【Lynda高精度字幕由CGSUB.COM独家发布】 We've already seen with Apple and Starbucks that
a logo doesn't need an obvious connection to its product.
The pottery logo doesn't need a pot in it,
but I really want to make this point,
partly because we try to connect them so tightly
and partly because it speaks to story.
So here's another example.
What does a crocodile have to do with a shirt?
Do these things go together?
The interesting thing is they do.
Ren\u00E9 Lacoste, in the 1920s, was a tennis superstar.
He won seven grand slams.
For two years, he was number one in the world.
On his way up, he became known by
his friends and opponents as "the crocodile."
He played that up. He had a fashion sense,
and he sewed a crocodile onto his blazer,
and it became his personal brand.
And the rest is Lacoste history.
This is fun. You know? A crocodile on my shirt.
What I like is that there's nothing
forced or fake about this.
It evolved naturally out of the real and true story.
And because of that, you can feel a sense of life in it.
What this means for your designs is do that.
Everyone has a story, but note that
this is not the contrived story of
when we were pretending to be Apple.
The true story is always about people.
Things don't have stories. Companies don't have stories.
It's the people in the companies who
have the stories, and it's the people who make
the things who have the stories.
It's about their vision and their hopes and their loves.
You've probably heard the term "target market."
Design for the target market?
That might be suburban, married,
30-somethings who make $60,000 a year.
Good luck with that.
I'm not a fan of target market thinking.
The so-called target market is only data.
It's a number. A number has no eyes. It has no mind.
It has no heart. It's nothing. Literally.
If you're changing an existing logo
that's making a billion impressions a day like Pepsi,
a target market may have some value,
mainly in assuring stockholders or you,
but you know what you're doing?
Although Pepsi spent three billion dollars
to go from this
to this.
So, draw your own conclusions.
Good logos are not designed for a target market.
They're designed for the owner of the logo,
the one who cares about it.
It's the people thing.
Think about your girls naming their soccer team.
They'll pick a name they like.
Or your literary friend naming her new used bookstore,
she'll pick a look she likes.
If Moby Dick means something to her,
it'll probably be her logo. If it's not, it should be.
Even famous logos get done this way.
Mercedes Benz. Mercedes was the name of
the daughter of one of the company's early backers.
Adobe wasn't named for it's world-changing technology.
It was named for the creek that ran
behind the house of one of its co-founders.
Kodak means nothing.
George Eastman just liked the letter "K."
And Pepsi was named by its founder for pepsin.
Pepsin is a digestive enzyme and
the root of the term, "dyspepsia."
That ought to haul in customers.
But guess what? It does.
So, think people, think story, skip the target market thing.
I mean, within reason. You can tell.
You don't design for investors
if your product is for preschoolers.
You don't design for preschoolers
if your product is for cancer research.
But trying to dice it any finer than that? Nah.
Imagine designing a wine bottle logo
for a target market of quote,
"upscale fifty-somethings who live in the South."
How would you even think about that? You can't.
But if you imagine making it for that hoit bearded happy guy
who whistles while he works and was crazy enough
to start a winery in his 60s, thinking that others
would love his boutique wine as much as he does.
He's the guy who's going to get the good logo.
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