A lesson in Logos/ Slogans an attempt at making advertising great again

For my final project in Digital Storytelling this year I wanted to do something different. I've done videos and photo essays in my time at the middle school, but I've never done any sketching/drawing by my own choice. That is why I thought this project would be perfect to educate myself in the field of advertising, and create an unorthodox final product.

Introduction to Logos

In advertising there are three kinds of logos. The first is the wordmark. This is the most commonly used kind of logo. The wordmark is basically a name with a little flair incorporated into it. Signatures and famous brands like Coca Cola and CNN all have wordmarks. The second kind of logo is the pictoral logo. This design functions as such: a logo with a design that you say out loud. For instance, there is the Apple logo, a picture of the fruit that is ubiquitous with the logo. The third is abstract iconography. This is the most heavily-desired kind of logo. These designs have little or nothing to do with the company they represent, but are at the same time instantly recognizable. A popular example is the Nike swoosh, and Pepsi's blue and red circular logo. All of these logos have been tried and trued and tested for years, but there is a new logo that is gaining a lot of traction. This is the logo system. The logo system uses elements from all of the three previous types and combines them into one. This kind of branding can be designed and changed to fit whatever model the company pleases. This kind of logo has recently been used by the Hillary Clinton campaign for her bid for the presidential office. It instantly became synonymous with the campaign and still is very relevant today, with only a couple days left until the Inauguration. For my own logos I tried to draw from all four types to create an array of memorable designs.

Introduction to slogans

Slogans are short catchphrase or line that are shown repeatedly until they stick in your memory. These slogans need to be memorable and usually relate to whatever image a company is trying to promote. Slogans can be used with or without the help of logos. In the ideal world a companys' slogan would automatically come to mind whenever you see its logo. Slogans are a more familiar and recognizable concept, but I found them significantly harder to create.

Logos and Slogans in my Project

A take on Dwayne Johnson's bid for presidency in 2020. This slogan highlights three points: 1. His bid for presidency, 2. A tagline he can stand behind, and 3. A way to Johnson to get this everywhere, and mention his famous nickname in the process. This logo would fall under the wordmark category.
An alternative pin-shaped logo that could be attached to any shirt.
A possible sticker for a possible Lil Yachty bid for presidency. In a livestream in the election months he mentioned possibly throwing his hat into the ring, so I decided to design a small poster/sticker with a catchy phrase to boot. This would fall into the pictoral category as a logo.
This logo/slogan stems from the much talked about possible campaign from Joe Biden, which unfortunately became derailed after the tragic loss of his son, Joseph Biden lll. This logo would fall into the pictoral or second category.
A possible poster or rallying cry for a possible Oprah campaign to be the 46th president. This is more of a slogan than a logo or a hybrid of a two.
A look at a possible logo for the Kanye West - Taylor Swift presidency bid (stylized as KanTay 2020). This logo would fall under the new fourth category, as in my vision it could be reused with different color schemes and possibly short phrases replacing the 2020 on the left and right side.

Takeaways

Although I wasn't able to fully achieve my dream of designing presidential logos of celebrities digitally, I now have a newfound appreciation for logo design teams. As you can see I decided to go back to the scarcely used (at least in this era) medium of drawing in design. This gave my designs a feel of authenticity and simplicity but in a presidential logo this is what you want. Although some of these logos and slogans seem simple and mundane enough, simply coming up with an idea that can be properly expressed on paper I found was not an easy task. I tried to make sure all of the logo I had created were visually pleasing.

Thanks for listening!

Created By
Ali Hakim-Florian
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