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Logo design

A journey through LogoLand... presentation created for the Brisbane Web Design meetup on 15 April 2010.
by

Carolyn King

on 27 April 2016

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Transcript of Logo design

visual identity
colour
social media
marketing
tone of voice
imagery
communication
products & services
advertising
signage &
packaging
use of space
business processes
branding
typography
customer service
how you answer the phone
how you deal with problems
style and level of service
recruitment
sustainability
what you sell
supply chain
quality, price
what you say
what others say about you
timeliness and responsiveness
values
stationery
sub-brands
presentations
websites
layout
stationery
emails
factsheets
product badges
website
product labels
signs
uniforms
An example...
F3 Financial Services
F3FS
Financial Services
F3
F3 financial
Case study: Capital Advisory Services
> The brief
Case study: Capital Advisory Services
> Research
Company values
Competitors
Case study: Capital Advisory Services
> Design concepts
Case study: Capital Advisory Services
> Design development
Case study: Capital Advisory Services
> Design development
Case study: Capital Advisory Services
> Final logo
Where will the logo be used?
Where will most customers see the logo?
What’s the brand personality?
Colour and emotion
Blue = safe, reliable, corporate
Red or Orange = bold, confident, friendly
Pink and purple = young, vibrant, female
Suggestive typography...
Wordmark logotypes
Wordmark + symbol
Symbol-only logos
Logo evolution - getting simpler
Logo evolution - creating a niche
Logo evolution - knowing when to stop
will the logotype use the registered business name, or a shortened version or acronym?
does it match the domain name?
should particular word/s be emphasised?
what do people actually call it colloquially?
preference for capitals or lower case?
www.f3fs.com.au
What’s in a name?
Customising fonts
A quick case study...
Black = no nonsense, clear, classic
Green or Turquoise = calm, natural, fresh
Case study: Capital Advisory Services
> Trying out logotype fonts
Their target markets
Tips for designing a logo
use a legible typeface
standardise the logo across media
avoid stock images (not unique)
don’t use bitmap images (vectors scale better)
research says red & blue are most successful colours
don’t make a tagline integral to the design
if using a symbol, try it as a standalone element well
design positive and negative versions
ensure the logo is different from competitors
avoid logo design trends

Tips for commissioning a logo
write a clear brief: brand messages, audiences, competitors, uses of logo
set a realistic budget
when choosing between options, be objective and allow "brewing" time
give clear feedback to the designer
check options against competitors' logos
commission a logo as part of a broader visual identity or web design project
get original artwork files from the designer
if you want to trademark your logo, check eligibility before getting your logo designed
don't keep changing it (unless you're google)

A successful logo ...
reflects the brand promise
appeals to the target audience
is clear and legible
is suitable for practical applications
is versatile and adaptable
is distinctive and unique

The moment your logo stops being unique, its value drops to nothing.
A few learning points...
Breaking the rules...
Carolyn King
@credos_assoc
info@credos.com.au
www.credos.com.au
business/brand name
competitors
marketing objectives
brand personality/values
target audience
communication channels
trademarking
tagline/slogan
scope of project
budget & timing
practical considerations
personal preferences
Starting a project
Thank you for visiting LogoLand
(presentation created using prezi.com)
Full transcript