Logo. Branding and Identity
- Developing an understanding of branding framework
What is brand?
- Brand is the "Perceived" Emotional Corporate image as a whole, it is the reputation both claimed and perceived.
- What is branding?
- A organizations brand or branding is essentially their public image
- A designer can create the framework for a brand, colors, fonts, artwork, style... but the audience completes the brand though an emotional reaction with it
- Branding Example
- Apple is an IT company that projects a humanist image, positive corporate ethics, and support of good causes
- When People use the products they connect to the brand emotionally
- What is Identity?
- Corporate Identity is comprised of the visual aspects that form the brand
- Close attention is paid to executing a consistant experience for the viewer
- What is Identity Design?
- The corporate identity includes strict usage of colors, font families, graphic elements and other guidelines, usually detailed in a corporate identity guide
- The identity can include the logo, logo variations, business cards, labels, envelopes, letterhead stationary, advertisements, tv commercials, packaging etc..
- 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.
- Summary
- Brand - The perceived emotional corporate image as a whole
- Identity - The visual aspects that form part of the overall brand
- Logo - identifies a business in its simplest form via the use of a mark or icon
- Logo Design
- Using line quality and graphic style in your design
- Why vector art
- We create logo's as vector are because its flexible, powerful and easily edited, this is important when clients want to make changes
- Vector art can be scaled up infinitely without losing quality!
- Pencil or vector
- Creating a logo requires many phases
- Many meetings and review sessions are required to arrive at a design that works
- Converting a simple pencil sketch to vector art requires establishing graphic style, color, line shape and typography
- Final Art: Graphic Style
- Decide what your "graphic style" will be
- Will it be bold, Simple and cute?
- Final Art: Graphic style
- Will it be sleek technical and sedate?
- Final Art: Line quality
- Line Quality refers to the smoothness and precise nature of your lines
- We use the pen tool to create a perfect smooth lines
- Take your time with this part, if it doesn't look right try again!
- Final Art: Line Shape
- If you have line art in your logo line shape is important
- Do you want an artistic look to your line? try a custom "Art Brush" from the brush library AI
- These line shapes are all created with the stroke Palette in AI
- Color Matters!
- Color Makes a huge difference, use colors that are appropriate for your design
- Logo Design
- General Rules and Styles for Designing Logo's
- Design Styles
- Style 1: typeface Focused. This style relies on a typeface to create logo design, creativity is utilized in the proximity contrast, color, customization of the letter forms
- Style 2: mixing typefaces. This style uses 2 different type faces to create the logo design. Strive to create a balanced design, typefaces that are too similar will lack contract in style.
- Style 3: Typeface plus graphic element. This style uses simple graphic elements in addition to the typeface to create an emphasized and balanced design. Graphic elements remain abstract.
- Style 4: Typeface plis shapes/symbols.An even balance between art and typography is achieved in this style
- Style 5: Graphic focused design. In this design the graphic elements are the focus or dominant aspect of the design, the typeface plays a supporting role.
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