What is a good logo? What is a bad logo? A logo is not communication. It's identification. It's the period at the end of sentence and not the sentence. How do you create a simple but not generic logo? Should a logo be complicated? How can you justify the price of a simple logo? Is a simple logo easy or hard to create? How can you make a timeless logo? Logos are never love at first sight. It takes time to develop. A trademark gains meaning and power over time. Who Chermayeff & Geismar & Haviv is the brand design firm behind many of the world’s most recognizable trademarks. Since 1957, the firm has pioneered the modern movement of idea-driven graphic design across every discipline, specializing in brand identities, exhibitions, print and motion graphics, and art in architecture. 03:26 How did Sagi become a partner at the design firm he was working at in under 3 years? 08:30 How to deal with Imposter Syndrome 12:00 How did your partner take it? 13:30 Go where you're needed the most 15:57 What's a good/bad logo? 18:32 Identity book video 20:02 Logo isn't communication, it's identification 23:00 Logo is too simple? 26:00 How can you sell a simple logo if you're just starting out? 29:50 How do you determine how much to charge a client? 32:50 What's the point of a logo? 35:50 A logo should endure 36:00 Perform a "slap on" logo test. Does it work for everything you slap it on? 38:21 Clients hated the logo at first 40:21 Chase Bank logo 43:40 First impression can be misleading 48:00 How to justify what you charge? 49:00 Presentation strategies 55:00 Conservation International Case Study 1:00:00 Who is your dream client 1:08:30 How do you land a client? 1:13:00 Episode recap & summary https://www.cghnyc.com/ -- 👉Subscribe: https://goo.gl/F2AEbk We love getting your letters. Send it here: The Futur c/o Chris Do 1702 Olympic Blvd. Santa Monica, CA 90404 USA Want a deeper dive? Typography, Lettering, Sales & Marketing, Social Media and The Business of Design courses available here: https://goo.gl/bRt5qd — Love the content? Become a sustaining member for $5/mo today. https://goo.gl/nwekfL BOOKLIST – Essential Reading for Creative Professionals: https://bit.ly/biz-booklist Essential Design Books: https://bit.ly/futur-design-books Kits & Proposals: https://goo.gl/mSjuWQ Visit our website: https://www.thefutur.com/ FREE resources: https://goo.gl/Qh6gHr Mandarin (Chinese) Subtitles on UiiUii https://uiiiuiii.com/?s=the+futur — AFFILIATE LINKS* 🙏 Support The Futur by purchasing through our affiliate links: Amazon: http://bit.ly/thefuturishere Webflow: http://bit.ly/2EbET9l Retro Supply Co.: http://bit.ly/2GW8gzR Creative Market: https://goo.gl/g4jlTE Design Cuts: http://bit.ly/2GSsAR3 ✍️ Sharpen your skills by taking a course, using our affiliate links: Skillshare: https://goo.gl/YCo2uT School of Motion: http://bit.ly/futur-som Bring Your Own Laptop Tutorials: https://byol.me/thefutur 🎧 Do you like the music? Check out the music libraries we use in our affiliate links below: Epidemic Sound: http://share.epidemicsound.com/thefutur Artlist: http://bit.ly/2uWdna7 Get our FAVORITE notebook from Baron Fig: https://baronfig.com/?ref=zQoKL — Futur Podcast on iTunes: 🎙 https://itunes.apple.com/us/podcast/t... — Host– Chris Do Cinematography– Aaron Szekely, Mark Contreras Live Editor– Jonathan Garcia Editor– Stewart Schuster, Mark Contreras, Aaron Szekely Futur Theme Music – Adam Sanborne http://www.adamsanborne.com/ Typefaces: Futura, Din, Helvetica Neue Futur theme song— Adam Sanborne === *By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you.