LOGOS

What are logos? A graphic representation/ image/ trademark symbolizing an organization Makes company easily recognizable Can appear on advertizing materials, letterhead and signs as an emblem

Selecting the logo concept determine what your logo should say about your company May be an image related to business May be an abstract image Shouldn’t be too trendy- should be relevant in 5 or 10 years

3 key elements of a credible, high quality logo design: Does it say you are an expert in your field? Is the logo “contemporary”, symbolising “forward thinking”? Is the message to the consumer clear?

Important points to consider: A logo should:  Attract attention and leave an impression  Create a look that is unique  Reflect the personality of the company

So… consider…. Reproduction costs:  More details & colours =  $ The size  Will look great on a sign board as well as on business card or pen Check your competition  What designs, graphics, colours do they use?

Last but not least… When in doubt, K.I.S.S.! The right logo can be one of your strongest marketing tools Make it stylish Make it elegant Make it an impact

Tips for Designing Basics are simple geometric shapes! Use lines in logo design  Vary thickness of line  Make lines of dots, dashes or combinations  Look at patterns that a series of lines make  Use lines to direct eyeflow  Use lines to form barriers  Use lines to indicate connections  Use lines to show movement

Use shapes  Basic shapes of circles, squares, triangles can be very effective  Have subconscious meanings: Circle is protective or infinite Square denotes stability, equality, honesty Triangle suggests tension, conflict or action  Group several together to form patterns

Using shapes continued… Keep it SIMPLE! Replace letters in word or name with shapes that suggest those letters  triangle for A or V  Stack 2 circles for S  A pair of triangles for an N (one up, one down)

When designing, keep these 3 points in mind: Black & white first!  Get a better ides of shape, design, & readability Shape & style next  Recognize shape then colour  Shape must be simple, clean, quick  Shape must be easily recognized in a blink of the eye Colour  Needs to be simple, easy to recognize & memorize  Should be unique so it doesn’t blend in

What colour should you use? Green = go Red = stop Yellow = speed up Need to find colour combo that maintains its appeal and meaning over time

Logo colour checklist: Does logo work in black & white? Can you accurately reproduce it? Do the colours work well against coloured backgrounds? Does logo look as good on black as it does on white? Can colours be embroidered on apparel? Do they translate accurately to video? To web site?

Remember…. Less is more!

GESTALT PRINCIPLES Gestalt = psychology term meaning "unified whole". refers to theories of visual perception developed in the 1920s. attempt to describe how people organize visual elements into groups or unified wholes when certain principles are applied.

Similarity when objects look similar to 1 another. often perceived as a group or pattern.  The example (containing 11 distinct objects) appears as a single unit because all of the shapes have similarity.  Unity occurs because triangular shapes at bottom of eagle symbol look similar to shapes that form sunburst.

When similarity occurs, an object can be emphasised if it is dissimilar to the others. This is called anomally.  The figure becomes a focal point because it is dissimilar to the other shapes

Continuation occurs when eye is compelled to move through one object and continue to another object.  occurs in the example because viewer's eye will naturally follow a line or curve. The smooth flowing crossbar of the "H" leads the eye directly to the maple leaf.

Closure occurs when an object is incomplete or a space is not completely enclosed. If enough of the shape is indicated, people perceive the whole by filling in the missing information.  Although the panda is not complete, enough is present for the eye to complete the shape. When the viewer's perception completes a shape, closure occurs.

Proximity occurs when elements are placed close together. tend to be perceived as a group. 

 The nine squares above are placed without proximity. They are perceived as separate shapes.  When the squares are given close proximity, unity occurs. While they continue to be separate shapes, they are now perceived as one group.

Figure and Ground The eye differentiates an object from its surrounding area. a form, silhouette, or shape is naturally perceived as a figure (object), while the surrounding area is perceived as ground (background). Balancing figure and ground can make the perceived image more clear. Using unusual figure/ground relationships can add interest and subtlety to an image.

Figure The word above is clearly perceived as figure with the surrounding white space ground.

In this image, the figure and ground relationships change as the eye perceives the form of a shade or the silhouette of a face.

This image uses complex figure/ground relationships which change upon perceiving leaves, water and tree trunk.