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Designing a Cohesive Campaign

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Rachael Burriss

on 21 November 2016

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Transcript of Designing a Cohesive Campaign

Designing a Cohesive
Product Campaign

The How To in Logo Design
The Essentials in a
Design Campaign
All successful campaigns should include:
1. Repetition- repetition creates visual consistency
2. Variety- creating contrast among elements in the design include using contrasting colors, sizes, shapes, locations, or relationships
3. Unity- usually achieved when the parts complement each other in a way where they have something in common
What is a Logo?
A logo is not just a mark – a logo reflects a business’s commercial brand via the use of shape, fonts, color, and/or images.

A logo is for inspiring trust, recognition and admiration for a company or product and it is our job as designers to create a logo that will do its job.
Principles of Effective Design
5 Principles
of Effective
1. A logo must be simple!
A simple logo design allows for easy recognition and allows the logo to be versatile & memorable. Good logos feature something unexpected or unique without being overdrawn
2. A logo must be memorable!
Following closely behind the principle of simplicity, is that of memorability. An effective logo design should be memorable and this is achieved by having a simple, yet, appropriate logo.
3. A logo must be timeless!
An effective logo should be timeless – that is, it will stand the test of time. Will the logo still be effective in 10, 20, 50 years?
4. A logo must be versatile!
An effective logo should be able to work across a variety of mediums and applications. For this reason a logo should be designed in vector format, to ensure that it can be scaled to any size. The logo must work in just one color too.
5. A logo must be appropriate!
How you position the logo should be appropriate for its intended purpose. For example, if you are designing a a logo for children’s toys store, it would be appropriate to use a childish font & color scheme. This would not be so appropriate for a law firm.
Good vs. Bad
Types of Logos
1. Font-based logos consist primarily of a type treatment. The logos of IBM, Microsoft and Sony, for instance, use type treatments with a twist that makes them distinctive.

2. Then there are logos that literally illustrate what a company does, such as when a house-painting company uses an illustration of a brush in its logo.

3. And finally, there are abstract graphic symbols-such as Nike's swoosh-that become linked to a company's brand.
Getting Started
Before you start sketching:
1. Look at logos in the same business, what are they doing that you can do different?
2. Focus on the message. What are you communicating via logo?
3. Make it clean and functional. The design should look great on a business card and a billboard.
4. Think about how the name of the business will affect the "feel" of the logo
5. Avoid clip art and stock imagery
6. Avoid trendy looks (ie. corporate swoosh)
Watch Your Colors
Your logo can appear on a variety of media: signage, advertising, stationery, delivery vehicles and packaging, to name just a few. Remember that some of those applications have production limitations.

Do color studies of your final logo and make sure the logo will work with one color as well.

Logo colors should not exceed 3 different colors.

Also be beware of how the logo looks once in black and white. Make sure the colors of the logo do not define the meaning.
Wrap It Up...
Key things to remember:
1. Intent and design should match
2. Simplicity is the best option
3. Limit colors and make a 1 color option
4. Do not make it complex
5. Avoid stock art and clip art
6. Choose fonts wisely
7. Don't copy a design that already exists
8. When designing elements for a campaign, use the elements of the logo as a guide
Practice Exercise:

The Personal Logo
~The personal logo is the mark that can act as a signature for what you create
~The personal logo usually incorporates parts of your name, nickname or something that is uniquely you.
Graphic Design Final
~You will be creating a cohesive design campaign for a company that you invent
~This company needs to be food related (cafe, restaurant, bakery, etc.)
~You will create a campaign that includes: a logo, a business card, and a menu
Mini Logo Project
Goal: Create a personal logo and related business card for a famous artist.

Questions to consider:
1. What is the defining style of that artist that you can apply to the logo and the business card? What do their artworks look like? Describe it to someone.
2. If that artist could choose a font, what would they select? Colors for their card?
3. Can you pull imagery from their artworks for their logo? What about their personal life? Important life events?
4. What is typically used on a business card? What would that artist include?
Salvador Dali
Andy Warhol
Roy Lichtenstein
Vincent Van Gogh
Leonardo daVinci
Georgia O'Keefe
Frida Kahlo
Pablo Picasso
Jan Vermeer
Claude Monet
Piet Mondrian
Wayne Thiebaud
David Hockney
Barbara Kruger
Joan Miro
Wassily Kandinsky
Gustav Klimt
Marcel Duchamp
Jackson Pollock
Mark Rothko
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