Logo Design Lecture

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.