By Gajan Tharmabalan
Gajan here again. I’ve talked at length about some frequently asked questions I encounter on a regular basis. This post is about the logo. I don’t get the opportunity to talk at length about the creation of the BOKEHinc logo, so I thought I’d write about it. It was an important step in the creation of the BOKEHinc brand, and some of the information here may be useful to you up-and-comers.
Attractive in its simplicity
Throughout the planning phases of creating BOKEHinc, the most challenging task was creating a logo that is reflective of our passion. Everyone aims to make something that resonates not only with themselves, but with their target audience. This could happen on purpose, or by accident. When setting out create something meaningful, the goal was to make an image that was attractive in its simplicity.
Scalability: Just Add Water
Would it it be picture- or text-based? Ultimately, I wanted something that would be easy to replicate. I want people to be able to draw out our logo easily. The dissemination of our content will only garner more recognition to our brand. At least, that’s what I hope for with BOKEHinc. I wanted something that I could recreate from scratch on any image editor or sketch on a napkin after lunch. Furthermore, in creating something that was easy to produce, it provides a platform to create something that is scalable. What do I mean by that? Creatively speaking, the fonts, colours, and shapes can be altered to coordinate with changing themes very easily. Technically, the art can remain vector-based and physically manipulated to fit any size and medium.
I have been using Photoshop for years. We’re talking over a decade. Naturally, I chose that as my medium for creating the logo. Choose the tool you are comfortable with. Photoshop is a beast of an application, but that doesn’t necessarily mean it’s for everyone. Keep in mind, Adobe has made it extremely easy to get your feet wet with their programs now. Personally, I opted to buy the CS6 Production Suite. However, with Adobe’s Creative Cloud service, you can subscribe to their ENTIRE suite of applications on a monthly basis and use it for what you need. No excuses.
Once the overarching concept and tools for creation were finalized, it was a matter of getting to work. I should stress that this process is not about working hard, but working strategically. Think scalpel opposed to hammer. More about subtraction than addition. You can find examples of branding that emphasize the details, but as I mentioned before, there’s a proven sexiness in simplicity.
Think scalpel opposed to hammer
Throughout the creation process, I put myself in a mindset of focusing on lines, shapes, colours, and fonts. Stress the details. This image will be representing your ENTIRE company. Suffice to say, think everything through. Once you manage to put together something, scrap it and start over. If you tackle this step honestly, your second (or third, fourth, fifth) attempt will draw only the best aspects of your initial designs. And if you’re lucky, you have something that might stick.
Accept Loss Forever
I wish this were my idea, but all credits go to Merlin Mann. Accept loss forever. Just because you think your logo is hot sh*t right now, doesn’t mean it’ll be timeless. Now, I’m not preaching the behaviour of rebranding your company year after year. That can get counter productive very quickly. I’m a proponent of humbling any criticism that comes your way and not shying away from mistakes you may have made. More importantly, you should get in the habit of making decisions for the future, instead of having them entirely based on mistakes you’ve encountered in the past. Be obnoxiously confident in the great work you produce, but again, humble any criticism that comes your way.
The logo created is something I am proud to have represent BOKEHinc. It is something that was intended to adapt and grow. This post makes the entire process seem a lot easier than it was. Truthfully, it was months of work and a constant battery of self-reflection. Why a circle? Why this particular font? Why not an image? These are the types of questions you should ask yourself when designing an important piece. Be your own devil’s advocate and strive to create your best work.
Have you been a part of creating a logo or brand? What were some of your challenges? Feel free to leave your thoughts and questions below. We’ll make sure to get back to you as soon as possible. Cheers.