how to. not just a mark reflects a business’s brand using shapes, fonts, color, and/or images. ...
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Logo DesignHow To
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Not just a mark Reflects a business’s brand using shapes,
fonts, color, and/or images.
Used for inspiring trust, recognition and admiration for a company or product
What is a logo?
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Effective Logo Design Principles
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1. A logo must be simple◦ A simple logo design allows for easy recognition
and allows the logo to be versatile and memorable.
◦ Good logos feature something unexpected or unique without being irrelevant
Effective Logos
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2. A logo must be memorable◦ An effective logo design should be memorable
and this is achieved by having a simple, yet appropriate logo that does not blend in to the crowd
Effective Logos
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3. A logo must be timeless◦ An effective logo should stand the test of time. ◦ A good way to determine is asking if your logo will
still be effective in 10, 20, 50 years?
Effective logos
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4. A logo must be versatile◦ An effective logo should be able to work across a
variety of mediums and applications◦ It should be able to scale to a number of different
sizes◦ It should be able to work in just one color or
grayscale as well
Effective Logos
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5. A logo must be appropriate◦ An effective logo is appropriate for its intended
purpose. If you are designing for a children’s store – use a
childish font and color scheme These same fonts and color schemes would not be
appropriate for a law firm
Effective Logos
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Good logos
1971- Represents the wing in the famous statue of the Greek Goddess of victory
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Things to avoid…
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Choosing common fonts ◦ Times New Roman, Arial, etc.
Using “stock” images or copying competitors
Things to avoid…
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Preliminary work is a MUST◦ Sketches (pencil and paper OR digital)
at least 2-3 different designs then 3 variations of each of those
Essential Rules to Logo Design
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Create Balance◦ Balance is important because our minds naturally
perceive a balanced design as being pleasing and appealing
◦ Keep your logo balanced by keeping the “weight” of graphics, colors, and size equal on each side
Essential Rules to Logo Design
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Clever use of color◦ Basic rules to keep in mind
Use colors near to each other in the color wheel (ex. for a “warm” palettete, use red, orange and yellow hues)
Don’t use colors that are so bright they are hard on the eyes
IT MUST LOOK GOOD IN BLACK AND WHITE TOO◦ Know how colors evoke certain feelings and
moods
Essential Rules to Logo Design
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Design style should suit the company◦ Research the client and its audience
Essential Rules to Logo Design
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Typography matters…A LOT!◦ Avoid commonly used fonts◦ Make sure the font is legible when scaled down,
especially with scripts◦ One font is ideal – avoid more than TWO
Essential Rules to Logo Design
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The goal is RECOGNITION◦ Combine all graphic design elements and
principles
Essential Rules to Logo Design
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Design for the CLIENT NOT YOU◦ You should never inject too much of your own
personality into the logo◦ You are designing to appeal to the client and their
target audience, not yourself
Essential Rules to Logo Design
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K.I.S.S.◦ Keep It Simple, Stupid◦ The more simple the logo, the more recognizable
it will be
◦ Work the design down to its essentials and leave out all the unnecessary elements
Essential Rules to Logo Design
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Use other design for INSPIRATION ONLY!◦ Don’t copy other designers’ work! While there’s
nothing wrong with being inspired by other designers, copying another person’s ideas or work is morally and legally wrong
Essential Rules to Logo Design
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Research Brainstorm and generate ideas Preliminary sketches Develop digital versions of design Send to client for comments and feedback Add or remove anything the client wants Finalize
Logo Design Steps/System
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Design a logo for MooCow String Cheese Miss. Pruett is your client Target Audience – Moms with school-aged
children (think packing lunches or carpooling with snacks for all the kids in the van)
You may work in partners or on your own
Your Assignment
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Today ◦ research and sketching
Tomorrow ◦ sketches due
3 different logos (or 3 different versions of one logo)◦ begin digital version
Friday◦ first draft of logo due at end of class
Be prepared to provide rationale for certain design choices and elements
Your Assignment