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Logo Design Imagery in Design Analysis

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Stacie B

on 4 January 2019

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Transcript of Logo Design Imagery in Design Analysis

Learning objectives
To understand
the importance of a strong company logo.

To develop
an understanding of what makes a good logo through analysis.

Define and understand the
of branding

Begin learning to
design a logo

Recognize the various
logo forms and formats

Starter activity
Sketch as many company logos that you can in 2 minutes.
I understand
what impact a logo has and how it helps to advertise a product or company.

I can
identify how a logo has been designed and suggest the key rules to designing a good logo.
Success criteria
Name the logo!
Inspired by the propeller of a plane. The blue on the logo represents the sky.
Logo Design
The North Face
Inspired by the mountain Half Dome in California, USA. It is the side of the mountain which is flat.
NFL (American Football)
What might make a good logo?
Good logo design
A logo must be...


Effective without color

Scalable i.e. work when just two inches in size

Relevant to the industry in question

Easy to see from a distance
Select a logo to analyze.
Say how it meets the rules or breaks them.

Note possible improvements needed or doesn't need.

Purpose a redesign to
improve the logo!
What might be the main differences with these logos?
Lettermark logo
– similar to a wordmark but consists of initials or abbreviations
Brandmark logo
– a graphic symbol usually simple but powerful, that comes to represent the company in an abstract way
Wordmark logo
– mainly uses text and typeface to create its message, though other elements might be included
Thank you for
your attention!
is the sum total of all characteristics and assets that differentiates a product, service, or group from the competition plus the perception of the brand by the public.

encompasses the entire development process of creating a brand, brand name, and visual identity, among other print, digital, and brand environment formats

integrated branding program
is the creation of a comprehensive, strategic, unified, and transmedia program for a brand.

Brand strategy
is the core tactical underpinning of branding, uniting all planning for every visual and verbal brand expression.

is a unique identifying symbol that represents and embodies everything a brand or company signifies.

The basic purpose of visual identity is the same as a branding program—to identify, differentiate, and build a sustainable presence and position in the marketplace as well as to engender trust in the brand or group.

A visual identity is the visual and verbal articulation of a brand or group, including all pertinent design formats, such as the logo, letterhead, business card, and website, among others.
The keystone of any visual identity is a logo, a unique identifying symbol.

A visual identity should be:

Depending on the visual identity project, there may be preliminary steps including market research, a brand audit (assessment), competitive audit, setting or clarifying existing strategy, and naming or renaming.

The visual identity design concept is conceived based on a brand’s or group’s core value, communication goals, and positioning in the marketplace.

Creating Coherence Across a Visual Identity or Branding Program
A program of strategic and integrated solutions for a brand or group results in harmonious brand experiences for its audience.

A brand experience is an individual audience member’s experience as he or she interacts with a brand—at every touchpoint.

What exactly is a logo?
First let's start by determining the difference between
, as well as their relation to one another.
On that note, it should also be stated that a designer cannot “make” a brand – only the audience can do this. A designer forms the foundation of the brand.
You could describe a ‘brand’ as an organization, service or product with a ‘personality’ that is shaped by the perceptions of the audience.
It is the consistency of this core idea that makes up the company, driving it.

showing what it stands for, what it believes in and why they exist. It is not purely some colors, some typefaces, a logo and a slogan.

Apple as a company, projects a humanistic corporate culture and a strong corporate ethic, one which is characterised by volunteerism, support of good causes & involvement in the community.

These values of the business are evident throughout everything they do, from their innovative products and advertising, right through to their customer service.

Apple is an emotionally humanist brand that really connects with people – when people buy or use their products or services; they feel part of the brand, like a tribe even. It is this emotional connection that creates their brand – not purely their products and a bite sized logo.
Identity design
is based around the visual devices used within a company, usually assembled within a set of guidelines.

A "Style Guide" makes up an identity throughout a variety of mediums, using approved color palettes, fonts, layouts, measurements.

These guidelines ensure the identity of the company is kept coherent, which in turn, allows the brand as a whole, to be recognizable.
(The symbol of the entire identity & brand)

(Letterhead + business card + envelopes, etc.)

Marketing Collateral
(Flyers, brochures, books, websites, etc.)

Products & Packaging
(Products sold and the packaging in which they come in)

Apparel Design
(Tangible clothing items that are worn by employees)

(Interior & exterior design)

Messages & Actions
(Messages conveyed via indirect or direct modes of communication)
The identity or ‘image’ of a company is made up of many visual devices:
All of these things make up an identity and should support the brand as a whole.

however, is the corporate identity and brand all wrapped up into one identifiable mark.

This mark is the avatar and symbol of the business as a whole.
What is a logo?
The single graphic design application that will be part of every other brand design application.
A logo identifies a company or product via the use of a mark, symbol, icon or emblem,

Logos do not sell the company directly nor rarely does it describe a business.

Logo’s derive their meaning from the quality of the thing it symbolizes, not the other way around – logos are there to identity.

What a logo means is more important than
what it looks like.
Full transcript