Effective Logo Design and Branding Statements Ian Arnold, Web Developer Lenore Messler, Graphic Designer Aron Myers, Art Director Florida State University Oglesby Union

Step 1: Define a Logo Be memorable Be unique from others in your field Be appropriate for your business Be symbolic (conveying feelings, sending a message, etc.)‏ Establish a brand identity Be scalable (easily distinguishable at any size)‏ Be effective with or without color A logo, also called a logotype, is defined as a graphic representation or symbol of a company, often uniquely designed for ready recognition. As an identifying symbol, a logo should:

Two Types Of Logos Clear representation using the name of the company. A more symbolic representation of the company and its services. LiteralAbstract

Step 2: Define Your Business What function does your business serve? Who is your target audience/who do your services appeal to? (Age, gender, interests, etc. have a huge impact on how they will react to your logo)‏ What are the goals of your business? Come up with several words to describe your business. Defining your business is crucial to the creation of an appropriate logo. Some questions to consider:

Step 3: Research Do an image search of logos within your field/logos of a similar function Do an image search of the words you used to describe your company Look through magazines (design magazines are great!)‏ Gather ideas from as many people as possible Remember that EVERYTHING has already been done, but it’s the spin you put on an already conceived idea that makes it your own.

Smart. Simple. Safe.

Give. Advocate. Volunteer.

Choose. Brew. Enjoy.

Step 4: Sketch Create TONS of sketches. It’s important to have many different ideas to work with. Although you may use other logos for ideas, don’t make them too similar. The last thing you want is for someone to think of a different company when looking at yours! After you have done some research, combine and alter ideas to create a unique logo design. Visualize your ideas on paper.

Step 5: Create Choose some of your favorite sketches and start to create them digitally. Remember, you want many different ideas (in creating the Oglesby Union logo I had over 40 final vectorized concepts, and even more sketches!). Creating a logo takes time, and the more ideas you try the better your final logo will be.

Finalize Black & white, Color, Inverted Vertical and horizontal Every file format Step 6: Clean Up

10 Mistakes Designers Make When Creating a Logo 1.Starting the design process without a clear objective 2.Not doing your homework/research. 3.Using the same pieces as everyone else. 4.Not giving the logo enough distinction from competitors. 5.Designing for yourself. 6.Falling in love with a design you’ve created too early. 7.Not preparing scalable artwork. 8.Neglecting to optimize the logo for color, grayscale, and line art reproduction. 9.Presenting a design you don’t want chosen. 10.Not having a sound strategic case for the design direction.

Branding: Steps in Branding

Step 1: Getting Started Gather all Union marketing materials Look for those branding statements, images and logos that look outdated or overused Look for consistent and/or conflicting messages How are your marketing efforts engaging your target audience?

Step 2: Brainstorm/Design Determine and create new visuals to communicate message New and creative ways of promoting and branding annual programs and services Share techniques for generating new and expanding awareness—and interest in union brand Provide innovative strategies for integrating digital and print media

People/students Coming Together Unity/Meetings/Socialize/Hang out Teamwork GATHER People/Students Creating Artistic Expression/Collective Learning Developing Future Leaders CREATE Collective Spirit Inspiring Individual/Group Enrichment INSPIRE Branding Key Words

Branding Materials Comic Book, Magic Cube, Fans, Pens, Banners, etc.

Individual Department Branding

FSU Flying High Circus Celebrating its 62nd year at FSU. One of only two collegiate circuses in the US. Had used the traditional “wagon wheel” logo for decades. Desired to move to a more “Cirque Du Soleil” like presentation.

circus Circus billboard

Non-Traditional Branding Efforts

Indiana Jones The Incredible Hulk The Dark Knight

The Dark Knight

Star Trek

Non-commercial Use Parody Educational Private Use Journalism (news reporting)‏ What is Fair Use?

Fair Use: A Defense of Copyright Infringement If you are making money and trying to use “ fair use ” for cover, you are looking for trouble!

Media Print Media: newspapers, magazines, handbills, flyers Electronic Media: website, LCD screens Exterior Media: signs, banners, wayfinding initiatives Social Media: facebook, myspace, etc. Broadcast Media: radio, television Full Media Campaigns Select Media Campaigns Viral Campaigns

Step 3: Wrap Up We’ve looked at: Redesigning a logo Developing a new branding statement Creating a creative and eye-catching Marketing campaign for Union and Department.

Step 4: Things to Remember Consistency and repetition are essential elements of branding. Integrate all digital and print media Use your assessment department to gather feedback and use information to fine-tune your marketing efforts Reference > Sketch > Final

Effective Logo Designs and Branding Statements Questions?