P4Identity | Branding | Logo DesignKacie Haynes

http://www.youtube.com/watch?v=-uDnln3dp7E

Brand GuidelinesStrategic Overview

•Briefly making clear what the vision is for this

design

•Use keywords to keep in mind while

designing.

Logo Variations

•What you can/can’t do

Spacing/Relationships

•Colors

•Fonts

•Tone

Copy writing guide- Style Sheets

http://www.smashingmagazine.com/2010/07/21/designing-style-guidelines-for-brands-and-websites/

Brand GuidelinesStrategic Overview

•Briefly making clear what the vision is for this

design

•Use keywords to keep in mind while

designing

Logo Variations

•What you can/can’t do

Spacing/Relationships

Colors

Fonts

Tone

Copy writing guide- Style Sheets

http://www.smashingmagazine.com/2010/07/21/designing-style-guidelines-for-brands-and-websites/

SUNY Oswego Logos and Guideshttp://www.oswego.edu/administration/publications/identity/logos.html

Brand GuidelinesLogo Variations

•What you can/can’t do

http://www.smashingmagazine.com/2010/07/21/designing-style-guidelines-for-brands-and-websites/

Brand GuidelinesSpacing/Relationships

http://www.smashingmagazine.com/2010/07/21/designing-style-guidelines-for-brands-and-websites/

What makes a good logo?• Appropriate

• Simple 

• Memorable 

• Functional 

• Timeless

Appropriate (fits to demographic)

Herb Lubalin, 1980

Original, Simple, Clear, Iconic representation of family, without limit of race or social status

Simple (easily described)

Paul Rand, 1972

Memorable (unique)

Lindon Leader, 1994

Functional (scalable & effective without color)

Carolyn Davidson, 1975

Rob Janoff, 1977

Timeless (stand through time)

Video

A Brief History of Logo Designthe Atlantic | 10/25/12July 16, 2012 | From cave paintings to heavy metal band names, the PBS series Off Book traces the importance of logos through the ages. (6.26min)

• http://www.theatlantic.com/video/archive/2012/07/the-art-of-logo-

• Form a company or brand

o Complete a creative brief

• Design

o logotype (wordmark)

o Logo symbol/icon

• Design a brand guideline

• Submit your print and files

Project 4 Overview

Designing your Logotype• Create your Thumbnails in Illustrator

o Explore the following:• Fonts

– Letterforms» Upper/Lowercase

» Contrasting Angled to Vertical, and Curved

» Line & Shape

• Ligatures• Strokes

Ligatures

LigaturesLook for Identical Parts

-Stem-Cross Bars-Serifs

LigaturesAngled to Vertical ConnectionsMay need to cut letters, which can be done using the pathfinder tools

LigaturesCurved to VerticalDis-similar strokes are often easier to connect. Soft curves have smoother transitions.

LigaturesCrossbars & SerifsTop, Mid, or Bottom crossbars might be exaggerated enough to make a connection.

LigaturesRemove Part or All of a StrokeModern fonts vary in thick & thin strokes. You can create closure or alternatively interesting shapes with positive/negative space

LigaturesIllusionsConnect through leaving/creating gaps that create connection through line.

LigaturesInterlock Connect through leaving/creating gaps that create connection through line.

LigaturesExplore Experiment with other shapes and use of space to make connections.

SymbolismKeep it simple Reduce your details down to their simplest elements.

A great logo must be functional, which means it will work in a single color and retain quality when scaled.

Identity MastersInfluential designers who helped shape the graphic identity of consumer culture.

Paul RandMilton GlaserAlan FletcherHerb LubalinPaula Sher

Appendix

• http://www.tripwiremagazine

.com/2009/04/80-logo-designers-huge-essential-toolbox.html#Inspiration

• Smashing Magazinehttp://www.smashingmagazine.com/2010/07/06/the-

evolution-of-the-logo/

• David Airey, The World’s Best Logo Designers,

http://www.davidairey.com/the-worlds-best-logo-designers/

• 20 Famous Logo Designs, http://www.toxel.com/design/2008/08/20/20-

famous-logo-designs/:195

• Famous Logos and the Cost of Designing Them,

http://designtaxi.com/news/353253/Famous-Logos-And-The-Cost-Of-

Designing-Them/