1. Logo Design

2. Part 1: Logo Design You are going to learn about logo design You will apply what you learn in today’s assignment to a logo design project for this class

3. What is a logo? Logo - symbol or other small design adopted by an organization to identify its products or services At a glance a logo identifies the nature of its’ products or services, transmits the benefit of using it, and defines one’s attitude about it.

4. Recognizable Logos

8. Logo Design For a logo to be successful it must… Make an impact Be distinctive Be understandable Create a positive image

9. Logo Design For a logo to be successful it must be… Simple and flexible Something you are proud of

10. Logos can be based upon… SymbolsIllustrations Letters or Numbers

11. Logo Considerations basic design elements Line - any mark connecting two points –Lines can be straight, curved, squiggly, fat, thin, dotted They can help you organize information, draw attention, create interest, direct eye movement, and unify your designs. Shape - anything with height and width – Everything has a shape – Shapes define objects and communicate ideas

12. Logo Considerations basic design elements Texture - the look or feel of a surface –Used to add richness and dimension Space - the distance or area between things – Give the eye visual rest – Create positive and negative shapes

14. Logo Considerations basic design elements Size - how big or small something is Value- darkness or lightness of an area – Give illusion of volume of depth – Make a design dynamic

15. Logo Considerations basic design elements Balance - distribution of weight –Symmetrical-one side mirrors the other –Asymmetrical - using uneven numbers, sizes, and elements to create balance Rhythm - pattern created by repeating elements that are varied

16. Logo Considerations basic design elements Emphasis - what stands out and gets noticed first Unity - all elements look like they belong together

17. Logo Considerations basic design elements Color - ultimate tool for symbolic communication –Helps us identify (i.e.apples are red) –Understand things (i.e. green means go) –Communicate feelings (i.e. sadness=blue) Types of color –Neutral colors-black, white, gray, brown –Warm colors-yellow, red, orange, pink –Cool colors-blue, green, purple

18. Keep in mind Color Theory neutral color Black Positive - power and sophistication Negative - death, evil, sadness Note: Combining black with other colors increases the sensation of that color

19. Color Theory warm colors Red Positive - passion, love, heat, power, strength Negative - danger, war, violence, intensity Note: can stimulate an appetite by increasing metabolism

20. Color Theory warm colors Yellow Positive - happiness, sunshine, energy, gold Negative - dishonesty, jealousy, hazard Associations: caution, citrus, wealth

21. Color Theory cool colors Blue Positive - calm, peaceful, loyalty, sophistication Negative - cold, sadness, depression, lonely Associations: water, sky, service Note: Top pick for favorite color

22. Recognizable Logos

23. Your Assignment Find two logos that are similar - How are they alike? Use the internet. Layout your two logos in InDesign - Be sure to “control click” and save the logo image to the desktop. “Place” these logos in InDesign, one atop the other, to create a presentation aide. Print the logos to a color printer. Present your logos - to the class. Consider writing notes about the following on the back of your layout. Describe the two logos - What do they sell? What type of audience are they intended for? etc. How are they alike? Analyze the logos in terms of art elements- line, shape, texture, space, size, value, balance, rhythm, emphasis, unity, and color. Interpret the logos in terms of ideas - how are the logos and/or art elements working, is one logo better than the other, why, what ideas and art elements will you take from these designs and apply to your logo design. Judge the two logos - which one do you like better and why?

24. Let’s Get Started

25. Part 2: Your Assignment You have just been hired to design a logo for a production company studio called Flashback Productions. You will create your logo in Illustrator. Your logo must be designed in black and white and color. It must be able to be sized from 1/4 inch square to as large as you choose. Homework: Five sketches of ideas for your Flashback Productions logo.

26. Consider your audience Know your audience –Consider color –Type size

27. Research Your Competition Research your competition –Make your logo stand out For example:

28. Generate Your Ideas Brainstorm –Generate lists –Mapping No idea is too stupid Start with –sketches –thumbnails

29. Logo Design Evolution The shell logo has been altered several times since 1900 There have been very little changes since 1971 when the text was positioned underneath the stylized shell 1900 1904 1909 1930 1948 1955 1961 1971 1995

30. Consider who, what, when,where, how Customer’s Budget –Printing Application –Use –Size –Resolution –Type of File –Color CYMK RGB

31. Try it at different angles Logo Considerations If you get stuck Combine the image with a strong shape Flip and combine the image Repeat it Try it positive and negative

32. Combine more than one image together Logo Considerations If you get stuck Enlarge different sections at a time Try it small and large, thick and thin

33. Put it all together Take all your research, ideas, and sketches to create –A name –Defining phrase (mmm…good) –Color theme That targets your audience

34. Remember www.vw.com Keep it simple Design first in black and white and then color Consider your audience and intended application Elaborate and push your ideas