Identity Design Recognition is what every company wants.

• An identity must encapsulate everything the client wants to be.

[“take a minimal amount of material and a minimal amount of effort-nothing wasted-to

achieve maximum impact.”]

Lou Danzinger

Identity Design

Three Strategies of Identity Design• Abstract: Nike Wing• Iconocize: Red Cross +• Combine visual elements: IBM

GOAL: to create an ideal memorable fast reading graphic representation.

Branding

• Perception: Positive association

• Image: real or abstrated

• Representation: of client or product

• Words: slogan has an emotional connection

lettermark

symbol

logo

pict

ogra

ms

combination mark

MARK STYLES

• Logo:words (company name) in type.

• Symbol: Marks used without type.

• Pictogram: Generic pictures that tell a story.

• Lettermark: letters (acronym) form the name in type.

• Combination Mark: symbol & type identify the company.

LOGO or Logotype

• While it is common to mix up these terms or use them interchangeably, a logotype is an identity that features a word or multiple letters, often with an icon or illustration embedded within the letterforms. A logo is a nonverbal iconographic identity. Some identities consist of one or the other; others incorporate both.

Traits of a Good Symbol

• Positive association: show the companies good side. • Easy Identification: reads quickly, is remembered and recognized.• Closed Gestalt: the eye flows toward the center, not away. • Abstraction level: hit the level of the audience.• Reduction: do not lose parts of the lines in the smaller symbol. • Black line Art: the drawing style used to create a design. • Negative (white) Space: is essential to designing an effective mark.

Negative space is the figure/ground relationship.• Symbol Weight: should be heavy.• Flow: allow white space to exit the symbol.• Direction: point up and right. Forward = positive.

Gestalt• Similarity: objects look similar, grouped

• Equilibrium: visual balance

• Isomorphic correspondence: represents an emotion or association

• Closure: perceive the whole by filling in the missing information

• Continuation: move through one object

• Proximity: elements are placed close together

• Figure Ground: the eye differentiates an object from its surrounding area

Process to Identity Design

• Distill

• Translate

• Formulate

• Simplify

Distill

• Consider all the possible images and icon that might represent the client and weed out the ones that are no as strong.

• Accomplished through:

• Sketching

• Contemplation/brainstorming team

• Client discussion

Translate

Working to graphically transform the selected elements and /or letterforms into an ideal representation of the client.

Accomplished Through:• Illustration techniques• Type experiments• Forms• Figure-ground• Line-weights

Bring all parts of the identity into visual agreement. With one another.

• Forms• Line weight• Size• Fonts• Icons

Formalize Visual Consistency

The final design should be a graphically simple as appropriate.•Works well large or small.•Will reproduce in color or Black & White.•Remove small dots, thin lines, fine textures.•Read large and/or small.•Serifs do not fall apart.

Simplify

Hinsdale CentralMarks from different groups.1.What are the Strengths?

2. What are some weaknesses?

Exercise:1. Brainstorm ideas for HC Gym to redesign a mark.2. Identify the client’s audience.3. Fill out the Slogan Development Doc.4. Draw icons/symbols that could represent HC.5. Use the design process to get five mark versions.6. HONORS: Draw examples of HC’s existing marks.

Project:1. Traditionally illustrate the final version with marker. 2. Design an application for the gym floor with your logo/logotype.3. Check sizes for appropriate application.4. HONORS: create a presentation for the client using Prezi.

Assignment

Assignment Place Gestalt samples here

• Identify each sample by mark type, Gestalt principle, and traits of a good symbol.

HONORS Logo

• Write a Design Brief on your client.

• 50 similes for your company.

• 25 sketches for your company’s identity.

• Similar companies logo research

HONORS Presentation

• Use Prezi or keynote to present your brief, slogan, designs.

• Presentation attire is required. (guys wear a tie).

• Practice your presentation.

• 8 minutes in length.

• Allow for questions.