Logo design Lesson 1 – Part 2
The Logo Design Process • Design Brief • Research • Reference • Sketching and Conceptualizing • Reflection • Positioning • Presentation • Celebration
Design Brief • Questionnaire with all the necessary information required • Emails • Create a summary of all the information • If an existing logo already exists understand why they require a new one and what they dislike of the old logo
Research • Start looking at competitors logos • Research the industry • Don’t copy what there is... Make sure the logo differs from the competitors and set a benchmark! • The new logo must be better
Sketching and Development • Develop the logo design concept • Here creativity comes into play (something I can’t teach you in this course) • Based on the brief and research conducted this is where one should let ideas run wild! • Brainstorming will help you start getting sketches on paper • You don’t have to be Picasso! • There is no such thing as bad idea when brainstorming!
Computer Generation • We will use Adobe Illustrator in order to generate the logo on a computer • There are 7 Principles one should keep in mind before actually one starts designing the logo
7 Principles of Logo Design • Design the logo to work in a single colour (black and white) • Create the logo in Vector Format • ALWAYS present the best concepts to the client... • Show how the logo would work in context • Keep it Simple (Stupid) • Make educated choices when it comes to colour • Rebrand with care!
Choosing a Typeface • Don’t just choose one of the default fonts! • If the client is willing to spend €€€propose paid fonts • If not just go with a free font! There are some very cool typefaces available • Examples • www.dafont.com • www.1001freefonts.com • www.urbanfonts.com
Colour • Now that the logo and typeface is in place it’s time to choose some colours • Don’t just throw in all the colours in the palette! • Use colour combinations (http://kuler.adobe.com)
Presentation • Present the logo on it’s own and also on different media such as: • Website design • Flyer • Billboard
Celebration • Eat Chocolate • Sleep • or... Start the next logo design