We’ve all been there: tight schedule, and no fuel for the fire. How does one combat the dreaded block? There are lots of interesting ways that will instantly produce results. Let’s try them out.

Get Backwards

1. It’s like what it sounds, think of things backwards.

“When everyone zig’s, zag.” —Marty Neumeier (The Brand Gap)

These are words to live by. This quote can mean many things. We can apply it to thinking about ideas backwards. Take a design you’re stuck on and flip it around, try to give it some negative space:

If we’re going inside out, why not down side up?

Now all the sudden we have some character to it. Now maybe you can start seeing something you haven’t before. An eye form in the “e” maybe? Some sort of abstract shape, maybe even a symbol starts to form where earlier you were stuck. A lot of times it just takes the act of doing (don’t just think, do), even if it’s silly or may seem like a bad idea. Don’t be afraid to experiment.

It’s not necessary to be as literal as this, although thinking backwards helps to get out of a rut.  Designers tend to get pigeon holed in the comfortable, so get uncomfortable! If you’re stuck often it’s because you’re not satisfied with you idea, which is a good mentality to have–in moderation. If you never get stuck, ask yourself why? It’s likely you’re not challenging yourself.

exaggerate

Have you ever looked into a photo of someones eye, or a glass that is high resolution?

You will notice a lot of interesting things you never thought were there. This concept is endless with everything from photography to poetry, it’s used often.

Lets try it with the logotype from earlier:

personify

Here is a fun one: what does the client stand for? what are their values? do they have a taste? a smell? a texture? create a character around these things. If you need inspiration, check out Disney characters. Really, I’m not kidding. Disney artists were masters of this:

Look at the colors, and shapes, even postures. Evil characters had hard, sharp and abrasive edges. The good guys were always rounded yet strong flowing lines and shapes. Every single character has a purpose and unique personality through and through, as should our design.

history

This last one is a very nebulous concept. However, fear not! It is definitely worth diving in to. There are two main reasons; there are countless sources of inspiration, also this allows us not to fall into the trap of repeating forms. Have you ever looked at ornament in history? you should.

here is a page out of a book I like to keep around for inspiration:

If that isn’t inspiration, I don’t know what is.  History is full of them.

let try some of this in the logotype:

There are lots of ways of solving creative block, it’s just knowing how to utilize your tools.

Some book recommendations:

History of Art: Slipcased

Art: The World’s Greatest Paintings Explored and Explained

Meggs’ History of Graphic Design

Lets do a recap:

1. Think backwards
2. Exaggerate, it’s in the details!
3. Personify
4. Know your History

Good luck with your creative woes!

Please Dig/Stumble/tweet/Whatever else you do this post if you like it, thanks!

What sets a good trademark apart from an awful one? Why do some trademarks endure and others experience complete overhauls? Lets find out.

One color to rule them all.

First lets set things straight. Your trademark should always be able to work in a single color. Some might argue and shout, “but web 2.0 is the future, MORE COLORS!” This is an uneducated claim that “web 2.0″ will even last. Something else will take its place–I promise. How can we say this confidently? Well you hear it over and over, know history and you wont be doomed to repeat it. All these web 2.0 trademark are really just a revamping of all the old trends, but with more colors. Don’t believe me? Lets take a look at history of trademark design:

Remember that little company called Nike^®? How about the swoosh epidemic? Maybe not, just in case lets recap, lest we forget the martyrs (believe me there are a LOT more where these came from):

You smelling what I’m steppin’ in?

Trends come and go. But good trademarks endure. Does your trademark describe what you do? Don’t just do what is popular, make sure you give it some flavor. It’s no surprise that most of these companies have redesigned their trademark.

Money, money, money…

So what are some other reasons to keep a trademark simple? It cost effective, it has legs to move to other mediums and is easier to remember. Why spend millions of dollars on making a trademark colorful and doing complex spot process colors when you can just use a single effective color?

OK, so now to the grey area.  This doesn’t mean you can’t do “web 2.0″ style trademarks. It does however mean it should be effective in a single color. what do we mean by that? lets take a look at Apple’s trademark:

You can see that the trademark works in a single color. Doesn’t mean it stays this way, only that its pleasing to the eye without any addition of color. However you can see that apple went gone with the more simple emblem eventually. This is why their trademark has endured. Its effective, simple and runs laps around most trademarks.

we can apply this example the Concept Genius Emblem as well:

It’s clearly made with more of a 3D style, but it’s fitting for what we do here and for what purpose it serves. Also, it works in a single color, the shapes don’t look awkward or strange when broken down.

A little history, not the boring kind.

It’s interesting to look at the development of writing and how it formed.
Abstraction (e.g. an idea) > Oral Tradition > Symbols/Wall Paintings > alphabet to describe the symbols.

It makes a lot of sense when you think about it: Abstraction was the first form of higher level thinking unique to humans. They take an abstract notion of a thing like “to hunt” and try to eventually verbalize it, hence language is formed. Now the human brain kicks it into high gear and develops Cuneiform script in an attempt to be more naturally more systematic. Eventually leading to what we know as phonetic form of writing we know.

Why did we form shapes rather than try written language first? The answer is simple. It’s also why developing a good trademark is important. It’s cross cultural. Almost didn’t think of that one huh? Now the Jimbo tribe can send message to the Jenbo tribe even though their languages have developed individually, genius! Enter Nike…

Now lets take a look at how Nike developed their branding campaign. They roughly worked back words from how we got language. Going from trademark to logotype then to just the Symbolic emblem. Eventually they use just pure abstraction in some cases. It should be noted the emblem is seen more so than not, since it’s the most primitive form of communication. Unless you count pantomime, but that would make an aweful trademark, think of all the mimes you would have to hire?!

Most of the time one can recognize the Nike brand just from look or feel of the advertisement. There is something profound when you examine this.  It also shows the importance of a good brand. When you look at the history of how it developed it makes perfect sense, it was the first way of communication we had after abstraction or oral communication.

So it goes without saying, trademarks are indeed vital parts of a successful company.

A lot of companies end up failing or spending millions that shouldn’t be spent after creating a ridiculous name that makes no sense and doesn’t describe what they do. Avoid the headache and start out with a bang. Here are some criteria to create a great name.

1 – Originality

That’s a “no duh” one. However, if it’s a no duh then why do so many people make that mistake?

1. Make sure you can trademark the logo.
2. Make sure the domain is available. If it’s not, no sweat its not game over. Get creative–SEO, brevity and effectiveness should be kept in mind as you search. If you’re stuck try tools like:
   • Nameboy
     
   • Domain Generator
     
   • domainr
     
   • Dot-o-mater
     
   • Domain Exposer
     
   • Bustaname
     
   • Domain Tools
     
   • Domize
     
     
   • SquURL
     
   • DomainsBOT
     
   • DnScoop
     
   • StuckDomains
     
   • Dyyo
     
   • ajax Whois
     

They will save you many headaches. Don’t know where to start? try this.

2 – Wiggle Room

Does your name get up and go? Can you apply the name to other mediums and if you ever hire on designers will it let them easily design for it?

1. Make sure you have room for the name to move around. I’ve worked for a few companies that have struggled endlessly with even going as far as releasing videos how to pronounce their names because it was so confusing. Don’t make that mistake, make sure you have room to grow with the name. “Xoomdum” is probably a bad name to use where as “ZoomBoom” might be better. The latter connects with sounds, video elements, maybe even touch.
2. does the name provide room for a good logo? Abstract names tend to be harder to design for and don’t describe WHAT you do.
3. Does it make your imagination go wild or maybe connect with several senses; like smell, touch, taste, sound?

3 – Does it work for you?

Does it describe what you do?

If you sell medieval armor and call your self ‘Techniques’? *alarm sound* bad idea, it might sound good at first but if it can describe another business easily, i.e. recording studio, computer repair and so on, then you should probably keep looking. Make sure it sound like what you do, do some research.  If it’s medieval armor you sell, look up what the cities were called, what the kings names where, something that is unique to what you do.

4 – They love me, they really love me!

get feedback, is your name likable?

Ask some friends, family, strangers or anyone you can for that matter. Usually the first name you come up with isn’t the best, so try a few and let people choose. When you say “Nike” you get a overall good felling (at least from the name), and if you understand mythology it makes you feel even better. It’s a hidden reward built into the very thing your identified by.

5 – Type-o-City

Make it easy.

If I had a nickle for every bad name I’ve worked with, I wouldn’t be writing this blog post, I would be swimming in a pool of nickles breaking a world record. MAKE IT EASY TO SPELL AND PRONOUNCE, period. It doesn’t get simpler than that.

6 – Keep it short

Short is good

this is by no means insulting to your demographic.  Keeping it short makes it easy to remember and makes it resistant to being given a nickname, which in the long run will cause confusion. Minimalism is the name of the game here, if you can keep it to one word, do it. Two words are still OK if they are necessary to describe what you do.

7 – King of the court

Make yourself stand out.

1. Will the name make you stand out?
2. will it ring in the depths of your psyche?
3. What about your name will make you stand out from the competition?

Review:

1. Keep it original, use tools.
2. Wiggle room, does it have room to grow?
3. Describe what you do.
4. Get feedback
5. Make it easy to spell
6. Keep it short, if possible.
7. Make yourself stand out.

it’s all necessary to ask these questions. Follow through with this process and you wont be disappointed! Good hunting.

What do you think makes a good name? Lets hear what you have.

Client contacts you and says they need a project by tomorrow. You say, no sweat and get the pencil and paper out, boot up your computer and you realize you have absolutely no inspiration. what now? Well do not fret my friend! here is an effective and quick way to develop a solid concept.

conceptualizing an idea will show you how all the pieces fit together and let you visualize the final result. —Karl Aspelund

Very wise words. This is crucial to making a concept work. Too often we want to just jump into drawing and visual elements of an idea.  This approach for the most part is counter productive for a few reason.   If you just start guessing what will work what wont you have anything solid backing your idea.

Even if your on a tight deadline here are a few things you always want to keep in mind:

The questions

1. What is the most important thing you want to say about what you’re going to present?
2. Who are you communicating with? Students, Teachers, People with lots of time, Someone passing by?
3. Once you have what the most important thing is, how are you trying to say this?
4. Are people familiar with what you are presenting?
5. What do you want people to think of the thing being presented?
6. What is the history of the people/thing being presented.
7. What is the emotional connection and how do you make it resonate with them?
8. What tone or attitude do you want to want to convey.
9. Where will this be presented and how can you make it stand out from other things presented in the same way?
10. What is in it for the demographic?

One great tool to get those gears grinding is *dun dun dun* brainstorming. There are several ways to do this.

Mind map:

• this is simply just a random list of webbed connections. it can be really neat and organized or totally sporadic. That’s the fun  part of brain storming, There really is no wrong way of doing it.  Remember to always write down everything no matter how silly it might be because it can trigger a great idea. Use those neural synapses!

remember this can be done as a list too. It doesn’t have to be done with visual arrows. It can simply be a list of words or phrases in a notebook. What does the idea smell like? what does it feel like? what color would it be? what season?

I prefer to do it on paper so I can have access to it wherever I am, however if you’re not much of pen paper kind of person you can try some internet apps. Here is a good one to try out:

MindMeister
http://www.mindmeister.com/