Scott Stoll, Graphic Designer, Portfolio

Golden Gate Logistics Logo

What makes a good logo. Part 4.

Concept and execution

When you buy a logo you are really buying an idea that represents who you are and what you do.

I met with my client at Golden Gate Logisitics, and we talked for over an hour about his company. We thought about illustrating a logo with boats and planes or one with Asia and America, but eventually, we settled on the obvious icongraph of the Golden Gate Bridge. Having picked a subject matter, there were still infininte angles and perspectives of the bridge. So after researching and brainstorming this idea, I sent him a bunch of thumbnail drawings (concepts or ideas) and we settled on one perspective. So I rode my bicycle out to the bridge and took this photo as a reference.


Golden Gate Logistics Bridge

Once the subject matter and the angle were chosen, there were still infinite possible ways to illustrate the subject matter, including choices in style, complexity and colors. Compare the original photo to the illustration below.


Golden Gate Logistics Logo Icon Dingbat

Notice how I dramatically simplified the bridge and enchanced the colors. Notice how the illustration doesn't have to be a literal representation; in fact, an illustration often has to be exaggerated to convey the same impression as the 3-dimensional object. In this case, I emphasized the contrast between thick and think lines to give it more perspective.

The more simple a logo is the easier it will be to recognize from a distance, on a sign or at glance while perusing a newspaper, and that means better brand recognition. Also, the easier and more economical printing will be.