logo design. in order for a logo to "work" it must do the following things: symbolize...

Logo DesignLogo Design

In order for a logo to "work" it In order for a logo to "work" it must do the following things: must do the following things:

• symbolize forward thinking, contemporary qualities

From this

To

This

• convey a clear, recognizable image to the consumer

How do you get your logo to How do you get your logo to leave a strong long lasting leave a strong long lasting

impression?. impression?.

• copy well - small scale and large scale

• positive image and a sense of goodwill.

Easy to reproduce in black Easy to reproduce in black and whiteand white

be unique enough to avoid be unique enough to avoid confusion with other confusion with other

companies but not be companies but not be outlandish or "over the top"outlandish or "over the top"

good logo must be good to good logo must be good to look at.look at.

An effective logo "grabs" An effective logo "grabs" attentionattention

"timeless""timeless"

accurately represents the accurately represents the organization or businessorganization or business

• portray the company as unique in its field

Easy to rememberEasy to remember•

A logo mustA logo must

• function in many different contexts, potentially even in foreign languages

• function in many different sizes – Billboards– business cards, – Letterhead– small promotional items like cups or keychains – Make sure your logo "blows up" and "shrinks"

without losing its appeal and recognition.)

work effectively in color or work effectively in color or black and whiteblack and white

What makes a good logo?What makes a good logo?

World Wildlife Fund

2006 winners 2006 winners • http://www.artgraphics.ru/identity/

best2006eng.html

Creating a logoCreating a logo

Use Lines in Logo DesignUse Lines in Logo Design

LineLine is the simplest graphical means of expression. It can be used to express shape, direction, emotion and movement. Although lines do not occur in nature, we have learned to use and understand them as

defining edges, even as children (Saw). Contour Line

A contour line is any line that follows a form creating an outline that defines a shape that is recognizable. Within an object, there are more subtle lines or edges such as folds, color changes, value changes and overlapping parts of the object. By defining these edges with lines we begin to add the impression of volume to an otherwise flat image(1).

Line quality- thick / thinLine quality- thick / thin

Use Shapes in Logo Use Shapes in Logo DesignDesign

Combine Lines and Combine Lines and Shapes in Logo DesignShapes in Logo Design

Some designers think these Some designers think these are bad logos. What do you are bad logos. What do you

think? think?

The "Don'ts" of Logo DesignThe "Don'ts" of Logo Design

• Simple designs work best for logos. You are attempting to catch the eye and to give the brain something it can instantly memorize. Avoid using:

• heavy decorations • smooth gradient color transitions • the image of a living person • photography • complex imagery • culturally sensitive imagery

Hard to read

Unfriendly “cold”

Old fashion font

Flowery script and peoples names

Weird ?

The Use of Colour in LogosThe Use of Colour in Logos

• Use three colours at most. • "loud," bold colors like red attract attention

               Create a black and white version of your logo. If the

essential message and impact are lost, rethink the color selections.

• subdued tones communicate relaxed stability and dependability

• masculine colors include black, gray, dark brown, deep purple, dark green, rust, and dark burgundy

• feminine shades might be light blue or pink, flesh, yellow, peach, light gray, lavender, rose, mauve and pale green

• metallic tones are considered "elegant" and "expensive," but will be lost when the logo is reproduced in black and white

Keep it simple Keep it simple

Too busy

Stronger image

Does it Work Well in All Does it Work Well in All Sizes?Sizes?

• The logo that looks great at billboard size must also work on a business card.

• A logo design on a large scale may have too much detail when reduced

•

•

It Is DistinctiveIt Is Distinctive

•

According to expertsAccording to experts• The Fed Ex logo meets all criteria of

a good logo

Both designs captured the Both designs captured the essence of the company at the essence of the company at the

time of usage. time of usage.

Keep it original Keep it original

Timeless beauty.

Copycat

• Great with effects and even better flat.

Your logo should Your logo should

• tell people a lot about who you are • create branding for your group • is unique and memorable • has relevance to your group’s

purpose • set you apart from the competition

Lets get startedLets get started

• What do you stand for?• Define the problem• Do Thumbnail sketches• Choose a design• Refine• Refine• Perfect