p4 identity | branding | logo design kacie haynes
TRANSCRIPT
P4Identity | Branding | Logo DesignKacie Haynes
http://www.youtube.com/watch?v=-uDnln3dp7E
Brand GuidelinesStrategic Overview
•Briefly making clear what the vision is for this
design
•Use keywords to keep in mind while
designing.
Logo Variations
•What you can/can’t do
Spacing/Relationships
•Colors
•Fonts
•Tone
Copy writing guide- Style Sheets
http://www.smashingmagazine.com/2010/07/21/designing-style-guidelines-for-brands-and-websites/
Brand GuidelinesStrategic Overview
•Briefly making clear what the vision is for this
design
•Use keywords to keep in mind while
designing
Logo Variations
•What you can/can’t do
Spacing/Relationships
Colors
Fonts
Tone
Copy writing guide- Style Sheets
http://www.smashingmagazine.com/2010/07/21/designing-style-guidelines-for-brands-and-websites/
SUNY Oswego Logos and Guideshttp://www.oswego.edu/administration/publications/identity/logos.html
Brand GuidelinesLogo Variations
•What you can/can’t do
http://www.smashingmagazine.com/2010/07/21/designing-style-guidelines-for-brands-and-websites/
Brand GuidelinesSpacing/Relationships
http://www.smashingmagazine.com/2010/07/21/designing-style-guidelines-for-brands-and-websites/
What makes a good logo?• Appropriate
• Simple
• Memorable
• Functional
• Timeless
Appropriate (fits to demographic)
Herb Lubalin, 1980
Original, Simple, Clear, Iconic representation of family, without limit of race or social status
Simple (easily described)
Paul Rand, 1972
Memorable (unique)
Lindon Leader, 1994
Functional (scalable & effective without color)
Carolyn Davidson, 1975
Rob Janoff, 1977
Timeless (stand through time)
Video
A Brief History of Logo Designthe Atlantic | 10/25/12July 16, 2012 | From cave paintings to heavy metal band names, the PBS series Off Book traces the importance of logos through the ages. (6.26min)
• http://www.theatlantic.com/video/archive/2012/07/the-art-of-logo-
• Form a company or brand
o Complete a creative brief
• Design
o logotype (wordmark)
o Logo symbol/icon
• Design a brand guideline
• Submit your print and files
Project 4 Overview
Designing your Logotype• Create your Thumbnails in Illustrator
o Explore the following:• Fonts
– Letterforms» Upper/Lowercase
» Contrasting Angled to Vertical, and Curved
» Line & Shape
• Ligatures• Strokes
Ligatures
LigaturesLook for Identical Parts
-Stem-Cross Bars-Serifs
LigaturesAngled to Vertical ConnectionsMay need to cut letters, which can be done using the pathfinder tools
LigaturesCurved to VerticalDis-similar strokes are often easier to connect. Soft curves have smoother transitions.
LigaturesCrossbars & SerifsTop, Mid, or Bottom crossbars might be exaggerated enough to make a connection.
LigaturesRemove Part or All of a StrokeModern fonts vary in thick & thin strokes. You can create closure or alternatively interesting shapes with positive/negative space
LigaturesIllusionsConnect through leaving/creating gaps that create connection through line.
LigaturesInterlock Connect through leaving/creating gaps that create connection through line.
LigaturesExplore Experiment with other shapes and use of space to make connections.
SymbolismKeep it simple Reduce your details down to their simplest elements.
A great logo must be functional, which means it will work in a single color and retain quality when scaled.
Identity MastersInfluential designers who helped shape the graphic identity of consumer culture.
Paul RandMilton GlaserAlan FletcherHerb LubalinPaula Sher
Appendix
• http://www.tripwiremagazine
.com/2009/04/80-logo-designers-huge-essential-toolbox.html#Inspiration
• Smashing Magazinehttp://www.smashingmagazine.com/2010/07/06/the-
evolution-of-the-logo/
• David Airey, The World’s Best Logo Designers,
http://www.davidairey.com/the-worlds-best-logo-designers/
• 20 Famous Logo Designs, http://www.toxel.com/design/2008/08/20/20-
famous-logo-designs/:195
• Famous Logos and the Cost of Designing Them,
http://designtaxi.com/news/353253/Famous-Logos-And-The-Cost-Of-
Designing-Them/