Graphic Design is a culmination of many visual, linguistic, and in some cases auditory disciplines.
Genre, in the way most people understand it, relates to music. Songs that exist within the same genre share similar signifiers (tempo, instruments, melodies, etc). But the genre also plays a big role in design.
The best way to understand genre is to understand how our brain works.
Complicated to simple
Our brains have a limited capacity. From an early age, we begin to make sense of our world through similarities and differences (this shape is a square it fits in the square hole, but the circle doesn’t). The physical and social world is very complex and constantly changing.
Categorizing things based on similarities and differences in how we can understand and, to some extent, control our environment. Genre is one term to describe that categorisation.
Genre exists in social environments as well. Stereotypes are a result of categorisation. It is an oversimplification and generally occurs when we have limited knowledge or experience.
In Film, we have the cliche. Cliches are an over-use of a particularly defining aspect of that genre (the cool guy didn’t look at the explosion wow he must be a badass). In Film, the characteristics of a genre are called a motif or recurring motif.
Simple to complicated
How does this relate to logo design? In a broad sense genres of other disciplines influence graphic design. Over a period of time, we learn that this type of design is associated with this type of music/movie etc.
Retro Horror:
As a result of recurring themes, each genre develops a set of conventions (only use these fonts, these colours) which at first can appear very limiting or constricting. Check this out. However, this “learned” knowledge in the viewer’s mind allows us to predict how they are going to react. Playing with the conventions of genre is one of the best ways to create tension and an engaging design.
Logo design in context
You can’t design in a vacuum. Understanding that the people looking at your logo have an existing visual literacy (even at a subconscious level) is key to designing well. Here are some basic structures in logo design:
These are over-arching categories that 99% of logos will fit into. There are also recurring themes (trends) from year to year. For example, the retro theme:
Signifiers of the genre:
Shields, banners, muted colours, textured background, framing, key lines, novelty fonts, etc. More here.
Another example is the particle theme:
As with anything design related, keeping up with trends can help keep your logos fresh. Here is a link to 2014 logo trends. Unless you want to google “logo” for inspiration and come back with something like this
It’s very rare that you will be expected to create a logo that fits entirely within a genre. However, putting in more subtle elements can create depth and subtlety. Choosing to add elements of the retro theme for example might give your logo a handcrafted / boutique feel.
Experience vs knowledge
In my opinion, there is no substitute for experience, and that’s why people with more experience deserve to charge more money. But if you are just starting out or you are new to logo design knowing why (and asking why) is the best way to get better. My hope is that armed with a rudimental understanding more people will appreciate the thought that goes into such a tiny graphic.
