Logos Design Lecture

Logo, Branding and Identity

• A Brand is the perceived emotional cooperate image as a whole, its is the reputation both claimed perceived.
• What is Branding? An organization brand or branding is essentially their public image. 

-A designer can create the framework for a brand, colors, fonts, art work, style..but the audience completes the brand through an emotional reaction to it.

-Example: Apple is an IT company that projects a humanist image, positive corporate ethics, and support of good causes.

-When people use the products they connect to the brand emotionally

• Corporate Identity is comprised of the visual aspects that form the brand.

-Close attention is paid to executing a consist experience for the viewer.

• Identity Design is the corporate identity includes strict usage of colors, font families, graphics elements and other guidelines, usually detailed in a corporate intensity guide.

-The identity can include the logo, logo variations, business cards, labels, envelopes, letterheads, stationary, advertisements, TV commercials, packaging etc...

• A logo is for identification

-A logo is the simplest way a company or organization can represent itself, through the use of a mark or icon.

• Logo Design

-We create logos as Vector art because it is flexible, powerful. and easily edited, this is important when clients want to make changes

-Vector art can be scaled up infinitely whiteout losing quality.

• Pencil to Vector

-Creating a logo design requires many phases

-Many meetings and review sessions are required to arrive at a design that works.

-Converting a simple pencil sketch to vector art requires establishing graphic style, color, line shape and typography.

• Final Art: Graphic Style

-Decide what your ;graphic Style will be

-Will it be bold, simple and cute?

-Will it be sleek, technical and sedate?

-Will it be cartoony?

-Will it be high tech and 3D?

-Match your market

• Final Art: Line quality 

-Line quality refers to the smoothness and precise nature of your lines

-We can use the pen tool for smooth lines

-Take your time with this part.

• Final Art: Line Shape

-If your have line art in your logo your line shape is important

-Do want it to be artistic

-These line shapes are all created with the Stoke Palette in Al.

• Color Matters!

-Colors makes a huge difference, use colors that are appropriate for your design.

• Design Styles

-Style 1: Focused on typeface. This style relies on a typeface to create the logo design, creativity is utilized in the proximity contrast, color, customization of the letter forms.

-Style 2: Mixing Typefaces. This style uses 2 different type faces to create a logo design. Strive to create a balanced design, typefaces that are too similar will lack contrast in style.

-Style 3: Typeface plus graphic elements. This style uses simple graphic elements in addition to the typeface to create an emphasized and balanced design. Graphic elements remain abstract.

-Style 4: Typeface plus shapes/symbols. An even balance between art and typography is achieved in style.

-Style 5: Graphic focused design. In this design the graphic elements are the focus or dominant aspect of the design, the typeface plays a supporting role.