[實務] David Airey 為Berthier 公司設計LOGO的過程

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David Airey 是一位著名的英國設計師,專門接案子替人設計LOGO與VI等企業識別。它的設計並不華麗典雅清新,很有質感。

其設計宗旨為:

好的設計應該配合顧客所想要的,而不是設計師自己覺得最美的。

 

另外他也架了一個部落格,專門用來介紹它的設計案過程、以及提供一些設計理論與心得。對英文不錯的人來說,翻翻他部落格應該會很有收穫。除此之外,部落格中還有很多 廣告案例與分享之類的,是經常被推薦的設計相關網站之一。

網站連結:http://www.davidairey.com/

 

在這裡,我翻譯了一篇他替貝蒂埃公司 (Berthier) 重新設計新LOGO的過程。這個設計過程很值得參考,尤其對想要走LOGO設計的設計師而言。

David 所強調的不是設計的技巧,而是設計的概念。以及它是如何與顧客討論,然後做出一個富有設計感,同時又簡單、兼顧識別度、大眾化與泛用性,卻又能夠使顧客感到滿意的作品。

之後我還會陸須翻譯一些他的文章,包括更多設計案例,與相關的LOGO設計原理等等。

 

Logo design process for Berthier Associates

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Dominique Berthier, Managing Director at Berthier Associates, approached me to redesign his company's identity.

Berthier Associates Co., Ltd. was launched in 1987, specialising in the planning, design, installation and maintenance of modern workspaces. The company is based in Tokyo, but provides coverage throughout Japan, and the client list includes Air France-KLM, Ferrari, Citroen, Carrefour, Aozora Bank, Saudi Petroleum, and Vale.

多米尼克貝蒂埃是一位總經理,任職於 貝蒂埃合夥公司。而我取得了他們這一次準備重新設計商標的案子。

貝蒂埃公司成立於1987年。從事現代化工作環境的規劃、設計、裝置與維護等事業。公司總部設置於東京,但提供的服務卻涵蓋整個日本,客戶名單中甚至包含了 法國航空- KLM、法拉利、雪鐵龍、家樂福等...

 

Inside the company brochure (prior to the logo project):

公司內部的小冊子 (先前的標誌):

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Logo design brief – 商標設計簡要

Dominique wasn't satisfied with the old Berthier logo design (below).

多米尼克並不滿意貝蒂埃之前的商標。

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I asked what the new identity should say about the company, and the following key words and terms were listed: fresh, attractive, livable, reliable, concern of the users, modern, innovative, flexible, on time, perfection, professional, total management, high quality, multinational, planned efficiency, conceptual, detailed, cost saving.

I was glad when Dominique added, 「The above key words should be called to mind, not shown explicitly.」

A 』simple, yet powerful' logo was called for, text only (known as a logotype), to be incorporated into a visit card design (visit cards are the Japanese equivalent of business cards).

The final design needed to work as a watermark, inverted, monochrome, grey and in small sizes.

我詢問多米尼克有什麼關鍵字術語可以用來形容他的公司。而聽到的回答是: 新鮮的,有吸引力,適宜居住的,可靠的,關注用戶,現代,創新,靈活,及時,完善,專業,全面管理,高品質,跨國的,有計劃而高效率,概念性,詳細,節省成本。

我很高興最後聽到多米尼克說:這些關鍵字只能稱得上是一些想法,但卻不夠明確。

(Asika: 真想包山包海阿...)

他要求一個簡單但有魄力的LOGO,且必須是純文字型的商標。而日後將要被用來做為訪問卡上的圖片(訪問卡對日本人來說等同於名片)。

並且最終完成的版本需要包含浮水印、反白、單色、灰色與小尺寸等等版本。

I expect, on top of good taste, a flawless graphic work, with fonts carefully selected and juxtaposed … a detail — preferably genius one — should express our creativity and modernism. Overall, kindly keep in mind that our selling points are not products but solutions resulting from intellectual activities.
Dominique Berthier

我希望可以再加上良好的品味完美的外觀設計字體的排列。其中最重要的一點是 應該要展現我們的現代化與創造力。整體來說,要記得我們所販賣的不是產品,而是 提出解決方案過程中的知識與智慧。

多米尼克貝蒂埃

 

Mind-mapping and logo sketches ─ 心智圖與LOGO描繪

A vital part of any design project, sketches allow for a free flow of ideas, un-restricted by computers.

執行任何設計案子中最重要的一點在於,運用手繪圖進行構思過程。這樣能夠讓我們的想法自由流動發展,並避免受限於電腦本身的限制。

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Various logo options ─ 許多種LOGO樣式選擇

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This option (above / below) was deemed too organic, when the service offered by Berthier is more functional and precise.

上下面這兩個版本被認為太過有機風格,但卻更能夠清楚展現貝蒂埃公司的精神價值。

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The following images show a little of my exploration into customised letterforms — one aim was to find the right balance to work beside Japanese Kanji (Chinese characters used in Japanese writing).

接下來一些圖片展示的是我正在探索的過程。目的是希望找出一個與日本漢字搭配起來 最平衡的方案。

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Black and reversed logo options ─ 黑色與反白的選擇

It's important to have an adaptable logo design — one that works on light or dark backgrounds.

有一點非常重要,一個LOGO設計要能夠適應各種使用場合。如暗色或亮色的背景。

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The logotype was formed by customising Gotham — a superb type design from Hoefler & Frere-Jones) — and here I highlight the individual characters that were amended.

現在這個LOGO設計來自特別修改過的Gotham字體,一個由 Hoefler & Frere-Jones 所設計非常優秀的字體。以下我圈出了我修改過的地方。

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I like Gotham. It is an elemental, no-nonsense font, therefore a good match for any architectural firm. The work you did on this font has also the advantage to give it a more refreshing touch than the original.
Dominique Berthier

我喜歡Gotham。它自然而不嚴肅,並且適合任何的建築公司。而你對他所做的修改有個優點,就是比之前來得更為 清新自然

多米尼克貝蒂埃

 

Berthier visit cards ─ 貝蒂埃的訪問卡

Once the logo was finalised, we began the visit card design.

Dominique kindly sent some of his printed cards from Japan, which I took a few photos of (below). Plike was used as the card stock, which is also what my own business cards are printed on. It gives a very distinctive feel, and I was more than happy to recommend its use.

當LOGO一設計好,我們便開始進行訪問卡的設計。

多米尼克很好心的把一些訪問卡成品從日本寄給我,因此我拍了些照片。Plike通常用來當作卡片的材質,像 我自己的名片也是用這材質。它給人一種很特別的感受,而我也很高興能夠建議他們用這種材質印卡片。

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You'll notice in the photo above how the Berthier logo wraps around onto the reverse side, and appears in a very subtle white ink.

你應該能注意到貝蒂埃商標如何的以白色墨水印在上方背景,並且具有微妙的反光效果。

 

Berthier logo online

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At the time of writing, the Berthier website is almost 100% Flash-based — not ideal for search engine optimisation. A new website development is in the pipeline, which I very much look forward to seeing.

在編寫這篇文章的時候,貝蒂埃的網站是100%使用FLASH製作。對搜尋引擎來說非常的不友善。新網站的計畫正在進行中,而我非常期待能看到。

 

Logo design testimonial ─ LOGO設計的回饋

「We had been in quest of a graphic designer for several months but the few ones I got in touch with never seemed able to meet our taste. Finally, when I discovered David through a Google search, it appeared likely that such a passionate designer would be the partner we had been looking for — which became obvious as soon as we started working together. After reviewing our requirements, David sent us a few proposals and, taking great care, created numerous modifications. We were plainly satisfied. Most importantly, each modification introduced that special detail that makes all the difference. Needless to say we are extremely satisfied with the results. Thanks David.」
Dominique Berthier, Berthier Associates Co., Ltd.

我們已經找了好幾個月的設計師,但少數接觸到的根本完全無法滿足我們的需求。最後,我透過Google 搜尋到大衛。它展現出來的設計熱情,就是我們所在尋找要想要成為合作夥伴的特質 這是顯而易見的。當我們開始工作後,大衛提出了許多建議,並且以非常謹慎的態度進行了多次修改。我們非常的滿意。最重要的是,每個細節的修改都造成了非常不一樣的結果。不用說,我們非常滿意這樣的結果。感謝大衛

多米尼克貝蒂埃

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原文連結:http://www.davidairey.com/berthier-logo-design-process/



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