your logo & you
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YOUR LOGO & YOUELEMENTS OF LOGO DESIGN & USAGE
PAUL RAND
“A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.”
logotypes
1Text-based logos (a.k.a. word marks) consist primarily of a
font treatment.
Visually understandable
Logo recognition equals name recognition
Favored by many Fortune 500 companies
and traditional corporations
Lacks “cool” factor
Difficult to create a unique styling with fonts
Typography can become dated, giving the logo an old-fashioned image over time
PROS CONS
2Illustration logos attempt to portray what a company does.
Creates a unique brand image that imitators
cannot copy
Easier to copyright
Once established, has a high recognition factor
Popular with “fun’”establishments
(bars, restaurants, clubs)
Requires repeated exposure before being understood
Might look amateurish
Time-consuming and expensive to develop
Can be difficult to scale logo’s size without losing finer details
PROS CONS
3 Icons and symbols use
imagery to convey a literal or abstract
representation of an organization.
Well-known icons are instantly recognizable
Stand alone without company name or tagline
Easy to scale
Timeless
Takes years to obtain icon status
Most obvious symbols are already taken
Can be too abstract
Permanent
PROS CONS
4Word mark logos with subtle symbolism.
ELEMENTSdesign
Usability
Will it look good in various formats?
VARIOUS FORMATS?
Standard colors
Various colors
Grayscale
Colors transposed
In print
Embroidered
Screen printed
Online
With or without tagline
Best to use a single font,
but never more than two.
Avoid fonts similar to those of well-known brands
The Image Group
generallyspeaking, when using both a symbol and a name, the name should be in simple, no-frills text
Tagline>> OPTIONAL
Avoid trendy fonts or symbolism
☞ ☞
SYMBOLSVSTYPOGRAPHY
A strong, trustworthy name carries its own weight
BRANDING GUIDELINES
VARIATIONS
2 | lynda.com | brand guidelines: logo | 03.2009 3lynda.com | logo |
logo variations
primary logo | logo 1
CORPORATE SIGNATURE Graphic mark and logotype in vertical configuration
and centered.
minimum height: 0.5 inch
alternate logo | logo 2
LOGOTYPE
Logotype without the graphic mark.
Use when space doesn’t allow for the graphic mark,
when reproduction quality fails at small sizes, for the
web, or if the desi gn calls for a simpler logo.
minimum height: ~0.07 inch, must be legible.
alternate logo | logo 3
HORIZONTAL LOGO Graphic mark to the left of the logotype.
Use this option when space doesn’t allow for
the primary logo’s vertical configuration.
Ideal for placement on the left side in compositions.
minimum height: 0.375 inch
2 | lynda.com | brand guidelines: logo | 03.2009 3lynda.com | logo |
logo variations
primary logo | logo 1
CORPORATE SIGNATURE Graphic mark and logotype in vertical configuration
and centered.
minimum height: 0.5 inch
alternate logo | logo 2
LOGOTYPE
Logotype without the graphic mark.
Use when space doesn’t allow for the graphic mark,
when reproduction quality fails at small sizes, for the
web, or if the desi gn calls for a simpler logo.
minimum height: ~0.07 inch, must be legible.
alternate logo | logo 3
HORIZONTAL LOGO Graphic mark to the left of the logotype.
Use this option when space doesn’t allow for
the primary logo’s vertical configuration.
Ideal for placement on the left side in compositions.
minimum height: 0.375 inch
2 | lynda.com | brand guidelines: logo | 03.2009 3lynda.com | logo |
logo variations
primary logo | logo 1
CORPORATE SIGNATURE Graphic mark and logotype in vertical configuration
and centered.
minimum height: 0.5 inch
alternate logo | logo 2
LOGOTYPE
Logotype without the graphic mark.
Use when space doesn’t allow for the graphic mark,
when reproduction quality fails at small sizes, for the
web, or if the desi gn calls for a simpler logo.
minimum height: ~0.07 inch, must be legible.
alternate logo | logo 3
HORIZONTAL LOGO Graphic mark to the left of the logotype.
Use this option when space doesn’t allow for
the primary logo’s vertical configuration.
Ideal for placement on the left side in compositions.
minimum height: 0.375 inch
Minimum Size
.5 inch
Clear Space
STACKING
University Signature: Stacked
University Signature: Centered
University Signature: Left Aligned
Color MixIdentityBrand GuidelinesV1
© Demand Media [email protected]
10
In certain instances, such as on the Demand Media website, a vibrant color logo may not be appropri-ate, and may potentially clash with other colors. In these instances, an all gray logo can be used.
Color logo on white backgrounds
White logo on color backgrounds
Always us a graylogotype
When using the logo on a color background, both the symbol and logotype should appear white. The logotype should never appear in gray.
When using the logo on a white background, the logo-type should always appear in gray, never in a vibrant color, and never in solid black.
PICK A COLORANY COLOROur logo or background color may be any color within the Demand Media color palette. Contrast is important—use a white logo on color backgrounds and a color logo on white backgrounds.
See pages 21 & 22 for detailed color information and color values.
Reversed Logo
PositioningIdentityBrand Guidelines
V1© Demand Media [email protected]
8
EVERYTHING IN ITS RIGHT PLACELOGO CLEAR SPACE
We like to avoid placing the logo smack dab in the middle of an area.
On any given format—landscape or vertical—the preferred logo placement is in any corner position, or center aligned at the right or left. Center position.
Corner position.
Centering the logo looks generic and predictable
: (
Much better
: )
Web Placement
Color Pallet
10 | lynda.com | brand guidelines: logo | 03.2009 11lynda.com | color |
DigitalPrint
* digital yellow currently in use on the website ** revised digital yellow is more consistent with the desired yellow (Pantone 122U)
Black
White
lynda.com Yellow
lynda.com Pantone Color Process Color Equivalent RGB Equivalent HEX EquivalentSignature Colors (use for color matching) C | M | Y | K R | G | B # __ __ __ __ __ __
122U (uncoated) 0 | 25 | 100 | 0 * 255 | 212 | 0 *#FFD400 136C (coated) 0 | 30 | 90 | 0 ** 255 | 186 | 0 ** #FFBA00
— 0 | 0 | 0 | 100 0 | 0 | 0 #000000
— 0 | 0 | 0 | 0 255 | 255 | 255 #FFFFFF
cool gray 9 0 | 0 | 0 | 80 88 | 89 | 91 #58595B
cool gray 4 0 | 0 | 0 | 10 231 | 232 | 233 #E7E8E9
* web color in effect up to 2009
** revised color formula that is more consistent with our desired yellow (122U)
Dark Gray
Light Gray
YELLOW & BLACK We
color combinations, yellow and black. Our
palette combines black’s strength with yellow’s
warmth and energy.
color palette
Black Whitelynda Yellow Supporting Grays
color formula
COLORS
Freely use the logo’s colors elsewhere, but keep the colors in the logo consistent.
Usage
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Adobe, the Adobe logo, and Creative Suite are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.
© 2009 Adobe Systems Incorporated. All rights reserved.
Printed in the USA. XXXXXXXX 5/09
Adobe Systems, Incorporated345 Park AvenueSan Jose, CA 95110-2704www.adobe.com
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warning:THE PRIMARY VIOLATORS OF YOUR LOGO AND BRANDING GUIDELINES WILL LIKELY BE MEMBERS OF YOUR OWN ORGANIZATION.
Before you redesign...
Vincent van Gogh
”“How difficult it is to be simple.
YOUR LOGO & YOUELEMENTS OF LOGO DESIGN & USAGE