Yesterday, Mixergy interviewed our Founder and CEO Wes Wilson. We’d first like to thank Andrew Warner and Mixergy for conducting such a great interview and giving us the opportunity to get the Brandstack name out there.
Check out this video of the interview:
How Brandstack is building a profitable marketplace for brands
If you prefer to just listen, here’s an audio version of it.
You can also head over to Mixergy to read a full transcript of the interview. Thanks again to Andrew for the great interview!
Here at Brandstack, we create brands. We foresee what our prospective clients might want one fine day and we design and develop it before they can think about it. But that is not all that we do. We also network those marketable brands to very unique, very covetable domains. And today, we have the pleasure of chatting with one of our expert domainers, a logo designer, a domain expert, a software developer and startup geek all rolled into one, Shahram Shokrian of IDA Studios. There is a lot to be learned from Shahram. Join me as I ask Shahram about how he started with logo designing and what process he follows for creating great brands.
Welcome to this chat Shahram. We thank you for being here with us today. Let us begin.
1. Who is Shahram Shokrian? Tell us something about yourself. Where are you based and what is your primary area of expertise?
Well, first off, I would like to thank you guys for doing a great job and for selecting me as the Showcase Designer. I’m an Iranian American born, and raised in Los Angeles. I discovered that art was my passion since I was 13 and had been drawing and painting since then. My first oil painting was very surreal and was influenced by Salvador Dali before I even knew he existed. When my mother took me to the museum to show me his works, I fell in love. It took me about 5 years and a semester at art school to finally get over his surreal influence that was present in my paintings. I realized that painting on demand wasn’t my thing and I went on to computer imaging at school. Before going to college at The School of the Art Institute Chicago, I was fortunate enough to get a 8100/80 apple computer with 24mb of ram and a 1gb drive. I thought I was a bad ass, especially because I had a scanner. I pretty much took a huge liking to it since I could play with my drawings in Photoshop (v2.5). Throughout the remainder of my college years at SAIC, I planted myself in the Art and Tech Department of the School. I’m glad I did because I was able to mix all types of media from painting, graphic design, 3d animation, motion graphics to electronics. The internet was starting to gain speed at that point and I started to work for an ISP doing hosting and writing HTML by hand.
2. Can you tell us about how IDA Studios came into existence? What is the story behind your own brand name?
Well I.D.A. Stands for Independent Digital Artists. When I came back to Los Angeles from school in Chicago, I started the design studio with another classmate I graduated with. The concept for the studio was to have a house full of designers that worked independently or on various projects that would come into the studio. We worked on all types of projects that were related to print, video and web. As the years went on the focus of the company changed and I added other divisions. Genetic Hosting was incubated and our pod casting software Podkive was developed from here as well.
3. Why did you decide to go into brand and identity development?
Good question, well I have always believed in creating a grand presence for companies and small businesses. The first logo I created was for this software company in Chicago. They loved the look of their business cards that I had made and asked me to create the software packaging and website as well. It was cool to see the whole package put together. Especially to see your stuff sold on shelves. I think being an entrepreneur also helps fuel my fire.
4. You have managed to score some pretty amazing 4 and 5 letter domains. How do you do that?
Well I think short and brand worthy names are the best combo for any business. So I stick to buying those types of domain names. My process for acquiring these domains vary. Once in a blue moon I’d be lucky enough to hand register a domain name. I mostly get them for a third party by checking out the whois information or at a domain auction. The domain name business is pretty interesting. I got my first real taste when I sold a domain for 10k. Since then I’ve been reinvesting back into my portfolio. Its pretty much grown to over 1000 domains now.
5. Why Brandstack?
Well I’ve been a member since it first started and have watched this site grow exponentially. I think I’ve given lots of feedback, to the point, where I feel like an uncle to this baby (ok maybe a second cousin). I do appreciate the fact that other designers are supportive here and are open to critiquing. Wes saw a good opportunity in a market that didn’t exist and I am glad he did. Not that many business people are creative enough to conceptualize how their company should be branded. This arena gives the creatives enough room to show our talents without interference.
6. Can you briefly describe your logo creation and complimenting domain selection process for Brandstack?
The process of most of the designers here are to first design it then maybe add a domain to it. I pretty much work the other way around. I first start with the domain and then come up with a brand. My selection process is pretty complex. I have to think as a business owner and truly think to myself “Is this a name I would use for a company or web service?”. Other times I think of a simple business idea with a domain and let it develop from there. I usually do a simple sketch on paper or in illustrator then rework it till I like it. Sometimes I already know what I want to do and just execute it.
7. What was the most eye-opening lesson learnt from selling pre-fabricated logos on Brandstack?
Well i think that most of us designers sell ourselves short. Sadly, there are lots of new designers that start out and are willing to sell for cheap. Over time they will understand that and come to the realization that this is a business and not a hobby.
8. In designing a logo, what is your most enjoyable part and what is your biggest challenge?
The most enjoyable part is seeing the end result and how it will look on products and collateral. The biggest challenge is being witty with the logo to the point where it doesn’t over balance the iconic imagery.
9. What are your favorite tools of the trade? Hardware, software …
Well my setup on my desk is a apple g5 with two 23” monitors. I’m thinking of adding a third but my A.D.D. will more likely kick in and I may not get as much work done. As for software, the basic Adobe products. I’ve always been a fan since I’ve first started using them. Back in my day we only had 1 undo and no layers (Damn I sound old). But my favorite default is and always will be, a pencil and paper.
10. Rapid Fire Section [answer in one or two words only, the first thing that comes to mind]
11. What are your work plans for the next couple of years? What other forms of design do you indulge in besides brand development?
Well I am working on developing a new Mobile application. So hopefully when it sells, I can retire! ; ) My skills have a wide range when it comes to design. I currently do web development as well as motion graphics. I just finished working on a Pepsi commercial for the 4th of July which I am really excited about.
12. Would you share some words of wisdom for whoever is reading this interview and is into logo design?
If you are new to creating logos, stick to the addiction. Practice makes perfect.
Thank you once again Shahram, for taking the time out to do this interview. We wish you the very best with all your future endeavors.
Shahram can be contacted via his website IDA Studios and on Twitter as @idastudios
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Sneh Roy is a designer and creative trends blogger. You can follow her @LBOI on Twitter and keep up with her at her site, Little Box of Ideas.
Today we will be speaking with Upstack’s mascot Uppy. This is the first interview granted to the public by the legendary and notoriously reclusive spokesman. Read on to have all your burning questions answered…
Thank you for taking the time to speak with us, Uppy. We know you’re a busy mascot. So let’s get right to it.
1. First, what is your philosophy on mascotting in general?
People don’t realize how tough it is being a pansexual, non-threatening spokesthing. I have to pose for promotional materials and say clever things. There’s a lot of pressure on me to be representative of all things Upstack by just simply existing. It’s hard work. So next time you see the Phoenix Suns Gorilla or the Phillies Phanatic walking down the street, say “Hello.” They’re hard-working people, too.
2. And you’re quite the graphic designer as well. What’s your angle?
I have found a bit of a niche designing personal logos for my mascot friends. I feel specifically qualified to design mascot logos because I understand what a mascot needs as far as identity goes. I’m sure there are some very talented graphic designers out there who could probably create something gorgeous, but it wouldn’t have the soul of a mascot in it, which is often reticent of ridicule.
3. Are you taller than your parents?
I’m taller than my mother, shorter than my father. My mother is 3′1″ and my father is 7′2″. What did you expect?
4. Did you have a nickname growing up?
“Upchuck.” When I was in third grade, I threw up in gym class once…
5. We’re privy to the fact you used to be a pro basketball player in the now-defunct ABA. Would you care to clear the air about that?
I had game. In fact, I had so much game, I had to give some of it back. I had a mean set-shot and formed a dynamic duo with Walt “Chocolate Chip” Robinson. Besides that, I really don’t like talking about it.
6. But you won the dunk contest, didn’t you? How did you do that, considering your height… and lack of arms?
Haven’t you ever heard of Spudd Webb? Anything’s possible.
7. How do you dribble? You know… without arms? Actually, how do you do anything without arms?
See my last answer, please.
8. Coke or Pepsi?
I don’t drink carbonated drinks. Gotta watch my figure.
9. There’s no easy way to seque to the next topic, which I’m sure can’t be easy for you to talk about. You are a veteran of the armed forces, correct?
Yessir, I served my country with valor like all other veterans of foreign wars. Please support the men and women who put their lives on the line in the name of freedom.
10. You were awarded some medals for your bravery and got to meet the president at the time, correct?
That is correct. It was one of the greatest thrills of my life and it’s an honor I’ll always cherish.
11. You’ve led quite the Gumpian life. Have you ever stopped to think about how much you’ve accomplished in your life so far?
I get the “Forrest Gump” thing all the time, but I’m quick-witted. Make no mistake.
12. What advice do you have for little mascots out there? What has gotten you where you are today?
Don’t let anyone tell you what you can or can’t be. So you have a giant, bulbous head covered in pink feathers. So what? So you have no arms and look kinda like a mushroom. It doesn’t matter. You’ll find your place among the mascot family. It’s a very accepting and caring community. I’m proud of who I am.
13. I think that just about concludes our interview. Is there anything else you’d like to add in conclusion?
It’s a great honor to be working as Upstack’s mascot. I mean… it was such a big break for me in the business and I was so lucky that I look vaguely like the Upstack logo. How lucky is that? In conclusion, I’d like to ask you to please take a look at my work over at upstack.com. I’d be a poor mascot if I didn’t let you know you can get great custom graphic design work there.
Thank you, Uppy. It’s been a pleasure.
Likewise.
We’d like to thank Uppy again for taking the time to speak with us.
From time to time we like to spotlight one of our users and give you a profile on the type of people who come through Brandstack, and the results of their experience.
Today we are profiling Paul Singh, buyer of MailFinch who has turned the brand into a direct mailing service.
BRANDSTACK: Tell us about yourself, Paul. Where are you from? What makes you tick?
PAUL: I’m originally from the DC area — born and raised here. I hate the weather sometimes, but love being close to my family. I’m an entrepreneur at heart; I think I’ve only ever had one “real” job. Then I learned that corporate life tends to suck, so I jumped ship and never looked back.
I love building stuff — whether that means doing it on my own or helping other people get their ideas off the ground.
You’ve been a part of some rather high-profile projects. What were some of your previous accomplishments?
I don’t know if I would call them “high-profile” but I’ve been lucky enough to be in the right place at the right time and work with top-notch people.
Prior to MailFinch, I founded Philtro which was a real time relevancy engine for social networks. We were acquired in late 2009. Prior to that I worked at PBworks, the world’s largest provider of hosted collaboration solutions for business and education, where I was responsible for building out the back-office systems and building their support team. And prior to that, I helped build Symantec’s SaaS business unit (which, incidentally, booked millions of dollars of pre-sales before we even finished building the thing).
God, I feel old… but I’m not.
For those who don’t already know, what is MailFinch?
MailFinch is an on-demand direct mail platform. Whether you need to send one piece of mail or thousands, we guarantee that it will be in tomorrow’s mail. There are no long-term contracts, no minimums and no fine print.
Sneh is normally our interviewer for our Showcase Designer segment, but the thing about that is: she’s also an amazing designer. We couldn’t very well ask her to interview herself when we decided to make her our latest featured logo designer (though she offered to try), so we tried our best to fill her big, yet still ladylike shoes.
We’re sure many of you are already aware of Sneh’s presence in the graphic design community and her tireless effort on her blog, Little Box of Ideas. For those who aren’t familiar, that’s perfect because we conducted a little interview so you can get to know the very lovely Sneh Roy.
Thanks for taking the time to speak with us, Sneh. It’s your turn to bask in the interview spotlight.
1. Who exactly are you? Tell us about yourself, please. Name, age, occupation, birth place, credit card numbers?
In my past life I was Optimus Prime, leader of the Autobots on Cybertron. I was red, blue, shiny, brave and noble. In this life I am Sneh Roy, best friend to Nick, fighter of my older son’s dragons, ass-kicker of my younger son’s nighttime monsters, serial coffee chugger, sees-logos-everywhere-designer, Pixar fan, hopeless romantic, compulsive list creator and a chatterbox. I am 32. I do several jobs a day, the most favorite would be sketching, planning and designing, the least favorite would be changing diapers and re-filling sugar. I was born in a city called Pune in western India in 1977. I have put a scan of my credit card in the mail and you should be getting that shortly.
2. For those who don’t know about “Little Box of Ideas,” could you tell us a little bit about it and its origins? (This is your chance to plug!)
I was going to be a neurosurgeon, and no I am not kidding. It was all I had ever known and worked for. Right before admission into medical school, I spent a day at a hospital watching how it all worked. At the end of that day, I broke down, cried my heart out because I knew I couldn’t do it. It wasn’t that I wimped out, just that I couldn’t take all that pain and suffering. So I enrolled in engineering, met Nick and flew blind for a bit. Then I discovered HTML and started designing websites. We started working on projects together back in 1998 and the seed for LBOI was planted. In 2005 when we officially set out to register our company, Little Box Of Ideas was a fitting name, seeing that my head is exploding with a bunch of them every single minute. In 2009 I designed my first logo and we rebranded to LBOI studio, taking our skills and work to a new level, offering a wide range of creative solutions for businesses.
Yesterday we had the pleasure of walking Alan Weinkrantz, PR extraordinaire and Express News columnist, through our preparations leading into SXSW on Friday. He brought in some fantastic pizza (too kind, sir) and we gave him a little taste of what it’s like “living” in a start-up like we do. (For me, being in a start-up apparently means I need more sleep… those are some massive bags.) You’ll see some other friends in the video like Pear Analytics and MailFinch (if the name sounds familiar, he’s a fan of Brandstack too). Ignore the mess, we’re not normally that sloppy.
If you’re going to SXSW, feel free to stop by and say “hi”, grab a shirt, play some RockBank, record a video. Our friends and office mates at Pear Analytics will be at the booth next to us, so it’ll be a party! Can’t wait to meet you!
Check out the full article by Alan at http://voices.mysanantonio.com/sxswlive/2010/03/48-hours-to-go-how-four-san-an.html.
Follow Alan and Nan Palmero as they explore everything San Antonio folks are doing at SXSW on http://voices.mysanantonio.com/sxswlive/.
We’ve added someone new and important and awesome to the Brandstack team. But before we’ll allow them to contribute, they must answer the gauntlet of questions
To introduce the Brandstack world to Katelyn, we asked her a few straight forward questions. Here are her answers:
Q: In less than 8 words: Where are you from? What do you enjoy? What do you want?
A. Knoxville; art, food, cats, internetz, FUN PPL; fulltimejobatBrandstack!! (does that last one count as one word if I squish it all together?) [Nope. --Ed.]
Q: So honestly, how annoyed are you by the music in the office?
A. Haha I really like it! More plz.
Q: Have you ever seen anyone taller than Ryan Kelly (@pearanalytics) in person… seriously?
A. I thought so once, but then I realized I was at a zoo and it was a giraffe.
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One of my earliest conversations with Rich were about autobots and dinobots from the Transformers series. An avid fan myself, it was so cool to talk to a fellow logo designer about the fandom that the series demanded. Rich is from Australia and is a really swell guy, it is always a pleasure to correspond and chat with him. In the logo designing world, he goes by the moniker of designabot. From watching his amazing logos pop up on website inspiration lists to reading the deeply philosophical quotes he shares on twitter, Rich never fails to amaze me with his depth of perception. He experiments, adapts and is always there with a kind word of encouragement and a sunny demeanor. I had so much fun reading more about him in this interview that he kindly did for us. I hope you do too.
Thanks Rich for taking the time out for this interview. It is good to have you on the blog.
1. Tell us a little about yourself. About Rich Scott the person and Rich Scott the designer.
I am a 30 year old currently living in Queensland, Australia. I appreciate all aspects of creativity and right-brain thinking! Love a bit of tennis, chess and music (mainly funk and break beats). I have worked on a Mac since forever but am pleased to have avoided all hype surrounding other Apple products… so far! I have run my own business for the last 2+ years and enjoy the freedom this brings to my life. I find it hard to be creative on demand, so working freelance gives me the chance to dictate my own schedule and let creativity flow at leisure.
2. How did you get started with logo designing? Why logo designing?
I am fond of all aspects related to the logo design process, from initial brainstorming to seeing the final article in use. I have always been inquisitive into the origins and meanings behind hieroglyphs and ancient symbols. I found myself gravitating towards logo design because of the emotion and messages you can impart on a viewer with just a simple icon and/or font. After a few years out of the game it wasn’t until quite recently where my passion for graphic design returned and with it my focus became logos/brand identity. It is quite a specialist field but one that really captured my heart.
3. What according to you is the most fulfilling part of being a brand creator?
I would have to say bringing an idea to life that was once a mere flicker of inspiration in my mind then seeing the finished article is also a real pleasure. The amount of ideas and possible brand solutions are infinite which really fascinates and inspires me. It’s a really great feeling to receive feedback from your peers when you create identities that are unique, recognizable and fingers crossed, stand the test of time.
4. Can you share with us your most challenging logo design to date? What was the biggest hurdle in doing it?
Surprisingly one of my most challenging logos appears to be one of the simplest. It was originally an unused concept, which I re-worked for sale on Brandstack called ‘Silk Skin’. The concept came to me in a flash but when it came to vectorising in Adobe Illustrator, it took forever! Adjusting the size of one foot in relation to the other while still forming a recognisable letter ‘s’ was a real challenge but I got there in the end.
5. What has been the most unusual source of inspiration for your logos?
A designer takes inspiration from all areas of life not just the design world. One of my more recent brands ‘Vacuum Viper’ was probably the most unusual source. I was finishing up some house work (yawn) … then packing up the vacuum I pressed the cord release button. The speed and velocity of the cords recall reminded me of a snake as it nipped me on the way back! I jumped straight into illustrator with the idea still fresh in my mind and so this brand was born.
6. If there was one logo out there in the real world that you wished you had created, which one would that be?
There are so many but one recent logo that keeps popping up and stands out is ‘Under Armour’. It’s a simple and strong design, and as with all great logos combines graphic elements to convey a distinct message.
7. Out of your own portfolio, which logo is the dearest to you? Why?
I love all my creations but one that is dear to me is ‘Penny Puddle’. The main reason I am happy with this one is the strength of concept combined with the speed it took me to execute. I began reading the clients brief and the concept was in my mind before I finished reading. I wanted to convey emotions relating to financial wishes and upward mobility. I really think this solution delivers effectively.
8. Can you share with us your logo design process for Brandstack?
In the early days of Brandstack I re-worked a number of unused concepts and developed new brand names. More recently however all my designs have been crafted specifically for Brandstack. The process usually begins with a spark of inspiration, which can come to me at any point in the day. I will check to see if the .com or appropriate domain is available and then start sketching or jump into Illustrator. Nowadays on Brandstack you will notice most logos will sell as a package with a unique domain included, so it’s worth giving some serious thought.
9. How do you market yourself as a brand creator? What sites and tools do you use for promotion?
One aspect I have had to really push myself with is the whole marketing thing. It is all a bit of a learning curve but with the aid of sites like Brandstack it gives us designers exposure to many potential clients and is a useful marketing tool. As well as selling the odd logo here and there I am now in contact with lots of fellow creatives and have a few new clients gained exclusively through Brandstack. I also use sites such as, Logopond, Faveup and Logospire for promoting logos. I was dubious with Twitter to start with but it has turned out to be a very handy communication tool.
10. What is the single most valuable trait of a logo designer? If one doesn’t have it, is there a way to develop and hone it?
I would say self-belief is the most important thing to have as a logo designer. You have to be confident enough to follow your intuition and believe in all your creations. Putting your work ‘out there’ for critique can be daunting but my advice is, just go for it! Belief is within all of us but can still be developed further by taking criticism of all types, learning and moving forward in a positive direction.
11. What are your preferred choice of fonts for logos?
I always try and match icon and font as seamlessly as possible. My style is quite clean and minimalist so generally I gravitate towards san serif fonts. A few favourites are Bryant, Univers and Proxima
12. Superman logo or Batman Logo? Why?
I am a sucker for symmetry so on that basis I would have to say the Batman logo!
13. What are your plans and goals for yourself in the year 2010?
I try not to plan too far ahead or even set that many goals. I am pretty easy going and do my best to live in the moment and create the best experience I can. The main objective is to stay in business for myself as long as I can… I really couldn’t go back to working for ‘the man’ so I stay on my toes and work hard. That said I always have un-design related business ideas up my sleeve. It’s just finding the time to gain some revenue and get them going!
14. Any words of wisdom for newbie designers?
We have all at some point in time been new to the design industry. I would say try to be creative and as unique as possible. Create your own little niche within a fairly tough industry. Always keep a positive mind-set and have strong intent that you can and will succeed! Listen to others, ask questions and keep practicing whatever design process you feel most comfortable with. I would always recommend a design course of some sort to gain key knowledge and understanding of design principles. Whatever your skill level the main thing is to have a great concept. I agree that ‘less is more’ but it can be okay to come up with more complex logos providing the concept is strong and then presented in a visually appealing manner.
Thanks for the interview Sneh! ; )
And thanks for sharing some great advice with us Rich. We wish you the very best.
You can view Rich’s portfolio on his website Revivify Graphic Design. Follow Rich on Twitter for some great social interaction.
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Sneh Roy is a designer and creative trends blogger. You can follow her @LBOI on Twitter and keep up with her at her site, Little Box of Ideas.
I have not had the pleasure of interacting with Nadir personally in the past but I have admired his work for a while. Once in a while, a logo would crop up that I would really take a shine to and I would see that it was from “Logorado” which happens to be Nadir Balcikli’s design name and brand. There were times when I wondered why he wasn’t creating more logos, because it was such a joy to see the few he had created. Then I realized why? “Less is More” is Nadir’s motto and it is evident from the sheer honesty he pours into his designs, not going for quantity but definitely producing top quality work. Today, Nadir takes time out from his busy schedule to talk to us about how Logorado came into being, how he found Brandstack and what are his thoughts behind the wonderful logos he designs.
Thank you Nadir for speaking to us today.
1. Tell us a bit about yourself. Who you are? Where you are from? And what do you do?
I am a 25 year old married designer living in Ankara/Turkey. The absolute musts in my life are my wife, my paper and pen, and my computer. If these were not in my life, I wouldn’t have been telling you these things today. I thank my wife very much for all that supports she’s been giving me. Taking photographs, reading personal development books and watching psychology- thriller movies may be counted as my favorite hobbies.
2. What is the story behind Logorado? How did your brand come into existence?
While I was working at the office one day I reached the decision that I needed to develop my expertise in a specific field of graphic design. What would that be? Clearly, It did not take me long to make my decision and to tell the truth the first and the single most thing that came to my mind was logo designing. This is how I started Logorado. In a significantly short time I achieved a reputation in the market and I continued and still continue to improve myself in this specific field.
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Veep aka Greg Grigoriou is an energy powerhouse. He is also a very talented designer oozing razor sharp wit with illustrative abilities to match. I had the pleasure of interviewing him for my blog last year and it was the most fun interview I had done. My first interview for 2010 and Greg has once again delivered, prompty and cleverly answering some thought provoking questions I dished out. I love his style of logo design and he is one of the most “in the moment” logo designers I have come across. Today, he talks about his personal side, about how he began logo design, about the perils and prevails of this industry and shares some really useful tips on custom lettering and type based logos.
Thank you Greg for doing this interview!
1. Tell us something about you. Where are you based? What do you do, professionally and personally speaking?
I am a 30 something designer from Toronto Canada who calls San Diego California home. Husband to a beautiful wife, and father of 2. Must-haves in my life include hockey, green tea and playing with my kids. Professionally speaking I divide my time between brand consulting for the web, illustration for print and logo design.
2. Tell us a bit about your logo designing background. How did it all begin for you? When you started designing logos, did you ever think that they would encompass you so completely?
I got my start in illustration. My background is in painting and drawing for magazine editorials, books, and packaging. I did the odd logo here and there, but for about 6 years solid I was doing nothing but illustration. This is a phenomenal underpinning to have in design.
I can draw the pictures I imagine. I like to think that my logos reflect a strong ability to draw and execute unique ideas. That’s illustration baby! Logo design is probably only 60 percent of what I do right now. I am doing a lot of consulting and web design right now. Social Media Examiner is one of my latest projects that reflects the full breadth of what I am doing right now.
3. What is the most gratifying aspect of logo design? Is that achieved in every single identity job that you do?
I love that I have a new and different client every week! It keeps things exciting and fresh and never dull. I have to say though that the most rewarding aspect of logo design is when it’s connected to the overall branding effort. For example, I recently completed an identity for Social Media Examiner. We created an entire world that started with the logo. Again that’s why I love the idea of connecting my logos on Brandstack to a domain because then I am helping to create the foundation for a brand, rather than just a stock logo that is plugged into an existing entity. This is definitely not achieved all of the time. Very often I’m brought in as a hired gun to create a logo and nothing more. That’s OK, don’t get me wrong, but it can become a forgettable experience.
4. If you could change one thing about how the logo design process usually works, what would that be?
The actual logo design process is working for me, so I wouldn’t change much. I am going to take this opportunity to criticize Google though. Right now, if a client does a google search for “Logo Design”, the first 30 or 40 listings will be contest sites and logo mills that are chalk full of novice designers, logo contest sites, and logo factories. Those are not the best way to get a logo. In fact they can be some of the worst ways to acquire a logo. Google has changed the logo landscape by rewarding the biggest sites, rather than the best ones. I know that google rewards sites with the right keywords and links, but I think there needs to be a more human element attached to this kind of search.
5. Can you share with us ways and methods you use to keep your mind sharp and enabled to nurture new branding ideas all the time?
Well Brandstack plays a huge role there for me. Hardly a week goes by where I won’t design a couple of logos specifically for Brandstack. It also motivates me to think in terms of what’s hot right now. I am also a huge advocate of getting out of the studio for ideas. Look at magazines, go to car shows, watch design reality shows, paint and draw. Things not necessarily associated with logo design. Logo design is very much connected to pop art. If you know what’s going on in the world around you, you have a much better chance of designing well for it.
6. What is your typical logo design process for Brandstack?
Right now it’s all about acquiring strong domains, then designing around them. I used to focus more on the marks, but I believe that the thing that sets Brandstack apart the most is the total branding package that includes a unique domain. I spend a fair amount of time researching and acquiring domains. I have a large budget for that so that I cast a wide net. When looking for domains I try and think broad. How will this domain help the most people? When I think I have a winning domain, I will imagine it’s potential and then begin to build it out through font and graphics. The majority of the work I sell on Brandstack has been custom made for sale on Brandstack.
7. How often do you find yourself browsing, commenting and fave-ing other logos on Brandstack? How do you think Brandstack helps you as a designer?
Quite a lot! I know I appreciate when others leave feedback for my designs, so I try and do the same. If a logo stands out to me, I will usually comment on it. Not only does it help me make friends on Brandstack. I will usually keep my commentary pretty brief so as not to influence a potential sale with my remarks. If I don’t have something good to say, I won’t say anything at all!
8. Text based logos that don’t have icons or “marks” in them, need to handled very delicately to make them stand out even more. How do you work to ensure that text based logos are as memorable as ones with icons, that they are not lost due to lack of a defining graphic?
Well I try to acquire domains that are short and catchy. Domains like Spinra.com, Shasto.com and Avisra.com don’t need to be weighted down with emblems. They are good domains that have a wide appeal. Sometimes I feel like a good domain needs to speak for itself. I think a logo can have much broader appeal when it’s based around a unique font that captures the personality of the word. When designing these types of logos I will either hand draw a font so that it’s totally one of a kind, or I’ll heavily customize one or more letters so that there is no chance that it has every existed before. I look at the relationship between letters a lot. You can find a lot of inspiration in the negative space between the letters.
9. How do you design custom lettering for logos? 5 fonts that you find yourself returning to time and time again.
I sort of let the word tell me what it wants to looks like. You can categorize a domain based on how it sounds and reads. Recently I designed a logo for Vervant.com and you can almost hear it telling you to make it graceful. Then I’ll go about looking at some fonts, but in the end I usually design my own, or heavily customize an existing one. I design off of a grid when I’m working with fonts. I will look for patterns in the letters and repetition. It can get kind of technical. I recently acquired oqobo.com and I’m just so happy with it because it turned to be a perfectly balanced ambigram that read the exact same way right side up as it did upside down. I echoed this in the border treatment. Every word has an opportunity just waiting to be exploited! I am pretty secretive about what fonts I use. I do like Trajan and Helvectica wide bold italic a lot. I’ve collected hundreds of fonts, and I don’t really turn to one specific font time and time again.
10. Share with us some of the tools of your trade? What software and hardware do you use on a regular basis?
You’ve got to have the latest version of Adobe Illustrator CS, as well as an up to date Mac. I will never use a PC again. I am so dissapointed in my experience with PC. I only recently began using Apple products believe it or not, and the machine continues to surprise me with its intuition and stability. I feel like I could be a spokesperson for Apple after using this thing. It really is an amazing machine that every digital artist should take full advantage of. With PC, I was constantly fighting the computer for control, but with an iMac the machine fades into the background. I wish I had bought a whack of Apple stock a long time ago.
11. Your favorite logo from your own portfolio? Your favorite logo on Brandstack?
My favorite logo on Brandstack from my own portfolio is Fair Trade Growers. I think it’s a pretty timeless design, and it is relevant. I am most proud of work that has strong cultural relevance. Batstard is pretty near and dear to my heart too. I believe it’s currently being used as a clothing line!
12. How has the logo and branding industry changed since you got into it? What do you think of the need of all the big guns rushing to rebrand themselves?
The branding landscape is definitely getting a lot cleaner. I feel like there is more white space in everything. Everything is starting to feel more organic and personal because branding agencies are pushing buzz words like “love”, “I” and My”. They are trying to build loyalty through passion and friendship with the customer, and that’s why you are seeing such a big push by the big companies to rebrand themselves. The Obama campaign sort of epitomized how powerful this type of branding campaign could be. I think since 2008, a LOT of companies took notice. Of course the other BIG change has to do with how logos are being made and sold. A big part of the logo world has turned into a commodity where quality is secondary, and speed and price are foremost on the customer’s mind. This is just another example of the Walmartization of the marketplace, and it’s a monster that is now out of our control. I try and balance the two worlds, don’t ignore the needs of the modern consumer, but don’t turn your back on principles of good design, fair pay, and love for what you do.
13. Best advice ever received? Best advice you could give to anyone who would listen?
Don’t spend too much money or you’ll have to get a day job. A painting instructor in college told me that. Second best advice was my wife telling me I needed to get an iMac.
Thanks Sneh!
Thanks again Greg, wish you the very best for 2010 and more sales on Brandstack than ever before.
Greg’s portfolio can be viewed on his website Van Paul.
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Sneh Roy is a designer and creative trends blogger. You can follow her @LBOI on Twitter and keep up with her at her site, Little Box of Ideas.
