LOGO DESIGN NOTES

• What is a brand?
• "perceived" emotional corporate image as a whole: reputation claimed and perceived
• What is branding?
• public image
• the audience completes the brand through an emotional reaction with it
• designer creates framework for a brand, colors, fonts, artwork, style...
• Apple is an IT company with a humanist image
• What is identity?
• visual aspects of a brand
• close attention is payed to executing a consistent experience for a viewer
• What is identity design?
• corporate identity is represented by strict uses of colors, fonts, graphic elements
• identity can include the logo (and variations), business cards, ads, packaging
• What is a logo?
• a logo is for identification
• a logo is the simplest way a company or organization can represent itself, through the use of a mark or icon
• a logo is one part of a brand
• LOGOS
• Use line quality and graphic style in a logo design
• vector art because it's flexible
• scaled up infinitely with lowering quality!
• clear and simple designs work best
• avoid thin lines
• focus on strong figure-ground composition
• use fill only
• Pencil to vector
• many drafts
• many review sessions and meetings to find a design that works
• color, line shape, and typography
• Think about intended audience
• bold, simple, cute, technical, sedate, sleek?
• cartoony, fun, cool?
• 3D and high tech?
• Create smooth lines with pen tool
• Color matters!!!
• Logo: Is it...
• describable
• effective use of color
• memorable
• scalable
• appropriate for the brand
• Styles:
• mixed typefaces
• incorporate a graphic
• typeface plus shapes/symbols
• type centered
• graphic focused