Creating Effective Logos

Creating Effective Logos

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  The Evolution of20th Century Type Design Creating Effective Logos An Introduction to Corporate Identity Design
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  What is aLogo? What Function Does it Serve? A logo is the visual identity of a brand, a mark that represents an organization and makes it instantly recognizable to an audience Identity built on the use of a set of colors, font(s) and imagery to symbolize a brand and set it apart from others Logo should be unique identifying symbol, and should represent company s services, values, characteristics
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  Principles of LogoDesign Appropriate A logo should simply and accurately represent a company, its services and the industry to which it belongs Doesn t have to use literal imagery; can be symbolic Designer should consider how font, color and image choices support and reinforce the corporate identity
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  Principles of LogoDesign Simple Logos should be clean and not overly complex They should reproduce well and all elements of the logo should be legible at a variety of sizes, ranging from billboards to business cards For this reason, avoid complicated photographic images or gradients when designing logos. Opt for clean vector images that easily and resize
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  Principles of LogoDesign Unique A logo should stand apart from its competitors in the marketplace It should be unique and recognizable to an audience
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  Principles of LogoDesign Witty Logos that employ humor or double meanings make memorable examples and help a brand identity stand out in the marketplace
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  Principles of LogoDesign Timeless A corporate identity should stand the test of time and not depend on trends/fads of a current time period Otherwise, a corporate brand can eventually look dated” Most effective logos are ones that are as relevant now as they were when they were first designed (whether yesterday or 50 years ago)
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  Principles of LogoDesign Consistent A logo should use a core color palette and font(s) These design choices should stay the same every time a logo is used to maintain consistency and build brand identity
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  The Logo DesignProcess Design brief: Meet with the client to discuss the project needs and timelines. Research: Gather background information about the company and the industry to which it belongs, including your client s competitors. This will give you a foundation on which to build your design. Examine successful logo designs from your client s industry to determine what has worked in the past, as well as logos from other industries. Brainstorming/ Sketching: Begin to lay out your initial ideas on paper. Be creative and open to possibilities at this point; you can refine your sketches later. Reflection: Take periodic breaks from the design process. This helps you to reflect on your work and examine it more carefully and from a renewed perspective at a later point in time. Revisions: This is the process of refining a design according to feedback from your client. This stage of the process can take several rounds to revise and perfect. Presentation: Your final presentation to the client should reflect your best work. Be sure that the finished piece has a high quality and professional appearance. You may even want to show the logo positioned on a product on which it may later appear.