Jake Van NessGraphic Designer and Design Consultant

Principles of GoodLogo Design

Jake Van Nessis...

Jake Van Nessis...

&a graphic designer

design consultant

Jake Van Nessis...

15 years in print and design

15 years in print and design

Full time independent designer since 2010

15 years in print and design

Full time independent designer since 2010

5 time American Graphic Design Award Winner

15 years in print and design

Full time independent designer since 2010

5 time American Graphic Design Award Winner

Provide marketing and design SOLUTIONS

15 years in print and design

Full time independent designer since 2010

5 time American Graphic Design Award Winner

Provide marketing and design SOLUTIONS

Logo / Identity Business Cards Direct Mailers Brochures Postcards MenusManuals Magazines Websites

LOGO DESIGN

A logo is the

MOST IMPORTANTpart of your business brand

A Logo...

makes you stand out to your consumers

A Logo...

makes you stand out to your consumers

presents professionalism

A Logo...

makes you stand out to your consumers

presents professionalism

is a summary of your entire BRAND

LOGO vs BRAND

LOGO = Identifies a business in its simplest form via the use of a symbol or

mark.

BRAND = The perceived emotional image of a company as a whole.

LOGO vs BRAND

BUSINESSNAME

BUSINESSNAME

COREVALUES

BUSINESSNAME

COREVALUES

MARKETINGMATERIALS

BUSINESSNAME

COREVALUES

MARKETINGMATERIALSLOGO

BRAND

BUSINESSNAME

COREVALUES

MARKETINGMATERIALSLOGO

Types of LogosSymbol or Icon

Easy to remember

simple but bold

Types of LogosSymbol or Icon

Easy to remember

simple but bold

Types of LogosSymbol or Icon

Easy to remember

simple but bold

Types of LogosSymbol or Icon

Easy to remember

simple but bold

Word Marksimple use of typography

spells out business or brand

Types of LogosSymbol or Icon

Easy to remember

simple but bold

Word Marksimple use of typography

spells out business or brand

Types of LogosSymbol or Icon

Easy to remember

simple but bold

Word Marksimple use of typography

spells out business or brand

Types of LogosSymbol or Icon

Easy to remember

simple but bold

Word Marksimple use of typography

spells out business or brand

Types of LogosLetter Mark

Initials of a business or brand

complicated or long names

Types of LogosLetter Mark

Initials of a business or brand

complicated or long names

Types of LogosLetter Mark

Initials of a business or brand

complicated or long names

Types of LogosLetter Mark

Initials of a business or brand

complicated or long names

Emblemencased designed

more detailed, complicated

Types of LogosLetter Mark

Initials of a business or brand

complicated or long names

Emblemencased designed

more detailed, complicated

Types of LogosLetter Mark

Initials of a business or brand

complicated or long names

Emblemencased designed

more detailed, complicated

Types of LogosCombination Mark

flexibility to use both icon and text or each individually

each piece looks as good as the whole

Types of LogosCombination Mark

flexibility to use both icon and text or each individually

each piece looks as good as the whole

Types of LogosCombination Mark

flexibility to use both icon and text or each individually

each piece looks as good as the whole

Logo Color Theory

Color is one of the MOST IMPORTANT elements of a logo

Logo Color Theory

Color is one of the MOST IMPORTANT elements of a logo

Color appeals to our subconscious senses and influences our decisions

Logo Color Theory

Logo Color TheoryExcitement, Youthful, Bold

Logo Color TheoryExcitement, Youthful, Bold

Trust, Loyalty, Confidence

Logo Color TheoryExcitement, Youthful, Bold

Trust, Loyalty, Confidence

Life, Renewal, Growth

Logo Color TheoryExcitement, Youthful, Bold

Trust, Loyalty, Confidence

Life, Renewal, Growth

Warmth, Clarity, Hope

Logo Color TheoryExcitement, Youthful, Bold

Trust, Loyalty, Confidence

Life, Renewal, Growth

Warmth, Clarity, Hope

Energy, Playful, Cheerful

Logo Color TheoryExcitement, Youthful, Bold

Trust, Loyalty, Confidence

Life, Renewal, Growth

Warmth, Clarity, Hope

Energy, Playful, Cheerful

Creative, Wisdom, Royalty

Logo Color TheoryExcitement, Youthful, Bold

Trust, Loyalty, Confidence

Life, Renewal, Growth

Warmth, Clarity, Hope

Energy, Playful, Cheerful

Creative, Wisdom, Royalty

Balance, Respect, Formal

Logo Color Theory

Logo Color Theory

Logo Color Theory

Logo Color Theory

Logo Color Theory

Logo Color Theory

Logo Color Theory

Logo Typography

Avoid commonly used fontsArial

Helvetica

Comic SansTimes New Roman

Logo Typography

Careful with scripts at small sizes

Script ScriptScript

Harder to readCan you read this?

Logo Typography

Font needs to fit the overall feel of a business

Logo Typography

Font needs to fit the overall feel of a business

OR

K.I.S.S. Theory

K.I.S.S. TheoryKEEP

K.I.S.S. TheoryKEEP

IT

K.I.S.S. TheoryKEEP

IT

SIMPLE

K.I.S.S. TheoryKEEP

IT

SIMPLE

STUPID

Logo Consistency

Keep colors, fonts and proportions the same across all marketing products

Train staff and ICs the proper use and display of a business logo

Consistency breeds recognition

Remember...Your logo is the

FIRST IMPRESSIONof your business!

Case Study

Case StudySmart Level Construction

Business Cards

Case StudySmart Level Construction

Postcard Direct Mailer

Case StudySmart Level Construction

Signage and Vehicles

Case Study

Case StudyPhilly Pet Care

Business Cards

Case StudyPhilly Pet Care

Business Card Magnets

Case StudyPhilly Pet Care

Postcards

Case Study

Web Site

5 Keys to A Strong Logo

1. Simple

2. Memorable

3. Timeless

4. Versatile

5. Appropriate

jake@graphicprecision.comwww.graphicprecision.com

facebook.com/graphicprecision518-232-8695

Jake Van NessGraphic Designer and Design Consultant