Elements of LOGO Design

1. Elements ofLOGO Design 1

2. designingLOGOS LOGO definition • A logo is a graphical shorthand that can represent a company or product, and communicate certain characteristics 2

3. designingLOGOS LOGO history • Dates back to ancient Greece. “Logo” means – name, symbol, trademark. Designed for easy recognition. a cipher consisting of a single letter, and later a design or mark consisting of two or more letters intertwined. The cipher may be either all the letters of a name, the initial letters, or the surname of a person for use on stationery, business cards, or elsewhere. • Many early Greek and Roman coins bear the monograms or logos of rulers or towns. • In the thirteenth century, logo design evolved from simple ciphers to trademarks for traders and merchants. 3

4. designingLOGOS LOGO history • The emergence of the information age changed the face of logos and logo design. • Today, the general public has become increasingly aware of visual symbols, especially those used as trademarks. • It is important that the company logo look professional. Company logos are the face of the business, not only to the public, but to its employees and the company itself. Logos have become the front line of the company, the corporate identity. 4

5. Elements of Logo Design • A successful logo design is made up of various elements. • It is these elements that should be kept in mind while designing a logo. • As each organization has its own identity, the logos for each company will definitely differ. • Corporate Branding does not just involve the company’s name; it also includes the corporate Logo Design and the overall company’s image. • More importantly, it conveys the corporate identity.

6. The Five Essential Logo Design Elements • Long lasting styleA successful logo will never go out of the mind of the people. Logos should be designed in such a way so that they can hold the image of an organization forever. Frequent change of the logo of a company is not at all desirable. It is after constant display of the logo, it gets registered in the mind of the people. Hence a design has to be chosen that will not become outdated. • DistinctivenessDistinct logos are mostly successful. A glance at the most famous logos of the world shows that they all are similar in one way…. Distinctiveness. It is not desirable to go overboard. However creative or colorful may be the logo, unless and until it is understandable to the common people, it is useless.

7. The Five Essential Logo Design Elements • Appealing to consumersThe logo must appeal to the general public. It should be properly tested before being launched. • Conveys the right imageThe logo designer must find out what is the kind of image it is trying to portray. Is it the company’s corporate image or a funky image? • LegibilityNo matter what you do, if people don't understand your logo design, then it will be ineffective. Who are you trying to target? Where are you going to be displaying your logo design other than your web site? Will it subsist on your letterhead, business cards, and auto signs? Does your logo design put out the similar communication no issue wherever it is display?

8. First Impressions Last • While distributing business cards the one thing that dominates the card is the ‘Logo’. Since the first impression of the customer on the Logo matters a lot, there are certain guidelines that need to be followed. • Be original. • Don’t be exaggeratedly innovative - business cards must be serviceable. • Sure a exceptionally sized/shaped tag might produce significance • From your options, choose one that has a global appeal.

9. Branding • A brand is a valuable corporate asset and a marketing tool for success. • Hence while advertising an organization through the display of the logo, one should be always careful.

10. Simple, straight and intelligent. Such should be the approach of the logo. Most of the successful logos are simple and straight. The Simpler The Better

11. The people identify the brand name of a company only if the logo is successful in delivering the exact image of the company. Hence the logo should carry proper message in order to build and maintain the brand image. Brand Name Equals Image

12. designingLOGOS IMAGE association • Shout out the first word/adjective that comes to mind regarding the following brand names: • Barbie • Pizza Hut • Home Depot • NBC 12

13. designingLOGOS IMAGE association • Shout out the general typeface that comes to mind regarding the following brand names: • Barbie • Pizza Hut • Home Depot • NBC 13

14. designingLOGOS IMAGE association • Shout out the overall color that comes to mind regarding the following brand names: • Barbie • Pizza Hut • Home Depot • NBC 14

15. designingLOGOS Let’s see if they are EVERYTHINGyou thought? 15

16. designingLOGOS LOGO types Nike Napster • Graphical/Art 2. Text/Word-based 3. Mixed graphics & type 16

17. Nike Napster Graphical/Art

18. Iconic/Symbolic • Icons and symbols are compelling yet uncomplicated images that are emblematic of a particular company or product. • They use imagery that conveys a literal or abstract representation of your organization. • Symbols are less direct than straight text, leaving room for broader interpretation of what the organization represents. In order for a symbol to be a truly effective logo, it should conform to these rules:Instantaneously recognizable. Memorable. Clarity when reproduced in small sizes. Can be illustrative in nature, either concrete or abstract.

19. Symbol Logos

20. Iconic/Symbolic

21. Text/Word-based

22. Logotype/Wordmark • A logotype, commonly known in the design industry as a "word mark", incorporates your company or brand name into a uniquely styled type font treatment. • Type fonts come in thousands of possible variations, shapes, sizes, and styles, each conveying a slightly different impression upon your intended audience. • Script fonts imply a sense of formality and refinement. • Thick fonts proclaim strength and power, whereas slanted type fonts impart a sense of motion or movement.

23. Logotype/Wordmark • Type font treatments can also include hand-drawn letters, characters or symbols that have been rendered in such a way as to intrigue the eye and capture the interest. • Images can also be integrated into a logotype, often to great visual effect. • Of prime consideration when selecting a logotype or word mark is legibility and ease of recognition, even when reduced to the size required for printing your business cards.

24. Logotype/Wordmark

25. Mixed Graphics & Type

26. Mixed Graphics & Type • Combination Marks are graphics with both text and a symbol/icon that signifies the brand image that you wish to project for your company or organization. • Concise text can complement an icon or symbol, providing supplemental clarity as to what your enterprise is all about. • There are integrated and stand alone combination marks. • For instance, Starbucks logo has the text with the graphic integrated, whereas the AT&T logo has the icon separate from the text.

27. Mixed Graphics & Type

28. designingLOGOS 9 KEYS to an effective logo • Legibility – is the name readable? vs. 2. Memorability –is it easily remembered? 28

29. designingLOGOS 9 KEYS to an effective logo (con’t) 3. Marketability – does it help sell the product? 4. Tone/mood –does it convey the feel of the product or service advertised? 29

30. designingLOGOS 9 KEYS to an effective logo (con’t) 5. Uniqueness – does it stand out? 6. Scalability –will it look good both small and large? 30

31. designingLOGOS 9 KEYS to an effective logo (con’t) 7. Differentiation – will it look good in color or black/white? 8. Unity –does it fit together as a single unit? 31

32. designingLOGOS 9 KEYS to an effective logo (con’t) 9. Portrays an image – is it funky, cutting edge, conservative, fun, etc? 32

33. designingLOGOS CLIP ART/TEXT combos • Choose like identities • Use type as art • Use art for type 33

34. designingLOGOS STEP-BY-STEP logo creation • Determine mood/tone (audience/purpose) • Indicate key words for focus • Choose font/color/art • Determine space allocation • Design • Test (with people and color/b&w versions) • Rework design/finalize 34

35. 1 3 2 4 designingLOGOS LOGO recognition … Write YOUR guess down for the following logos on your notes worksheet #1-10. 35

36. 8 5 9 7 designingLOGOS LOGO recognition 6 36

37. designingLOGOS LOGO design proposals When designing logos, create several looks with different color schemes, fonts, etc. from which to choose. 37

38. designingLOGOS LOGO design proposals 38

39. designingLOGOS LOGO design proposals 39

40. designingLOGOS MORE logo examples 40

41. designingLOGOS Notice how a GRAPHIC replaced a letter PHOTO icons 41

42. designingLOGOS Read & think about the following logo & it’s questions. 42

43. designingLOGOS LOGO dissection #1 … tell me what you think? • What does the logo tell about the company? 43

44. designingLOGOS LOGO dissection #2 … tell me what you think? • What does the logo tell about the company? 44

45. 1 3 2 4 designingLOGOS LOGO recognition … Did you guess right? 45

46. 8 5 6 9 7 designingLOGOS LOGO recognition 46

47. Pick up a worksheet from the table. • Need pen/pencil • Write name on logo notes wks • … answers to logo wks

48. Be Consistent • As years pass company develops a certain reputation. • It is a good thing if, upon hearing the name of a company, people reacts immediately, of course in a positive way.