Logo Design Introduction

John Deere

Mercedes Benz

PBS

Apple

Target

McDonald’s

Adidas

Carhart

AT&T

Batman

Atari

Netscape

Penn State

Nike

Obama Campaign ‘08

Michael Jackson Productions

Dr. Seuss

Evolution of the Pepsi Logo

Why redesign a logo? New leadership Financial reasons Prospective analysis of the market Mergers What do you get when FedEx and UPS merge? FedUP!

How to create a logo Line Shape Figure ground Pattern Letterform Contrast Image field Perception

Line The way in which a line is drawn can evoke different moods or meanings. Right angles produce a very sharp and potentially dangerous situation, whereas a soft, sensuous line implies a gentle, nonaggressive attitude.

Shape A square is the most visually stable. Next are the circle and the triangle. Rectangles, both horizontal and vertical, and ellipses are the most visually unstable.

Figure Ground When positive and negative shapes interact to provide a mental puzzle.

Pattern When creating a pattern using geometric shapes, it is tempting to create a pattern using elements of the trademark. This leads to a less unique logo.

Letterform Using common letterforms to create unique configurations can create simple, but effective logos.

Contrast Variations of the letterform weight and size also help create a subtle meaning in the wordmark that could not be obtained otherwise.

Image Field The area around the object can define it as well as a literal drawing of it.

Perception Simple linear and geometric forms can convey completely different meanings with the slightest modifications.

Criteria for Development Visibility ◦ Will it stand out in its surroundings to provide quick and memorable identification. Application ◦ How well can the symbol be used in a variety of applications?

Criteria for Development Distinctiveness ◦ Will the application distinguish itself from its competition? Simplicity/Universality ◦ Is the symbol’s concept easy to identify? Retention ◦ If a symbol is too easy to read, the viewer will feel no sense of discovery and thus no personal equity with the mark.

Criteria for Development Color ◦ A good symbol must work in a number of technologies. Descriptiveness ◦ Does the symbol reveal to some extent the nature of the company or product? Timelessness

Criteria for Development Modularity ◦ Will the potential mark be adaptable to numerous applications? Equity ◦ The age, use, and recognition of a mark is also a primary consideration in its development.

Three Categories of logos Descriptive Marks ◦ Uses visual imagery relating to the clients product or service. Symbolic Marks ◦ Takes the descriptive mark one step further, literally incorporating a figurative element. Typographic Marks ◦ Letterforms as a starting point.

Case Study / Process Sesame Workshop Original Logo New Logo Final Logo

Logotype Sketches

A Creative Mark