Capital One Logo Redesign w/Indika Jayatilake

Capital One Logo Redesign w/Indika Jayatilake

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00:00
what's up everybody hello beautiful people welcome to the show today i'm excited to be talking to you my my lighting is a little overexposed mark says i look a little angelic it's just revealing my true nature but let's get into it today we're going to be talking about the redesign of the capital one logo you know what time it is we're going to be talking about logos that you love to hate this is logo redesign and today joining us is indica tilika i hope i said that right and he's from colombo sri lanka and here are some of his work you can see it here
00:30
really nice clean solid work and i love that you're from sri lanka because i think you may be the first person that's been on our show from there so i'm very excited okay this is i would agree maybe a universally hated logo there's all kinds of weirdness going on here in here so i'm looking forward to what you're gonna do with this but the first question i have to ask you is why why did you pick the capital one logo to redesign hey um first of all i gotta thank you and the team for uh inviting me to the show um
01:04
so before i answer that question i i wanted to take you through the process of selecting this logo yeah it's it was tougher than i thought uh because the bigger the brand is the chances of you having a bad or okay logo is pretty slim so i had some some other options but i was leaning towards capital one and i also remember that uh in one of the episodes uh sagihavi mentioned that it
01:37
was his dream plan so i knew i was on the right oh okay very interesting good reason yeah okay moving on i'll just take you through the uh how the the company came to be in 1994 a company called signet financial corporation they separated the credit card division and named it capital one and in 98 they expanded to auto loans and
02:08
in 2005 they went to retail banking so a small credit card company became a fully fledged bank but the problem was that the logo didn't really evolve with the brand so it the word mark stayed the same and in 2008 they introduced this swoosh people call it the boomerang swoosh and yeah the design community didn't really
02:40
like the fact that they introduced a swoosh in 2008 which was quite dated and uh but they somehow stuck to it and it even featured on bad logo list by design blocks but [Laughter] in 2016 they went for redesign they made the whole logo flat and made the colors a bit darker it's a step in the right direction but
03:09
it wasn't enough in my opinion so for the reasons why i'm redesigning this uh there's a bunch of reasons the the swoosh and obvious reason and uh the fact that you have this serif and sensitive combination it it felt a bit weird for me it sort of creates a split personality so to speak for the brand it's neither a serious
03:40
brand or a casual brand so it's somewhere in between and they have this baseline shift going on uh where the one portion of it it sits below the baseline of the sensative portion uh it feels a bit awkward and and the whole logo lock up with the swoosh it creates a odd shape and when you're placing it somewhere it becomes tricky yeah can you do me a favor can you just move your mouse pointer off the screen
04:12
so it's not there the whole time uh it's not i think oh i see it is mark do you see the mouse pointer right under the capitol yeah we see it but for some reason he says that he was moving it and it's not changing i don't know what's going on i don't think it's like jonah it's jonah i know it's jonah's fault none watch there you go you see two mouse in it no i i see just one frozen pointer there's one there do you see it there somebody's uh no i don't see yours jonah i do not see yours so forget it we'll just keep going
04:44
on we'll just live with a mouse pointer always pointing to that all right all right okay okay moving on so um here are some examples of uh their logo usage and you can see the issues uh in some of these the logo on the uh the mobile app there in a small scale you can't really see the details of the logo and for the app icon it's a weird crop and you can't really identify the swoosh there are problems with fitting the logo
05:15
in small vertical spaces like the signage the swooshes jutting out so problems like that and uh there's another teeny tiny problem that i found um this oh my gosh is that a competitor that was my reaction uh initially initially actually i i thought that this was part of capital one itself maybe it was a division because i was not familiar
05:46
with the brand when i started digging into this and only to find out that it's actually a completely different uh bank altogether it's a small bank based out of las vegas and uh they obviously copied it from capital one right yeah uh the lawsuit should be in order here come on it it was the other way around surprisingly
06:19
so in in 2006 a company called uh first national bank of marine they came across some image issues and they had to rebrand and they came up with this logo and for some reason in 2008 to two years later capital one introduces the boomerang which makes it very similar to credit one but uh capital one being uh the giant that it is about 60 times biggest
06:50
credit one they didn't really have a problem with it because of their marketing budgets people thought that credit one copied the logo not the other way around so it's a it's a small issue but it's a issue nonetheless so here i am looking at the competition uh the other top players in the u.s market and some global ones and and the characteristics that you see is that they are all moving towards
07:22
uh sans serif and clean uh minimal designs they have very strong marks and they're all combination marks most of them and you can really separate the symbol from the word mark and it the the fact that you can do that it makes the logo more versatile these are the marks the symbols separated and the common thread between these uh is that they're bold and strong and
07:53
they sort of convey some stability as a financial institution should and they're very simple uh most of them are simple enough to be drawn on a piece of paper from memory that's the right the the best test for a simple and memorable logo as uh sagi mentions and some of these are actually pretty old designs like jspank logo that was done in 1961
08:24
and the deutsche bank in 74 and hsbc in 83 and also citibank in 1998 um they're still using them they're still as clean and modern uh as the others so i set myself a brief for myself to come up with a strong and simple memorable mark that was my brief and in my research i digged up an old style guide the
08:58
not the most current one but uh i guess the brand attributes doesn't really change over the years too much so these are the keywords that they describe the brand with they're bold innovative authentic very friendly trustworthy so i wanted to instead of coming up with a mark out of the blue i wanted to base it off of something from the brand ecosystem so i was digging into the sub brands and
09:31
any any other products that they had and i found this uh it's called capillary one labs which is the r d department of uh the bank um they're they are sort of spearheading the bank's innovation and it sort of embodies all these brand attributes of the bank and they are the ones responsible for introducing the capital one cafe concept
10:02
and you know their virtual assistant so that was my starting point that was my springboard um i was taking this c1 element and i was exploring how i can uh sort of reverse engineer the master brand so to speak right it looks like the periodic table of elements it does yes it does it derives from that whole lobster theme right kind of science vibe
10:36
so next i have my process video should i play it right now yeah yeah let's play it i we still believe indica that it's your mouse pointer that's still stuck on that screen can you move your mouse again no maybe you scream uh it's really weird we can't figure out it's someone's potentially saying it's like it's quite odd though you see it everybody sees it we're moving every computer we have and nobody can get rid of the mouse is it still is it it's still there it's still pointing at the letter h
11:06
and i'm hoping that see no nobody can seem to get that to move jonah all your computers right because it's going to just be burned into this it's all mine okay all right cool all right let's go go ahead and play the video for us in a second let's read some comments chris because he has to he has to switch over yeah let's let's go into the comments mark are there any comments here we need to talk about yeah so brian butler he's just saying that he's actually put a lot of time into looking at this logo and redesigning it since the have interview
11:38
that you had initially so i think a lot of people are thinking the same thing this logo just needs a refresh yes so you guys can those of you that were inspired by the episode let's uh play along and see if you make the same or similar decisions as indica does i think it's interesting a lot of these financial services companies are trying to almost look like these tech companies so you can see a lot of their logos moving that direction but a few of them including capital one haven't really
12:09
done that yet so i think it's written ready all right there we go okay all right so talk us through what you're doing here so i'm jotting down some notes from the old logo questioning the slant why is it tilted but i'm liking the colors because we're changing everything i'm deciding to keep the colors and writing down the name seeing how it looks as a shape
12:46
and drawing this you're doing this in photoshop yes with a wacom mm-hmm is this typically how you work uh usually i work with uh just paper and a pencil but uh because i'm doing this i wanted to record everything i see that makes sense so the reason why i'm doing this instead of just using uh regular fonts is that when you do that you tend to fall in love with something and you sort
13:18
of settle for the font and you don't really explore so i found that doing this it it gets your idea on paper on on the screen in this instance but and then you can find a font that goes that's similar to it or at least you can draw it yeah i also saw that you were thinking of systems too because you're trying out capital one with other words attached to it for the sub brands right
13:49
i was trying it out yes yeah the capital one bank capital one credit capital one loans it's very important to think about how the system is going to be used especially when you're doing really large scale identity yeah now i'm deconstructing the current logo and seeing whether i can fix it identify some issues by doing that find a stacked version of it now i'm working on a symbol a mark i'm exploring a capital one like a
14:20
upper case one it's sort of starting to look like a building a structure so conveying stability again more exploration now i'm combining the c with the one this was starting to look like a low case a and i'm trying this circular looking thing yeah
14:58
hmm i found that the the the one was getting lost so i'm trying to bring that out a bit it's very interesting for me to see other designers work in progress because sometimes in your sketch i see something else because i happen to know what he winds up with so it's kind of like oh there's something there that if we were working together i was like oh why don't you try this thing because i see something in there all right so at this point i'm just uh doing as many
15:30
options as possible so i'm not really thinking about what i'm gonna finalize the design with how long is this taking you in real time um so the whole process from uh the research to the final coming up with the final logo was about 25 hours that's within a span of about one and a half months it was working slower but uh
16:00
and for the price that helps to give everybody some context oh different shape here uh yeah i'm i'm trying to create an abstract shape for the c and the y it sort of represents some growth yes that's something that i'm going for like it's progress it's growing that's what i'm looking to bring up a comment here that uh picaran bora had brought up so
16:39
just in reference to the direction a lot of logos are going to these days i think he was just mentioning because of the digital area era a lot of companies are trying to fit that logo into an app icon so that it's all uniform in that system yeah it makes sense you have to think about where the logo is going to live most prominently and especially if they're going to have an app having the current capital one logo is not going to work well at that size hence the the thing that we we always talk about when we're talking
17:10
about logo design is if you reduce it down to a half inch by half inch what's left and so it needs to reduce or you need to design a responsive logo where it has the icon version and then it can grow depending on the amount of screen real estate it can have i'm noticing that uh there's quite an international group today tuning in so there's some love from sri lanka of course somebody is in from pakistan so hello how are you i'm sure there's a bunch of people that
17:41
are going to type in now where they're from but just want to say hello to all of you and thanks for tuning in today now i'm just shortlisting some of the marks that i liked and refining them so once like this teardrop shape yeah along with a couple of others so i'm shortlisting as i go and i'm combining that with the word marks that i've sketched out seeing how it feels when they're combined
18:14
different weights uh different combinations and i like your approach to all this exploration it's like you like you said you're trying different weights different logos different symbols different lock-ups yeah yeah oh there goes everybody else saying where they're from did it happen yeah we got morocco egypt kenya indonesia brazil houston hello my brothers from another mother
18:52
from vietnam i'm testing the logo on different colored background this is the capital one blue how it looks i'm sort of refining it further so that i can decide between the two options that i have you saw the last two contenders so the one that i'm working on now it was starting to look more like a g then yeah i was going to say it's like when you have money you're a g right
19:32
so i ended up dropping that just dropping well it's hot just like that my new studio album drops this uh next week guys so just let you know [Laughter] it's a little slow on the trigger there jonah so you started in black and white and then once you've gotten to as a selection of the ones that you like then you went to see how it looks in color or with the brand colors gotcha
20:06
just inverted out right now so seeing see what it looks like inverted right just on different colored backgrounds as well so i'm trying another option where it's it's not tilted but i like the tilt of the mark because it gives you some dynamism of the sea now i'm moving on to illustrator i'm quickly creating the mark which is a simple shape and now i'm trying to match the logo type sketches with an actual
20:41
font so you're busting out all the different sensor typefaces that you have access to it's what fits so i downloaded a couple of fonts that i liked and i'm testing those so what i'm going for is a clean sans serif font that with a high x height so that it reads better in small scales sort of approachable but not as clean as a geometric sense but uh i
21:16
think it's called a neo grotesque like okay same same category as um helvetica so it's somewhere in between so i'm looking at uh the kerning using some shapes for my references now just so that we're sure neck one luke is saying chris just focused on the design and and neck one what i want to say to you is i thought you tuned in for the comedy the antics the the charm and the charisma and design was just the extra
21:46
so you're telling me don't quit my day job okay [Laughter] flame cat love from sweden thank you very much how are you thank you what are you gonna say mark good i'm trying to make that interesting here man i i was gonna say there goes logo redo look you can't spell redo without doubt let me just tell you that much right now more jokes he's got more of him can't stop this guy can't stop can't stop don't touch this
22:18
i'm looking at the negative space here and trying to balance the mark with the logo type and looking at different scales how big should the mark be in comparison to the logo type doing a lot of versions testing them i actually showed this to a couple of my colleagues as well to get their opinion on when you work on something for this long you tend to miss something so it's better to get some feedback if that's an option for you
22:52
yeah are you mainly looking at these proportions by eye or using type some type of measurement or no it's all visual i tried actually measuring the the negative space but it doesn't really work yep so i'm working on the color i'm going for a darker shade of blue and sort of toning down the saturation of the red because it was a bit too harsh the
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red that they originally had creating some accent colors that i can use i'm not really focusing on the the colors and the type as much as the logo so all right so there's a comment here that i have to read it's from bic iron bora he's saying michael beirut says nobody wants a completely new logo and he thinks we should talk about this now what you're doing is a very radical departure from what they used to have and it i think it's a designer's fantasy to just take any logo and just
23:55
change it all the way around but you can see that most companies have so much brand equity that if you're driving down the street and you saw potentially what you're going to finish with they're going to have a hard time like is that the same capital one or is this some sub brand is this a ripoff or are they trying to capitalize on the confusion of the marketplace what's going on i think it's it's a it's a it's a case-by-case issue well when it's something like capital one and there are serious problems with it you have to take that decision to create
24:27
something new and it it also makes sense because they have the budget to familiarize the logo with their market as well and without sticking with something that clearly doesn't work not saying that it's the only option that you can go for a gradual like a faced design in your research did you come across what the meaning of the boomerang shape or the arc
24:56
what it's supposed to symbolize actually i couldn't find much but i read somewhere that uh what they were trying to do was trying to uh uh make the brand modern and hip that was their thinking but this was off of a a design article by uh someone i forget the the publication it was bloomberg or something like that but it clearly didn't work hip in their words was just flipping a
25:29
nike swoosh and then widening it yeah or something or something like that yeah okay so what else are we looking at now let me share the presentation again okay so while we do that let's see what else is going on so what do you guys think i want to ask the people who are tuning in live today all 548 of you when when taking on a brand that's really well established how far should we go in terms of creating a completely new thing or trying to keep some of the heritage i
26:01
mean easily here in the exploration i've seen thus far i'm just wondering if you can have a slight nod to anything so that there's some connective tissue to the old dna uh let me hear your opinions on this okay so now we're back to is this your deck now yes um okay am i on full screen yep no is it on full screen jonah are you not seeing this do you see my okay it's okay
26:31
i see it's me i get it it's my screen all right um uh here are some of the explorations that i've done i really like the the the mark marks number six uh because of its symmetry and uh but i decided to drop that because um it seemed a lot similar in my head at least uh like the chase logo so i moved towards the c which is
27:03
a combination of uh c and the number one the number one actually combines and it's shown in the negative space and i've tilted the logo so that it brings some dynast dynamism to the logo mark as opposed to a static mock and bold and strong very apt for a financial institution so he his logo type as i said
27:35
a sensitive very approachable high x height so it reads better in small scale i think it's the right balance between modern and still approachable very clean looking yeah i want to also read that's comment fajit ali balagun said he just got home now he ran in here well glad to have you here watching with us here jonah like is youtube like really blurry for you
28:08
i'm watching youtube right now it's it's so blurry is it my connection are my kids hogging up all my bandwidth here just looking okay on my end oh look at this quality 360p what is wrong with that let me go 1080. there we go oh okay okay everything's like what's wrong with my vision i can't see anything okay so you you decided to do a very geometric very bold square c with the one embedded on the inside
28:39
and you tilted it 45 degrees so that it has some energy to it right yeah okay now there's always two ways of interpreting something that's been tilted like this it's either it's unbalanced or unhinged or there's some visual tension and it's actually very balanced i could hold this position but a lot of the marks that you shared earlier i have this really solid base so it doesn't feel like it's going to tip over but it i can see you making an argument for both ways because if it's centered like this it's like how
29:10
is it staying together but it also for a bank you you may run into some issues like it does it's not going to take a lot for it to topple over so there's some something there i actually um did a version where it's it's actually not tilted so it's it looks like a lowercase n and that was sort of the problem as well oh when you tilted it like uh 45 degrees to the right clockwise yes yeah that would look like an n so if you tilted 45 degrees the other
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way then it would really read as a c but then you lose the one i i understand the rationale as to why you put it exactly this angle because you can see the c and you can also interpret that there's a one in there okay let's keep going all right this is the logo on white and i've tested this out on the brand colors i hope they work in one color and so this is how the logo works in different scales
30:12
you can see that the the logo mark even in pixel scale it it reads clearly and that's the color palette that i've come up with pretty pretty basic for now but uh and so handsome colors i like it uh the type specimen i've used the same type for for this example but if i were to do the design again for a real project i would go with a different font to create some
30:43
contrast between the logo and the type and now we are moving into logo usage the logo mock-ups everybody's favorite part there we go here are some mock-ups of business cards um using two color combinations they can also use different print effects if they want to because the logo works really well in in one color as well yeah is that
31:14
the real ceo's name richard fairbank yes it is wow what a great name to run a bank richard fairbank like my name should be chris classic design [Laughter] i think fairbank i mean just think about that guys yeah talk about that not a shady bank no not a shitty bank a fair bank all right got the job facebook's name here we have some stationary um i've tried to create a
31:44
pattern out of the logo like interlocking but pretty simple i'm wearing the opacity a bit and i'm using the logo again on the annual report cover to show some arrows and progress again you have to look at this at full 1080p because there's this very subtle pattern that he's running on the planner and i really like that hit of color pop of color that the rubber band that runs across it or the
32:16
ribbon or whatever that is it's it's really nice like when you use really brilliant saturated colors you have to use them very sparingly and when used in that way it could really pop so you can see like on each one of these pieces collateral the annual report there's a little color for the capital one but he doesn't go overboard the whole thing is not this really brilliant red color right a little bit goes a long way and even ties it in with that nicely placed in pencil okay keep going all right um this
32:48
is a mock-up of a credit card i'm exploring how the logo works in one color and and as a co-branding as well a platinum logo along with the main logo and did some designs for placeholder designs for social media how the logo can work the mark can work in independently and i'm using a slight uh blue color grading on the images as well so
33:18
they look like the same thing and uh here are some examples of uh the logo as a fabricon for the website and it has an app icon working in smaller scales and a mock-up of their mobile app and here's an image of one of the capital one cafes and how the logo can live there that looks real yeah
33:55
this is the headquarters uh the capital one tower in mclean virginia and the next one is the lobby same place i really love how this logo can work as a single color in in a metallic finish when you put it in like mock it up like this you really feel that it really fits with whatever space that it works in so at this point i'm quite happy with
34:27
what i've come up with so i also wanted to see how this would work in a smaller sort of like a mini branch and how it can look at night this is probably my favorite mock-up so far because you're using materials it feels dimensional and i love the color blocking that's achieved it reminds me of the original blocking of colors that you put together to say this is going to be the color palette there's something that's just really handsome about a strong grid
35:00
all right i want to read a comment here from pineda he's saying that c still looks like the chase logo and he's like this could have the tropicana effect well that's that's a take on this okay but let's keep going here okay um that's about it from now uh okay that's that's that if if you guys have any questions in the comment section i would upload okay why don't we do this because it takes a minute for people to be able to formulate their questions we have a few more minutes here before i have to bounce to my next thing but what
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i want to do is bounce to my slide here so jonah if you can do me the honors here so the original on the left is the capital one logo which has gone through very subtle evolution since its origin it has um a bold oblique sensor of typeface upper lower case and then it has an italic serif type phase and the juxtaposing those two with a offset baseline and this boomerang shape thing which
36:03
could be like the motorola logo or the nike logo there's i mean it's impossible these days to draw a tapered shape that's on an arc and not have somebody say it reminds me of something else and they did go through a very subtle redesign and then another redesign but this is essentially the logo they have and they're grown to be quite a sizable company on the right hand side of course is the revised logo designed by indica and he's taken on to try to simplify it to make it more modern and contemporary to
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fit within what contemporary visual languages of banks according to that quilt he put together and he's designed a c that's very block solid it reduces down really well and the counter the negative space in the c itself has an added benefit of potentially reading as a one and he's using one bold and semi-bold or something you know there's two slightly different weights here if i'm reading this correctly and he's he's decided to keep it all on one baseline
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so instead of having the baseline shift which creates that juxtaposition he's creating the shift in tilting the logo 45 degrees and creating this more dynamic icon now some critique and some feedback from me whoa there's a big old chat thing there mark 36 big ones 36 big ones jonah where's that oh yes oh slow you're missing every opportunity okay whatevs okay so here i'm gonna give you my feedback and then i'm gonna turn over to the audience to say
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right now do you prefer the original type in one for the original capital one or type in in the comments two for the re redesign logo designed by indica number two for the new capital one logo okay so one for the original two for the new one now as you guys are thinking about which one you want to vote for um i want to say a couple of things yes this feels much more modern it feels really contemporary you're using some some sans-serif grotesque typeface right so this is
38:07
it's really cool i for one would have liked greater contrast between the weight of capital versus one i think capital is very important and you can see in the original the weight is like extra extra bold or black versus like regular and i think the contrast difference between the two is really important and i like how you've done the one in all caps so that it reads as capital one versus capital a and that's really important so driving the difference in weight
38:39
is really really important for legibility and that's why they did the baseline shift there and switch the typeface in the original designing abstract simple geometric marks is very difficult to do because it seems hypersubjective and it's like it's very difficult to find something that isn't already done right and so he had said this too it's like back when they did the chase bank it was rather easy to be able to create a mark that's new and unique and different but these days it's so so so hard because you're gonna be running into
39:10
small companies the big companies and these shapes it's very difficult to make new and fresh my one um maybe adjustment that i would make or suggest to you is to try to make the counter then the one shape read a little bit more like this thing that you can discover and find because one could argue it's just the negative space but if you if there were a little tip of like the top of the one or something in there where really read as a one so here's a crazy suggestion that may not look good at all
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but actually to use a serif one inside that negative space so it's a red square solid with a white serif typeface one just to say like hey we still remember the original logo because there's an element of the serif that i'm missing and that would be my one suggestion so that it's very clear you see the c you see the one you get them both okay what are people saying here so lots of votes come in but there's a good mix of one and twos but i without counting everything up most people like to revise
40:12
so yes yeah okay so let's read the comment from jtr thank you very much for supporting the channel jtr special thanks to you guys for what you do thanks to you we are able to grow and help our communities through art and design cheers thank you very much really appreciate you thanks gtr yeah all right mark what else are we gonna do now um well yeah not a whole lot more questions if you guys have questions throw them there down in the chat um you know indica went through the process and someone was
40:44
asking why he chose that specific word mark at the end out of all of the sketches indica i know you talked a little bit about why you like the simplicity of it but anything else you'd want to comment on just why you chose that one i think it it was the simplicity of it as well but all this time i was questioning whether it's whether it's too simple whether it's too common so i i had this thought at the back of my head but uh after
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listening to some talks by sagihave and tom geisma it sort of convinced me to go ahead with this option very good okay we're we're seeing if there's any other comments or questions that are coming in of course the people always ask this question and this has come from devanesh divi yansh my god that's hard to say okay any mock-up inspiration sources where do you find your images can you share some of the mock-up resources that you're using
41:49
actually all of these are created from scratch on photoshop geez oh wow uh every image is from free stock sites i think most of it came from unsplash and some images from shutterstock i think like there you have it well if he had taken the i i suspected that at least some of the images he had to create from scratch because he said that's the capital one tower and as far as i know that's too specific nobody's gonna do a capital one tower
42:21
mock-up for you so you probably had to clone out the original signage there and then build your own right yes that was from shutterstock oh it is so it's not really from the capital one tower it is so i phoned it out i see i see okay beautiful good job there okay thank you yeah all right okay i don't know i i don't know about that question or comment there so the question here there's a good question here it says that for big corp
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corporations is it better to have a simple mark and indica what's your take on that and i'll i'll chime in as well i think for it doesn't matter whether it's a big corporate or not the simpler the mark the better because uh for a bank like uh capital one they they'd be constantly pushing their marketing and messaging throughout so people would be seeing this so with time they would associate uh whatever logo that we've come up with and it will
43:28
register in the consumer's heads so the simpler the better that's my take on it and i would generally agree with you except for i think sometimes in smaller more niche based industries that you can have a mark that is more intricate not to say that intricate is the opposite of simple it could be simple and intricate in its design and one of the examples is i i love burberry's old logo with the knight on the horse
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and if you if you're into fashion brands like the ralph lauren polo horse is very iconic it tells a whole story and it communicates the message really well it's a little complicated it's drawing but i think there's some things that you can do that feel really appropriate so when burberry moved away from that mark it was like oh shoot i i like what they're doing now it's a very bold sans-serif typeface but i i miss that mark and there are other brands like that my coach also and it what we want to do is to make
44:30
sure what we're doing is appropriate is memorable and unique and those are really important and so for super niche kind of brands yes you could you can get away with more and but that doesn't mean that you should go and make it overly decorative just because and you also have to think about how will this age in 5 10 20 years or is the company going to need to redesign their logo every three years so in in kind of choosing to be very disciplined and use a lot of restraint
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you're able to use simple geometric shapes that have lasted and and survived the test of time the chase logo was designed over 60 years ago i think and it still looks good today maybe the word mark itself needs a little updating but the chase icon is so strong and bold as were many of the ones that you shared with us on you know during your research phase so good question okay oh our good friend local therapist herself hadil syed ahmad
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is on thank you very much for tuning in hadiya and hidal is cooking up something massive so i'm i'm sure it's going to just drain all of her energy but she's been i've been chatting with her so she's going to be doing something so you guys look out for that okay uh i think uh mark any last questions before we get out of here um someone's asking about font resources if uh you can't afford the expensive ones online any resources there's a good question uh actually most of these were from
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google fonts which is free in most cases i think and i tried to make it uh use use free resources whenever possible so it's mostly google font what i'm using right now is a google font variable google phone nice okay a lot of you guys don't know this but if you have a creative cloud subscription it comes with adobe's vast type library that you get to use on your
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projects for free included with your creative cloud subscription now the question is this and i'm going to ask you guys this question because i'm actually working on a deal with monotype to give you this massive bundle of what i would consider my essential typefaces at a ginormous discount but i have to ask you this question if you're going to be a lifetime subscriber to creative cloud and they have the typefaces you don't technically own them you can just use them for whatever you want do you want to have a copy where you can own
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in case you ever move away from creative cloud so that's the question for you guys to contemplate i'd love to hear your response to that because it will impact the decision that i'm making in curating a typeface selection right so i want to put together a really beautiful list of typefaces that you can use for the end of time but i wanted to know should i include the ones that overlap with what's available on creative cloud or not do you want to own them all are you comfortable with a subscription based model so so google has free fonts
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if you type in free font you you will find typefaces there they're not always well drawn they're missing complete sets but maybe that's not what you need at this point in time and the the ones that come with adobe are should be sufficient for you to design most of what you want anything else i wouldn't worry about it you don't need a font the font is not going to make your design you make the design not the font okay all right there's one more comment here and before
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we get out of here from ingrid burgess torres and and she's saying the work you do is sensational you're you help me it grows so much and i thank you for all that thank you very much ingrid for your support of the channel i guess guys before i drag this on a little longer than it needs to be i'm going to thank my guest today for doing this his name is indiga tilika and he's from columbus sri lanka we love seeing the diverse community of designer from
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designers from all over the globe participating in in this conversation with us if you guys want to follow him on social media he's at indica but the in the eye is spelt with a number one one indica capital one in one day [Laughter] sorry you guys i'm still on it i'm still honest okay and you can look up his work at indica.com again the i spelt with the number one with a name like indica i would figure you would just be able to get the i but
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i guess somebody else has that is that why you did that yes um some design company that was registered in 1995 or something like that i see they beat you too okay all right guys that's it for us today i think we have another live stream tomorrow right mark yes we do we do with another logo therapy session logo redesign logo redo so i hope you guys will tune in for that don't forget to like comment and subscribe and hit that bell for notifications guys thank you very much for being part of
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our one billion mission to impact a billion a billion lives on planet earth jonah's gonna play the music any second because i'm almost out of breath but if you haven't done so you guys can support me if you wish and send me some money via venmo i'm at christo that's it for us you guys have a wonderful day until tomorrow so tomorrow yeah i was gonna say until next time until tomorrow thank you guys bye everybody

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