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Elements of LOGO Design

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designing LOGOS

LOGO definition

• A logo is a graphical shorthand that can represent a company or product, and communicate certain characteristics

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• Dates back to ancient Greece. “Logo” means – name, symbol, trademark. Designed for easy recognition. a cipher consisting of a single letter, and later a design or mark consisting of two or more letters intertwined. The cipher may be either all the letters of a name, the initial letters, or the surname of a person for use on stationery, business cards, or elsewhere.

LOGO historydesigning LOGOS

• Many early Greek and Roman coins bear the monograms or logos of rulers or towns.

• In the thirteenth century, logo design evolved from simple ciphers to trademarks for traders and merchants.

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LOGO historydesigning LOGOS

• The emergence of the information age changed the face of logos and logo design.

• Today, the general public has become increasingly aware of visual symbols, especially those used as trademarks.

• It is important that the company logo look professional. Company logos are the face of the business, not only to the public, but to its employees and the company itself. Logos have become the front line of the company, the corporate identity.

Elements of Logo Design

A successful logo design is made up of various elements. It is these elements that should be kept in mind while designing a

logo. As each organization has its own identity, the logos for each

company will definitely differ. Corporate Branding does not just involve the company’s name; it

also includes the corporate Logo Design and the overall company’s image.

More importantly, it conveys the corporate identity.

The Five Essential Logo Design Elements Long lasting style

A successful logo will never go out of the mind of the people. Logos should be designed in such a way so that they can hold the image of an organization forever. Frequent change of the logo of a company is not at all desirable. It is after constant display of the logo, it gets registered in the mind of the people. Hence a design has to be chosen that will not become outdated.

DistinctivenessDistinct logos are mostly successful. A glance at the most famous logos of the world shows that they all are similar in one way…. Distinctiveness. It is not desirable to go overboard. However creative or colorful may be the logo, unless and until it is understandable to the common people, it is useless.

The Five Essential Logo Design Elements Appealing to consumers

The logo must appeal to the general public. It should be properly tested before being launched.

Conveys the right imageThe logo designer must find out what is the kind of image it is trying to portray. Is it the company’s corporate image or a funky image?

LegibilityNo matter what you do, if people don't understand your logo design, then it will be ineffective. Who are you trying to target? Where are you going to be displaying your logo design other than your web site? Will it subsist on your letterhead, business cards, and auto signs? Does your logo design put out the similar communication no issue wherever it is display?

First Impressions Last

While distributing business cards the one thing that dominates the card is the ‘Logo’. Since the first impression of the customer on the Logo matters a lot, there are certain guidelines that need to be followed.

Be original. Don’t be exaggeratedly innovative - business cards must be

serviceable. Sure a exceptionally sized/shaped tag might produce significance From your options, choose one that has a global appeal.

Branding

A brand is a valuable corporate asset and a marketing tool for success.

Hence while advertising an organization through the display of the logo, one should be always careful.

The Simpler The Better

Simple, straight and intelligent. Such should be the approach of the logo. Most of the successful logos are simple and straight.

Brand Name Equals Image

The people identify the brand name of a company only if the logo is successful in delivering the exact image of the company.

Hence the logo should carry proper message in order to build and maintain the brand image.

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IMAGE association

• Shout out the first word/adjectivefirst word/adjective that comes to mind regarding the following brand names:•Barbie•Pizza Hut•Home Depot•NBC

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IMAGE association

• Shout out the general typefacegeneral typeface that comes to mind regarding the following brand names:•Barbie•Pizza Hut•Home Depot•NBC

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IMAGE association

• Shout out the overall coloroverall color that comes to mind regarding the following brand names:•Barbie•Pizza Hut•Home Depot•NBC

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Let’s see if they are EVERYTHINGEVERYTHING you thought?

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LOGO types

1. Graphical/ArtNikeNike NapsterNapster

2. Text/Word-based

3. Mixed graphics & type

Graphical/Art

NikeNike NapsterNapster

Iconic/Symbolic

Icons and symbols are compelling yet uncomplicated images that are emblematic of a particular company or product.

They use imagery that conveys a literal or abstract representation of your organization.

Symbols are less direct than straight text, leaving room for broader interpretation of what the organization represents. In order for a symbol to be a truly effective logo, it should conform to these rules:

Instantaneously recognizable. Memorable. Clarity when reproduced in small sizes. Can be illustrative in nature, either concrete or abstract.

Symbol Logos

Iconic/Symbolic

Text/Word-based

Logotype/Wordmark A logotype, commonly known in the design industry

as a "word mark", incorporates your company or brand name into a uniquely styled type font treatment.

Type fonts come in thousands of possible variations, shapes, sizes, and styles, each conveying a slightly different impression upon your intended audience.

Script fonts imply a sense of formality and refinement.

Thick fonts proclaim strength and power, whereas slanted type fonts impart a sense of motion or movement.

Logotype/Wordmark

Type font treatments can also include hand-drawn letters, characters or symbols that have been rendered in such a way as to intrigue the eye and capture the interest.

Images can also be integrated into a logotype, often to great visual effect.

Of prime consideration when selecting a logotype or word mark is legibility and ease of recognition, even when reduced to the size required for printing your business cards.

Logotype/Wordmark

Mixed Graphics & Type

Mixed Graphics & Type

Combination Marks are graphics with both text and a symbol/icon that signifies the brand image that you wish to project for your company or organization.

Concise text can complement an icon or symbol, providing supplemental clarity as to what your enterprise is all about.

There are integrated and stand alone combination marks. For instance, Starbucks logo has the text with the graphic

integrated, whereas the AT&T logo has the icon separate from the text.

Mixed Graphics & Type

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1.Legibility – is the name readable?

vs.

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9 KEYS to an effective logo

2. Memorability – is it easily remembered?

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3. Marketability – does it help sell the product?

designing LOGOS

9 KEYS to an effective logo (con’t)

4. Tone/mood – does it convey the feel of the product or service advertised?

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5. Uniqueness – does it stand out?

designing LOGOS

9 KEYS to an effective logo (con’t)

6. Scalability – will it look good both small and large?

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9 KEYS to an effective logo (con’t)7. Differentiation – will it look good in color or

black/white?

8. Unity – does it fit together as a single unit?

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9. Portrays an image – is it funky, cutting edge, conservative, fun, etc?

designing LOGOS

9 KEYS to an effective logo (con’t)

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CLIP ART/TEXT combos• Choose like identities

• Use type as art

• Use art for type

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STEP-BY-STEP logo creation

1.Determine mood/tone (audience/purpose)

2. Indicate key words for focus

3.Choose font/color/art

4.Determine space allocation

5.Design

6.Test (with people and color/b&w versions)

7.Rework design/finalize

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LOGO recognition … Write Write YOURYOUR guess down guess down for the following logos on for the following logos on your notes worksheet #1-10. your notes worksheet #1-10.

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LOGO recognition

77

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66

99

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designing LOGOS

When When designing designing logos, create logos, create several looks several looks with different with different color schemes, color schemes, fonts, etc. from fonts, etc. from which to which to choose.choose.

LOGO design proposals

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LOGO design proposalsdesigning LOGOS

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LOGO design proposals

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MORE logo examples

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PHOTO icons

designing LOGOSNotice how a GRAPHIC Notice how a GRAPHIC

replaced a letterreplaced a letter

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Read & think Read & think about the about the following logo & following logo & it’s questions.it’s questions.

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LOGO dissection #1 … tell me what tell me what you think?you think?

• What does the logo tell about the company?

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designing LOGOS

LOGO dissection #2 … tell me what tell me what you think?you think?

• What does the logo tell about the company?

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LOGO recognition … Did you guess right?Did you guess right?

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LOGO recognition

77

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Pick up a worksheet from the table.

Need pen/pencilWrite name on logo notes wks

… answers to logo wks

Be Consistent

As years pass company develops a certain reputation.

It is a good thing if, upon hearing the name of a company, people reacts immediately, of course in a positive way.