Most normal people don’t think about what goes into creating a logo. Apple is just an apple with a bite taken out and Google is just a bunch of colorful letters. But most normal people don’t know what makes a good logo; they just know a bad one when they see it.
Graphic designers and marketing agencies can recognize a bad logo too but they can tell you why it won’t bring in any extra bucks. There are elements like typography, vision and design that determine the uniqueness of a logo. At Bon’s Eye, we recognize this concept but we aren’t the only agency who does.
Inetdesign, a Danish branding agency created a video that uses a collage of well-known logos to explain what makes them so exemplary. They removed the actual brand names, and replaced them with words
The actual script of the video talks about the importance of branding, how good branding is like telling a story, and how the successful brands are the ones who win the marathon, not the sprint. The sequence of logos combined with the narration overlay does a wonderful job of highlighting exactly how iconic logos have become in our culture. We don’t need the actual brand name if the design elements are strong enough on their own. And really who needs Burger King when you’ve got the Golden Ratio?
Typography – the style, arrangement, or appearance of printed letters on a page – is becoming more and more important in advertising. A switch in typography can change a brand’s whole message. Now typography can send a charitable message, too.
A new suite of fonts designed by the Arrels Foundation is based on the handwriting of people living in the streets of Barcelona. Featuring the script of 10 different homeless men and women, Homeless Fonts has named every individual font after the person who wrote it. With each comes a summary of their story and personality. There is even a promotional video that introduces a few participants and shows how the project came together.
You are invited to use the fonts in social media for free by downloading the app. Brands can purchase these fonts for their advertisements, too, and of course, donations are always welcome. This campaign isn’t just a cool project that raises awareness for homelessness – all profits go towards helping the 1,400 people supported by the Arrels Foundation.
Homeless people are often seen as a single overwhelming, unsolvable problem. It’s easy for the general population to forget that these folks are people too.
This project’s goal is to humanize the people living on the streets, claiming that “the same thing that helped them beg in the street is now helping them escape from it.” With 3,000 homeless Barcelonans, the Arrels Foundation’s hope is that putting this project into action will help them reduce that number to zero.