以下就是这封公开信的全文译本：

苹果与Adobe的关系由来已久。事实上，当Adobe还只是个车库里的小公司时，我们就和它的创始人碰面了。苹果是他们的第一个大客户。我们将他们的Postscript语言应用于当时最新的Laserwriter激光打印机。苹果曾经在Adobe投资，很多年来是Adobe的股东，拥有它20%的股权。两家公司曾经密切合作，开创了电脑桌面出版业，有过许多共同的美好时光。但是那段黄金时代一过，两家公司就分道扬镳了。苹果经历了濒死的体验，Adobe则凭借其Acrobat系列产品而打入企业市场。如今，两家公司只在创意产业为共同的顾客提供产品与服务——Adobe的Creative Suites产品的购买者中，约有一半是苹果电脑用户。但除此之外我们与Adobe几乎没有什么共同利益可言。
我想在此草草写下一点我们对Adobe的Flash产品有什么看法，这样顾客和评论家就能更好地理解我们为什么在iPhone、iPod和iPad产品上封杀Flash。Adobe曾经批评我们说封杀Flash是因为想要保护苹果线上商店，纯粹出于商业利益。但事实却是，封杀Flash是由于技术上的问题。Adobe宣称苹果是一个封闭的系统，Flash则是开放的。但事实却正好相反。让我来解释一下：
首先是“开放”。
Adobe的Flash产品是拥有100%技术专利的。只有通过Adobe才能购买这些产品，同时只有Adobe有权利对其进行改进、定价等等。尽管说Flash遍地都是，但这不意味着这些产品是开放的。原因就是Adobe完完全全地拥有和控制着这些产品。所以几乎无论从哪个角度看，Flash都是一个封闭的系统。
苹果也拥有许多专利产品。尽管说iPhone、iPod和iPad系统都是有专利的，但我们始终坚信互联网的所有技术标准都应该是开放的。因此，苹果拒绝使用Flash，而是用HTML5、CSS和JavaScript等全部都是开放的标准。得益于这些开放标准，苹果的移动设备都表现出低功耗与高性能的优势。HTML5是最新的网络标准，已经为苹果、谷歌等许多公司所采用，它允许开发者开发出更为高级的图形、印刷和动画，并且不需要第三方浏览器插件(如Flash)就能转换。HTML5是完全开放的，由一个标准委员会对其进行联合管理，苹果也是其中一员。
苹果同时还为互联网制定开放标准。举个例子，苹果从一个小型的开源项目做起，开发出了WebKit。它作为一个完全开源的HTML5渲染引擎和Safari浏览器的核心组件，被安装在我们所有的产品之中。WebKit已经被广为采用。谷歌在Android系统的浏览器中使用它，Palm、诺基亚也用它，黑莓手机的制造商RIM也已经宣布将采用WebKit。除微软以外，几乎所有的智能手机上网浏览器都搭载了WebKit。通过将WebKit定位为开放技术，苹果实际上已经制定了移动上网浏览器的标准。
其次，关于“整个网络”。
Adobe反复宣称苹果的移动设备无法访问“整个网络”，因为网络上75%的视频是Flash格式的。但他们没有提及的一点是，几乎所有Flash格式的视频都有其他更先进的格式：H.264，而iPhone、iPod和iPad都支持这种格式。You_Tube 视频数大约占全网络的40%，而苹果所有的移动设备都可以播放其视频。iPad则提供有史以来最好的You_Tube视频体验。除此之外，Vimeo、Netflix、Facebook、ABC、CBS、CNN、MSNBC、Fox News、ESPN、NPR、《时代周刊》、《纽约时报》、《华尔街日报》、《体育画报》、《人物》、《国/家地理》等等网站的视频，苹果都可以流畅播放。根本没有多少视频是iPhone、iPod和iPad用户无法观看的。
Adobe的另一个理由是苹果设备无法玩Flash游戏。这一点没错。不过好在苹果在线商店提供了超过5万个游戏和娱乐应用，而且其中很多都是免费的。iPhone、iPod和iPad上的游戏与娱乐应用要多于其他任何一个平台。
第三点，关于可靠性、安全性和性能。
Symantec公司最近指出，Flash的安全记录在2009年名列倒数。我们还拥有一手资料，证明Flash是Mac系统死机的首要原因。我们曾经与Adobe合作想解决这些问题，但它们仍然一直困扰我们。我们不希望降低iPhone、iPod和iPad的可靠性与安全性，所以拒绝使用Flash。
另外，Flash在移动设备上的表现一直不佳。过去数年来，我们反复要求Adobe证明Flash能在移动设备上良好运行，但至今我们没有看到Flash的任何表现。Adobe曾公开表示Flash将在2009年初被一个智能手机采用，随后又改口说是下半年，后来又改口称是2010年上半年，现在他们又说要等到2010年下半年。我们相信总有一天这会成真的，但我们也庆幸没有期望太高。谁知道它会表现如何呢？
第四，续航时间。
视频播放时，为实现较长续航时间，为此移动设备必须通过硬件进行视频解码，因为在软件中进行会消耗太多电量。现在很多移动设备的芯片都包括一个名为H.264的解码器，这是一个工业标准，在所有的蓝光DVD播放器中都被使用，同时被苹果、谷歌、Vimeo和Netflix等等许多公司广泛采用。
虽然Flash最近添加了对H.264的支持，但几乎所有Flash网站的视频都需要老一代解码器来进行解码，且必须通过软件运行，因而早就不为移动芯片所采用。这个区别十分惊人：比方说，在iPhone上，H.264标准的视频可以最多播放10个小时，而用软件解码的视频只能播放不到5个小时。
网页使用H.264对视频进行再编码之后，就可以完全不使用Flash技术了。这些视频在苹果的Safari和谷歌Chrome浏览器播放时，完全不需要任何插件，在iPhone、iPod和iPad上播放的效果也很好。
第五点，触摸屏。
Flash是为使用鼠标的个人电脑所设计的，而并非手指控制的触摸屏。例如，许多Flash中有含有rollover，即当鼠标箭头滑过某点时，就会自动跳出菜单或者别的元素。苹果的多点触摸屏技术不再需要鼠标，也就没有了rollover这个概念。相应的，许多Flash网站必须进行改进，才能配合带有触摸屏的设备。如果开发者需要改进他们的Flash网站，那又为何不使用如HTML5、CSS和JavaScript这样更先进的技术呢？
就算iPhone、iPod和iPad支持运行Flash，也不能解决这个问题。
第六点，最重要的原因。
撇开Flash封闭、独断、技术缺陷和不兼容触摸设备的缺点，我们拒绝使用Flash还有一个更重要的原因。我们讨论了使用Flash播放网络视频和交互性内容的种种缺点，然而Adobe仍然要开发者用Flash来开发苹果设备的应用。
过去沉痛的经历已经让我们意识到，让一个第三方软件插足于开发者和平台之间，只会带来不合标准的应用，阻碍平台的改善与发展。如果开发者对第三方的函数库和工具产生依赖，那么唯有在第三方选择加入新功能时，开发者才能体验到和充分利用平台的优越性。我们不能被第三方的决定所左右。
如果第三方提供交叉平台开发工具，那情况就会更糟。第三方可能拒绝接受某一个平台的增强工具，除非这些工具也可以被其他它所支持的平台所利用。这样一来，开发者只能使用到所有平台共有的最低级的功能。苹果无法接受这种结果，使开发者仅仅因为我们的创新和增强工具没有出现在我们竞争对手的平台上，而无法使用这些工具。
Flash是一个交叉平台开发工具。Adobe的目标并非帮助开发者为iPhone、iPod和iPad开发最好的应用。他们的目标是协助开发者开发交叉平台应用。Adobe在增加苹果平台增强应用方面始终动作缓慢。比方说，尽管Mac OS X已经推出将进10年，Adobe两周前才在推出CS5时完全接受这个平台。Adobe是最后一个完全接受Mac OS X的第三发开发商。
我们的动机十分简单：我们只是想为开发者提供最先进和最创新的平台，同时希望他们能够利用这个平台的种种优势，来打造最好的应用。我们希望继续增强这个平台，从而使开发者能够开发出更加强大、有趣和实用的应用。因而，苹果能凭借最好的应用而销售出更多产品，开发者获得更广大的用户群，用户则可以始终在这个平台上享受到最好最全的应用。这样才是皆大欢喜。
结论
Flash为PC时代而生，为个人电脑和鼠标而出现。Flash是Adobe的一项成功业务，所以我们充分理解为什么他们希望能将其推广到个人电脑以外的领域。然而，移动时代是低功耗设备、触摸屏界面和开放网络标准的时代，Flash已经落伍。
事实证明，Flash已经不再是互联网视频浏览的必需。苹果在线商店的超过20万个应用也证明，Flash对于上万个图像和游戏的开发者来说，也不再是必需。
新的开放标准已经被创立，比如HTML5这样的标准才会在移动设备和个人电脑上同样取得成功。或许Adobe应该注重于开发更多HTML5工具，而不是批评苹果放弃过时的东西。

史蒂夫乔布斯
2010年4月

________________________

Apr 30,2010
更新为 浪浪 翻译版
原为 驱家 翻译版

作者 张龙 发布于 2010年2月18日 上午7时19分

此前，我们发布的新闻谈到了每个Flex开发者需要知道的10件事，本文将继续这个主题，谈谈每个Flash开发者需要知道的10件事。

近日John Lindquist谈到了在为Roundarch公司招聘Flash/Flex开发人员时的一些感受。他认为最难的地方在于问什么问题才能最好地了解到应聘者的Flash/Flex开发技能。因此，他给出了一个列表并说到：“根据我的经验，通过这个列表能更好地判断面试者的技术水平和经验”。

本文就将概要地介绍Flash开发者需要知道的10件事并给出进一步阅读的链接。

1. 弹性“跑道“模型

开发者应该知道事件何时被触发，代码何时被执行，Player何时进行渲染，这是每个Flash开发者都需要掌握的Flash Player基础概念。

延伸阅读

http://www.craftymind.com/2008/04/18/updated-elastic-racetrack-for-flash-9-and-avm2/

2. FlexSDK、mxmlc、compc…

开发者应该知道在点击Eclipse中的“run”按钮时都发生了哪些事情。

延伸阅读

http://www.senocular.com/flash/tutorials/as3withmxmlc/

http://livedocs.adobe.com/flex/3/html/help.html?content=apparch_08.html

3. Player事件、客户化事件以及事件冒泡

没有帧（Frame）和鼠标点击的Flash Player是无法想象的。

延伸阅读

http://www.adobe.com/devnet/actionscript/articles/event_handling_as3_03.html

http://livedocs.adobe.com/flex/3/langref/flash/events/package-detail.html

http://www.tink.ws/blog/custom-events-in-as-30-dont-forget-to-override-the-clone-method/

http://jacwright.com/blog/70/how-to-listen-to-flash-events-that-dont-bubble/

4. 语句、关键字和指令

开发者不应该对AS3中新出现的关键字感到惊讶。如果不知道“static”或是“override”是什么意思，学就行了。

延伸阅读

http://livedocs.adobe.com/flex/2/langref/statements.html

5. ASDoc

今后当你再一次阅读自己编写的代码时可能看不懂写的是什么了，因此恰当的文档是非常必要的，但如果能自动生成岂不美哉？

延伸阅读

http://livedocs.adobe.com/flex/3/html/help.html?content=asdoc_3.html

6. 管理好可视化资源（图片、字体、CSS等等）

Flash是可视化的东西，因此有必要了解代码与资源的管理手段。

延伸阅读

http://www.gskinner.com/talks/flexlovesflash/

http://code.google.com/p/queueloader-as3/

http://code.google.com/p/bulk-loader/

7. 理解Array、Collection、Dictionary与Map

通常开发者不会只处理一个MovieClip，因此需要了解如何控制多个对象。

延伸阅读

http://livedocs.adobe.com/flash/9.0/ActionScriptLangRefV3/Array.html

http://www.gskinner.com/blog/archives/2006/07/as3_dictionary.html

http://code.google.com/p/as3ds/

8. 以编程的方式处理动作

如果只搞静态的东西还不如使用HTML呢。

延伸阅读

http://blog.greensock.com/tweenmaxas3/

http://www.amazon.com/Foundation-Actionscript-3-0-Animation-Making/dp/1590597915/ref=sr_1_1?ie=UTF8&s=books&qid=1243014431&sr=8-1

9. OOP、编码与框架的合理使用

时至今日，一个巨大的.as文件闯天下的时代已经过去了。开发者需要将代码转到组织良好、可重用的对象中。现在的AS3框架也层出不穷，合理地使用框架有助于代码的管理。

延伸阅读

http://www.adobe.com/devnet/actionscript/articles/oop_as3.html

http://www.actionscript.org/resources/articles/684/1/Object-Oriented-Programming-in-AS3/Page1.html

10. 版本控制

除非觉得代码毫无价值，否则开发者需要立刻学习一种版本控制系统并尽快应用到项目中去。

延伸阅读

http://tortoisesvn.net/downloads

http://versionsapp.com/

http://en.wikipedia.org/wiki/Revision_control

http://git-scm.com/

http://www.nongnu.org/cvs/

“Flash Professional CS5 will enable you to build applications for iPhone and iPod touch using ActionScript 3. These applications can be delivered to iPhone and iPod touch users through the Apple App Store.”

Detail:
http://labs.adobe.com/technologies/flashcs5/appsfor_iphone/

* set up standard 128-bit WEP-protected WiFi internet sharing on Mac
* on Windows go to Wireless Network Connection Properties/Wireless Networks
* add new WiFi network
* enter network name matching your Mac access point
* set Network Authentication: Shared
* set Data Encryption: WEP
* uncheck “The key is provided automatically” option and enter (and repeat) your 13 character password under “Network key”
* uncheck “Enable IEEE 802.1x authentication …” under Authentication tab

The key here is set the internet type to be “shared” and 128 bit encrypted.

If you manage your own web server and want to secure your website with SSL encryption (i.e., use “https://” URLs) you must obtain and install an X.509 certificate. Buying a certificate can be expensive, though, often costing upwards of US$100 per year. The cheapest option is to create your own, “self-signed” certificate for free. There’s a popular misconception that self-signed certificates aren’t as secure and that you must accept browser security warnings to use them; this is false. If securely distributed and installed in a browser, a self-signed certificate is just as secure as those sold by Certificate Authorities such as Verisign and will not cause browsers to display security warnings. This document attempts to briefly explain what certificates are, how to create a self-signed certificate that a browser can safely trust (i.e., no browser warnings), and how to use it without being vulnerable to man-in-the-middle attacks.
Click here to see the whole text.

An amateurish logo design can more likely make your business fail for a number of reasons. A logo is of great importance in creating brand identity, and you should be very careful in selecting one for your business.

Today, we present some outstanding logo design tutorials to give you a head start when it comes time to creating an amazing logo for your own business.

You may be interested in the following related posts:

• Drawing Inspiration From Creative Logos
• Beautiful And Creative Logo Designs For Your Inspiration

Logo Design Tutorials

Logo Design Project Step by Step Walkthrough
Follow this step by step documentation of the whole process of the logo design from conception to completion.

How to Design the Firefox Logo in Photoshop
This tutorial goes through how to create the Firefox logo in a scalable Photoshop format.

Design a Print-Ready Beer Label in Adobe Illustrator
This tutorial takes you from setup to production of a really cool beer label, although this could be useful for any bottled concoction of your choosing.

Dache: Logo Design Process
This case study provides full creative brief and progress images from start to final.

Sikbox Logo Design Process
In this tutorial Artist want to share a bit of the ideas and the design process for the logo creation.

Logo Design (video Tutorial)
Corey recreates a video game logo by building a grid background and circular target using the define pattern and polar coordinate distort commands.

Crest Logo Tutorial in Photoshop
This tutorial shows how to create a crest logo in photoshop.

EURO 2008 Logo Design
Step-by-step tutorial on creating the EURO 2008 logo.

Creating an Environmentally Friendly Green Type Treatment
In the following Illustrator tutorial, Tutorial will teach you how to create a Green type treatment. It works great for logos and other design elements.

Logo Design Process Tutorial
In the following Illustrator tutorial, Tutorial will teach you how to create a Green type treatment. It works great for logos and other design elements.

Creating a Crazy Cool Logo
In this tutorial you’ll learn how to create the crazy cool logo.

Step-by-step logo
A very comprehensive Step-by-step Logo Tutorial

Making the ATI Logo
In ATI LOGO tutorial Artist will use Photoshop and a mere mouse. Artist will use basic PS techniques and a little bit of layer styling.

Logo Design Process and Walk-Through for Vivid Ways
In this tutorial, UK-based graphic designer Chris Spooner describes the design process and walks through creating the final logo in Adobe Illustrator.

Making the Metallic Transformers Logo
In this really fantastic tutorial, you’re shown how to build a beautiful logo step by step. The process can be applied to any logo you are creating.

Illustrative Logo: Bow the Knee
In this tutorial, the artist explains step by step how he designed this attractive logo. Source files are included, so you can manually de-construct the method he used to create his reference image.

Papercraft Text Effect
Easily create your own logo using the beautiful text effect in this tutorial. Test your logo with different fonts and colors.

Windows Vista Desktop Themes
A simple step-by-step tutorial on making the Windows Vista logo in Photoshop. Learn how to make the mirror and glossy effects and how to use such Photoshop tools as gradient, pen, bevel and emboss, eraser, etc.

Wooden Text Effect in Photoshop
An outstanding tutorial. Though not a logo tutorial per se, the effect and textures can easily be applied to any logo design. Very clear and easy to follow.

Create a Fly Logo Design, Part 2
This tutorial focuses on the process of creating a logo for a Web design client. It covers developing a logo from concept to completion and working with the client throughout the process.

Virtual DJ
In this detailed tutorial, you will learn how to design this beautiful DJ smile. The tutorial is not specific to logos, but the process and tools used here may be very helpful when it comes to actually creating one.

Mac OS X Logo
Learn how to design an awesome Mac OS X logo wallpaper.

Create a Retro Logo
Your logo is much more than a corporate badge. After all, if you’re in the design business, it ought to reflect the “design” as much as the “business.” Here, the artist puts a new twist on a classic ’70s illustration-based Blaxploitation logo.

Euroleague 3D Logo
Draw 3-D Euroleague logo using Photoshop and Corel drawing tools, gradient fills and 3-D effects.

Star Wars Text Effect
In this tutorial, the artist works on the Star Wars text effect, which you could also implement in your logo project.

Umbrella Corporation logo
The Umbrella Corporation is a fictional bio-engineering pharmaceutical company that appears in the Resident Evil series of survival-horror games by Capcom and in the film adaptations. In this Adobe Photoshop tutorial, you’ll create Umbrella Corporation logo.

Create an Origami Logo
By creating the origami logo in this Photoshop tutorial, you’ll get a little taste of one of the logo trends predicted for 2009.

Create a Logo Identity
If you’re setting up shop on your own, you’ll need a logo. Follow Alan Wardle’s advice on creating a unique design.

3D Logo Tutorial
In this tutorial, you’ll start making a logo shape, put it in rough 3-D and then finish it in Photoshop. So easy even a beginner can do it.

How to Create the Volkswagen Logo
This tutorial shows you how to draw the legendary Volkswagen emblem, using layer styles, radial gradients and the polygonal lasso selection tool (to do the tracing part).

The Amazing Spiderman
Learn how to easily make the Amazing Spiderman logo for a wallpaper.

Cool Music Logo on a Grunge Background
You will find these techniques to make a logo and background for a cool grunge-style website outstanding.

3D Encide Logo Tutorial (PSD Included)
A great tutorial, showing the entire process of making a logo in Photoshop.

How to Make an Awesome Logo
In this tutorial, the artist documents the entire process of creating a logo, from start to finish. He encourages you to open up Photoshop and follow each step, which would help you learn a lot more than by just reading it.

The Chronicles of Narnia Logo
In this tutorial, the artist shows you how to create the “Chronicles of Narnia” logo, such an outstanding piece of artwork.

Create Rainbow Logos with Warped Grids
Warped Grids are an easy technique, but very versatile, too, and you will be able to use it in all sorts of designs. In this case, the artist uses it for a logo.

3-D Glossy Box Logo
Create a 3-D glossy box logo in this amazing Photoshop tutorial.

Sony Ericsson Logo
In this tutorial, the artist makes Sony Ericsson logo in about 20 minutes. Besides doing this, you will learn how to save time, change layer styles and re-use copies of your original effects and forms. So let’s go.

Versus Inspired Photoshop Logo Tutorial
This Adobe Photoshop tutorial shows you how to create a rounded logo, inspired by the Versus cable network. This tutorial, in which gradients and layer styles are used, is great for all Photoshop users, from beginner to intermediate.

Glowing and sparkling intense light 3d logo

In this tutorial Artist going to teach you how to create a glowing and sparkling intense light 3D glow logo. This tutorial shows different techniques.

Creating a Retro Logo

In this tutorial Artist will try to show you how he normally make his pics look retro.

Brainstorm9 Logo Process
Comprehensive Briefing the design process of Brainstorm #9 Logo.

Logo Presentation Tutorial
This tutorial will teach you how to present your logotype, simulating a macro photo of the logo printed on paper.

Logo Design Articles and Resources

2009 Logo Design Trends

Logo Design Creation Process from Start to Finish by Expert Graphic Designer, Mark Misenheimer

10 Things to Expect from Your Logo Designer

How Google Got Its Colorful Logo

5 Vital Logo Design Tips

The Logo Design Process of Top Logo Designers

Logo Design Process for Just Creative Design’s Award-Winning Logo

The World’s Best Logo Designers

This article will reveal exactly how top logo designers of today’s modern age create their logos. It will show the design process that these designers go through to get to their final logo design.

Their Design Process:

1. The Brief
2. Research
3. Visual Research
4. Sketching & Conceptualising
5. Reflection
6. Positioning
7. Presentations
8. Celebration

1. The Brief

Nearly all designers agree that the initial accumulation of information from the client is the most important step, either by a face to face interview or a questionnaire. This is where you must establish the design brief. Designer, John Homs says “You really need to understand your client very thoroughly before you get started. Logo Design is never just shooting in the dark. It’s just the opposite.”

If you haven’t got a client yet you may be interested in how to get your first job. Or if you need help on writing a design brief check out how do you write a graphic design brief?

2. Research

After molding the design brief, getting to know your client’s businesses is the next crucial step in making a logo successful. Research includes general reading on the industry itself, sometimes on its history, and on its competitors. If budgets allow, external research can be carried out.

3. Visual Research

This is research not into the clients business, but into the actual logo style. This is where we seek out a look, a style, an approach or attitude, usually to attain a period or style that we are unfamiliar with, or to refresh ourselves with what is new or successful. Eg. Find logos of similar business’ and critique them. This is where you look for inspiration. Designer Wendy Stamberger said “I look more for techniques and to ask myself why a certain logo looks corporate, or what makes a really good health care logo… or for example why do I like this logo and dislike that one?” Designers should do this to gain a better understanding of the industry and competition.

Note: Some designers actually refuse the use of visual research, preferring to use their own mental sourcebook, however others say that doing so, is limiting your design solution.

4. Sketching & Conceptualising

Developing the logo design concept(s) is where creativity comes into play, this is where the designer must create the logo by using the design brief and the research conducted. Some designers use a napkin to sketch, some use a sketchbook and some use the computer as paper, this is all a matter of personal choice, however using a computer first up is not recommended what so ever.

When conceptualising, some designers are mainly concerned with the graphic style and image of a piece while others try to convey deep meaning or some sort of visual puzzle (such as the arrow in the FedEx logo - look between the e and x). These types of logos have a bigger impact on the viewer and when a designer creates one, they know it straight away. It will be unique and will add a dimension to the experience and to the whole identity. For more information on conceptualizing check out my article on how to design a logo or the ultimate guide to logo design or if you need help on typography, check out the top 5 typography resources.

5. Reflection

Taking breaks is as important as the physical research and the design brief. It is so easy to get stuck in a creative cul-de-sac (learn how to be creative) and get tired of a project and this is why logo designers take breaks. By resting, your ideas mature and develop in the back of your head. When you go back to your project, you have renewed enthusiasm, insight and opportunity. This is also a good stage to get feedback from others.

6. Positioning

This is where the designers choose to position themselves. They either position themselves like contractors and take orders according to their clients wishes (ie. Don’t advise their clients of design matters) OR they position themselves like a business and build themselves a long term relationship (ie. Guide clients to a more appropriate solution much alike how a lawyer does.) Designers have to choose how they wish to work. Personally, I try to find a happy medium.

7. Presentation

This is where the designer must present their work to the client. They can choose whether to show the client a huge variety of logo design concepts (if it is hard to gauge a clients taste) OR they could choose to showcase just a few select logo designs. This is another debatable issue.

8. Celebration

In a survey conducted to 75 top designers, when the job is finally finished and approved, 31% of designers celebrate by drinking beer, 12% head for chocolate, 22% head off to bed to catch up on sleep and the other 35% can’t celebrate because they must start on the next logo design.

Summary

Below is a summary of the whole design process for quick review. You may even find it useful to print the whole article - if so, make sure you print the smart way or even better, use the Print function found at the bottom of this article.

1. Design Brief: Conduct Questionnaire or Interview with client to get the design brief.
2. Research: Conduct research focused on the industry itself, on its history, and on its competitors.
3. Reference: Conduct research into logo designs that have been successful and current styles and trends that are related to the design brief.
4. Sketching & Conceptualising: Develop the logo design concept(s) around the brief and research. Use creativity. Know how to design a logo.
5. Reflection: Take breaks throughout the design process. This lets your ideas mature and for you to get renewed enthusiasm. Receive feedback.
6. Positioning: Position yourself as a contractor or build a long lasting relationship. ie. Client orders you what to do OR You guide client to the best solution.
7. Presentation: Choose to present only a select few logos to the client or a whole collection.
8. Celebration: Drink beer, eat chocolate, sleep, start on next logo design. Or a combination.

Moral

When given a brief, every designer interprets in their own way and if an assignment is given to 100 different designers, it would return 100 different logos, few of which would resemble each other. Though we all endlessly conjecture what makes a ‘good’ or ‘bad’ logo, one must remember in the end, the ultimate arbiter of logo design greatness may only be the satisfied, paying client.

The secret moral to this story, therefore, is to work hard, but not be too hard on your first concepts as the process itself, is the key to ultimate success.

If you are interested in getting a professionally designed logo, I am currently available for hire.

This article is a summary of the secret logo design process that 75 top designers told to Leslie Cabarga in his book The Secret Life of Logos: Behind The Scenes With Top Designers.

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