Elements of LOGO Design 4/19/2017 2:01 AM Elements of LOGO Design 1 logo notes wks.ppt 1

LOGO definition designing LOGOS 4/19/2017 2:01 AM designing LOGOS LOGO definition A logo is a graphical shorthand that can represent a company or product, and communicate certain characteristics 2 logo notes wks.ppt 2

LOGO history designing LOGOS 4/19/2017 2:01 AM designing LOGOS LOGO history Dates back to ancient Greece. “Logo” means – name, symbol, trademark. Designed for easy recognition. a cipher consisting of a single letter, and later a design or mark consisting of two or more letters intertwined. The cipher may be either all the letters of a name, the initial letters, or the surname of a person for use on stationery, business cards, or elsewhere. Many early Greek and Roman coins bear the monograms or logos of rulers or towns. The history of logo design and logos dates back to Greece in ancient times. The word "logo" means a name, symbol or trademark designed for easy recognition. Logo design history had it's humble beginnings as a cipher consisting of a single letter, and later a design or mark consisting of two or more letters intertwined. The cipher may be either all the letters of a name, the initial letters, or the surname of a person for use on stationery, business cards, or elsewhere. Many early Greek and Roman coins bear the monograms or logos of rulers or towns. The most famous of these early logos is the sacred monogram, which is formed by the conjunction of the first two Greek letters of XR, S, T, O, and S; (Christ), usually with the A (alpha) and O; (omega) of the Apocalypse on each side of the coin. The Middle Ages were extremely prolific in inventing ciphers for ecclesiastical, artistic, and commercial use. In the thirteenth century, logo design evolved from simple ciphers to trademarks for traders and merchants. These early examples of logo design includes masons marks, goldsmith's marks, paper maker's watermarks and watermarks for the nobility. Other related logo devices are the colophons used for identification by publishers and printers. The emergence of the information age changed the face of logos and logo design. Today, the general public has become increasingly aware of visual symbols, especially those used as trademarks. It is important that the company logo look professional. Company logos are the face of the business, not only to the public, but to its employees and the company itself. Logos have become the front line of the company, the corporate identity. In the thirteenth century, logo design evolved from simple ciphers to trademarks for traders and merchants. 3 logo notes wks.ppt 3

LOGO history designing LOGOS 4/19/2017 2:01 AM designing LOGOS LOGO history The emergence of the information age changed the face of logos and logo design. Today, the general public has become increasingly aware of visual symbols, especially those used as trademarks. It is important that the company logo look professional. Company logos are the face of the business, not only to the public, but to its employees and the company itself. Logos have become the front line of the company, the corporate identity. 4 logo notes wks.ppt 4

Elements of Logo Design A successful logo design is made up of various elements. It is these elements that should be kept in mind while designing a logo. As each organization has its own identity, the logos for each company will definitely differ. Corporate Branding does not just involve the company’s name; it also includes the corporate Logo Design and the overall company’s image. More importantly, it conveys the corporate identity.

The Five Essential Logo Design Elements Long lasting style A successful logo will never go out of the mind of the people. Logos should be designed in such a way so that they can hold the image of an organization forever. Frequent change of the logo of a company is not at all desirable. It is after constant display of the logo, it gets registered in the mind of the people. Hence a design has to be chosen that will not become outdated. Distinctiveness Distinct logos are mostly successful. A glance at the most famous logos of the world shows that they all are similar in one way…. Distinctiveness. It is not desirable to go overboard. However creative or colorful may be the logo, unless and until it is understandable to the common people, it is useless.

The Five Essential Logo Design Elements Appealing to consumers The logo must appeal to the general public. It should be properly tested before being launched. Conveys the right image The logo designer must find out what is the kind of image it is trying to portray. Is it the company’s corporate image or a funky image? Legibility No matter what you do, if people don't understand your logo design, then it will be ineffective. Who are you trying to target? Where are you going to be displaying your logo design other than your web site? Will it subsist on your letterhead, business cards, and auto signs? Does your logo design put out the similar communication no issue wherever it is display?

First Impressions Last While distributing business cards the one thing that dominates the card is the ‘Logo’. Since the first impression of the customer on the Logo matters a lot, there are certain guidelines that need to be followed. Be original. Don’t be exaggeratedly innovative - business cards must be serviceable. Sure a exceptionally sized/shaped tag might produce significance From your options, choose one that has a global appeal.

Branding A brand is a valuable corporate asset and a marketing tool for success. Hence while advertising an organization through the display of the logo, one should be always careful.

The Simpler The Better Simple, straight and intelligent. Such should be the approach of the logo. Most of the successful logos are simple and straight.

Brand Name Equals Image The people identify the brand name of a company only if the logo is successful in delivering the exact image of the company. Hence the logo should carry proper message in order to build and maintain the brand image.

IMAGE association designing LOGOS Barbie Pizza Hut Home Depot NBC 4/19/2017 2:01 AM designing LOGOS IMAGE association Shout out the first word/adjective that comes to mind regarding the following brand names: Barbie Pizza Hut Home Depot NBC 12 logo notes wks.ppt 12

IMAGE association designing LOGOS Barbie Pizza Hut Home Depot NBC 4/19/2017 2:01 AM designing LOGOS IMAGE association Shout out the general typeface that comes to mind regarding the following brand names: Barbie Pizza Hut Home Depot NBC 13 logo notes wks.ppt 13

IMAGE association designing LOGOS Barbie Pizza Hut Home Depot NBC 4/19/2017 2:01 AM designing LOGOS IMAGE association Shout out the overall color that comes to mind regarding the following brand names: Barbie Pizza Hut Home Depot NBC 14 logo notes wks.ppt 14

designing LOGOS Let’s see if they are EVERYTHING you thought? 15 4/19/2017 2:01 AM designing LOGOS Let’s see if they are EVERYTHING you thought? 15 logo notes wks.ppt 15

LOGO types designing LOGOS Graphical/Art 2. Text/Word-based 4/19/2017 2:01 AM designing LOGOS LOGO types Nike Napster Graphical/Art 2. Text/Word-based Graphical – Nike, Napster Text/Word-based – Paradigm Architects, Disney, Campbell’s Mixed graphics and type – Post-it, Jorco Coffee 3. Mixed graphics & type 16 logo notes wks.ppt 16

Graphical/Art Nike Napster

Iconic/Symbolic Icons and symbols are compelling yet uncomplicated images that are emblematic of a particular company or product. They use imagery that conveys a literal or abstract representation of your organization. Symbols are less direct than straight text, leaving room for broader interpretation of what the organization represents. In order for a symbol to be a truly effective logo, it should conform to these rules: Instantaneously recognizable. Memorable. Clarity when reproduced in small sizes. Can be illustrative in nature, either concrete or abstract.

Symbol Logos

Iconic/Symbolic

Text/Word-based

Logotype/Wordmark A logotype, commonly known in the design industry as a "word mark", incorporates your company or brand name into a uniquely styled type font treatment. Type fonts come in thousands of possible variations, shapes, sizes, and styles, each conveying a slightly different impression upon your intended audience. Script fonts imply a sense of formality and refinement. Thick fonts proclaim strength and power, whereas slanted type fonts impart a sense of motion or movement.

Logotype/Wordmark Type font treatments can also include hand-drawn letters, characters or symbols that have been rendered in such a way as to intrigue the eye and capture the interest. Images can also be integrated into a logotype, often to great visual effect. Of prime consideration when selecting a logotype or word mark is legibility and ease of recognition, even when reduced to the size required for printing your business cards.

Logotype/Wordmark

Mixed Graphics & Type

Mixed Graphics & Type Combination Marks are graphics with both text and a symbol/icon that signifies the brand image that you wish to project for your company or organization. Concise text can complement an icon or symbol, providing supplemental clarity as to what your enterprise is all about. There are integrated and stand alone combination marks. For instance, Starbucks logo has the text with the graphic integrated, whereas the AT&T logo has the icon separate from the text.

Mixed Graphics & Type

9 KEYS to an effective logo 4/19/2017 2:01 AM designing LOGOS 9 KEYS to an effective logo Legibility – is the name readable? vs. Legibility – will the logo look good on a business card and a billboard? (small vs. large) Name of business should be legible – make sure to choose a font that will translate well in a smaller size. Memorability – logo stays in the forefront of clients’ minds; they will remember your business next time 2. Memorability – is it easily remembered? 28 logo notes wks.ppt 28

9 KEYS to an effective logo (con’t) 4/19/2017 2:01 AM designing LOGOS 9 KEYS to an effective logo (con’t) 3. Marketability – does it help sell the product? 4. Tone/mood – does it convey the feel of the product or service advertised? Marketability – is it meaningful? Tone/mood – coordinate color, type, and graphics to set the tone/mood you’re trying to convey 29 logo notes wks.ppt 29

9 KEYS to an effective logo (con’t) 4/19/2017 2:01 AM designing LOGOS 9 KEYS to an effective logo (con’t) 5. Uniqueness – does it stand out? 6. Scalability – will it look good both small and large? Uniqueness – does it stand out from the crowd? For example, if everyone in your industry uses a particular symbol (i.e., travel agencies often use globes in their logos), try to use something else ­ that way, your logo doesn't just look like everyone else's. Scabability - so that your logo looks equally good on both a business card and on a sign for your business (or a billboard!), and at every size in between. Your business's name should be legible at different logo sizes ­ be sure to choose a font that is easily readable. *FED EX fun fact – Have you ever noticed how the space between the E and x make an arrow? It was done on purpose by the designer to subtly illustrate speed and precision of the courier company. 30 logo notes wks.ppt 30

9 KEYS to an effective logo (con’t) 4/19/2017 2:01 AM designing LOGOS 9 KEYS to an effective logo (con’t) 7. Differentiation – will it look good in color or black/white? 8. Unity – does it fit together as a single unit? Differentiation - between the colors in your logo ­ and not just in terms of hue, but in terms of value as well, so that it translates well either to black and white or grayscale Unity - among the different elements in the logo. The logo must fit together as a single unit, and not just appear as a jumble of elements pasted together. 31 logo notes wks.ppt 31

9 KEYS to an effective logo (con’t) 4/19/2017 2:01 AM designing LOGOS 9 KEYS to an effective logo (con’t) 9. Portrays an image – is it funky, cutting edge, conservative, fun, etc? Portrays an image – what message does it spread about the company’s image? 32 logo notes wks.ppt 32

CLIP ART/TEXT combos designing LOGOS Choose like identities 4/19/2017 2:01 AM designing LOGOS CLIP ART/TEXT combos Choose like identities Use type as art Use art for type Mix clip art and type – but be sure the art and type have the same look/feel/tone/identity. 33 logo notes wks.ppt 33

STEP-BY-STEP logo creation 4/19/2017 2:01 AM designing LOGOS STEP-BY-STEP logo creation Determine mood/tone (audience/purpose) Indicate key words for focus Choose font/color/art Determine space allocation Design Test (with people and color/b&w versions) Rework design/finalize 34 logo notes wks.ppt 34

4/19/2017 2:01 AM designing LOGOS LOGO recognition … Write YOUR guess down for the following logos on your notes worksheet #1-10. 1 3 ANSWERS to logos: Mercedes BP Chevy Kraft 2 4 35 logo notes wks.ppt 35

8 LOGO recognition designing LOGOS 5 6 9 7 36 4/19/2017 2:01 AM ANSWERS to logos: CBS Levis Target – Target has one the most recognizable logos and best branding of any company 7 36 logo notes wks.ppt 36

LOGO design proposals designing LOGOS 4/19/2017 2:01 AM designing LOGOS LOGO design proposals When designing logos, create several looks with different color schemes, fonts, etc. from which to choose. When designing logos, create several looks with different color schemes, fonts, etc. from which to choose. 37 logo notes wks.ppt 37

LOGO design proposals designing LOGOS 38 4/19/2017 2:01 AM When designing logos, create several looks with different color schemes, fonts, etc. from which to choose. 38 logo notes wks.ppt 38

LOGO design proposals designing LOGOS 39 4/19/2017 2:01 AM When designing logos, create several looks with different color schemes, fonts, etc. from which to choose. 39 logo notes wks.ppt 39

MORE logo examples designing LOGOS 40 4/19/2017 2:01 AM More cool logo examples. Lighthouse Security – notice how the ‘o’ in lighthouse is created from the graphic and the designer did not just use the letter. Ridgewood Closets – notice the tight kerning of the letters. The W is actually two V’s kerned tightly together. Also, notice the alignment of the company slogan in respect to the graphic and company name. 40 logo notes wks.ppt 40

PHOTO icons designing LOGOS Notice how a GRAPHIC replaced a letter 41 4/19/2017 2:01 AM designing LOGOS Notice how a GRAPHIC replaced a letter PHOTO icons Consider using photo icons in place of the actual letter 41 logo notes wks.ppt 41

Read & think about the following logo & it’s questions. 4/19/2017 2:01 AM designing LOGOS Read & think about the following logo & it’s questions. ANSWERS to logos: Mercedes BP Pepsi 42 logo notes wks.ppt 42

LOGO dissection #1 … tell me what you think? 4/19/2017 2:01 AM designing LOGOS LOGO dissection #1 … tell me what you think? Company is about love – heart, amor (fictitious online dating service?) It’s about love … heart … maybe online dating service Tone is serious, means business – but at the same time loving, care-free Works? Heart, free-flowing curve that keeps the text on both sides of the heart together What does the logo tell about the company? 43 logo notes wks.ppt 43

LOGO dissection #2 … tell me what you think? 4/19/2017 2:01 AM designing LOGOS LOGO dissection #2 … tell me what you think? Company sells what??? What are they promoting? If you have a dragon with bad breath, bring it to us? Tone is strong, bold – but font doesn’t project that Needs improvement? Font choice, dragon graphic, bold/dark circle graphic What does the logo tell about the company? 44 logo notes wks.ppt 44

LOGO recognition … Did you guess right? 4/19/2017 2:01 AM designing LOGOS LOGO recognition … Did you guess right? 1 3 4 ANSWERS to logos: Mercedes BP Chevy Kraft 2 45 logo notes wks.ppt 45

8 LOGO recognition designing LOGOS 5 6 9 7 46 4/19/2017 2:01 AM ANSWERS to logos: 5. Browning Quaker Oats CBS Levis General Mills 7 46 logo notes wks.ppt 46

Pick up a worksheet from the table. Need pen/pencil 4/19/2017 2:01 AM Pick up a worksheet from the table. Need pen/pencil Write name on logo notes wks … answers to logo wks logo notes wks.ppt 47

Be Consistent As years pass company develops a certain reputation. It is a good thing if, upon hearing the name of a company, people reacts immediately, of course in a positive way.