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Creating a logo

Class project: Create a logo for a new company or a new superhero. What create an effective logo? What considerations need to be made? How do you start this process?
by

Heather Weter

on 16 March 2015

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Transcript of Creating a logo

The Art of Branding
Part one: Creating a Logo
Every successful company has gone through the BRANDING PROCESS
What is branding?
Branding is the entire development process of creating a brand, brand name, and brand identity.
Traditionally this meant the brand name, logo, slogan and packaging that established the brand identity.
All of these items are determined by the TARGET AUDIENCE
The target audience is who you are trying to appeal to. These are your customers or clientele.

This is one of the most important aspects of design elements.
Who do you think the target audience is for these designs?
Branding or re-branding can determine your audience. Take Batman for example.
Batman's image used to be geared
more toward a younger audience and
had a more "wholesome" image.
Then Batman was re-branded as the Dark Knight. His image changed to appeal to an older, more sophisticated audience. He became more menacing and mysterious. Not the traditional "good guy".
The entire feel and personality of the Batman franchise was revamped. The villains became darker as well.
The old Joker
The new joker
We are going to take these basics of
Graphic Design to create your own branding.

You are going to have a choice to create your
own company or an original superhero and create
a branding package.
Your first decision is whether you are creating
a company that provides a product or service or if you are going to create a new superhero. Each has a
similar set of problems to solve. One is not easier than the other.
After you decide which you want to create you have to brainstorming about the details of your creation. I have graphic organizers to help you through this process. This is mainly to determine the characteristics of your creation.
Your first design job is to create a logo for your client.
What is a logo?
A logo is a unique identifying symbol; it is also called a brandmark or trademark. A logo represents and embodies everything a brand or company signifies; it provides immediate recognition.
Some examples of logos:
All of these logos have the traits of a successful logo.
1. Simple yet smart
Less is more, simple is smart. Never use too many different fonts or colors, and never add a photo to the logo design. If you want an illustrative element to accompany the text, use simple shapes. If you look around at some of the logos you remember best, they’re all simple. Some examples are the Apple logo, Nike, Coca Cola, Pepsi, Samsung, Nokia and so on. You recognize them immediately and they’re all very simple at the same time as they’re part of powerful brands.
1. Simple yet smart.
Less is more, simple is smart. Never use too many different fonts or colors, and never add a photo to the logo design. If you want an illustrative element to accompany the text, use simple shapes. If you look around at some of the logos you remember best, they’re all simple. Some examples are the Apple logo, Nike, Coca Cola, Pepsi, Samsung, Nokia and so on. You recognize them immediately and they’re all very simple at the same time as they’re part of powerful brands.
2. Your logo design should be unique.
Don't make a design that is similar to another
logo no matter how much you like it. They
are your competitor, you want to stand apart.
2. Your design should be unique.
Don't create a logo design that is similar
to an existing one no matter how much you
like it. They are your competitor, you want
to stand apart.
3. It should be memorable.
The next characteristic of a good logo is that it is easy to remember. A memorable logo will support the company always occupy the top position in the minds of consumers. Indirectly this will increase sales and turnover of the company.
4. The design is timeless
Stay away from trendy items that may
lose their significance quickly. Try to
identify with the client's essence, not the
latest fad.
5. The design needs to be flexible.
The design should be able to be used in many different
formats such as business cards, ads, billboards, websites,etc.
6. The logo design needs to be compatible.
The logo should be able to describe the essence of the company. In some cases, a tag line might be able to cover. But back again to the condition in which a logo should be placed into a variety of visual media and must stand on its own without the tag line.
After you come up with a successful design, you need to consider your colors. No more than 3 colors should be used, remember; keep it simple. You will be required to do research on color pschology in order to justify your use of colors. Color is HUGE in design. We will talk more about this a little later in the project.
Last, but not least, you will be required to come up
with a slogan for your creation. A simple tag line to
wrap up your creation's personality.
Here are some slogan examples:
* I'm lovin' it
* The Dark Knight
* Just do it
* Be all you can be
In the end you will have the following things:
1. A company or superhero name
2. The details of the company or superhero's essence
3. A successful logo design
4. A slogan
We're going to get started.
What questions do you have?
What a logo does NOT have to be:
1. It does not have to be a literal representation of the client. For example if you are creating a coffee company, you don't have to put coffee in the logo. It should capture the personality of the company or superhero, not necessarily be literal.

2. Words. I am looking for VISUAL representations, not just words. If you use words they must be forming the image for this project.
There are 2 main categories of logos:
1.
Symbol logos
(uses imagery )

2.
Logotype
(uses unique lettering to spell out
the company name)



Logotype category:
2. Lettermark: logo is
created using the initials of the brand
name
Symbol Logo:
3. Symbol mark: an abstract or nonrepresentational
visual or pictorial visual. This type of logo has an emphasis on the intrinsic form or extraction relating to a real object or that symbolizes the brand without an identifiable object.
Symbol Logo type:
Pictorial : a representational image that symbolizes the brand or social cause; it relates to an identifiable object or person.
Logo types:
4. Combination mark: a combination of words that
use unique lettering and symbols.
You will need to create a minimum of 4 different
ideas, not the same idea drawn 4 times for a logo
design. These should be quick concept drawings.
What category of logo is this one? Who is it?
a. symbol mark
b. pictorial
Who is it? What type of logo is it?
a. Symbol mark
b. Pictorial
Who is it? What type of logo is it?
a. Symbol mark
b. pictorial
Who is it?
What type of logo is it?
Full transcript