LOGO CAMPAIGN

Learning about the

Design Process

CREATING A LOGO USING THE DESIGN PROCESS For your next project you will pick a partner

in class and you will be creating a logo for them - the client - and together you will develop a designer/client relationship.

You will each take turns being the client as well as the designer for each other. Everyone has to create a logo.

You will be working closely with your partner over the next few weeks, so pick wisely!

If any problems should arise (like the other partner isn’t doing any work or is absent a lot) see me right away, don’t wait!

What is a logo?

What EPD’s make the logo memorable?

Logos need to be clear and easy to understand

Do you recognize any of the these logos?

Logos

DEFINITIONS Logo – A recognizable graphic design

element, often including a name, symbol or trademark, representing an organization or product. Usually having a tagline to reinforce the product.

Tagline - A tagline is a short phrase that communicates the highest priority message about your brand identity, in an evocative manner. It presents a valuable opportunity to communicate point of difference, promises, solutions or benefits.

Which of these taglines do you recognize?

Which one works better?

Are any unclear?

Taglines

DESIGN PROCESSWhat it is and how you will use it

Design ChallengeResearchBrainstorming

SketchingClient Review &

Revising

DESIGN CHALLENGE

Each of you will need to list three different things about yourself that you would like your designer to use to create a logo for you.

Please list the topics & details in a word document.

You may do this now if there is still time or finish it for homework – due next class.

Be prepared to discuss these topics during your next meeting with your designer.

Why you chose the topic

Details regarding the topic

Color preferences

Any suggestions for the logo design

Things to include

RESEARCH Once a topic is picked for the logo, you

will need to gather information on your clients request.

Designers/clients will complete a questionnaire supplied by me in order to give the designers adequate information to come up with a rough draft of several sketches of logo ideas to present to the client.

It is important that the designers listen carefully and ask questions when the client is finished presenting their ideas.

BRAINSTORMING Designers will use information provided by client to

begin brainstorming ideas for preliminary sketches. Designers will be asked to create a word web of

different words associated with the logo idea that the client has provided.

From this word web, designers will select the top ten words that best describes the logo idea and then they will begin looking for images to go with these words.

The designers will be encouraged to look for not only images but typefaces, geometric shapes, lines, etc. for the next step in the process; sketching.

You will collect all of this information in a folder.

EXAMPLE OF WORD WEB

SKETCHING Using the words and ideas gathered by

brainstorming the designers will begin to sketch 5 to 7 different logo ideas to present to the client.

CLIENT REVIEW & REVISION You will meet with your client and

present your ideas in a well prepared and professional presentation; which means be prepared to discuss your direction with the client.

Clients will then give constructive feedback to designers for final draft of chosen logo.

Designers will listen carefully and go back and make necessary changes to develop final logo for client.

MY EXAMPLES OF A LOGO

CLIENT CHOICE - WHAT I DID

Design Challenge

Research Brainstorming Sketching Client Review &

Revising

FINAL PRODUCTThe logo is being used on a postcard for a jewelry party to help the client get people to come and buy her products.

You and your client will decide on what type of final products you will create that best suits the needs of your client. You must choose 2 of the following:

Package designLetterhead/envelopBusiness card/business card holderInvoice/envelopMenuPoster/FlyerpostcardBrochureCD coverButtonConcept idea chosen by client/designer

LETTERHEAD &ENVELOPE Letterhead can be used for various

things: Sending a letter Sending a bill/invoice Sending an invitation or letting clients

know there is something special happening

Envelops should match the letterhead Both should have the logo applied Company name, address, phone

number, fax number, email, etc. should be applied

Should add other graphic elements like

(bold lines, shapes, gradients, tagline, parts of the logo broken apart)

BUSINESS CARD WITH HOLDERBusiness cards are created by going to File – New From Template in IllustratorAnd then trace over the template with rectangle toolMust have logo, address, numbers, email, and taglineInclude graphic elements (bold lines, shapes, gradients, tagline, parts of the logo broken apart)

PACKAGE DESIGN Placing your logo on a package

design is to sell a product inside the package.

It can be purely fictional (nothing inside the box)

The logo should be repeated several times around the box

There should be more graphic elements included (bold lines, shapes, gradients, tagline, parts of the logo broken apart)

PACKAGE DESIGN_BOX TEMPLATES located on Storage D

POSTER/FLYER ANDPOSTCARD OR INVITATIONPosters and flyers can be used for several things:AdvertisementSpecial EventsThey should include logo, graphic elements, imagesPrint full sized

BROCHUREBrochures are used for a variety of products, like travel, food, business, etc.They should include logo, tagline, images, graphic elements (bold lines, shapes, gradients, tagline, parts of the logo broken apart)Front to back brochures can be tricking but I will help you

BUTTONSCreating a button for a logo is a great item to use as a free marketing device.

Using a free give away item is a great way to lure a potential client into to see and hear what your product or service is all about.

IT’S TIME TO PICK YOUR PARTNER!

• Please take the time to choose wisely!• Don’t just pick someone because they are the only person you know in class.•Things to consider:•If the person is absent will I be able to contact them so that I can continue to work? That means exchange cell #’s or email addresses.•Is this person easy to work with?•Is this person flexible and willing to make revisions if I am not happy with their design?

The strongest logos tell simple stories.

- Sol Sender.

EXAMPLE QUESTIONNAIRE Which topic do you feel the strongest about? Why? She went with the jewelry topic because she wanted to start a new

business to sell jewelry to her friends.

Please explain details regarding this choice? The jewelry is easy and inexpensive to make. It gave her a creative

way to keep busy on long, dull days when she was bored. She has a real business spirit and loves to make pretty things to share with her friends.

What type of fonts did you have in mind? (Ask for the exact name of font & at least 3 different types)

Comic Sans, Papyrus and Harrington

What kind of color scheme are you interested in? Blue, yellow and green in a muted to medium tone

Did you want a symbol with text, only a symbol, or text only? Would you be open to me trying a variety of styles?

Symbol with text, no, keep the way she wants.

Tagline? Come up with ideas for her, she wasn’t sure