Creating Meaningful Logos 1 DELIBERATE DESIGN: Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

The definition of a logo is: A logo is a graphic mark, emblem, or symbol commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Logos are either graphic (symbols/icons), or they are composed from the name of the company or organization (called a wordmark). Logos identify the business or organization. Recognition hopefully leads to more business! Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 2 WHAT IS A LOGO?

 The logo ideally gives a good clue about what type of business or organization it represents (i.e., a paw print for a dog service.)  A logo should be pleasing to the eye and memorable.  A logo should represent the tone, or personality, of the business or organization. (Serious? Fun? Edgy?)  Recognition and association by the client or audience is the goal. When they need what you have, you want your logo to pop in their head! 3 WHAT MAKES IT MEANINGFUL? Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

 A logo should always be a vector, not raster. Vector is design created using mathematical locations, formulas and functions. Whereas, rasters use tiny points of color called pixels, the amount which is dependent on the resolution.  Vectors are extremely versatile when it comes to resizing. The same design can be scaled down to dime-sized and enlarged enough for a billboard without losing quality. Rasters are very limited in scalability and will get the “jaggies” or pixelated edges if scaled too far.  There are several professional standards of software programs one can use that create vectors. Choose the one that suits you best. 4 LOGO FORMAT IS VECTOR -- VERY IMPORTANT! Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

Let’s look at some logos to identify the effectiveness  We may find some logos that are just clearly bad.  We may find some logos that are confusing.  We may find some that are close but miss the mark, and finally…  We may find some logos that are meaningful and effective! 5 WHERE TO BEGIN? Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

 RB Services Okay, so we know it is services, but what kind? It could be anything from HVAC to chiropractic. 6 LET’S LOOK AT WHAT DOESN’T WORK  A-Co What is this? What goods or services do they offer? How would you know? Is the yellow color significant? Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

 Titan Construction Why is there a flower? Instead of building construction, is it constructing flower beds? And how is Titan – a strong foe – related to a delicate flower???  Poodledoos Hair Salon Is this for pets? Or for people? Is it for fur or hair? Why are there scissors? Is this a “stylish” cut for your pet? Or will a human walk out with a dog-ears style? 7 CONFUSING MESSAGES… Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

 Super Style Studio We have clues of color and curves, but what type of style? Is it body style, clothing, or house décor? Are the curving strands suppose to indicate hair styling? 8 A LITTLE BETTER…  Snazzy, Inc. While it looks a little fun, is it for haircuts or hats? Is it for kids and teenagers? Could it be snacks? Why the stars? Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

 Locksmith Using both a graphic combined with the word “smith”, it is obvious that this business is a locksmith. 9 NOW WHAT DOES WORK?  Repair Shop The name doesn’t say what kind of repair, but it is clear with the graphic that this business performs bicycle repair. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

 Decide on the name of the company. Use either something very relevant – i.e. your name - or something very descriptive – i.e. Creative Design. ( Warning: Out-of-the-box thinking is great but obscure, and unknown terms often go quickly from clever to confusing.)  Brainstorm ideas. Brainstorm to write every associated word down that comes to mind. Even list personality type traits. (Is it innovative? Is being trustworthy a selling feature? Are there long standing traditions? Family owned? Neighborhood oriented?)  Sketch it out. Once you have a name, create at least three thumbnails or quick sketches. (Who is your client or audience? Narrow down the approach – the method of gaining attention. Is it humor, simplicity, color contrast, etc.? Are there symbols associated? Colors?) 10 HOW TO START THE PROCESS Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

 Design the logo. Construct the logo using a good vector software program. Make adjustments and changes until you are fairly satisfied. Create three variations based on the basic logo. ( Try changing things like fonts or color scheme. Perhaps rearrange placement of elements, but stay close to the original. )  Gain feedback. At this point feedback is even more important. Peers, instructors, or people associated with the industry are great resources. See if likes, trends, or common concerns surface.  Make finishing touches. Making tweaks, edits, and final revisions based on feedback and perception should get you to a great logo - - one that you desire. 11 THE PROCESS CONTINUES… Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

 Test the logo. View the logo in black and white, and see how it presents. Did you lose any impact? Is it less or confusing in any way? Save several formats and check the quality of each one when applied to different pieces. Make any changes needed.  Defend your work. As a designer you should always be ready to defend or explain your design choices. Be ready to tell another why your choices were deliberately made and were not just by chance. Defend why you used certain graphics, fonts, color schemes and placement. This explanation should include your approach and your tone, or how you are hoping to make the audience feel, connect, or react. 12 AND FINALLY… Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

 What is a slogan? It is a very brief but descriptive phrase that goes along with the logo.  It further explains something about the entity - - what it does or how it does it. Examples:  The slogan could be as simple as “fast internet service.”  Perhaps it tells you that the business is a “Professional Portrait Studio.”  Or the slogan can encourage you, like a very famous athletic company with the slogan “Just Do it!”  Or maybe you go to a certain fast food restaurant because they promise you can “Have it Your Way!” 13 PERHAPS WE NEED A SLOGAN Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

 Slogans can change confusing logos into clear ones. (i.e. as with RB Services, “Income Tax Specialists”)  Slogans can tell clients what to expect. (i.e. “On time, every time!”)  Slogans can differentiate your business. (i.e. “Quality, not frills!” or “Service for foreign cars.”)  Slogans show personality. (i.e. “Fashion with an edge.”) 14 IMPORTANCE OF SLOGANS Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

 A-Co now is clearly a fast- cash business. The yellow is as “urgent” as the need for quick cash.  Now we see, sturdy construction that doesn’t destroy delicate environments. Suddenly it makes more sense. 15 REVISIT LOGOS WITH ADDED SLOGANS Built to last, gentle on environment! Just for fun, let’s look at a couple of examples given earlier and see what an added slogan can do for clarity. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

 Okay, so now we know it is for pets, but pampered ones that are treated like people – thus the “hair” instead of fur. 16 SLOGANS ADD SOME CLARITY  While it is unclear what “snazzercise” is, it obviously has some connection to exercise and transforming one into a star. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.

 Logos should visually represent the business or organization.  They should give immediate clues about what the business does. Add a slogan if needed.  They must be vectors for scaling and quality. They should be pleasing to the eye and memorable.  Always design with the client or audience in mind, because the business or organization would not exist without them! 17 SUMMARY Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.