A case study
The Whitney Museum of American Art in New York recently updated their logo. Now you would think that an art museum would have wonderful access to amazing designs, all high falutin’ and crazy impressive, not just a couple of squiggles. But, wait – it does! What their new logo so succinctly demonstrates for us is how strong an image can become when you pare it down to the barest minimum and use it smartly.
What you end up with is an incredibly dynamic icon that flexibly supports a world of every conceivable art style imaginable.
Less is More
When it comes to an icon for an entire body of effort as every organization, project and company art, the designer is tasked to acquire the essence of the endeavor and take everything away resulting in one clear, easy to ‘read’ and very capable image that will serve the meaning of the people and projects it represents when they’re nowhere around to explain things.
- A logo is difficult to design.
- A good logo is even harder to create.
- A high functioning logo is among some of the most difficult things to design on the planet.
Most people leave off at the first bullet point above. Few have the resources to get to the level the third point illustrates. Most of us have to be satisfied with how our resources can work to attain the second approach. For many of us this will cause us to do some very serious and integrated thinking about our efforts and the meaning thereof.
Wait, So We Need Squiggles??
No! No, this logo solution would not be at all appropriate for anyone else. YOUR logo will have to take into consideration those aspects of what you’re about that are unique to your thing.
But once we hit on something really workable – oh the fun we can have!