photoshop cc 2014
abo freed
design_branding_logo.pptx
LOGO DESIGN
This project is an opportunity to create a unique logo for a fictional company.
Objective: To create a logo for one of the following company's that captures the attention of the demographic while depicting the nature of the business. You will also develop a branding guidelines sheet for your logo. The brand guide will include color & type; along with images utilizing logo on building structure and street advertisement as a communication device.
Graphic Design skills: Formal elements of design such as focal point, hierarchy, eye flow (continuation), unity through grids, balance using negative and positive space.
Typographic Concepts: Typographic rules, leading, kerning, alignment, use of serif, sans serif, and script type faces. Using classic typefaces or typeface that communicate a style, purpose or message.
Computer Layout Skills: Photoshop: Tools, techniques, layers to create a logo.
Style: You want to make sure it will fit well in your company's theme. Look at examples of company logos to see what has been done and what you can do.
logo types
Pictorial / Abstract Symbol:
[Click on the arrow to see samples] This type of mark represents the company in a simple but bold manner. Most often represented through an abstract design. Usually, the ideas and concept behind the logo are complex, yet are represented in the simplest form possible. The abstract symbols can often take on a target market or stylistic form, (technology, health care, or nonprofit, etc). However, in many cases you will find a graphic representation of a pictorial object in a logo mark; a recognizable noun, (an apple, a panda bear, a rabbit, a tree, etc).
Wordmark:
[Click on the arrow to see samples]
Other samples click here This logo type is a uniquely styled font type that spells out the company or brand name. Technology companies usually use this type of logo, as stylized text looks best on electronics and expresses the sophistication of a company. Examples of a wordmark include Sony, Samsung and Microsoft. Other great examples are Facebook and Google, the world’s most visited website. However, word marks are used in other industries as well and often become iconic in their typographic treatments, such as Coca Cola, Disney, Ray Ban, or Subway.
logo types
logo types
Lettermark:
[Click on the arrow to see samples]
This type of logo is exclusively typographic. The lettermark uses the company name written out, yet has a symbol representing the company through the use of its initials or the brands first letter. (think HP, or IBM) The best usage for this type of logo depends on many different variables such as; your initials can better graphically illustrate the company better than the full name, the name is too long, hard to pronounce, or is just not distinct enough to carry its own
logo types
Combination mark:
This type of logo is the combination of a symbol and a wordmark. The purpose of the combination mark is to create an identity that embodies a given company through the use of a symbol and type treatment. In certain situations and with proper investment of time & money, a strong combination mark can use its symbol to represent the company without the use of text. Most logos have a version of their logo as a combination mark but are often seen only as a symbol. But brands like the following rely on both words and symbols. Great examples include; Mexicana Airlines, Bank of America, 9/11 Memorial, and Rip Curl.
5 principles of GOOD
Logo Design
What makes a good logo?
A good logo is instantly recognizable, simple in form, easy to remember, built for longevity, and able to fit different mediums of branding material.
Simple
In order for a good logo design to take shape, we must take our concepts down to their simplest form. Simplicity is key and allows a logo to be easily recognized. Without simplicity, a logo cannot follow it’s other principles of memorability and versatility.
Chase logo design by Chermayeff & Geismar is a good example of a simple logo symbol and wordmark.
Memorable
To build a lasting impression, a logo must be memorable. How else will your client’s customers remember them? Complexity of design serves as a negative in a logo design, your logo will have only a few seconds to be absorbed by the average person. Keep it simple.
The Nike logo is a good example of a memorable logo.
Timeless
Timeless refers to no particular point in time. Focus on building a strong concept for your logo and keep away from trends. As trends fade away, so will the logo. A timeless logo allows your client to enjoy it’s longevity, allowing your design to stay on board for the long-term.
When designing a logo, remember to:
• Build a strong concept
• Stay away from trends
• Design for the long-term
The Coca Cola logo is an example of a timeless logo. it has not changed since it’s debut in 1885.
Versatile
Logos are marks and symbols that represent a business. As companies market themselves through various forms and mediums, they apply their logo to business cards, advertisements, folders and many more. When designing a logo, it is important to consider logo size equally on a business card as on a billboard.
Can a logo be applied to various forms of size and color?
Think about:
• Printing in small and large sizes
• Can the concept be understood in 1 color
• Cost of printing multiple colors
Design and present your logo concepts in only black and white, as colors can obscure your clients judgment and take away from the concept. Consider printing the logo in a 1 inch square. Is it visible? Thin lines are likely to fade or disappear when printing in small sizes, think about this when drawing your initial sketches.
Target logo is an example of a versatile logo.
Relevant
Does your logo fit the purpose and identity of the company? A logo must portray the company it represents through the use of shape and form. A good rule to follow (not always though) is, smooth lines for
a youthful company and straight lines for a structured company. It is important to make sure the logo is relevant to the industry your company is in. A technology logo is identifiable based on the symbol and the style of the type treatment. That style will not work for a clothing company or food product.
These logos are relevant to their industry.
care
technology
automobiles
Logo Shapes
Everything has a shape but the basic shapes of circles, squares,
and triangles can be very effective in logo design, in part because of
their simplicity. These shapes have certain sub-conscious meanings as well.
• The circle is protective or infinite.
• The square denotes stability, equality, and honesty.
• The triangle suggests tension or conflict or action.
There are so many things you can “draw” using only circles, squares, or triangles. Group several together to form interesting patterns. You can make one shape from another — such as the group of circles that form a triangle, in the illustration.
Alternating: Changing the direction, alternating color, or disrupting a pattern with another shape or a shape out of alignment can add interest or suggest abstract ideas. A triangle alone or a series of overlapping ones can “point” in one or more directions.
Replace: Sometimes it works out best to replace letters in a word or name with shapes that suggest those letters. a triangle for A or V is obvious. Less obvious is the E made of squares (in illustration) or perhaps two stacked circles for an S or a pair of triangles (one up, one down) for an n.
Simplify: Logo designs don’t need to be elaborate — and usually work best when they are kept simple. So simple shapes work beautifully.
The Shape of Logos
The shapes of a logo is different than using shapes in a logo. All strong, effective (good) logos are designed with in an implied shape. This means if you were to draw around the logo you would be able to determine what type of shape is being suggested. A logo has to have a shape, it is mark and must function as a mark.
Ineffective logos have elements going out side of the shape of the logo or have no suggested shape at all. Look at these bad logos and see if you can spot the ones that lack a strong solid shape to the whole logo mark.
The following logos show the example of shape as essential to a strong logo mark.
Directions: Once you decide on the company, you will conduct the following steps to complete the project:
Begin Type Treatments
• 10 type treatments for the name. You will only be changing font characteristics (black only)Make sure you adjust kerning as needed.
• Choose the best 3 font treatments. Now come up with 3 additional changes to that type treatment (Make 3 different ideas on each page) do this for all 3. 1 page will use 1 of the best type treatments, you will then create 3 variations using that type treatment. You will end up with 3 pages of 3 treatments for a total of 9 type treatments.
2. Thumbnail Sketches: (by hand)
10 hand sketch ideas.
• While you are doing your type treatments you should be coming up with ideas for the symbol for your logo. This can be pictorial or abstract.
• Sketch by hand and use tracing paper as a way to trace images if needed. Come up with variations of the word mark. Some sketches can be symbols only, some can be lettermarks only, some can be combinations.
• Refined more detailed hand sketches. These are based on the first set of sketches, but they have been narrowed down by the art director (me).
3. Refine Logo Ideas in the Computer:
• This is where you will create your refined sketches and work Photoshop to create logo symbols based on your sketches.
• In the computer, (Photoshop) match your final symbols with your type treatments.
4. Final Logo Decision:
The art director (Me) will decide on the final logo. I am the client as well, so it is my decision. But it is up to the you as the designer to convince me of the one you think is the best.
5. Logo Placement Visuals:
The final logo will placed in 2 settings that will show the potential of the Final Logo to the client. It can be placed on advertising, building exterior, shopping bag, T-Shirts, billboard, etc. These should pertain to the company you are creating your logo for. Example: Barber shop will not have shopping bags.
Baby clothes with style
A fun, creative baby clothing supplier in Vancouver called ’tumtums’ is looking for a rebrand. They would like something with custom lettering, fun, bright colors and an overall playful appearance. They have used a simple bear illustration in the past and are happy to incorporate something like this into the design. I’ve attached examples of the types of logos they like in terms of style and appearance to help get the creative juices flowing.
Target Audience:
Young parents, cool parents, Stylish
Logo for Sausage house
The Chicago Sausage House is a well established restaurant, bar & bistro specializing in homemade sausages and craft ales. They are looking for a new logo to role out throughout the venue and want something fun, friendly, hand crafted and well designed. They want something with a script and bespoke feel to it. Try experimenting with brush pens to create some fluid letterforms.
Target Audience:
Young parents, students, creatives
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Artwork for a Helsinki Hotel
A new luxury hotel opening up in Helsinki, Finland is looking for a young creative to create their new banding. The hotel – owned by two, young Finish creatives – oozes simplicity, style and coolness. They want their branding to reflect what the company itself offers and would like a mini style guide or icon set to go alongside the branding. The name of the hotel is Aki-To. Have some fun with this one and think, clean, sharp, cool and simple!
Target Audience:
Smooth, minimalistic creatives.
Eddy’s cut-throat barbers
A 100 yr old family run barber shop in the East-end of New York is looking to rebrand and have their branding tightened up. The Barbers is called ‘Eddy’s
Cut-Throat Barbers’ and has been passed down through the generations of the ‘Eddy Williams’ family for the last 100 years. They would like a classic, Italian inspired, traditional logo created using custom lettering or a hand drawn customized typeface. The client is open to suggestions of styles but is ideally looking for something using a serif typeface and a simple, classy yet personal vibe, with perhaps one or two small, fun illustrations to represent the cut throat style blades that barbers often use.
Target Audience:
20-30 yr old super cool, stylish men, into tattoos with slicked back hair!
Country pub signage
A new country pub is currently being refurbished and is looking to get their exterior signage re-designed and then professionally painted by a sign writer. First thing is first, the country pub want to have their logo freshened up and tweaked before getting it painted. The Pub is called ‘The Minor’s Arms’ and they are looking for a completely new logo. The pub is based in the rural English countryside town of Ludlow, Shropshire. They are looking for a traditional, classic logo with a vintage, British feel.
Target Audience:
Quintessential British Folk
Ice cream logo
Design a logo for an Ice Cream Company called Robinson’s, based in San Francisco, CA. Established in 1975, the company is looking to rebrand with a custom hand lettered logotype. Try to incorporate subtle references to bespoke artisan techniques and the city of San Francisco.
Target Audience:
Ice Cream Lovers, Creative types, young professionals.
