Logo DesignLogo DesignIntroduction

John DeereJohn Deere

Mercedes BenzMercedes Benz

PBSPBS

AppleApple

TargetTarget

McDonald’sMcDonald’s

AdidasAdidas

CarhartCarhart

AT&TAT&T

BatmanBatman

AtariAtari

NetscapeNetscape

Penn StatePenn State

NikeNike

Obama Campaign ‘08Obama Campaign ‘08

Michael Jackson Michael Jackson ProductionsProductions

Dr. SeussDr. Seuss

Evolution of the Pepsi Evolution of the Pepsi LogoLogo

Why redesign a logo?Why redesign a logo?New leadershipFinancial reasonsProspective analysis of the

marketMergersWhat do you get when FedEx and

UPS merge?FedUP!

How to create a logoHow to create a logoLineShapeFigure groundPatternLetterformContrastImage fieldPerception

LineLineThe way in which

a line is drawn can evoke different moods or meanings.

Right angles produce a very sharp and potentially dangerous situation, whereas a soft, sensuous line implies a gentle, nonaggressive attitude.

ShapeShapeA square is the

most visually stable. Next are the circle and the triangle.

Rectangles, both horizontal and vertical, and ellipses are the most visually unstable.

Figure GroundFigure GroundWhen positive

and negative shapes interact to provide a mental puzzle.

PatternPatternWhen creating a

pattern using geometric shapes, it is tempting to create a pattern using elements of the trademark. This leads to a less unique logo.

LetterformLetterformUsing common

letterforms to create unique configurations can create simple, but effective logos.

ContrastContrastVariations of the

letterform weight and size also help create a subtle meaning in the wordmark that could not be obtained otherwise.

Image FieldImage FieldThe area around

the object can define it as well as a literal drawing of it.

PerceptionPerceptionSimple linear

and geometric forms can convey completely different meanings with the slightest modifications.

Criteria for DevelopmentCriteria for DevelopmentVisibility

◦Will it stand out in its surroundings to provide quick and memorable identification.

Application◦How well can the symbol be used in

a variety of applications?

Criteria for DevelopmentCriteria for DevelopmentDistinctiveness

◦Will the application distinguish itself from its competition?

Simplicity/Universality◦Is the symbol’s concept easy to identify?

Retention◦If a symbol is too easy to read, the

viewer will feel no sense of discovery and thus no personal equity with the mark.

Criteria for DevelopmentCriteria for DevelopmentColor

◦A good symbol must work in a number of technologies.

Descriptiveness◦Does the symbol reveal to some

extent the nature of the company or product?

Timelessness

Criteria for DevelopmentCriteria for DevelopmentModularity

◦Will the potential mark be adaptable to numerous applications?

Equity◦The age, use, and recognition of a

mark is also a primary consideration in its development.

Three Categories of logosThree Categories of logosDescriptive Marks

◦Uses visual imagery relating to the clients product or service.

Symbolic Marks◦Takes the descriptive mark one step

further, literally incorporating a figurative element.

Typographic Marks◦Letterforms as a starting point.

Case Study / ProcessCase Study / ProcessSesame WorkshopOriginal Logo

New Logo

Final Logo

Logotype SketchesLogotype Sketches

A Creative MarkA Creative Mark