You've been hired as a logo designer.

• The name of the company must be a significant part of the logo.• Other graphics are OK as long as they are simple. • No other wording is allowed. No slogans on the logo.• The final logo design should reflect both the product or service AND the target market.

• Typography: refers to the art and technique of arranging text on a page. Typography is the design or selection of letterforms to be organized into words and sentences and printed or displayed electronically. Typography originated after the invention of printing from movable type in the mid 15th century. In traditional typography, text is composed to create a readable font.

• The goal of good typography is to balance the relationship of letterforms on a page, in order to aid the reader in understanding the message being conveyed.

Design your logos with these six principles in mind.

• no photos!• simplify down to the bare essence

Beware of tweaking letters too much.

• Beware of floating items• All parts must work together...relate to each other.• Doesn't have to be balanced or symmetrical.

• The logo must appeal to the client's target market.• Font choice, colors, and design style are crucial.• Rolls Royce is targeted at ultra-rich, snooty people.• Toys For Tots is targeted at young kids.

4. Targeted Audience

• Can you imagine if these two companies mixed up their target markets?...

4. Target Audience

Target Audience

• A logo can be well designed but ineffective if it isn't targeted. Check out these examples...

• Anyone can type a cool font• Think about how to rotate, scale, skew, split, join, union, shadow, outline, gradient, stretch..etc your font

• Avoid using excessive gradients and tints

• Avoid using the smudging everything...it's lame! (and you want everything easy to read)

• Avoid using fonts which don't read well

• Is it simple? Easy to read? Compact? Modified? Does it avoid cheesy stunts? YES! • Is it EFFECTIVE? NO!• Does appeal to rich snooty people? NO!• Doesn't it look childish? Who wants a child as a lawyer?

• Is it simple? Easy to read? Compact? Modified? Does it avoid cheesy stunts? YES! • Is it EFFECTIVE? NO!• Does appeal to romantic women? NO!• It looks quite grunge.

• Is it simple? Easy to read? Compact? Modified? Does it avoid cheesy stunts? YES! • Is it EFFECTIVE? NO!• Does appeal to rock musicians? NO!• What's up with the color choice?

• Now, let's look at a logo that targets its audience...

• Is it simple? Easy to read? Compact? Modified? Does it avoid cheesy stunts? YES! • Is it targeted? YES!• This is an effective logo. YES!

Now you will be creating your own Personal logo that

represents you.

The following are student examples.