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LOGO DESIGNTHE BASICS OF LOGO DESIGN

• A GUIDE TO GRAPHIC DESIGN BY MS TINA

THE HISTORYArchetypes

The meaning of primitive symbols

Archetypes are primitive symbols. They have the same

meaning in all cultures and evoke similar associations.

Knowing these associations, archetypes can be put to good

use when designing pictograms, logos, and much more.


THE HISTORYExample of Archetypes


The spiral:The spiral symbolizes the mother as a

central figure, whereby everything is

either moving towards to or away of her. It also reflects the situation of a

baby/child in its discovery phase.

Another meaning is that there is a

beginning and an end.

THE HISTORYExample of Spiral logo




The circle:It is the symbol of closeness, wholeness,

perfection and completeness. You can

find the circle in many cultures as Mandala. For example in Tibet, China,

India, but also in the Christian Europe and

in Platonism.

THE HISTORYExample of circle logo




The circle with a central point:The baby/child recognizes that there is

an interior and an exterior, things that

belong to it or not, and that it is allowed to do some things but not others. The

central point is the symbolic centre, and

is the point of origin of everything.

THE HISTORYExample of The circle with a central point logo




The dots:The dots represent pulse points,

something vibrant, dynamic. They signify

movement and life, expression of rhythmical flow, heartbeat and

breathing.

THE HISTORYExample of dot logo




The cross:The child realizes that there is a top, a

bottom, a left and a right. The cross also

reflects its effort to walk upright. In addition, the cross is the basis of an

orientation in space. It reflects the

structured wholeness and stands for the

four directions.

THE HISTORYExample of cross logo


Symbolism of MotionSymbolism of Motion of the Occidental Culture

When designing logos it is very important to pay attention to

the form and direction of the symbols and elements.

When a logo is reviewed, it can be very important whether

a line goes up or down, whether an animal jumps left to

right or vice versa.

In the following chapter, I'd like to give you a brief overview

of the symbolism of space and movement:






Meanings:Top, sun, sky, power, strength, spirit, air,

height, health, vitality, upward

movement, up, rise





Meanings:Energy, strength, determination,

ascending, up coming, forward-

looking, goal-oriented, vital, healthy,

innovative





Meanings:Future, continue, forward motion, vision,

extroverted, future-oriented





Meanings:Earth, disease, disaster, misfortune,

depression, sloping, descending, falling

down, negative





Meanings:Earth, water, calmness, stagnation,

tradition, depth, nature, roots, present





Meanings:Beginning, past, sub consciousness,

conservative, cautious, past





Meanings:Regression, backward movement,

tradition, history, past, introverted,

reticent





Meanings:Religious, intellectual, meditation,

calmness, intangible, transcendence,

superior





Meanings:Middle, center, safety, protection,

present, symmetry, calmness, balance

Symbolism of MotionExample of symbolism of motion logo


Rules and Principles“Elements, Partitioning, Formats, Adjustment”

A good logo, of course, doesn't emerge accidentally. A

good logo has to be rationally contemplated and must be

premeditated. Finding an idea for the logo is something

different - this part is concerned with realizing the idea well.

There are a few rules and principles that help you

accomplish a good result more easily. If you abide by these

simple rules, you can avoid several mistakes.


Law of Proximity“Multiple Elements, Interpreted as Shapes.”


It is easier for us to recognize

elements if they are in close

proximity. They are interpreted as a

whole shape.

For example, the dots in this image are perceived as a row of dots, not

just as individual dots.

Law of Proximity“Multiple Elements, Interpreted as Shapes.”


This occurs when we perceive a collection of objects as forming a

group as in the example above.

The placement of the different

shape elements in a way that it forms the letter “U”

Law of Closeness“What's missing is replenished”


Let's have a look at the illustration

with an isosceles triangle where

one side is missing : In the first

image, our brain amends this side

and the shape is recognized as a

triangle anyway (Law of proximity).

Again, the law of closeness allowed

us to see a complete triangle,

because we are so familiar with triangles that the missing line was

amended instantly.

Law of Closeness“What's missing is replenished”


This captures the idea that we

perceptually close up, or

complete, objects that are not, in

fact, complete. In the WWF logo

we perceive the panda “head” & “body” although the shape we see

appear to blend with the white

space outside the black area.

Law of Similarity“Similar objects are interpreted as same”


This law describes the ability of our

brains to view objects with similar

qualities (shape, size, ...) that are in

close proximity as a whole.

Example: image is interpreted as an

accumulation of similar objects, even

though they are not similar. Our brain

detects that the objects are of the

same size, and that is enough to be

interpreted as similar objects by our

brain.

Law of Similarity“Similar objects are interpreted as same”


This captures the idea that

objects/elements will be perceived as

belonging to the same group or are

similar to each other. Similar shapes

and the solid black causes our mind to

view the logo as a whole.

Law of Experience“Amendment through knowledge / experience”


Even though the illustration consists

only of three lines that are not even

connected, our mind immediately

recognizes the letter. An illiterate

wouldn't be able to recognize the

image, but we can recall saved visual information, amend the

missing lines and "see" the

character.

Law of Experience“Amendment through knowledge / experience”


This law should be kept in mind

when designing a new logo. If

previous knowledge of some kind is

necessary to understand a logo, it

could be ominous

- for example if the logo is used internationally. Other cultures could

be lacking this knowledge, so the

logo might not be understood.

Distinction Figure/Ground


A logo could be misunderstood if

the viewer misinterprets the "figure-

ground-distinction". If this rule is not

bore in mind, it can easily happen

that a viewer associates an

element that is part of the figure

with the background, or vice versa.

Generally, just keep in mind that

smaller areas are always seen as

the figure, bigger areas as the background. Moreover, the spatial

arrangement, e.g. the allocation of black and white is an important

factor.

Law of Figure/Ground


This captures the idea that in

perceiving a visual field, some objects take a prominent role (the

figures) while others recede into the

background (the ground). In this

case the running plumber takes a

prominent role while the plumb is

formed by the negative space.

Composition“Rules for image design”

In this chapter, we will find useful hints for the creative

process of combining or varying elements.

Moreover, the effects of contours, contrasts, hatchings or textures will be explained briefly.


Combinations“How to combine elements”


A combination is formed when multiple elements are taken

from an even greater amount of elements, and are

assembled or compiled.

++ Word =

Illustration Batch

Contours“The nature of contours”


In logo design, contours are often necessary to separate a

figure from the background (see Distinction

Figure/Ground). Contours can appear diversely.

Contrasts“Creating and sensibly applying contrasts”


In logo design, line thickness - or the combination of thin

elements with thick elements - is a very good way of creating contrasts. If they are wisely used, they result in a good outcome

in conjunction with proper spatial partitioning.

Hatchings“Establishing spatiality with hatchings”


Hatchings are often used to add a sense of spatiality to

elements. It is frequently applied to areas, but may also be

used with text and all other elements.

Basic logo elementsBasic elements of logo design

In many cases, it is very important to know the effects of

these basic elements, and their respective fields of

application. With this information, it is possible to provoke a

specific association or to convey a particular emotion by

using such an element for a logo.


Triangles


A triangle can be used with the tip

pointing upwards (A shape) or

downwards (V shape). When

triangles are used, most times they are equilateral triangles. However,

a triangle can be (and is) also used

and displayed in any angle.

“Also called "A shape" or "V shape”

Squares and Rectangles


Rectangles seem neutral to us. A

square is a special form of a

rectangle - namely an equilateral

rectangle - so its neutral effect is

even stronger.

“How squares and rectangles affect us”

Hexagons


Hexagons and other polygons, like

octagons, are often used to form a

boundary for logos.

“... and other polygons”

Circles


The circle is a very popular basic

element in logo design. It may be

used as an independent logo

element, or come into operation

within a text.

“On circles, dots, semicircles and sectors”

Crosses


With cross signs, an important

factor for their meaning is the

relative proportion of the lines. If the

lines are unequally long, we immediately think of the Christian

Cross, a death notice etc.

“The cross, often used as a plus”

Lines


Lines are very versatilely

deployable. They can come into operation as hatchings of certain

parts or elements of the logo, they

can be graph lines, or just be used

as stilystic elements, separative elements or frames.

“For hachtings, diagrams, frames etc.”

Characters


Of course, characters and words

are frequently used in logos as well

- some logos consist only of

characters. Logos don't coercively

need to be made up of characters.

There are lots of logos that are only

composed of symbols or shapes.

When using characters, you should keep in

mind that they need to be readable and

reproducible also in small sizes.

“company names, fancy names, additional names”

Classroom Exercise Research and draw out the logo with different basic element. Each element with 5 logo.

All the sketch logo should be available in current market.

Total 35 logo should be show to the lecturer.

Thank you & enjoy your research!!! @^v^@


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