• “X” Marks The Spot! #20
• “X” Marks The Spot! #29

Manifest Plainness, Embrace Simplicity, Design Terrific Logos - an interview with David Pache

By Ziggy Nixon

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Logo for Zipliner © dache design agency

What the heck does a logo designer have to do anyway? Seriously, it looks so simple, anyone could do it, right? Well, making bad logos is very easy indeed, but David Pache – from the Swiss-based design firm dache (pronounced “dash”) – is a terrific person to talk to if you’re looking for someone who’s knows how to get it right.

Ziggy Nixon caught up recently with this talented – and extremely busy – young Swiss designer ...

How would you describe the dache style?

My style is contemporary with classic elements. I enjoy simple logos and their interpretations. Sure I am able to produce all different types of logo styles as you can see on my site. But I do have a preference in that I really like the geometry and symmetry of logos.

Logo for WebMynd © dache design agency

My work has been featured on many websites and can soon be viewed in books such as The Web Designer's Idea Book and LogoLounge V (see also here for more details on which logos from my portfolio are to be included). I’m also very excited that 10 of my logos were recently published in Los Logos 4, (which I also describe on my website here).

How would you describe yourself – or let's say your professional title – best?

Ultimately, I consider myself a multi-media services provider. However, the reason why I focus a lot of my time and energy on logo design per se is that this is the area that 90% of my clients require from me. And it really is my passion.

Logo design is the most dynamic aspect of my job as it allows me to use small snippets from my entire portfolio of pictures and other artistic creations to really showcase my designs. For example, if I am asked to design a web page, the business brief is much more limited for me as a designer. This is because the client already has an idea of what style he requires including format, lay-out, colors, etc.

Logo for treespread © dache design agency

In general, what types of new customers do you like dealing with the most?

As I really focus on offering the highest value for the customer’s money, I find that much of my new business is sourced from start-up companies. These types of businesses will obviously have a name but not always be sure about the style of overall branding they want to establish. It is very satisfying to help this type of client find this initial starting point from which to launch their business.

How would you describe to the non-initiated what having a “Swiss touch” means in terms of design?

This is a good question and I suppose it’s really a matter of personal opinion.

However, I would say that the Swiss in general have a reputation for clean, good quality products in all areas of business – and the world of design is no different. I like the geometry that certain projects allow which also is part of the true Swiss style for me. If I had to summarize it then, I’d say that using simplistic, clean lines to create a reliable, quality-oriented finished product that meets the client’s requirements is what I offer as my “Swiss touch” for logo and web design.

Logo for Ecstatic Media © dache design agency

Successful logos are frequently relatively simplistic, even seeming – after-the-fact – to be a very “obvious” fit with the brand message (e.g. NIKE and Adidas brand logos, or your own logo for Ecstatic Media (so straightforward yet so brilliant!! See also the logo section of the dache website for more!). With this in mind, how do you keep your logos simple enough to convey the message the customer wants to get across? Or how do you keep your designs from going too far and becoming, if you will, over-engineered?

This is a very valid question and I think touches on why a lot of start-up designers may struggle. They try too hard with the design process and wind up making a product that is far too complicated.

I think I manage to retain the simplistic interpretation of a logo as I find that brainstorming / sketching on paper really helps me maintain a good oversight. Of course, by talking with the clients, looking at the brand name and establishing what the client wants their logo to portray, I find that in 80-90% of cases “the simpler the better” is most often the best philosophy.

I try to not take too much away from the logo itself, which allows it to be workable and have an almost obvious interpretation, as you say. If I wanted to produce very artistic logos then my clientele would be different, I guess, but my style is what it is. The existing and new clients comment on this when they first approach me to work for them. They find the honest approach to my work appealing.

Logo for Social Generations © dache design agency

One of our favorite examples of your work is the 'Social Generations' logo shown above; it really spoke to us in terms of the family unit and color scheme. Can you describe how you created this example, including the decision-making interaction with the customer?

I think it is easiest to provide a general view of my design process, rather than be specific, as different projects require different approaches. Clients typically initially approach me through e-mail to find out quotes (my new online quote page ensures that all emails I receive are from potential clients who have seen my pricing levels and have already made the decision that they want to move forward). At this stage, I take a look through their brief and try to focus on the main points of what they are trying to say with their logo and to whom it will ultimately be presented. I brainstorm ideas on paper for a few days and once I have a few ideas that I feel the client would like, I then start preliminary sketching on grid paper. Very early in this process though, I already report back to the client for their initial thoughts on the direction I’m going in. If it seems we’re in agreement, the initial drafting can then take place.

Importantly, I provide one concept at a time to allow the client to consider each in its own right. This is something which developed over time because I found out earlier in my career that if two concepts were presented together, they would wind up being compared to each other rather than each being judged on their on merit. I found then that this was really unfair to the client to be in this situation, namely where they felt that had to choose rather than just focus on the big picture of their targets.

Logo for goplay © dache design agency

Admittedly, it’s often the case that a client will love the first concept, therefore I may wind up doing revisions on just one approach anyway. Still, most clients want to see the initial drafts and later potentially the revisions of at least two concepts, dependant as well on the price package they’ve chosen.

It is, however, critical at this point to hold a very thorough dialogue with the client; this is paramount in order to achieve their targets. After this, I then begin to finalize the revisions and present the finished concept to the client in their specified format. I think the key point is that client consultation is something that cannot be replaced in order to obtain the desired logo.

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