LogoLounge 9

2,000 International Identities by Leading Designers

Bill Gardner, Emily Potts

• Publisher: HOW Books
• Year: 2015
• Print ISBN: 9781440340536
• eBook ISBN: 9781440340659
• Topic: Design
• Subtopic: Design General

THE NINTH BOOK IN THE LOGOLOUNGE SERIES once again celebrates expert identity work by notable designers and up-and-coming talents from around the world. This edition's far-reaching collection offers inspiration, insight, and an indispensable reference tool for graphic designers and their clients. Masterminded by Bill Gardner, president of Gardner Design, the LogoLounge.com website showcases the latest international logo creations.

LOGOLOUNGE vol. 9 PRESENTS THE 2,000 BEST LOGO DESIGNS as judged by a select group of identity designers and branding experts. Logos are organized into 20 visual categories for easy reference. Within each section, case studies allow a closer look at designs from diverse firms such as Hornall Anderson, Lippincott, Tether, Von Glitschka Studios, OCD and more. Each story details the logo design journey, from concept to finish. LOGOLOUNGE vol. 9 is the definitive logo resource for graphic designers, brand managers and start-ups looking for ideas and inspiration.

CASE STUDIES & COLLECTIONS

DESIGN /// HORNALL ANDERSON
CLIENT /// FRED HUTCHINSON CANCER RESEARCH CENTER
CATEGORY /// INITIALS

The Fred Hutchinson Cancer Research Center in Seattle, Washington, is a world-renowned cancer research organization. Its scientists and researchers have developed life-changing breakthroughs like HPV vaccines and bone marrow transplants. However, much of this work is done with little fanfare. Most people don’t understand the significance of what the center does and how its research potentially impacts the lives of people who have cancer.

Hornall Anderson was charged with rebranding the institution from top to bottom—not an easy task, considering the obstacles the center has faced. The new brand needed to resonate with “Hutch” employees, many of whom were wary of coming across as inauthentic, and it needed to clearly and quickly communicate the organization’s role to potential donors. “The fight for federal research grants and private money is getting more competitive. Institutions are becoming much more sophisticated in communicating what they do. Over the years, Fred Hutch faced an increased challenge in getting the attention they needed,” says Andy Kribbs, design director at Hornall Anderson.

“The Fred Hutch team is quite sophisticated and experienced, so we had really good conversations with them in the early stages to get a clear understanding of what the organization stood for and what they believed in,” Kribbs notes. They then held a series of town hall meetings, inviting everyone on campus to come and participate in the brand discussion. “This effort couldn’t just be plopped in the lap of all these researchers. They have to know where it came from and what it means,” he says. “You can have the most beautiful and well intentioned mark, but it means nothing if you don’t bring them along in the process.”

The design team really got a sense of what goes on day-to-day at Fred Hutch by listening to the organization’s members. They also got the tagline, “Cures start here,” from one of the employees during a town hall gathering. That line embodies the essence of Fred Hutch, and it created new meaning for the design team, taking them out of the competitive mentality to one of a supporter for an overall cause. Kribbs explains, “We rallied around, ‘A win is a win for all’ mentality. There was now a platform that really got us running to develop copy and visuals.”

The original identity for the Fred Hutchinson Cancer Research Center lacked character and said nothing about the research center.

Andy Kribbs and his design team interviewed employees and hosted town hall events in order to develop the brand platform. Through this process it became clear that the logo needed to communicate that Fred Hutch does the scientific research and development that leads to cures. He says, “This opened up vast creative opportunities within scientific and research territories for us to explore.”

“They needed to clearly communicate what they do and their role in the fight against cancer externally and equally energize the institution itself.”

—Andy Kribbs

The logo design initially explored many visual territories using DNA and genetic codes as design cues. As it progressed, the team explored the idea of cells dividing. “Essentially a cancer researcher looks for something different—that moment of change. Cancer cells look different from regular cells, and that’s what we were...

Table of contents

• Title Page
• Table of Contents
• Introduction
• Jurors
• Case Studies & Collections
• About the Authors
• Directory
• Copyright