable and simple logo for my client. Your impact continues to grow :)

[@thefutur]

Thank you Jillian

[@xtcgaming2209]

the slap on logo part was dope !! got me goosebumps . such words much wow :)

[@equus123]

So. Much. Great. Content. Thank you Sagi and Futur for a fantastic conversation. 🙌

[@limerencemediahouse4044]

So many golden moments of information. Truly, this is an incredible gift to the creative community. Endless thanks to The Futur and Sagi Haviv.

[@nurulhasan10]

This episode is a treasure for logo designers. Loved it. Thank you

[@djlive408]

Man I love design soo much that I can watch these videos all day if you had one that lasted 12 hours lol...Keep it up guys!!

[@thefutur]

Haha. You can just make your own playlist and watch back to back.

[@djlive408]

The Futur will have to do that

[@konrTF]

Incredible episode. I had a lot of moments where the way I think of design was heavily validated and that's awesome. Really raised my confidence and got me thinking about stuff again!

[@blessedhay]

same here too...

[@thefutur]

Me too

[@michellezareas8276]

That was such enlightening discussion. Thank for sharing your expertise, gentlemen!

[@Kidwaizer]

Aww man, such an amazing interview. It seems amazing how simple logos can have such an impact like the Chase one or the National Geographic, but for me the most impressive one was the Conservation International, such a radical change and how they managed to convey all that information in such a simple logo it is absolutely amazing. I wish I could do stuff like that already I don't know if I'll ever do logos like that. I found this channel because I wanted to make a brand for my smol company that just started this year and we have very low budget so doing it myself is the cheapest way. Thank you so much for all the great content you put here on KZbin.

[@FelipeMascarenhas]

Wow... what an amazing interview. Learning so much all the way from Brazil, Futur. Thanks for all these great material.