principles of good logo design
Post on 13-Sep-2014
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DESCRIPTION
Presentation given by Jake Van Ness of Graphic Precision at the PetSittingOlogy Conference 2013 in Las Vegas. His presentation covered principles such as color, typography and logo types. He also included two recent case studies to see how the logo design was used across different types of marketing materials to keep a consistent brand.TRANSCRIPT
Jake Van NessGraphic Designer and Design Consultant
Principles of GoodLogo Design
Jake Van Nessis...
Jake Van Nessis...
&a graphic designer
design consultant
Jake Van Nessis...
15 years in print and design
15 years in print and design
Full time independent designer since 2010
15 years in print and design
Full time independent designer since 2010
5 time American Graphic Design Award Winner
15 years in print and design
Full time independent designer since 2010
5 time American Graphic Design Award Winner
Provide marketing and design SOLUTIONS
15 years in print and design
Full time independent designer since 2010
5 time American Graphic Design Award Winner
Provide marketing and design SOLUTIONS
Logo / Identity Business Cards Direct Mailers Brochures Postcards MenusManuals Magazines Websites
LOGO DESIGN
A logo is the
MOST IMPORTANTpart of your business brand
A Logo...
makes you stand out to your consumers
A Logo...
makes you stand out to your consumers
presents professionalism
A Logo...
makes you stand out to your consumers
presents professionalism
is a summary of your entire BRAND
LOGO vs BRAND
LOGO = Identifies a business in its simplest form via the use of a symbol or
mark.
BRAND = The perceived emotional image of a company as a whole.
LOGO vs BRAND
BUSINESSNAME
BUSINESSNAME
COREVALUES
BUSINESSNAME
COREVALUES
MARKETINGMATERIALS
BUSINESSNAME
COREVALUES
MARKETINGMATERIALSLOGO
BRAND
BUSINESSNAME
COREVALUES
MARKETINGMATERIALSLOGO
Types of LogosSymbol or Icon
Easy to remember
simple but bold
Types of LogosSymbol or Icon
Easy to remember
simple but bold
Types of LogosSymbol or Icon
Easy to remember
simple but bold
Types of LogosSymbol or Icon
Easy to remember
simple but bold
Word Marksimple use of typography
spells out business or brand
Types of LogosSymbol or Icon
Easy to remember
simple but bold
Word Marksimple use of typography
spells out business or brand
Types of LogosSymbol or Icon
Easy to remember
simple but bold
Word Marksimple use of typography
spells out business or brand
Types of LogosSymbol or Icon
Easy to remember
simple but bold
Word Marksimple use of typography
spells out business or brand
Types of LogosLetter Mark
Initials of a business or brand
complicated or long names
Types of LogosLetter Mark
Initials of a business or brand
complicated or long names
Types of LogosLetter Mark
Initials of a business or brand
complicated or long names
Types of LogosLetter Mark
Initials of a business or brand
complicated or long names
Emblemencased designed
more detailed, complicated
Types of LogosLetter Mark
Initials of a business or brand
complicated or long names
Emblemencased designed
more detailed, complicated
Types of LogosLetter Mark
Initials of a business or brand
complicated or long names
Emblemencased designed
more detailed, complicated
Types of LogosCombination Mark
flexibility to use both icon and text or each individually
each piece looks as good as the whole
Types of LogosCombination Mark
flexibility to use both icon and text or each individually
each piece looks as good as the whole
Types of LogosCombination Mark
flexibility to use both icon and text or each individually
each piece looks as good as the whole
Logo Color Theory
Color is one of the MOST IMPORTANT elements of a logo
Logo Color Theory
Color is one of the MOST IMPORTANT elements of a logo
Color appeals to our subconscious senses and influences our decisions
Logo Color Theory
Logo Color TheoryExcitement, Youthful, Bold
Logo Color TheoryExcitement, Youthful, Bold
Trust, Loyalty, Confidence
Logo Color TheoryExcitement, Youthful, Bold
Trust, Loyalty, Confidence
Life, Renewal, Growth
Logo Color TheoryExcitement, Youthful, Bold
Trust, Loyalty, Confidence
Life, Renewal, Growth
Warmth, Clarity, Hope
Logo Color TheoryExcitement, Youthful, Bold
Trust, Loyalty, Confidence
Life, Renewal, Growth
Warmth, Clarity, Hope
Energy, Playful, Cheerful
Logo Color TheoryExcitement, Youthful, Bold
Trust, Loyalty, Confidence
Life, Renewal, Growth
Warmth, Clarity, Hope
Energy, Playful, Cheerful
Creative, Wisdom, Royalty
Logo Color TheoryExcitement, Youthful, Bold
Trust, Loyalty, Confidence
Life, Renewal, Growth
Warmth, Clarity, Hope
Energy, Playful, Cheerful
Creative, Wisdom, Royalty
Balance, Respect, Formal
Logo Color Theory
Logo Color Theory
Logo Color Theory
Logo Color Theory
Logo Color Theory
Logo Color Theory
Logo Color Theory
Logo Typography
Avoid commonly used fontsArial
Helvetica
Comic SansTimes New Roman
Logo Typography
Careful with scripts at small sizes
Script ScriptScript
Harder to readCan you read this?
Logo Typography
Font needs to fit the overall feel of a business
Logo Typography
Font needs to fit the overall feel of a business
OR
K.I.S.S. Theory
K.I.S.S. TheoryKEEP
K.I.S.S. TheoryKEEP
IT
K.I.S.S. TheoryKEEP
IT
SIMPLE
K.I.S.S. TheoryKEEP
IT
SIMPLE
STUPID
Logo Consistency
Keep colors, fonts and proportions the same across all marketing products
Train staff and ICs the proper use and display of a business logo
Consistency breeds recognition
Remember...Your logo is the
FIRST IMPRESSIONof your business!
Case Study
Case StudySmart Level Construction
Business Cards
Case StudySmart Level Construction
Postcard Direct Mailer
Case StudySmart Level Construction
Signage and Vehicles
Case Study
Case StudyPhilly Pet Care
Business Cards
Case StudyPhilly Pet Care
Business Card Magnets
Case StudyPhilly Pet Care
Postcards
Case Study
Web Site
5 Keys to A Strong Logo
1. Simple
2. Memorable
3. Timeless
4. Versatile
5. Appropriate
facebook.com/graphicprecision518-232-8695
Jake Van NessGraphic Designer and Design Consultant