1 / 21

Logo Development

Logo Development. Logos and Their Meaning 1. Emerges from insight into the essence of an organization: what it stands for now & in the future. Logos and Their Meaning 2. Grasping the meaning of a logo is rarely immediate. Ex: American flag.

ulric
Download Presentation

Logo Development

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Logo Development

  2. Logos and Their Meaning 1. Emerges from insight into the essence of an organization: what it stands for now & in the future.

  3. Logos and Their Meaning 2. Grasping the meaning of a logo is rarely immediate. Ex: American flag. Designers need to articulate the big idea behind a mark. Then the company needs to seize every opportunity to share larger meaning as a wayof building the culture and the brand.

  4. Logos and Their Meaning Meaning needs time to evolve. It usually becomesamplified over time as the company and its culturebecome stronger. Ex: Hewlett and Packard Company

  5. The Power of Symbols Diagrammatic icons are simple representations of the structure of the subject matter. Ex: The Spark logo

  6. The Power of Symbols 2. Metaphoric icons are based on conceptual relationships.

  7. The Power of Symbols Symbolic icons are abstract images that have no clear relationship to the subject. Shape signifies energy, light, etc. It acquires meaning only with its relationship to Pabst City.

  8. How do we construct meaning? When we deconstruct how memory is made, we find that there are 4 critical attributes of the process: Shape Color Historical Continuity Learned Response

  9. The sequence of cognition The brain acknowledges and remembers shapes first. Visual images can be recognized directly, while words must be decoded into meaning. H&R BLOCK

  10. Shape & Color Color is the 2nd in the sequence. All our visual recognitions are based on this. Is something square and blue, etc.?

  11. Implied Shapes Logos do not have to be contained within shapes. The overall form of a logo should comprise a shape. This is achieved by letterforms and icon being constrained within a shape. Alternatively, the letterforms and icon can create an implied shape.

  12. Can You Recognize the brand?

  13. Gestalt Principlesand Logo Design

  14. The Gestalt School of Psychology Was formed in 1912 in Germany Investigated how we see and organize visual info into a meaningful whole The conviction developed that a wholeis greater than the sum of its parts Ex #1: WHOLE

  15. Eye seeks a unified whole or gestalt Knowing how the eye seeks a gestalt can help you analyze and create successful designs. Ex #2: “Human Flowers” series

  16. Gestalt Principles: Similarity Proximity Continuation Closure Figure/Ground

  17. Similarity When we see similar things we naturally group them together Grouping by similarity occurs when we see similar shape, size, color, angle or value

  18. Proximity Grouping by similarity in spatial location is called proximity. The closer the two elements are, the more likely we will see them as a group.

  19. Continuation The viewer’s eye always follows along a line or curve. Continuation occurs when the eye is carried smoothly into a line or curve that links adjoining objects.

  20. Closure Familiar shapes are more readily seen as complete than incomplete. When the eye completes a line or curve to form a familiar shape, closure has occurred.

  21. Figure and Ground The eye and mind separate an object (figure) from its surroundings (ground). Often the relationship between figure and ground is dynamic and ambiguous, offering more than 1 solution to the searching eye. http://www.logodesignlove.com/negative-space-logo-design

More Related