B UILDING S HAPES Logos

C IRCLE B ASED D ESIGNS

How would you construct this? Red circle, white circle, red circle layered? Red circle, then subtract O shape?

C IRCLE B ASED D ESIGNS Look carefully. What shapes do you see? I only see TWO shapes necessary to create this design.

C IRCLE B ASED D ESIGNS Repetition of a shape – duplicate and transform. Layer styles add dimension to designs.

C IRCLE B ASED D ESIGNS Duplicate and transform. In this design, motion is conveyed. How do they do that?

C IRCLE B ASED D ESIGNS Again, areas are subtracted from a basic shape – a circle.

U SING THE P RINCIPLES OF D ESIGN

R EPETITION Repetition of shapes creates movement and interest.

R EPETITION You can make this out of ONE shape. What is it?

R EPETITION

S IMPLIFY

The most successful logos are simple and easily recognizable. The company name isn’t necessary to know who this symbol represents. Trivia – the rights to this design was sold to Nike for $50.

S IMPLIFY Again, simple and easily identifiable. Though Apple hasn’t used this styling of their logo for many years, you still know who it is.

S IMPLIFY This design took the basic idea of the animal and used very simple shapes to communicate it.

S IMPLIFY Again, only basic shapes are necessary to convey an idea.

U SING L ETTERFORMS

T EXT Text can be made graphic. Enlarged letters or company initials become a design rather than simply a letter.

T EXT Sometimes creation of a new typeface is necessary to convey what the company does. This letter was designed to appear digital, reflecting the company’s focus.

T EXT

S TUDYING L OGO D ESIGN There is more to it than just the design.

S AUL B ASS All of these designs are by a single designer, Saul Bass. He is known for his work in movie titles – making them an art form – and the logo designs featured at left. Notice the commonalities between these logos.

D ESIGN E VOLUTION Once a logo is established, it can be reinterpreted over and over but still maintain the basic idea of it. What do these BMW logos have in common that ties them all together? What changes?

D ESIGN E VOLUTION You don’t always need words to make a statement. A picture is worth a thousand words. These images can say in a glance what it could take several minutes to describe.

U NION, P UNCH, C ROP Creating new shapes

U NION Union is exactly what it sounds like – you unify or combine two or more shapes to create a new one.

P UNCH Think of punch like punching a hole in the wall, only instead of a wall you are punching a hole in a shape.

C ROP Crop means to cut out a section of something.

A SSIGNMENT Union, Punch, Crop, Repeat

U NION, P UNCH, C ROP, R EPEAT E XERCISE You will create four designs. All designs must be suitable for a logo, but not for any specific company. Use the shape tools and the settings in the tool options bar. Save in a folder titled your name in the S: drive. Name each file for the design it fulfills. Save for the Web, jpg, about 100k.

D ESIGNS Union Combine two or more shapes to create a new shape. Punch Subtract part or parts of a shape to create a new shape. Crop Combine and/or subtract shapes, then crop to create a new shape. Repeat Combine, subtract and crop a shape to create a new shape. Repeat this shape to create a new design.