Logo DesignHow To

Not just a mark Reflects a business’s brand using shapes,

fonts, color, and/or images.

Used for inspiring trust, recognition and admiration for a company or product

What is a logo?

Effective Logo Design Principles

1. A logo must be simple◦ A simple logo design allows for easy recognition

and allows the logo to be versatile and memorable.

◦ Good logos feature something unexpected or unique without being irrelevant

Effective Logos

2. A logo must be memorable◦ An effective logo design should be memorable

and this is achieved by having a simple, yet appropriate logo that does not blend in to the crowd

Effective Logos

3. A logo must be timeless◦ An effective logo should stand the test of time. ◦ A good way to determine is asking if your logo will

still be effective in 10, 20, 50 years?

Effective logos

4. A logo must be versatile◦ An effective logo should be able to work across a

variety of mediums and applications◦ It should be able to scale to a number of different

sizes◦ It should be able to work in just one color or

grayscale as well

Effective Logos

5. A logo must be appropriate◦ An effective logo is appropriate for its intended

purpose. If you are designing for a children’s store – use a

childish font and color scheme These same fonts and color schemes would not be

appropriate for a law firm

Effective Logos

Good logos

1971- Represents the wing in the famous statue of the Greek Goddess of victory

Things to avoid…

Choosing common fonts ◦ Times New Roman, Arial, etc.

Using “stock” images or copying competitors

Things to avoid…

Preliminary work is a MUST◦ Sketches (pencil and paper OR digital)

at least 2-3 different designs then 3 variations of each of those

Essential Rules to Logo Design

Create Balance◦ Balance is important because our minds naturally

perceive a balanced design as being pleasing and appealing

◦ Keep your logo balanced by keeping the “weight” of graphics, colors, and size equal on each side

Essential Rules to Logo Design

Clever use of color◦ Basic rules to keep in mind

Use colors near to each other in the color wheel (ex. for a “warm” palettete, use red, orange and yellow hues)

Don’t use colors that are so bright they are hard on the eyes

IT MUST LOOK GOOD IN BLACK AND WHITE TOO◦ Know how colors evoke certain feelings and

moods

Essential Rules to Logo Design

Design style should suit the company◦ Research the client and its audience

Essential Rules to Logo Design

Typography matters…A LOT!◦ Avoid commonly used fonts◦ Make sure the font is legible when scaled down,

especially with scripts◦ One font is ideal – avoid more than TWO

Essential Rules to Logo Design

The goal is RECOGNITION◦ Combine all graphic design elements and

principles

Essential Rules to Logo Design

Design for the CLIENT NOT YOU◦ You should never inject too much of your own

personality into the logo◦ You are designing to appeal to the client and their

target audience, not yourself

Essential Rules to Logo Design

K.I.S.S.◦ Keep It Simple, Stupid◦ The more simple the logo, the more recognizable

it will be

◦ Work the design down to its essentials and leave out all the unnecessary elements

Essential Rules to Logo Design

Use other design for INSPIRATION ONLY!◦ Don’t copy other designers’ work! While there’s

nothing wrong with being inspired by other designers, copying another person’s ideas or work is morally and legally wrong

Essential Rules to Logo Design

Research Brainstorm and generate ideas Preliminary sketches Develop digital versions of design Send to client for comments and feedback Add or remove anything the client wants Finalize

Logo Design Steps/System

Design a logo for MooCow String Cheese Miss. Pruett is your client Target Audience – Moms with school-aged

children (think packing lunches or carpooling with snacks for all the kids in the van)

You may work in partners or on your own

Your Assignment

Today ◦ research and sketching

Tomorrow ◦ sketches due

3 different logos (or 3 different versions of one logo)◦ begin digital version

Friday◦ first draft of logo due at end of class

Be prepared to provide rationale for certain design choices and elements

Your Assignment