p4 identity | branding | logo design kacie haynes
TRANSCRIPT
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P4Identity | Branding | Logo DesignKacie Haynes
http://www.youtube.com/watch?v=-uDnln3dp7E
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Brand GuidelinesStrategic Overview
•Briefly making clear what the vision is for this
design
•Use keywords to keep in mind while
designing.
Logo Variations
•What you can/can’t do
Spacing/Relationships
•Colors
•Fonts
•Tone
Copy writing guide- Style Sheets
http://www.smashingmagazine.com/2010/07/21/designing-style-guidelines-for-brands-and-websites/
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Brand GuidelinesStrategic Overview
•Briefly making clear what the vision is for this
design
•Use keywords to keep in mind while
designing
Logo Variations
•What you can/can’t do
Spacing/Relationships
Colors
Fonts
Tone
Copy writing guide- Style Sheets
http://www.smashingmagazine.com/2010/07/21/designing-style-guidelines-for-brands-and-websites/
SUNY Oswego Logos and Guideshttp://www.oswego.edu/administration/publications/identity/logos.html
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Brand GuidelinesLogo Variations
•What you can/can’t do
http://www.smashingmagazine.com/2010/07/21/designing-style-guidelines-for-brands-and-websites/
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Brand GuidelinesSpacing/Relationships
http://www.smashingmagazine.com/2010/07/21/designing-style-guidelines-for-brands-and-websites/
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What makes a good logo?• Appropriate
• Simple
• Memorable
• Functional
• Timeless
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Appropriate (fits to demographic)
Herb Lubalin, 1980
Original, Simple, Clear, Iconic representation of family, without limit of race or social status
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Simple (easily described)
Paul Rand, 1972
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Memorable (unique)
Lindon Leader, 1994
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Functional (scalable & effective without color)
Carolyn Davidson, 1975
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Rob Janoff, 1977
Timeless (stand through time)
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Video
A Brief History of Logo Designthe Atlantic | 10/25/12July 16, 2012 | From cave paintings to heavy metal band names, the PBS series Off Book traces the importance of logos through the ages. (6.26min)
• http://www.theatlantic.com/video/archive/2012/07/the-art-of-logo-
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• Form a company or brand
o Complete a creative brief
• Design
o logotype (wordmark)
o Logo symbol/icon
• Design a brand guideline
• Submit your print and files
Project 4 Overview
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Designing your Logotype• Create your Thumbnails in Illustrator
o Explore the following:• Fonts
– Letterforms» Upper/Lowercase
» Contrasting Angled to Vertical, and Curved
» Line & Shape
• Ligatures• Strokes
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Ligatures
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LigaturesLook for Identical Parts
-Stem-Cross Bars-Serifs
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LigaturesAngled to Vertical ConnectionsMay need to cut letters, which can be done using the pathfinder tools
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LigaturesCurved to VerticalDis-similar strokes are often easier to connect. Soft curves have smoother transitions.
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LigaturesCrossbars & SerifsTop, Mid, or Bottom crossbars might be exaggerated enough to make a connection.
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LigaturesRemove Part or All of a StrokeModern fonts vary in thick & thin strokes. You can create closure or alternatively interesting shapes with positive/negative space
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LigaturesIllusionsConnect through leaving/creating gaps that create connection through line.
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LigaturesInterlock Connect through leaving/creating gaps that create connection through line.
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LigaturesExplore Experiment with other shapes and use of space to make connections.
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SymbolismKeep it simple Reduce your details down to their simplest elements.
A great logo must be functional, which means it will work in a single color and retain quality when scaled.
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Identity MastersInfluential designers who helped shape the graphic identity of consumer culture.
Paul RandMilton GlaserAlan FletcherHerb LubalinPaula Sher
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Appendix
• http://www.tripwiremagazine
.com/2009/04/80-logo-designers-huge-essential-toolbox.html#Inspiration
• Smashing Magazinehttp://www.smashingmagazine.com/2010/07/06/the-
evolution-of-the-logo/
• David Airey, The World’s Best Logo Designers,
http://www.davidairey.com/the-worlds-best-logo-designers/
• 20 Famous Logo Designs, http://www.toxel.com/design/2008/08/20/20-
famous-logo-designs/:195
• Famous Logos and the Cost of Designing Them,
http://designtaxi.com/news/353253/Famous-Logos-And-The-Cost-Of-
Designing-Them/