Introduction. Andrew Glassner:Logo Design I, II. David Airey: Logo design love Matthew Healey: Design DNA: Logos
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1 Logo design 1
2 Introduction Andrew Glassner:Logo Design I, II SIGGRAPH 1998 course notes David Airey: Logo design love Matthew Healey: Design DNA: Logos 2
3 Logo has 5 goals Identify the product Differentiate it from other products Unify all products in the same line Explain what the product is Anthropomorphise the product and manufacturer 3
4 Goal 1: Identify What is the product Establish a link between the logo and the product Leave a subconscious imprint Often in product placement (no matter what the logo looks like, the link is important) 4
5 Goal 2: Differentiate Stand out from the crowd Attract attention Some products need it, some don t Manager decides, not the designer Being different always has risks. The rewards may be worth it, but you need to know the risks going in. 5
6 Goal 3: Unify Different products in the same line Branches in different countries Corporate loyalty & pride Corporate identity 6
7 Unifying + differentiating 7
8 Goal 4: Explain Encodes information about the brand/product Who makes it Who is it for What is it for... 8
9 Goal 4: Explain Encode secondary information Quality, price, tradition 9
10 Goal 5: Antropomorphize Backdoor to our mind Revoke pleasant experiences Persons or familiar objects 10
11 Anthropomorphism: Mascots People pay attention to living things Connection between mascot and brand has to be made: by colors incorporating into logo repeated use 11
12 Anthropomorphism: Mascots Tangible logo representation Promote brand in real environment 12
13 Examples 13
14 Mascots in web design Unifying design element (e.g. hootsuite.com) Extend to business cards, banners Rob Palmer
15 Types of logos 15
16 1. Name only Identification by name Differentiation by font, color 16
17 2. Initials Few letters offer less options Often very unusual fonts Sometimes accompanied by the actual full title 17
18 3. Name and symbol Has the option to tell more (via the symbol) Still contains the name Emphasize the message by a symbol Illustrate Introduce the symbol and bind it to the label. Then the symbol can stand on its own 18
19 4. Picture name A way to transform type into imagery Often initials Sometimes a bit cryptic 19
20 5. Associative image Symbol with a clear semantic link to the product An artistic and simplified representation of a familiar object Not always possible 20
21 6. Abstract logos No clear meaning Optional interpretation by the author In this case: the brand is promoting the logo, not the other way round like it should! 21
22 7. Logo with a strapline Imprint and promote the claim Emphasize company philosophy Attack subconscious connecting people nokia 22
23 Popular culture 23
24 Logo design process 24
25 Steps of the process 1. Specify the desired trademark 2. Research the client, the market, and the audience 3. Develop some ideas 4. Choose a few to refine 5. Present the best 6. Refine and represent as needed, until the client approves 7. Implement the final design 25
26 Specify Talk to the client, find out about his/her needs, clients, vision, goals What s the desired impression Comfort, Rebel, Breakthrough, Action, Stability What are the constraints Trademark object (e.g. green cross) Desired colors, desired aspect ratio 26
27 Research Collect information about the product Relation to the brand or other products Is it standalone, or is it part of a line => do we have some guidelines? The planned lifespan of the logo Is it current with short lifetime, or long-lasting? => go with the fashion or be conventional? 27
28 Develop draw Draw DRAW Any idea counts 28
29 Choose and present Pick a few ideas that work Defend them using the goals specified in the first stage Explain your decisions and your design to the client Communication is necessary now 29
30 Refine and represent Take the output from the previous stage Change your ideas and proposal to incorporate the client s feedback Don t get offended if client disagrees Communication is vital now 30
31 Implement Digitalize the design Create optional variations Create multiple versions (B&W, grayscale, outlines, inverted ) Formulate design manual and usage guidelines for the logo 31
32 Language of logos 32
33 Stability vs. dynamics Stability, tradition Horizontal orientation (energy minimization) Cubic (axis-aligned) shapes Dynamics Vertical orientation (unstable positions) Slanted orientation (motion impression) Ink, handwriting effects 33
34 Examples - stability 34
35 Examples - dynamics 35
36 Prosperity Growth, increase, blooming New prospects Vertical movement 36
37 Maturity vs. childhood Font selection Antromoporphic vs. abstract Symbols vs. animals Sharp edges vs. puffy volumes 37
38 Use well established symbols Somebody has already done the work for you! Signs Colors 38
39 Technical risks 39
40 Be careful about: Small details or sharp spikes Will get lost when logo is small Gradients Troubles with printing Overlapping objects Will get lost in B/W print Colors Remember gamut, CMYK, PANTONE Special effects Lens flares, mirrors, glows, etc. 40
41 Design manual & corporate identity 41
42 Logo design manual Definition of logo Variations, versions Definition of colors (web & print) Allowed backgrounds Font Corporate identity 42
43 Logo design manual Logo positioning Min.size Spacing Alignment 43
44 Stationery & branding Guidelines for using the logo on objects Letters, business cards, envelopes, PPT Cars, banners, shop signs Gifts, pens, t-shirts, hats 44
45 Bad examples 45
46 Example of a wrong choice 46
47 Example of a wrong choice 47
48 More design failures
49 See you next week! 49
50 Bonus 50
51 Logo development over time 51
52 Logo development over time 52
53 Logo development over time 53
54 Logo development over time 54
55 Logo development over time 55
56 Logo development over time 56
57 Logo development over time 57
58 Logo development over time 58
59 Logo development over time 59
60 Logo development over time 60
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