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Post on 07-Feb-2021
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LOGOD E S I G N
typography
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What is a brand?
o “A brand is a simple mental
model that collectively
represents what people feel,
think and say about a product,
service or company, and where
meaning is established over time
through consistent positive
experiences and engagements” (Elizabeth Talerman, Nucleus Branding).
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What is a logo?
o A logo is a graphic representation of
a company name, trademark,
abbreviation, etc., often uniquely
designed for ready recognition.
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A logo can be type onlyOR type plus another graphic symbol (called a “glyph”).
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Logos are “sacred ground.”
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The SLAMR Formula
Simple
Legible
Appropriate
Memorable
Reproducible
(and Reducible)
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S = Simple
o The most recognized logos in the
world are very simple, yet
distinctive. That’s the challenge.
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Common Techniques for Simplicity
1. Type Only – type as graphic shapes (“letter forms”)
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Common Techniques for Simplicity
2. Abstract Images – stays graphically bold
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Problems with Complexity of Illustration
Illustration: These logos are not as strong because they are
complex and attempt to illustrate. Illustrations can be
used separately from the logo itself rather than in the logo.
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L = Legible
Must be readable if reduced to ¼”
The logo on the left is the exact same height as the logo on the right, but it’s not as legible because it has
elements that are dramatically smaller in size than other elements, and the visual image and type are not
unified. Therefore, when the whole logo is reduced, the small elements get tiny.
TIP: Keep your type approximately as large as your image.
NOT LEGIBLE LEGIBLE
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A = AppropriateWhich logo do you think is for _______ ?
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Not appropriate for the identity of the business? Why not?
M A R K E T I N G
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Outdated, muddy, busy, or weak graphics
are not appropriate for a new logo.
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M = Memorable
o Simple logos must still be memorable, unique
o Do you recognize this logo?
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M = Memorable
o Simple logos must still be memorable, unique
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M = Memorable
Technique to try: Altering letter forms (positive & negative space)
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Reproducible
Must be reproducible in black and white.- Logo on the left turns to muddy grays.- Logo on right stays strong.
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Or create a B&W version as well
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Final Concepts
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Unity: Letter Forms are like Puzzle Pieces
This type fits together well with an extended “g.”
But note that it does not reproduce well in black and white.
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Avoid Red and Blue Side-by-side
Red and blue next to each other creates painful vibration on the eye.
Solution: Separate them with white.
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What’s wrong with this logo?
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And by the way, here’s how it looks in black and white.
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What’s wrong with these?
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Mini Lesson #4
Using your font set you created in your
mini lesson 3 I would like for you to make a
logo. First determine what your company
is, what you want to sell, who your clients
are. Think about the rules of logos. This will
be the initial illustration of the logo so it will
be done in pencil and colored pencils in
your sketch books. Be creative and unique
with the logo.
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