Gos & Nogos
For Startup Logos
How to design a scalable Corporate Identity
Berlin, 2 August 2013
glow I Gos & Nogos For Startup Logos I 02.08.2013
The 5 best tips for a
guaranteed
launch failure
Logo Nogo
glow I Gos & Nogos For Startup Logos I 02.08.2013
1. Crowdsource your logo.
Because any one of the 100 crowd-
designers wo...
glow I Gos & Nogos For Startup Logos I 02.08.2013
1. Crowdsource your logo.
Because a designer can´t understand
your brand...
glow I Gos & Nogos For Startup Logos I 02.08.2013
2. Ask your cousin – he can
make nice doodles when he´s
on the phone ......
glow I Gos & Nogos For Startup Logos I 02.08.2013
You wouldn´t ask a designer to cut
your appendix just because he can
hol...
glow I Gos & Nogos For Startup Logos I 02.08.2013
3. Let the intern do it.
Get it: Branding is something for the
executive...
glow I Gos & Nogos For Startup Logos I 02.08.2013
4. Let´s just write the name in
Helvetica.
!!!!!!!!!!!!!!!!!!!!"
Logo No...
glow I Gos & Nogos For Startup Logos I 02.08.2013
4. Let´s just write the name in
Helvetica.
No: your start will be the be...
glow I Gos & Nogos For Startup Logos I 02.08.2013
5. I have this brand and logo
left from my last start-up.
Don´t even thi...
glow I Gos & Nogos For Startup Logos I 02.08.2013
Logo failures
Logo Nogo
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glow I Gos & Nogos For Startup Logos I 02.08.2013
•  A brand is like a friend
•  What if your friend is a business guy
one...
glow I Gos & Nogos For Startup Logos I 02.08.2013
5 tips for a
successful start
Logo Go
glow I Gos & Nogos For Startup Logos I 02.08.2013
1. Think big!
Think about your brand, about what is
special about it, ab...
glow I Gos & Nogos For Startup Logos I 02.08.2013
2. Start simple!
Start with a circle, start with a square, with
a rectan...
glow I Gos & Nogos For Startup Logos I 02.08.2013
3. Make it special!
There must be something special about
your logo, a b...
glow I Gos & Nogos For Startup Logos I 02.08.2013
4. Give it the right feel!
Does your brand feel extravagant or
cheap, la...
glow I Gos & Nogos For Startup Logos I 02.08.2013
5. Talk to your target group!
Is there something in the mind of your
tar...
glow I Gos & Nogos For Startup Logos I 02.08.2013
Have an idea!
Because ideas
are scaleable.
And the most important:
See the a – z?
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See the bear for the Swiss city of origin „Bern“?
See the hand in „My“?
See the “C“?
glow I Gos & Nogos For Startup Logos I 02.08.2013
Scalable test
Imagine your logo in two common situations: first small,
t...
Mastertextformat bearbeiten
Zweite Ebene
Dritte Ebene
Vierte Ebene
Fünfte Ebene
Mastertextformat bearbeiten
Zweite Ebene
D...
glow I Gos & Nogos For Startup Logos I 02.08.2013
Names or symbols that identify the
unique source of a product or service...
glow I Gos & Nogos For Startup Logos I 02.08.2013
It takes understanding to make an outstanding logo
•  What is the core o...
glow I Gos & Nogos For Startup Logos I 02.08.2013
Thanks for watching!
If you need help...
We are more than happy to assis...
Gos and Nogos for Startup Logos
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Gos and Nogos for Startup Logos

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Tips and failures in Corporate Identity of Startup companies. Scalable business models need scalable CI. The best and worst in logo design. Checklist for successful briefings included.

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Gos and Nogos for Startup Logos

  1. 1. Gos & Nogos For Startup Logos How to design a scalable Corporate Identity Berlin, 2 August 2013
  2. 2. glow I Gos & Nogos For Startup Logos I 02.08.2013 The 5 best tips for a guaranteed launch failure Logo Nogo
  3. 3. glow I Gos & Nogos For Startup Logos I 02.08.2013 1. Crowdsource your logo. Because any one of the 100 crowd- designers wouldn´t spend more than 5 minutes on your brand. It´s better 1 designer spends 100 minutes on it to fully understand your business model. Logo Nogo
  4. 4. glow I Gos & Nogos For Startup Logos I 02.08.2013 1. Crowdsource your logo. Because a designer can´t understand your brand in 5 minutes (and they wouldn’t spend more!) and 100 designers cant either. It´s better 1 spent 100 minutes at it to fully understand what you want. Happy business people who crowdsourced their logo From 166 designs, that was the most remarkable but it looks like a million other logos for anything. I have no taste, so without consulting, I chose the most ridiculous logo for my brand.
  5. 5. glow I Gos & Nogos For Startup Logos I 02.08.2013 2. Ask your cousin – he can make nice doodles when he´s on the phone .... Get it: Designing logos is a profession. Holding a pen doesn´t make anyone a logo designer. Logo Nogo
  6. 6. glow I Gos & Nogos For Startup Logos I 02.08.2013 You wouldn´t ask a designer to cut your appendix just because he can hold a scalpel. Logo Nogo
  7. 7. glow I Gos & Nogos For Startup Logos I 02.08.2013 3. Let the intern do it. Get it: Branding is something for the executive board or the managing director. Sooner – or later. Logo Nogo
  8. 8. glow I Gos & Nogos For Startup Logos I 02.08.2013 4. Let´s just write the name in Helvetica. !!!!!!!!!!!!!!!!!!!!" Logo Nogo ANYBRAND"
  9. 9. glow I Gos & Nogos For Startup Logos I 02.08.2013 4. Let´s just write the name in Helvetica. No: your start will be the best chance for publicity and your biggest appearance ever. Don´t make it your last! Logo Nogo
  10. 10. glow I Gos & Nogos For Startup Logos I 02.08.2013 5. I have this brand and logo left from my last start-up. Don´t even think about it! A brand has to be tailor-made. It shows what you do and sell. Your logo and CI have a well defined job to do! Logo Nogo
  11. 11. glow I Gos & Nogos For Startup Logos I 02.08.2013 Logo failures Logo Nogo
  12. 12. Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Beware of negative hidden meanings.
  13. 13. Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Check the name in any language.
  14. 14. Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Think of what people might do to the logo.
  15. 15. Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Look again at your logo.
  16. 16. Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Check your logo from all angles.
  17. 17. Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Check for sexual connotations.
  18. 18. Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Try to see what someone else might see.
  19. 19. Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Take your name and mission seriously.
  20. 20. Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Be consequent. Do not use more than 3 fonts.
  21. 21. Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Don´t bore people to death.
  22. 22. glow I Gos & Nogos For Startup Logos I 02.08.2013 •  A brand is like a friend •  What if your friend is a business guy one day and a punk the other? •  Logo, font, layout, language, feeling should be consistent •  Trust has to be earned The first impression of a brand
  23. 23. glow I Gos & Nogos For Startup Logos I 02.08.2013 5 tips for a successful start Logo Go
  24. 24. glow I Gos & Nogos For Startup Logos I 02.08.2013 1. Think big! Think about your brand, about what is special about it, about what you want it to be. Think big, very big. Think of it as the definer of a new category. Logo Go
  25. 25. glow I Gos & Nogos For Startup Logos I 02.08.2013 2. Start simple! Start with a circle, start with a square, with a rectangle, something known and striking. Simple basic forms catch our eye and brain. Logo Go
  26. 26. glow I Gos & Nogos For Startup Logos I 02.08.2013 3. Make it special! There must be something special about your logo, a bite (Apple logo), a twist, a disruption. Logo Go
  27. 27. glow I Gos & Nogos For Startup Logos I 02.08.2013 4. Give it the right feel! Does your brand feel extravagant or cheap, laid back or aggressive, common or distinctive, smart or straight forward, posh or Porsche? Logo Go
  28. 28. glow I Gos & Nogos For Startup Logos I 02.08.2013 5. Talk to your target group! Is there something in the mind of your target audience, that you can trigger? A picture, a metaphor, an angst, a desire? The more we can trigger, the less we have to say. Logo Go
  29. 29. glow I Gos & Nogos For Startup Logos I 02.08.2013 Have an idea! Because ideas are scaleable. And the most important:
  30. 30. See the a – z?
  31. 31. Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene See the tire around the o?
  32. 32. Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene See the arrow between the E and the x?
  33. 33. See the bear for the Swiss city of origin „Bern“?
  34. 34. See the hand in „My“?
  35. 35. See the “C“?
  36. 36. glow I Gos & Nogos For Startup Logos I 02.08.2013 Scalable test Imagine your logo in two common situations: first small, then big. • Place your logo in the logo bar next to the others. • Place it in the magenta box on time square Does it stand the stand out test?
  37. 37. Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene Mastertextformat bearbeiten Zweite Ebene Dritte Ebene Vierte Ebene Fünfte Ebene
  38. 38. glow I Gos & Nogos For Startup Logos I 02.08.2013 Names or symbols that identify the unique source of a product or service: •  A promise to the customer •  A trust mark •  A unique value proposition •  A meme to remember Why CI?
  39. 39. glow I Gos & Nogos For Startup Logos I 02.08.2013 It takes understanding to make an outstanding logo •  What is the core of your company. •  What is it your doing and selling? The one thought. •  What is it? One Metaphor. •  Crucial: What is your promise? •  What kind of actor would impersonate your brand best? •  What does aour product or service feel like? Choose max. 3 keywords out of the following list: Trustworthy Authentic Relevant Unique Revolutionary Progressive Popular Appealing Likeable Admirable High quality Innovative Service oriented Cute CI Questionaire
  40. 40. glow I Gos & Nogos For Startup Logos I 02.08.2013 Thanks for watching! If you need help... We are more than happy to assist you: contact@glow-berlin.de

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