- If you're like me, you love to design.
One of the hardest things about the job
is that once we've designed a logo,
we have to leave it alone.
Don't touch it, ever.
Don't change it, ever.
Don't tweak it.
Don't even breathe on it.
Use it the same way, every time.
It's the repetition that makes it strong.
By the time you're bored with your logo,
the public is just beginning to notice it.
When I say don't mess with it,
I mean don't mess with it.
I have, as an example, I Love New York.
Designed in the 1970's by the legendary Milton Glaser,
I understand on a taxi cab ride.
And I'm sure you've all seen this,
especially you New Yorkers.
Its strength comes from its human connection.
The red heart started a pop culture trend that still exists,
and its simplicity, just straight up black type,
the typeface is American Typewriter,
red heart, white field.
These are just the strongest, highest contrast colors.
And here's the thing, here's why it's so recognizable.
You always see it exactly this way.
It's like this is the patented way to present it.
And I'm showing it to you because
you should do it this way, too.
I'm going to borrow a page from the I Love New York
style manual, which shows you what not to do.
This is how it should always look.
Black, red, on white,
this typeface, these proportions.
Don't shadow it.
Don't emboss it.
Don't tilt it.
Don't crop it.
Don't print it in one color.
Don't outline it.
Don't change its proportions.
Don't compress it.
Don't draw the heart differently.
Don't replace the heart with something else.
Don't change the typeface.
Don't print it on color.
Don't put it on a photo.
Don't put it in a box on a photo.
Don't use it any way, but this way.
That's why this logo is as strong today
as it was 40 years ago.
Your logo should be the same.