Fall ’10 Design Workshop Series Logo Design and Illustrator Basics February 18, 2012 – Ben Denzer, Brendan Chou

Today

All About Logos Illustrator Tutorials Hands-on Design

What is a Logo?

Graphic used to prompt instant visual recognition

Origins of Logo Design

Cylinder seals & coins Typography, posters Brand differentiation Bass Triangle (1876) Victorian arts Arts and crafts movement Modernism

Logo Designers

Paul Rand Saul Bass Ivan Chermayeff & Tom Geismar

Types of Logos – Saul Bass http://www.visualnews.com/2012/01/27/att-archives-logo-re-design-video-pitch/#more-33949

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Lettermark

Wordmark

Brandmark

Combination Mark

Why are Logos Important?

Visual Names Symbolic representation of an organization

Capstone of Brand

Logos are the pinnacle of a company’s “Brand” Logos become the organization

What Makes a Good Logo? Simple/Clear

Legible Clarity of Meaning

Relevant To market, industry, purpose

Memorable Timeless

Avoid Trends Distinctive/Unique Versatile

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What Makes a Good Logo? Simple/Clear

Legible Clarity of Meaning

Relevant To market, industry, purpose

Memorable Timeless

Avoid Trends Distinctive/Unique Versatile

Logo Design Process

Concept Sketch Refine

Examples

Vector Graphics

Mathematical expressions Doesn’t lose quality upon scaling Software: Adobe Illustrator

Illustrator Tutorial

Goal: Learn basic tools. Create a logo through composition of shapes.

Keep Designing!

Logos are everywhere, pay attention to them. Seek out other’s work. Enter design competitions

Logosauce.com Practice

Make fake logos Experiment

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