Approaches in Designing the Graphic Mark 08/10/2018 Design for Advertising Dr. Miriam Ahmed

Graphic Mark Design Rules Simple & Clean Intelligently Designed Adaptable Unique 08/10/2018 Design for Advertising

Good Marks: Simple & Clean Simple & Clean (KIS Rule: Keep it simple) Simplicity allows easy recognition and memorability Cleanness allows for easy reproduction – avoid gradients, filters, shadows and effects 08/10/2018 Design for Advertising

Good Marks: Simple & Clean Minimalist Illustrations Avoid unnecessary details – eliminate anything you can Strive for clean, non-complex edges Use clean, simple, legible typefaces. Unmistakable Visuals Keep visuals clear (easy to understand) and unambiguous. Viewers should have no doubt about what they’re looking at. All viewers should see the same “big idea.” Adhere to Production Standards Avoid small shapes, type and negative spaces – they don’t scale well Cleanness allows for easy reproduction – avoid gradients, filters, shadows and effects Avoid using strokes - they don’t scale well. Use solid shapes instead. Use vectors to design logos 08/10/2018 Design for Advertising

Good Marks: Simple & Clean Many new/upstart corporations begin with marks that don’t adhere to graphic mark design standards. As the corporation grows, they begin to understand the importance of proper branding – and the importance of designing good marks. Many corporations end up revising and simplifying their original marks to incorporate these best practices in mark design which enable powerful branding. 08/10/2018 Design for Advertising

Good Marks: Simple & Clean 08/10/2018 Design for Advertising

Good Marks: Intelligently Designed Make smart use of an idea Must be appropriate to the brand Must convey meaning Should be enduring (avoid using trending design styles for graphic mark design) Successful marks are often witty or contain a conceptual visual that gives viewers the “ahhh” moment when they “get it” 08/10/2018 Design for Advertising

Good Marks: Intelligently Designed 08/10/2018 Design for Advertising

Good Marks: Intelligently Designed 08/10/2018 Design for Advertising

Good Marks: Adaptable Adaptable to Different Media, Sizes, Colors Scalable – work at small and large sizes (use vectors) Should work in color and black & white Should work across a variety of media 08/10/2018 Design for Advertising

Good Marks: Adaptable Work well at small sizes - test your mark by zooming out in Illustrator until the size appears less than half-inch on screen. If you lose the details or text readability – if ur looking at a blurry smudge – simplify the design! 08/10/2018 Design for Advertising

Good Marks: Adaptable Work well in monochrome or black & white 08/10/2018 Design for Advertising

Good Marks: Unique Avoid visual clichés (Light bulbs for 'ideas', mouse for ‘technology', globes for 'international‘). These are usually the first ideas you think of when brainstorming and too many other marks feature these clichés. Take it further and come up with something nobody else would think of. Make your mark something your client knows only you could have done! Don’t copy/borrow ideas – it’s unethical and illegal 08/10/2018 Design for Advertising

DO NOT: Use the obvious solutions/ clichés Good Marks: Unique DO NOT: Use the obvious solutions/ clichés 08/10/2018 Design for Advertising

DO: Take your ideas further, push the creative limit Good Marks: Unique DO: Take your ideas further, push the creative limit 08/10/2018 Design for Advertising

Techniques in Graphic Mark Design Use a grid Use geometric shapes Use negative space 08/10/2018 Design for Advertising

Techniques in Graphic Mark Design Active (not passive) visuals 08/10/2018 Design for Advertising

Techniques in Graphic Mark Design Consider cultural differences – avoid offense Make sure it works on dark backgrounds Simplify – subtract unnecessary elements Vet your designs with peers and colleagues – they might see something you don’t! DO: DON’T: 08/10/2018 Design for Advertising

Techniques in Graphic Mark Design Create a style guide Dictate color options Define exclusion zones Specify size and horizontal/ vertical arrangements 08/10/2018 Design for Advertising

WORDMARK Lettering and Typeform Graphic Marks 08/10/2018 Design for Advertising

Creating Wordmarks Adapt an existing typeface Avoid gimmicky fonts Maximum of 2 fonts Legibility is mandatory (at all sizes) See the negative space (turn your design upside down!) 08/10/2018 Design for Advertising

Creating Wordmarks Use strokes Create ligatures Use eliminations Look for more tips and tricks in room 2016!! 08/10/2018 Design for Advertising

SYMBOLS and ICONS Graphic Mark 08/10/2018 Design for Advertising

Creating a Symbol or Icon Active not passive Be clever AND simple Visual double entendre Connect to the brand’s core values Use negative space Use a grid, proportion and symmetry 08/10/2018 Design for Advertising

Wordmark + Symbol = Logo or Signature 08/10/2018 Design for Advertising

Marrying Wordmark + Symbol Type must match symbol Avoid the easy solution of dropping the type below/next to the symbol. Try to marry them. 08/10/2018 Design for Advertising

Graphic Mark Concepts: Literal 08/10/2018 Design for Advertising Brainstorming for Visual Identity

Graphic Mark Concepts: Figurative 08/10/2018 Design for Advertising Brainstorming for Visual Identity

Graphic Mark Concepts: Figurative 08/10/2018 Design for Advertising Brainstorming for Visual Identity

Remember: First Things First Base your design on the most important parts. Start your graphic mark design with the name of the company, if the mark will include the name. If your mark is going to be a graphic icon (that thematically represents the company – the company’s “big idea”) without the company name, then start with the icon. These decisions will be made during your brainstorming and planning/sketching phase. 08/10/2018 Design for Advertising

Brainstorming Use this to find a concept or theme which will be translated into the Big Idea for your design. 1. Start with a word or idea. Try to associate something else with it. And then something else with the second thing. For example: apple -> banana -> banana peel -> comedy -> funny -> clown -> circus -> lion.. and so on 2. Assume that no word/phrase is self-explanatory. Continue to focus on one topic/word until you cannot describe it with any further detail. In other words, take a deeper look at an individual or minute part of a larger whole. 3. Brainstorming is an uncensored practice. Don’t try to make “corrections” – there are no wrong answers. Don't be afraid to go crazy with your thoughts. 4. Don't immediately dismiss an idea. Continue to write and see where your thoughts can take you. Keep going, even if you come across a good idea near the beginning of the brain storm session; as other ideas that are just as good - or even better - may come along. 5. Save your brainstorming papers, as you never know when you may need them 6. When you are finished brainstorming, re-organize your words and phrases into sequential categories. 08/10/2018 Design for Advertising

HOMEWORK Read The Graphic Design Idea Book Chapter 4 08/10/2018 Design for Advertising