Approaches in Designing the Graphic Mark 09/5/2013 Design for AdvertisingApproaches

09/5/2013 Design for AdvertisingLogos Good Logos: Simple & Clean Simple & Clean (KIS Rule: Keep it simple) Simplicity allows easy recognition and memorability Cleanness allows for easy reproduction – avoid gradients, filters, shadows and effects

09/5/2013 Design for AdvertisingLogos Good Logos: Simple & Clean Minimalist Illustrations Avoid unnecessary details – eliminate anything you can Strive for clean, non-complex edges Use clean, simple, legible typefaces. Unmistakable Visuals Keep visuals clear (easy to understand) and unambiguous. Viewers should have no doubt about what they’re looking at. All viewers should see the same “big idea.” Adhere to Production Standards Avoid small shapes, type and negative spaces – they don’t scale well Cleanness allows for easy reproduction – avoid gradients, filters, shadows and effects Avoid using strokes - they don’t scale well. Use solid shapes instead. Use vectors to design logos

09/5/2013 Design for AdvertisingLogos Good Logos: Simple & Clean Many new/upstart corporations begin with logos that don’t adhere to logo design standards. As the corporation grows, they begin to understand the importance of proper branding – and the importance of designing good logos. Many corporations end up revising and simplifying their original logos to incorporate these best practices in logo design which enable powerful branding.

09/5/2013 Design for AdvertisingLogos Good Logos: Simple & Clean

09/5/2013 Design for AdvertisingLogos Good Logos: Intelligently Designed Make smart use of an idea Must be appropriate to the brand Must convey meaning Should be enduring (avoid using trending design styles for logo design) Successful logos are often witty or contain a conceptual visual that gives viewers the “ahhh” moment when they “get it”

09/5/2013 Design for AdvertisingLogos Good Logos: Intelligently Designed

09/5/2013 Design for AdvertisingLogos Good Logos: Intelligently Designed

09/5/2013 Design for AdvertisingLogos Good Logos: Adaptable Adaptable to Different Media, Sizes, Colors Scalable – work at small and large sizes (use vectors) Should work in color and black & white Should work across a variety of media

Work well at small sizes - test your logo by zooming out in Illustrator until the size appears less than half-inch on screen. If you lose the details or text readability – if ur looking at a blurry smudge – simplify the design! 09/5/2013 Design for AdvertisingLogos Good Logos: Adaptable

09/5/2013 Design for AdvertisingLogos Good Logos: Adaptable Work well in monochrome or black & white

09/5/2013 Design for AdvertisingLogos Good Logos: Unique Avoid visual clichés (Light bulbs for 'ideas', mouse for ‘technology', globes for 'international‘). These are usually the first ideas you think of when brainstorming and too many other logos feature these clichés. Take it further and come up with something nobody else would think of. Make your logo something your client knows only you could have done! Don’t copy/borrow ideas – it’s unethical and illegal

DO NOT: Use the obvious solutions/ clichés 09/5/2013 Design for AdvertisingLogos Good Logos: Unique

09/5/2013 Design for AdvertisingLogos Good Logos: Unique DO: Take your ideas further, push the creative limit

09/5/2013 Design for AdvertisingLogos Techniques in Logo Design Use a grid Use geometric shapes Use negative space

09/5/2013 Design for AdvertisingLogos Techniques in Logo Design Active (not passive) visuals

09/5/2013 Design for AdvertisingLogos Techniques in Logo Design Consider cultural differences – avoid offense Make sure it works on dark backgrounds Simplify – subtract unnecessary elements Vet your designs with peers and colleagues – they might see something you don’t! DO: DON’T:

09/5/2013 Design for AdvertisingLogos Techniques in Logo Design Create a style guide Dictate color options Define exclusion zones Specify size and horizontal/ vertical arrangements

WORDMARK Lettering and Typeform Logos 09/5/2013 Design for AdvertisingLogos

09/5/2013 Design for AdvertisingLogos Creating Wordmarks Adapt an existing typeface Avoid gimmicky fonts Maximum of 2 fonts Legibility is mandatory (at all sizes) See the negative space (turn your design upside down!)

09/5/2013 Design for AdvertisingLogos Creating Wordmarks Use strokes Create ligatures Use eliminations Look for more tips and tricks in room 2016!!

GRAPHIC MARK Symbols and Icons Logos 09/5/2013 Design for AdvertisingLogos

09/5/2013 Design for AdvertisingLogos Creating an Icon Active not passive Be clever AND simple Visual double entendre Connect to the brand’s core values Use negative space Use a grid, proportion and symmetry

Combining Type and Symbol 09/5/2013 Design for AdvertisingLogos

09/5/2013 Design for AdvertisingLogos Marrying Type + Symbol Type must match symbol Avoid the easy solution of dropping the type below/next to the symbol. Try to marry them.

09/5/2013 Design for AdvertisingLogos Assignment 3 – Logo Design PART 1: Scalable Design Use a small ruler and locate FIVE (5) well-known logos that are sized at no more than half-inch wide or high, and FIVE (5) well-known logos that are taller than you. Photograph both instances – with your ruler in the photos of the small logos, and with you in the photos of the large logos. Your photos should serve to indicate the size of the logos. In a 2-page analysis paper (double spaced, TNR, 12 pts), with your photos attached: Explain all the possible reasons the logos were printed so small or so large. Also comment on the quality and resolution of the logo (eg. are the details in the small logos clear/readable; and are the larger logos pixelated? Explain how/why.) PART 2: B&W Design Locate FIVE (5) logos printed entirely in solid black (no shades or grays, no background colors. Hint: look at the back/underside of products, and at stationery) and write a 2-page paper explaining the possible reasons the designers used only black DUE: Wed Sept 16, 2015