Chapter 5 - LOGO DESIGN (PART 1) DIGITAL ILLUSTRATION TMD 1073
CHAPTER OUTLINE • This chapter will covered: • Logo Fundamentals • Logo Characteristics
What is logo? • A logo is the visual representation of a company/brands values, beliefs and functions. • A logo is a symbol, name or trademark of a company. • A well constructed logo can create loyal followers through simplicity and memorability. • A logo is just one part of an overall brand or corporate identity, but obviously a very important part.
Criteria for successful logotype • There are three criteria for successful logotype • the design should reflect the nature of the organization • the logo should be compact and distinctive • it should work in a single colour as well as in full colour, and should reproduce adequately at various sizes, from the very small (business card) to the extremely large (banners and posters).
Logo fundamental The 5 principles to follow when designing a logo are: • Simple • Memorable • Timeless • Versatile • Relevant
Logo fundamental - simple • In order for a good logo design to take shape, we must take our concepts down to their simplest form. Simplicity is key and allows a logo to be easily recognized. Without simplicity, a logo cannot follow it’s other principles of memorability and versatility.
Logo fundamental - memorable • To build a lasting impression, a logo must be memorable. How else will your client’s customers remember them? Complexity of design serves as a negative in a logo design, your logo will have only a few seconds to be absorbed by the average person. keep it simple.
Logo fundamental - TIMELESS • Timeless refers to no particular point in time. Focus on building a strong concept for your logo and keep away from trends. As trends fade away, so will the logo. A timeless logo allows your client to enjoy it’s longevity, allowing your design to stay on board for the long-term. • The Coca Cola logo has • not changed since it’s • debut in 1885
Logo fundamental - VERSATILE • Logos are marks and symbols that represent a business. As companies market themselves through various forms and mediums, they apply their logo to business cards, advertisements, folders and many more. When designing a logo, it is important to consider logo size equally on a business card as on a billboard. • Electrica Bahia logo design by • Oficina de Diseno y Marketing
Logo fundamental - RELEVANT • The Audi logo is appropriate for the company’s image. • Does your logo fit the purpose and identity of the company? A logo must portray the company it represents through the use of shape and form. A good rule to follow (not always though) is, smooth lines for a youthful company and straight lines for a structured company.
LOGO CHARACTERISTICS • The 8 characteristics to follow when designing a logo are: • Simple • Dynamic • Unique • Meaningful • Innovative • Color • Typefac • Unpredictable
LOGO CHARACTERISTICS – SIMPLE • simple is often the best way, when it comes to logo design as the message becomes clearer.
LOGO CHARACTERISTICS – DYNAMIC • a logo design should be flexible and dynamic so that is could be revamped or used creatively for different mediums.
LOGO CHARACTERISTICS – unique • a logo's greatest strength is its uniqueness without which it cannot be differentiated form the competitors'.
LOGO CHARACTERISTICS – meaningful • a simple image of a logo should be able to convey the right brand story to the viewer.
LOGO CHARACTERISTICS – innovative • giving a new creative shape to simple typefaces and icons makes a logo innovative
LOGO CHARACTERISTICS – color • the color should match the berand's philosophy and is considered appropriate in the industry
LOGO CHARACTERISTICS – typeface • a typeface can be simple yet unique. some typefaces are so memorable and unique that no one yet has been able to copy them.
LOGO CHARACTERISTICS – unpredictable • a logo should not be cliched or overused, but unpredictable!