Color in LogosColor in Logos

CTAE Resource NetworkCTAE Resource NetworkBy: Juliane Monko By: Juliane Monko

& &

Dr. Frank B. FlandersDr. Frank B. Flanders

Spring 2010Spring 2010

ObjectivesObjectives

Explain what makes a great logoExplain what makes a great logo Discuss four major factors that Discuss four major factors that

define a memorable logodefine a memorable logo Discuss how color makes logos Discuss how color makes logos

successfulsuccessful Discuss the affects color on logoDiscuss the affects color on logo

Businesses Use Color to Businesses Use Color to Market Products:Market Products:

Over 80% of visual information is Over 80% of visual information is related to color related to color

Colors are used to ‘brand’ products, Colors are used to ‘brand’ products, companies and organizationscompanies and organizations

Colors are used to indicate quality of Colors are used to indicate quality of the merchandisethe merchandise

Color can influence consumers’ Color can influence consumers’ purchase decisionspurchase decisions

Businesses Use Color To Businesses Use Color To Market Products:Market Products:

Color affects how consumers see Color affects how consumers see thingsthings

Color affects consumer emotionsColor affects consumer emotions Color affects buying decisions Color affects buying decisions Color is used in ads because of its Color is used in ads because of its

superior attention getting properties superior attention getting properties Color can capture and hold attentionColor can capture and hold attention

What makes a classic What makes a classic logo?logo?

The process of creating a good logo The process of creating a good logo is involved. It requires an eye for is involved. It requires an eye for composition and creativity, and composition and creativity, and patience. Good logos generally have patience. Good logos generally have 4 important characteristics. 4 important characteristics.

SimpleSimple BoldBold ClassyClassy MemorableMemorable

What makes a classic What makes a classic logo?logo?

SimpleSimple – The best logos are – The best logos are usually simple. Intricate detail usually simple. Intricate detail and multiple colors are usually and multiple colors are usually not a part of successful logo not a part of successful logo design. design.

What makes a classic What makes a classic logo?logo? continued continued

BoldBold – Like bolded text in a book, a – Like bolded text in a book, a bold logo grabs the viewer’s eye. bold logo grabs the viewer’s eye. Logos must have an impact on the Logos must have an impact on the viewer. Customers equate your viewer. Customers equate your business the logo. It is a business the logo. It is a representation of the business. representation of the business.

What makes a classic What makes a classic logo?logo? continued continued

ClassyClassy – Great logos are elegant and – Great logos are elegant and classy in design. Elegant logo design classy in design. Elegant logo design is achieved with the right is achieved with the right combination of colors and graphic combination of colors and graphic elements. elements.

What makes a classic What makes a classic logo?logo? continued continued

MemorableMemorable – Good logos have a – Good logos have a clean, clear design that is easily clean, clear design that is easily remembered, one the viewer can remembered, one the viewer can still see with their eyes closed. Like still see with their eyes closed. Like the tune of a catchy advertising the tune of a catchy advertising jingle, it should be hard to forget.jingle, it should be hard to forget.

Logo Recognition Logo Recognition ActivityActivity

Directions:Directions: The following 20 logos show The following 20 logos show

company and organization logos company and organization logos without text.without text.

If you can read the logos by the If you can read the logos by the colors (and shapes) it is testimony to colors (and shapes) it is testimony to the effectiveness of the color the effectiveness of the color combinations.combinations.

Logo Recognition Logo Recognition Activity Activity continuedcontinued

Note to teachers: This activity can Note to teachers: This activity can be a game by dividing the class into be a game by dividing the class into teams. teams. You may want to have the students You may want to have the students

number their paper from 1-34 to record number their paper from 1-34 to record their answers. their answers.

A key to the logo activity is at the A key to the logo activity is at the end.end.

1. Name this Logo1. Name this Logo

2. Name this Logo2. Name this Logo

3. Name this Logo 3. Name this Logo

4. Name this Logo 4. Name this Logo

5. Name this Logo5. Name this Logo

6. Name this Logo6. Name this Logo

7. Name this Logo7. Name this Logo

8. Name this Logo8. Name this Logo

9. Name this Logo9. Name this Logo

10. Name this Logo10. Name this Logo

11. Name this Logo11. Name this Logo

12. Name this Logo12. Name this Logo

13. Name this Logo13. Name this Logo

14. Name this Logo14. Name this Logo

15. Name this Logo15. Name this Logo

16. Name this Logo16. Name this Logo

17. Name this Logo17. Name this Logo

18. Name this Logo18. Name this Logo

19. Name this Logo19. Name this Logo

20. Name this Logo20. Name this Logo

21. Name this Logo 21. Name this Logo

22. Name this Logo22. Name this Logo

23. Name this Logo23. Name this Logo

24. Name this Logo24. Name this Logo

25. Name this Logo25. Name this Logo

26. Name this Logo26. Name this Logo

27. Name this Logo 27. Name this Logo

28. Name this Logo28. Name this Logo

29. Name this Logo29. Name this Logo

30. Name this Logo30. Name this Logo

31. Name this Logo31. Name this Logo

32. Name this Logo32. Name this Logo

33. Name this Logo33. Name this Logo

34. Name this Logo34. Name this Logo

35. Name this Logo35. Name this Logo

KeyKey

1. Wendy’s2. Pizza Hut3. Starbucks4. Taco Bell5. Dairy Queen6. Burger King7. Visa8. Sonic9. The Home Depot 10. UPS11. United States Postal Service12. Adidas13. FedEx14. Denny’s15. NBC16. Microsoft17. Quaker Oats

18. Applebee’s19. Good Year20. AT&T21. Delta 22. Gerber23. Shell24. Chiquita25. DreamWorks26. Morton Salt27. IKEA28. NASA29. Panera Bread30. Ocean Spray31. Holiday Inn32. Kodak33. Zaxby’s34. Ford35. ESPN

Great Company LogosGreat Company Logos

A great company logo is an A great company logo is an important factor in company image important factor in company image and ultimate success. It is a and ultimate success. It is a representation of the company.representation of the company.

Logo design and development is not Logo design and development is not something to be taken lightly. Good something to be taken lightly. Good logo design is usually expensive and logo design is usually expensive and is no place to skip in the budget. is no place to skip in the budget.

QuizQuiz

1.1. What % of visual information is related to What % of visual information is related to color? color?

2.2. Name the 4 important characteristics that Name the 4 important characteristics that good logos generally have. good logos generally have.

3.3. Why is a great company logo important to the Why is a great company logo important to the company image and its ultimate success? company image and its ultimate success?

4.4. True/False Intricate detail and multiple colors True/False Intricate detail and multiple colors are usually a part of successful logo design. are usually a part of successful logo design.

5.5. True/False Color influences consumers’ True/False Color influences consumers’ purchase decisions. purchase decisions.

Quiz - AnswersQuiz - Answers

1.1. 80%80%

2.2. Simple, Bold, Classy, MemorableSimple, Bold, Classy, Memorable

3.3. The logo is a representation of the The logo is a representation of the companycompany

4.4. FalseFalse

5.5. TrueTrue