 Here's the new Future logo. This is basically like the Apple logo or the Nike Swoosh. I changed the color to brown. Sorry, I didn't explain that well. Mostly because I think you were snickering at me the whole time. Chris, I know you're a big deal. Today you're gonna feel what it feels like to lose. I'm gonna taste the bitter taste of losing for the first time. Yes, you will. I have everything to lose and nothing to gain. Sure, I beat you and I go, of course you beat him. And if I lose this competition, like, geez, what does Chris know? There's a lot on the line here. What? Who's the best designer in the world right now? Chris Doe or Jonathan Courtney. You decide. This is the most exciting design video you're gonna see this year. It's gonna be wild, it's gonna be crazy. What we're gonna do here today is I have these two design heroes. That's what they call themselves. I didn't say that. And they are going to redesign each other's logos live right here, right now. Let's do this. All right, to my left, I have Chris Doe, Emmy Award-winning designer. We have Jonathan Courtney, to my right, CEO of AJ & Smart, self-proclaimed most entertaining designer in the world. Okay, what's gonna happen here, gentlemen? I don't know how you're feeling, but there's a lot of tension here. We are going to give you guys each 10 minutes. We are going to record this live and we're gonna watch you guys redesign. There's no rules. You can use any tool you want. You can only take 10 minutes. You can use the internet. Is it a hard 10? It's a hard 10. I even have a time timer. Okay, here's what's on the line, all right? There is going to be a winner and if the winner is going to be chosen by you, the audience, okay? So after you watch this video at the very end, you're gonna make your decision and in the comments you're gonna tell us which logo you think is the best. And... Do we have judging criteria for the audience? I'm just curious. What is just good, better? Good. Is it good? Is it good? How would you say that in German? Ist das gut? Ist das gut? Whatever Chris designs, we are going to change our logo to, for at least one day, if not longer, because I'm pretty sure it costs a lot to get a logo designed by Chris Doe. Wait a minute, I'm starting to understand why I was invited to this whole event. What? I thought it was to do content with you and this is me. Oh no, we just did this. Imagine if we did this. I don't know what you're talking about, Chris. We're not even gonna use this. And now, what's gonna happen also is that whatever Jonathan designs, this is where it gets a little bit scary. Chris is actually going to change his avatar to that. On Instagram? Yeah. For one day. Sure. Let's get ready to redesign. 10 minutes starts now. Bing, bing. Oh my God, that was terrible. I'm gonna start at the nine minute mark. Oh. I'm just kidding. I'm gonna get going. I love that so much. The first thing I need to do. Okay, John. Yeah, you need to get this off your screen. That's the first thing. All right? Oh, it could be very scary. Well, you're helping him. Are you helping him? It's not two versus one. Okay, sorry, no, definitely not. I'm bouncing back and forth, back and forth, but I just, I feel like. So how do I get the futures logo from the website to my sketch app? That's a really great question. So I'm gonna be using Sketch here. Okay. Because I don't have any other design apps on my computer. Is that really the only reason? Well, I don't do design stuff, so. This is gonna be really great. Oh, shit, it's white. So do you have any ideas? Yeah, love that. Do you have any ideas to start with? Like you have some things in your mind. First of all, I need to figure out how to change this to black. Yeah, that would be the first step. How do you do that? So first I'm gonna be going to Google. How to use Sketch. Where are my files? All right, when I come back, I really want you to have at least something that's not white on your screen. Okay, great. Chris, how are we doing? I don't know what I'm doing. Okay. I can't handle this kind of pressure. This is a slow start. We're on a slow start for both people. Okay, well at least you have the logo on your screen. Interesting that both of you have decided to start with the original logo. Is that what you'd usually do for a redesign, Chris? I think it's important to know what you're working with. I think this is a smart choice in choosing a classic sans-serif typeface is done in a minimal way. I want to honor that. I don't want to just go and tear it apart for no reason. Okay. Yeah. So I'm looking at it and breaking this down. It's a very horizontal configuration which doesn't scale well, especially for an avatar. So you want to try and get things to fit in a square. So I'm thinking about that. Now I look around your office and I'm looking for inspiration because the logo should come from a place of story and there's... I see a lot of sticky notes. Post-it notes everywhere. Yes. Everywhere, like this whole place is covered. So it's starting to give me an idea. Maybe I can design this in squares to reference that as a nod. I'm not trying to illustrate what they do but just to kind of have a conceptual hook. So I'm going to start there. Okay, cool. I'm really, really excited about this. And actually I'm really excited that we might have a new logo coming out of it. Yeah, I think I'm taking a different approach. John, yeah, what's your approach here? So I'm definitely honoring the current... You can't just use the same language that I use, John. Logo. I'm going to be... You're just going to honor again. I'm honoring his logo, the futures logo but I'm trying to add a bit more like future kind of... Futurality to... Components. Yeah. Component. Futurality. Yeah, and I'm trying to, you know... It's a great image. The thing about logos has to work at all sizes. That's correct. Like this, something like this. There's no I to put it at the dot. No. About really original thinking on this side of the table. You need to probably... Maybe another program could do that for you. Yeah, but I don't have another program. Have you ever redesigned a logo in your life, John? I mean, I made the original AJ Smart logo. Okay, and that has brought us to where we are today. Actually, it hasn't because we've redesigned it a couple of times. Yeah. What was the original AJ and Smart logo? It was with... It was like a serif font, very classy looking. It's still around the office in some places. Yeah, I've seen it before. Yeah, really classy looking. You know? Oh yeah, I see, I see. That's good because you have this vision line here. Yeah. That's really great. What are you thinking color-wise? What do you usually think of like colors in logos? That's later, I think. Later, we're going to talk about that later. Legs. Oh, sorry, I shouldn't be doing it. Okay, I'm going to move over here because it's getting weird on this side. All right, Chris. I'm really liking how this is looking. Ooh, we should have a timer situation. Ooh, we've got six minutes left, boys. Okay, cool. Would you say that this is somewhat trendy right now? This kind of like really, like these kinds of shapes? I don't know if you could call primitive shapes, basic geometric shapes trendy. It just, it is, I would just question that question. Interesting, that was really interesting, Chris. Yeah, I'm glad that you pointed that out. Is that too observant for me to say that? No, that's great, that's great. You know, Chris, he's full of so much knowledge. You're using Illustrator, Chris. Yes, the tool for professional designers. Is that the, that's the tool for professional designers? Is that really what you'd say? Yeah. One quick question though, would this be the tool that you would recommend, like as the first kind of designers should learn Adobe Illustrator? Yes, I think Illustrator is the foundation. John, how's it coming here? Going pretty good. Yeah, yeah. This is looking... I just need to make this blue, I think. Okay. This, the same blue or a different? I'll just choose one here. That's complementary, I think, is what they call that. Yeah, it's a complementary color. Yeah. So... And what made you choose this image here, the one below, the lower image? Movement. Movement, yes. Walking towards, moving towards the future. Moving towards... Yeah, yeah. That's brilliant. Although it seems to be moving back. Well... I should put this on. Maybe I can flip it. Okay. Maybe I can flip it. That's true because it would make more sense going the other way. Okay. Okay. So, question here. This last shape here, I don't want to get too much away. I don't like that. Okay, we're changing that. Yeah, I don't like that. Got it, got it. I'm saving the hardest part for last. Okay. I didn't do it. Do you like a black logo, usually, or would you splash some color? I think all real designers need to start in black and white first. Interesting. It's part of the design, so I wouldn't... You can use color, but it's a dangerous thing because, ultimately, you have to make sure the logo reads in black and white. Oh, I accidentally made it. That's a great point. Right. Done. Oh! Funny that your logo has gone black now. It's odd. Four minutes, gentlemen. Okay. Oh! I can overland. So, what are you drawing here, Chris? The S is giving me some problems, and I want to keep it geometric, but... Gotcha. Obviously, it's not reading. So, I feel like I've got most of the problems solved already, but the S is very problematic for me. Okay, interesting. Yeah. Yeah, S is a bit of a difficult letter, isn't it? I've decided to... Let's talk a little bit more about that. The difficulty of that. Oh, my gosh. See, I much prefer that image there, I think. Even though it's lower quality, it's moving in the right direction. I guess you have to use what John uses, Crayts, right? That's correct. You remember that, John, that Chris will be using this as his avatar. Oh, I remember. Okay. He knows. This is not Christo. That's funny. There's lots of people named Christo, apparently, in the world. Ooh! What's happening over here? So, we have the square coming together here. Yeah. Yeah. I'm trying to make it a nice little icon from John to use, and I could... Once I've fixed this S, I just wanted to see how it was going to look as... Oh, looks. Yeah, because what you can do then is you could probably duplicate this and probably create a really cool pattern for like gift wrapping and all of the kinds of stuff that you might do as a pattern, you know? This looks really good. Are you supposed to say that? No, I guess I'm probably not supposed to say that. There are no rules, Chris. No, excuse me. I'm making the Instagram avatar now. Okay, great. So, Chris, who designed the Futures logo? My designer, Min, she's amazing. It is an excellent logo. Thank you. Is this? Maybe you'd have to show... This is the text. You'd have to just maybe show her what... I'm trying to just line these up here. I feel like this is the thing that was missing from the logo for forever. Mmm, yeah. Yeah, that was missing for a while. Yeah. Oh, that's good. Because it has to work at all sizes. That's right. Let's see how this works. Small. Who designed the AJ and SMART logo as it currently stands? Current one, Tim. Tim. Tim. We were literally at a client's office and just wanted... We were... It was because we were trying to make it for the YouTube channel. We wanted like a more friendly looking one than the Serif one. Yeah, true. Because the Serif... What is Serif? What do you think of Serif font? Serif typefaces? Yes, right. He corrected me there. I think for certain things, if you're trying to do something that's more elegant and feels classic and has a sense of timeliness to it, then Serif seems to be okay. Yeah. But for most modern applications, they're kind of more difficult to read. So make sure that you have finished. Whatever we finished. That's really good. SMUs, right? Yeah. Whatever. Yeah, that's right. Once the timer goes off, that's it. Mmm. Yeah. Have you ever felt this amount of pressure before, Jonathan? Never. Yeah. It's pretty intense. I'm now sort of changing the direction of it. Mmm. Yeah, that's bold to do when there's only two minutes left. How about this? How about this? I feel like you're just typing. Yeah, I'm making a logo. Are you designing this in Word? You can't say I love that, but I'm not supposed to give my opinion. All right. No, I personally am very impressed with both of the contestants and their skill level. You know? Emmy Award winner, CEO. Jonathan. Jonathan. From Ireland. Jonathan's from Cork. Ireland. Yes. That's correct. I feel like you're really feeling the pressure right now. I'm just trying to figure out like the… You're sweating. I can see sweat. Okay. You know? Oh, I see. Maybe that should be under here though. You're driving at home with that. Yeah, yeah. I'm actually going to get rid of… Maybe I'm going to get rid of that though. Now, in general, how do you feel about speech bubbles? Don't ruin it. Have you ever read the typographic book? Put that up here. Okay. Yeah. I decided… You decided to go another way. I see that. It's more elegant. That's the thing. I think I needed a different form. Now, would you consider yourself an elegant person, Jonathan? Absolutely. Absolutely. Elegance is by forte. Someone translate forte. Yeah. That's good. Sorry. That's also a good choice. I'm not really supposed to. I'm supposed to be unbiased. Okay. Gentlemen, I'm pretty sure we've got… Yeah. One minute. One minute. Clock is ticking. I mean, it's tough when you're actually including a bit of… I'm trying to do the full brand here. Right. Full brand redesign is what's happening here, which is a little bit… How's the S coming along? It sucks. You're not happy with it? No. I have to be honest. I have to use radical candor in this moment. And I'm just going to tell you it's not good. Okay. Sometimes it's okay to be generic. Okay. Cool. That's good. Yeah. This is… Timer has gone off. That means, gentlemen, I'm going to count three, two… Hold on. Ah! Give me a slow count. One… Give me the Mike Tyson slow count, will you? And done. Okay. Before we reveal the logos to each other, I'd like to first… I'd first like you to just explain how you feel right now and how confident you feel with your results. Yeah. So, I got my base idea really immediately. There was almost no… It just came to me very, very quickly once I looked at the current logo. And I think there's two elements of this logo that are really perfect. And I think that once you see it, Chris, you'll… Even if you don't take this version of it, you'll probably go back and update your logo. And I think the issue with the logo that I would work on if I had another 10 minutes would be the slogan is good. But I think it's not. It doesn't 100% fit with the… And I also think that it's going to be troublesome to make this into a smaller image. Okay. Good. I'm really glad that we heard that from you. Now I'd like to do the same with Chris, and then we will reveal. Okay. Chris, please tell me how you feel confidence-wise about your results here. I like to read the four letters, but that's 75%, and that's… I would give myself a C. That's not good enough for Chris, though, is it? Oh, I would give myself an A+. A+, and a C. Yeah, I still think it just needs some work, but it's basically there. Yeah. The S on the A.J. and Smart logo that I'm working on is not good. You don't love it. And now, so this, you would not be prepared to give to the client. I would not give this to the client. You would not. Yeah. Would you give this to the client? 100%. As a first iteration, you'll probably have some things where you… Okay. You'll probably have one or two things that you want to change. So first, I'd actually like Chris to reveal his logo, and then we will finish, because we want to start with the lower, you know what I mean? See. Lower caliber, according to themselves. So, Chris, could you please present the logo to John? Yes. And maybe explain what you were thinking. Sure. Before I show you this work, John, what I want to say is I'm really trying to work off the whole idea of post-notes and sticky notes in all seriousness, working off this unit of a square and trying to design a lockup for you that's an icon and that you can use in conjunction with the wordmark. So, I've struggled a little bit here. I'm being totally honest with you, so I just looked at it as AJ and smart, AJ and S, and I think what you try to do is in your process of doing sprints is to accelerate a process, and so AJ and smart is long and take AJ and smart and make it shorter. Right. So, what I was trying to do. Oh, yeah, AJ and smart is long. Okay, yeah. Sorry, I didn't explain that well. Mostly because I think you were snickering at me the whole time. And what I was trying to do, too, is if I could resolve the S, I can create a little mark for you that becomes iconic. That's cool. Over time, it's just your swoosh. This will be your set of symbols. And it's the building blocks of things, and it shows the versatility. And we talked about how easy AJ and smart is to use within companies. And so, just breaking it down to primitive shapes, circle, triangle, square. It's like just super modular. Super modular. And before I was just showing Brittany, once we work this out, if we... Oh, shoot. There, let me just grab this. Move it over. And you can... Sorry. I'm used to working sideways like this. And hit Command-D. Right? And you zoom out. And that can turn into a wallpaper, a pattern, a ribbon. You could wear... You could line your jackets that you wear. That's amazing. You know? Yeah, honestly. It's kind of like a hound's tooth kind of pattern. Yeah. You can make socks out of it. There's a lot of things. But obviously, the S is no good, and I would work on this. Can I ask about the plus instead of the ampersand? Yes. The reason is I'm 10 minutes. Right. Would you have tried to integrate the ampersand? Yes, I would have. Okay. Yeah. And if I had time to sketch and work, and I think you can make it work. This is amazing. Yeah. This is so cool. Those are the two parts that I just don't like. Yeah, I love it. I mean, I love the idea. It's really cool. It's going to be hard to... Up what you've done? It's going to be hard to talk about what I've done. I imagine. But I think that this is... There's a lot of typing sounds I've heard. Well done. So, yeah, I think you must have programmed the... Always programmed. You wrote code. You wrote code. All right. I would give this. I would give this an A plus. Thank you very much. A plus. Thank you. There's not a lot of people here. All right, John. It's the moment we've all been waiting for. For sure. The whole of Internet is waiting. That's right. How do we view full screen here? Okay. Please reveal and explain at the same time. Before I show it to you, I just wanted to... I want to say that my main... So, the future is about moving forward. And it's like the future is always ahead of you. And I also feel like the movement is very important. Right? So, that way, not this way. Because at the start of the logo, at the start of the logo, it was more like backwards. But halfway through, I was like, no, he should go... So, can I imagine what he's done? Can I imagine what you've done? I think you've taken our logo and you've made it oblique. Well... Oh, I wish. I really wish that that's what he had done. So, here's the... Here's the new future logo. Those are good caps. And what I've done here... Press it. The first thing that I've done, which I think is the... It's like one of the... Johnny Ives says it's inevitable. And you can't... It's added the E to the end of the future. Because in the current version of the future logo, I was googling and it's actually supposed to be spelled with an E at the end. Future actually has an E at the end. Yeah. And so, I matched up the font and put it in. So, you all... You basically can't... I changed the color to brown. So, anyway... It's more flushed down. Yeah, I took it from the legs. So, here's the... Motivate, innovate equals global. You... Your company is about motivating, innovating on a global scale. Global equals global. And then... But it's also the logo. It's not just the slogan. This is also the logo. But also, this is the logo. It's you as the face of the future looking at the... Looking at the logo. Proud. Because you're proud of your company. You're proud of what you've done. But even though you're looking... Even though you're looking at something which is in the present, like your logo, your... Your body... Your legs. Your legs. Your legs are always moving the other direction. And here's the thing, right? Probably look at this and I know what you're going to say. You're going to be like, oh, yeah, well, look, it's great. But how are you going to use this at smaller sizes? For when you use it on your Instagram... This is basically like the Apple logo or the Nike Swoosh. You can... This silhouette here, the silhouette of the head with the legs. This can be simplified down to a recognizable object which I couldn't figure out because I couldn't figure out how to do silhouettes in here. So what I did is just to show you... Oh my gosh, okay. Here's the logo on its own. Wow. Even the thing that will be... The thing that will be interesting, I think to your audience, will be when they see this logo, they'll be like, what's he looking at? And where is he going at the same time? So... And how is he so flexible? Right. And proud. Look at that face of proudness. And the thing that I try to do is seamlessly blend the legs. What I'd love is if Chris just had a bit of a reaction since you had a chance to react. I'll go back to the main logo here. So I should react to this, right? Chris, what do you think? John, I love what you've done. You've shown me things in Sketch that I didn't know were possible. You redefine what it means to have an icon. You've also corrected us in our spelling, something that we obviously do not know how to do. It's so impressive that you were able to write a new slogan for us in the time, in addition to creating this whole identity system. And this kind of you leaning into the whole collage vibe is just about bringing our team together and finding weird ways that we sync up. Who would have thought thighs go into elbows? And the way that you took my shoulder and just leaned into that and just the calves are perfect. I wish my calves were like that. Really nice. And just giving us a whole fresh monochromatic but duotone vibe that you got going on there. It's unbelievable. Thank you. It's truly unbelievable. I don't know if we can even have a winner. Both of these logos are so good. But we don't get to decide. We don't get to decide. The audience will decide. So in the comments, what we need you to do is either say John or Chris. It's Jonathan. Sorry, Jonathan. Jonathan or Chris. Christopher. Obviously. The winner of this contest will actually be announced in our next video. So not this video but the next one at the end we will announce who has won. Gentlemen, at the end of every contest you absolutely have to shake hands. So please do that now. Thank you Chris. Thank you so much. Really, really good work, Chris. Amazing. Unbelievable. Truly unbelievable. Thank you. Thank you so much. This was our very first design off but I feel like it's not going to be our last. It was more of a design on. Right. Versus a design off. Because we helped each other. We really turned it on. We got a beautiful logo made for three. Definitely. Thank you everybody. This is how, by the way, this is how you get it. What does the winner get? Oh yeah. I thought it was like, is there a punishment for the loser? Prestige. I think the winner definitely wins prestige. And a thousand euro. Wow. That's a variable contract. I think it is, honestly. So a thousand euro. No. And? Prestige. But AJ and SMART gives out the thousand euro to the winner. The best designer in the world right now. Christo or Jonathan Courtney. You decide tonight. Also, of course, don't forget to like this video. If you found it interesting, share it, subscribe. Do all those wonderful things that everybody asks you to do in YouTube videos. And we'll see you next time. Bye. Bye. Oh my God. Honestly. Sorry. Let's go. Okay. You guys aren't starting until I tell you to start. Okay. So first we're looking into the... Put your hands down, man. Yeah. Okay. So you're looking into the... I'm not covered in dad's dress. What's in my pocket? No, you're good. Yeah. Into that camera. Imagine if you end up using what I designed for you. I don't even know how to export this. Next time we'll be joining life to design the new AJ and SMART. Let's get ready to redesign. That was... You want to do that one more time? Can I do it? You got to do it. Okay. I'm going to do this. Yeah, do it. Let's get ready. Yeah, okay. Bring it up and down. Okay. Save that one. I think this video should probably be called crystal redesigned our logo.