How To

 Not just a mark  Reflects a business’s brand using shapes, fonts, color, and/or images.  Used for inspiring trust, recognition and admiration for a company or product

1. A logo must be simple ◦ A simple logo design allows for easy recognition and allows the logo to be versatile and memorable. ◦ Good logos feature something unexpected or unique without being irrelevant

2. A logo must be memorable ◦ An effective logo design should be memorable and this is achieved by having a simple, yet appropriate logo that does not blend in to the crowd

3. A logo must be timeless ◦ An effective logo should stand the test of time. ◦ A good way to determine is asking if your logo will still be effective in 10, 20, 50 years?

4. A logo must be versatile ◦ An effective logo should be able to work across a variety of mediums and applications ◦ It should be able to scale to a number of different sizes ◦ It should be able to work in just one color or grayscale as well

5. A logo must be appropriate ◦ An effective logo is appropriate for its intended purpose.  If you are designing for a children’s store – use a childish font and color scheme  These same fonts and color schemes would not be appropriate for a law firm

1971- Represents the wing in the famous statue of the Greek Goddess of victory

 Choosing common fonts ◦ Times New Roman, Arial, etc.  Using “stock” images or copying competitors

 Preliminary work is a MUST ◦ Sketches (pencil and paper OR digital)  at least 2-3 different designs  then 3 variations of each of those

 Create Balance ◦ Balance is important because our minds naturally perceive a balanced design as being pleasing and appealing ◦ Keep your logo balanced by keeping the “weight” of graphics, colors, and size equal on each side

 Clever use of color ◦ Basic rules to keep in mind  Use colors near to each other in the color wheel (ex. for a “warm” palettete, use red, orange and yellow hues)  Don’t use colors that are so bright they are hard on the eyes  IT MUST LOOK GOOD IN BLACK AND WHITE TOO ◦ Know how colors evoke certain feelings and moods

 Design style should suit the company ◦ Research the client and its audience

 Typography matters…A LOT! ◦ Avoid commonly used fonts ◦ Make sure the font is legible when scaled down, especially with scripts ◦ One font is ideal – avoid more than TWO

 The goal is RECOGNITION ◦ Combine all graphic design elements and principles

 Design for the CLIENT NOT YOU ◦ You should never inject too much of your own personality into the logo ◦ You are designing to appeal to the client and their target audience, not yourself

 K.I.S.S. ◦ Keep It Simple, Stupid ◦ The more simple the logo, the more recognizable it will be ◦ Work the design down to its essentials and leave out all the unnecessary elements

 Use other design for INSPIRATION ONLY! ◦ Don’t copy other designers’ work! While there’s nothing wrong with being inspired by other designers, copying another person’s ideas or work is morally and legally wrong

 Research  Brainstorm and generate ideas  Preliminary sketches  Develop digital versions of design  Send to client for comments and feedback  Add or remove anything the client wants  Finalize

 Design a logo for MooCow String Cheese  Miss. Pruett is your client  Target Audience – Moms with school-aged children (think packing lunches or carpooling with snacks for all the kids in the van)  You may work in partners or on your own

 Today ◦ research and sketching  Tomorrow ◦ sketches due  3 different logos (or 3 different versions of one logo) ◦ begin digital version  Friday ◦ first draft of logo due at end of class Be prepared to provide rationale for certain design choices and elements