Art director Stas Zhitsky discusses whether it's possible to create a hooligan logo and provides logo examples

Contents:

Designer, artist, art director and copywriter, as well as a columnist and teacher at the HSE School of Design. Has more than 30 awards in the field of design, including such prestigious ones as Good Design and RedDot. He is a jury member at renowned festivals, including Cannes Lions, Eurobest, and AD Stars. His many years of experience and achievements make a significant contribution to the development of design and the creative industries.

He is the co-author of the book "Parable Therapy, or the Book of Meanings about Marketing" with Sergei Kuzhavsky. He has regularly published in Snob magazine and the graphic design publication [kAk]. His articles have also appeared in publications such as Creative Director and Vedomosti.

I played the piano, tilting my slender profile. You ignored me, as if I didn't exist.

Enchanting sounds emanated from the magnificent Steinway, and I, overwhelmed with delight, watched your performance with bated breath.

Everything I experienced in my previous life was amazingly combined in this unearthly music.

Passion and hope, bitterness and joy, the heat of love and the cold of loss - all this reflects the complex emotions of human life. Youth, full of energy and aspirations, quickly fades, giving way to maturity and the awareness of inevitable decline. These feelings intertwine, creating a unique experience that shapes our perception of the world and ourselves. Every moment, saturated with emotion, becomes part of our journey, allowing us to deeper understand the meaning of life.

Tears, hidden from my eyes, streamed as I stood facing the wall. The abandoned waltz, like a dog's waltz, tore my soul apart.

Igor Irtenyev is a specialist in his field with many years of experience. He demonstrates high qualifications and professionalism, which allows him to successfully solve problems of varying complexity. Igor is actively involved in projects related to the development and implementation of innovative technologies. His knowledge and skills make him a valuable expert on the team, capable of finding optimal solutions and achieving goals. With an analytical mind and a creative approach, Igor Irtenyev constantly strives for self-development and advanced training, which allows him to remain competitive in the market.

When designing a logo for a fun product, the question arises: should the logo convey emotion, and if so, to what extent? It is important to consider that a logo is a visual representation of the brand and plays a key role in its perception. Emotional connection with customers can be strengthened through color schemes, shapes, and fonts. Correctly selected elements can evoke positive associations and create an atmosphere of joy. Thus, a logo not only identifies the product but also creates an emotional response that helps attract the target audience and strengthen the brand in the market.

This question provoked deep philosophical reflection in me, and I decided to put the logo design aside to write down my thoughts. Besides, the logo itself had not yet been created.

How can I answer this question for myself? Perhaps I should, but I realize that I am inactive in my actions.

Exaggerated emotions can be quite powerful, especially when they stem from your enthusiasm in the moment. However, over time, whether it's a month, six months, or a year, your priorities and views may change. A logo that once reflected your feelings may continue to convey an outdated message, such as "Dog Waltz." While something like "Cat Tango" might be more relevant to you, it's important to control your emotions and approach the creation of visual and textual materials more consciously. It's better to take a step back, contain your feelings, and adapt the content to align with your current views and goals. A piano, a classical musical instrument, is typically equipped with at least two pedals. When the pedals are not pressed, the strings remain lightly pressed against mufflers known as dampers. These dampers play an important role in the instrument's sound, allowing you to control the duration and expressiveness of notes. Understanding how the pedals work and how they affect the sound of the piano is a key aspect of playing this instrument.

When you press the right pedal, the dampers rise, allowing the strings to sound freely until they die away on their own. When you press the left pedal, the hammers connected to the keys strike only two strings, not all three, as intended, and the sound is muted.

When creating a piece of music or design, it's important to focus on the main content and not get distracted by details. It's best to tuck your feet under the stool and avoid touching the pedals. A flashy logo can quickly become boring to an audience—how long can they watch you forcefully play the keys? On the other hand, a "quiet" logo may go unnoticed, and this isn't as critical, although we'll discuss this topic in the future. As Konstantin Nikolsky, who may not be familiar to the current generation, said, it's important to remember balance in creativity.

I feel like a vulnerable bird; it's hard for me to rise in the sky.

I stand on the threshold of life and death, experiencing every moment as if it were my last.

Although it's difficult for me to speak about this, I will still try to express my thoughts.

I continue to sing, because there will always be someone who will hear me.

Changing the mood of your brand is possible without significant logo changes. This can be achieved by adjusting communication strategies, while maintaining the logo as a stable element in an ever-changing environment. While the logo should not be the primary focus of change, it is important to remember that expecting the world to adapt to your needs is not always practical. This is especially true for businesspeople, who must consider market realities rather than rely on idealistic views. A brand management approach requires a balanced and flexible approach to successfully respond to changes in consumer preferences and the market environment.

About twenty years ago, a group of people approached me with the request to create a logo for a designer goods store. I decided to use my imagination a little and, at the same time, save time. I asked each team member to draw one letter in several variations. In the end, we got four letters: three from the participants and one of mine. I combined the most harmonious letters into an unusual logo. The result was funny and original, reminiscent of the "Dog Waltz." This experience showed how creativity and a team approach can be combined in logo design, creating something unique and memorable.

Creating a logo for a temporary event, such as a concert, performance, or exhibition, can be a fascinating process. However, if a logo is being developed with a long-term vision in mind, it's important to consider that a playful and cheerful design can quickly lose its appeal. A brand with such an image will be unable to maintain sincerity and appeal over time. A logo that initially evoked positive emotions can become tiresome for the audience. It's important to choose a design that reflects the brand's essence and can adapt to change while remaining relevant and appealing to consumers.

The logo was updated a few years later to reflect a more mature, neutral style. This design continues to be used today, despite changes in the business profile.

I put my feet under the stool. While they're not always in this position, I often remind myself of this.

Sometimes, even if you pour all your emotional energy into creating a design, it doesn't always result in the right perception from consumers. For example, a piece of music known in our culture as "The Dog Waltz" is called "I Stepped on a Cat" in Japan, "The Thieves' March" in China, and "The Meatballs Escape Over the Fence" in Denmark. This demonstrates the importance of cultural context and a proper understanding of semantics when engaging with an audience. Understanding such nuances can significantly impact the success of your content and its perception in different countries.

Read in our previous issues.

• Manipulate carefully: logos whose simplicity saves lives
• Signs made hands: how cultural context influences the perception of a sign
• The specifics of the “pacific”: how a logo becomes significant for many people
• LONG LIVE THE LOGO! Why business is impossible without a logo
• Funeral home "Rusalka": should the logo correspond to the business?
• New gates for rams: how redesign differs from restyling and rebranding