brand design logos & identity systems. what is a logo? logo is a distinctive symbol of a company,...
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Brand Design Logos & Identity Systems Slide 2 What is a logo? Logo is a distinctive symbol of a company, publication, person, service, or idea. A logo is a point of entry to the brand. Milton Glaser, Designer Slide 3 What is identity? The logo + visual system (typeface, color, imagery) + editorial tone, etc. James Farrell & Co.: Identity system for a global marketer and distributer of food and feed ingredients. Design by Y Art Works. Slide 4 What is visual identity? Starbucks Coffee Slide 5 What is a brand? The brand is the perception formed by the audience about a company, person, or idea. -a designer cannot make a brand -only the audience can do this -the designer forms a foundation of the identity system Slide 6 Products are created in the factory. Brands are created in the mind. Walter Landor, Founder, Landor Associates Brand is not what you say it is. It is what they say it is. Marty Neumeier, The Brand Gap Slide 7 Logos - Historical Context Using marks to claim ownership: 1.Egyptian hieroglyphs 2.Medieval coat of arms symbols (9-11 th cent.) 3.Symbols used to mark manuscripts (15 th cent., European printing press) Slide 8 4.Factory symbols. Ex: Sevres company, France 1740. Slide 9 5.The Industrial Revolution increased the value of identification. After 1950, trademarks and visual systems became especially critical for recognition. ABC logo by Paul Rand, 1947 Slide 10 6.In the same way that contemporary business practices have changes, so has the role of the logo: strong emphasis on teamwork and creative process logo must not only talk to the external audience, but also to the internal audience a clear message has to be conveyed to a wide and diverse audience over an extended amount of time Slide 11 Which logo do you like better? Slide 12 What qualities should a good logo have? The Nike swoosh was created in 1971 by Carolyn Davidson. Slide 13 A successful logo should: 1.Differentiate from competition 2.Provide clear identification 3.Create a focus internally 4.Create credibility 5.Bring order to chaos 6.Communicate the message logo design for an educational company based in Korea Slide 14 Other things to consider 1.A good logo should be bold, memorable and appropriate 2.Immediately recognizable 3.Able to provide a clear and consistent image 4.Able to communicate the companys persona 5.Legally protectable 6.Able to have an enduring value Slide 15 7.Able to work well across media and scale 8.Able to work in both: black & white and color Slide 16 8 Steps to a Better Logo Design: 1.Know your client 2.No idea is too stupid. Brainstorm! 3.Consider the competition. 4.Start designing in black & white. 5.Design at business card size first. 6.Less is more. Keep it simple! 7.Use appropriate colors, fonts & shapes. 8.Consider the customers budget. Slide 17 1. Know your client. Ask questions: What is the clients business and its purpose and mission? What are the clients 5 key goals over the next year/5 years? What promises does the client make? Whos the clients current audience? How does the client want the audience to view the brand? What is the marketing objective? Slide 18 Example: Is the target market over sixty? Or twenty something? Slide 19 2. Design, Sketch and Brainstorm! Brainstorming: write down words that describe clients business or product (as many as possible) Ex. #1: Meadows Renewable (energy company that sells solar panel systems) Meadows path, grass, green, environment, nature Nature renewable, sustain, recycle, global, etc. Sun panel, light, heat, solar, sunrays, round Ex. #2: Above Systems Above sky, flying, up, space, sky, wind, astronaut Slide 20 2. Design, Sketch and Brainstorm! Mind Mapping: Write a word in the center of a sheet of paper (it could be customers name). Then begin writing the main images/words this brings to mind, and connect these words to the central thought. Slide 21 Mind Mapping Example: Slide 22 3. Consider the competition. A good logo should stand out! Do research. Look at the competitors. Slide 23 4. Start designing in black & white. B&W logo will be mostly used for fax or copying purposes. You can add shades or gradients in the final version. Slide 24 4. Start designing in black & white. Focus on a design that is recognizable. So recognizable, in fact, that its shape or outline gives it away. Martin Newcombe Property Maintenance FreemanWhite logo by Malcolm Grear Designers Slide 25 4. Start designing in black & white. Elefont logo by Logo Motive Designs The Waterways Trust logo by Pentagram Slide 26 5. Design at business card size first. Logo should be legible at a small size Should be easily scalable vector art (Adobe Illustrator format) is the best! Small logo is easy to size up, unlike a large logo that might becomes too busy. Consider where and how its going to be used, at what resolution, etc. Slide 27 6. Keep it simple. Less is more! Simple logos are much easier to remember. Logo for The Guild of Food Writers Logo for a cell phone company Slide 28 Simple logos can be adopted more easily to a wide range of media. Slide 29 Dont use more than 2 fonts and too many colors! Slide 30 If your logo has a tagline, it should be short and catchy. Slide 31 7. Use appropriate shapes Example: solidity, securityexcitement, power, aggression connection, community, movement, safety Slide 32 7. Use appropriate colors Example of some common color associations: heat, passion, danger, power trust, loyalty, water, relaxation, power, dignity life, growth, money, jealousy, nature, fertility energy, joy, light, hope Slide 33 7. Use appropriate fonts Slide 34 8. Consider clients budget! Do they have $ for full-color printing, a 2-color job, etc.? What kind of paper will be used? Do they have $ for a die-cut business card, two-sided business card, etc.? # of versions, revisions? Include all info in the contract. Slide 35 Logo Design Process from Start to Finish (Great examples!!!) http://abduzeedo.com/sikbox-logo-design-process http://www.allgraphicdesign.com/graphicsblog/2008/07/22/lo go-design-creation-process-from-start-to-finish-by- expert-graphic-designer-mark-misenheimer/ http://www.allgraphicdesign.com/graphicsblog/2008/04/14/lo go-design-creation-process-from-start-to-finish-by- expert-graphic-designer-angela-ferraro-fanning/ Slide 36 Compare the logos below: Slide 37 Slide 38 Examples of good logos below: http://www.logobob.com/logo-design-shell.html http://logopond.com/ How to create a professional logo: http://www.webdesignerdepot.com/2009/02/ how-to-create-a-professional-logo/ http://www.logodesignlove.com/ Slide 39 Steven Heller The Anatomy of Design Slide 40 What is a Logo? (Video by Steven Heller): http://www.paul-rand.com/index.php/site/video_heller_lecture_books_part1/