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Logo Design

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Brandan Ellars

on 20 April 2016

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Transcript of Logo Design

The History Behind Logo Design
Logo: An easily recognizable graphic representation of a company.
How are logos used?
A logo can be used in a variety of forms, sizes, and contexts.
For example, the logo for a fashion designer could be printed on a business card, embroidered onto a jacket or purse, or displayed as a huge billboard in the city.
What are the basics of a good logo?
Logos should be simple.
If it is too complicated, its details may be lost when it changes size.
It will be faster to read, easier to remember, and quickly identifiable.
Here’s what a logo is and does:

"A logo is a flag, a signature."

"A logo doesn’t sell (directly), it identifies."

"A logo derives its meaning from the quality of the thing it symbolizes, not the other way around."

"A logo is less important than the product it signifies; what it means is more important than what it looks like."
Paul Rand
Paul Rand
He was an Orthodox Jew. Their law forbids the creation of images that can be worshiped as idols.
His name is really Peretz Rosenbaum, shortened to Paul Rand because he though it would create a nice symbol.
Started out by painting signs for his family's grocery store and designing magazine covers for free.
Designs worth $100,000 before his death.
Called the "greatest designer alive" by Steve Jobs
Known for his IBM design
Milton Glaser
Milton Glaser, Inc. in Manhattan, desgins logos, stationery, brochures, signage, website design, interiors and exteriors of restaurants, shopping malls, supermarkets; hotels; packaging; and product design.
Clients include the Target, Coach, Trump, and Juilliard
Founded The New York Magazine
Known for the I <3 NY logo
The Evolution of Logos
Thousands of years ago... through the 1800s
Logos were a
distinct mark, symbol, or brand that identifies the maker
Traced back to Ancient Greek pottery 4,000 years ago.
In Medieval times used by guilds
Helped build loyalty
Customers knew they were getting a quality product

Logos began to change shapes and sizes, becoming more and more complex.
The first generation of corporate logos are beginning to form and to be trademarked.
Trademark: A company claims rights to a logo without registering it with the government.
Design giants
like Milton Glaser and Paul Rand, define the art of design.

They set the
principles of simplicity that logo designers follow today
Registered: are registered with the
In 1870, federal trademark law

was put into place.
Companies could submit their design, along with $25, to the U.S. Patent Office.
Controlled and consistent appearance to the public
Strong appearance allows consumers to easily identify the company and their products
Important because sometimes there is no difference between the products of companies. They count on the perceived value of their brand by the customers.
The Age of Corporate Identity
Modern Symbols
A small digital image or icon used to express an idea or emotion in electronic communication.
Symbol: represents person, place, action, word or thing.
Symbolism Activity
List 10 things that are important to you or describe you
What are some symbols to represent these things?
What are some of your favorite logos?

Stationary (letters, business cards, envelopes)
Appropriate- it reflects the business it serves
Versatile- it can be seen clearly, big or small, on light and dark backgrounds
Avoid current overused trends and dated images
Memorable- a logo works only after it becomes memorable

Pleasing to the eye- use the elements and principles of design!
It is YOUR job to create a well designed logo.

It is the COMPANIES job to make it successful.

Most logos get their meaning from the quality of a product, not the other way around.

Example: Think "name brand" versus "knock-off"... Similar product, but we respect the logo of the name brand because the quality of the product.
Potential design pitfalls...
Make sure the logo is not similar to other logos...Especially a logo from a competitor company.
Using symbols that already exist
Showing what the business does
(Example: a book for a publisher)
Poor readability
Logo Redesign
Logos with Hidden Meaning
The arrow is pointing from the a to the z; representing the fact that Amazon features a variety of items for sale.
The "g" in Goodwill is actually part of a smiling face.
An arrow is created in the negative space between the 'E' and 'X'. The arrow represents the company's forward-thinking attittude.
The white and blue is meant to show a plane propeller in the sky. In World War II, BMW created aircraft engines for the German military.
Said to represent the bitten fruit of knowledge from the Biblical story of Adam and Eve.
The ‘R’ forms a man riding a bicycle, the orange circle is the front wheel of the bike.

Create a hybrid (combination of different elements) of your personal symbols...
Three Different Kinds of Logos
Qualities of a Successful Logo
Full transcript