When I was first contracted to create a logo design for Via-Cell, their idea was a genie, possibly emerging from a lamp, holding coffee, food, and other goodies that can be ordered “via” their “cell-” phone and web-based system. I went to work sketching what I hoped would become the next Chester Cheetah, Tony Tiger or Michelin Man.

Unfortunately, a lot of the logo design process consists of sketching out what DOESN’T work. In this case, the primary use of the Via-Cell mark would be tiny, used on app button-sized and even smaller icons, including bookmark icons and buttons within their own application.  We had to whittle away the details and – despite my Illustration-loving ways – to arrive at a simple, recognizable Icon that would still embody their brand: a Magic Lamp that brings your wishes with a touch. (Their marketing tag-line at the start was even, “Your Mobile Bazaar.”)

Their web site went online recently, and they hope to expand rapidly beyond their Woodside, CA neighborhood. The system utilizes no special software or dedicated equipment and works entirely through the internet.

A recent article in Website Magazine cautions e-commerce entrepreneurs: “Keep Your Graphic Designer on a Short Leash.” Ouch! It wasn’t a case of reigning in their renegade Artist, it was an experience we shared as we zeroed in on the brand and its end-use. Note that the Via-Cell Site is also designed to communicate the process at a glance, without reliance on text or even English-language proficiency). Point-of-sales pieces for merchant use are being developed with the same quick, visual message.

Stages Of Logo Development

Well, at least Via-Cell has plenty of  ideas ready at hand should they decide to develop a Mascot or “The Animated Series.”  K.I.S.S.: Keep It Simple, Scott!

If you’re interested in more articles like the one referenced above, consider signing up for your own copy at Website Magazine, and see what industry professionals are talking about.

The customer may not be infallible (like you or I?), but it’s a safe bet they know a lot more about their own business than I do. It’s my job to help them realize their vision, not mine. We’re building their brand, not my portfolio. As competition gets more fierce (or if you will, as marketing dollars get more scarce), even established ad agencies are acknowledging that customers must have the final “say” in their own brand.

Too many of my business customers have told me how they do not like their logo or their web site, and by extension the letterhead, cards, and all the matching materials … but they’ve already spent THAT part of their budget. (If only I had a dollar — okay, the long-gone thousand dollars — for every time I heard that!)

It has been a running joke between Home Things! owner Andrea Hogan and I, that I just didn’t “get” the logo that we created. But she loves it, her customers love it, and for some reason women in general — her target market — loves it. Why should I argue? A satisfied, loyal customer is a wonderful thing!

A very interesting discussion, “Ode to the amateur logo” is still underway at Before & After. Check it out for a revealing insight into both the designer’s and the customer’s perspective.

View additional logos designed by Scott Alberts.

I love my job! I was commissioned to create 11 large-scale illustrations featuring Winged Monkeys for the Performing Arts Center’s “Wonderfully Wicked” Gala on Feb. 6, 2009. The Wizard of Oz-themed musical “Wicked” ran in Appleton, Wisconsin through Feb. 28th. Steve Quinn, the Tour’s Company Manager, actually asked to meet the Artist, and later offered this generous endorsement:

“Scott – After three years on the road of attending Wicked themed parties across the country, nothing quite caught my eye like your flying monkey pieces did at the Appleton gala of Wicked.  The images captured a nice playfulness about our show, and immediately struck my eye as being reminiscent of some of the characters Maurice Sendak created in “Where the Wild Things Are.”  Our entire company loved them!  Keep up the good work!” – Steve Quinn, Company Manager, Wicked Tour

While the displays were only up for the single-evening event, much like the Lion statues from 2007’s Lion King events, the Monkeys are being “adopted” by businesses and institutions around Appleton. Most of the pieces are 8 feet wide or larger, created at “normal” size (18-inches wide) and printed to canvas banners at Exhibit Resource of De Pere.

It was a privilege and a great opportunity to be included in the project along with some of the best artists in the area.

- Scott Alberts

This post was originally published on Scott Albert’s Freelance Artist blog with a follow-up post “Wicked” continued: The Two Glindas