Identity Design Recognition is what every company wants. An identity must encapsulate everything the...
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Transcript of Identity Design Recognition is what every company wants. An identity must encapsulate everything the...
Identity Design Recognition is what every company wants.
• An identity must encapsulate everything the client wants to be.
[“take a minimal amount of material and a minimal amount of effort-nothing wasted-to
achieve maximum impact.”]
Lou Danzinger
Identity Design
Three Strategies of Identity Design• Abstract: Nike Wing• Iconocize: Red Cross +• Combine visual elements: IBM
GOAL: to create an ideal memorable fast reading graphic representation.
Branding
• Perception: Positive association
• Image: real or abstrated
• Representation: of client or product
• Words: slogan has an emotional connection
MARK STYLES
• Logo:words (company name) in type.
• Symbol: Marks used without type.
• Pictogram: Generic pictures that tell a story.
• Lettermark: letters (acronym) form the name in type.
• Combination Mark: symbol & type identify the company.
LOGO or Logotype
• While it is common to mix up these terms or use them interchangeably, a logotype is an identity that features a word or multiple letters, often with an icon or illustration embedded within the letterforms. A logo is a nonverbal iconographic identity. Some identities consist of one or the other; others incorporate both.
Traits of a Good Symbol
• Positive association: show the companies good side. • Easy Identification: reads quickly, is remembered and recognized.• Closed Gestalt: the eye flows toward the center, not away. • Abstraction level: hit the level of the audience.• Reduction: do not lose parts of the lines in the smaller symbol. • Black line Art: the drawing style used to create a design. • Negative (white) Space: is essential to designing an effective mark.
Negative space is the figure/ground relationship.• Symbol Weight: should be heavy.• Flow: allow white space to exit the symbol.• Direction: point up and right. Forward = positive.
Gestalt• Similarity: objects look similar, grouped
• Equilibrium: visual balance
• Isomorphic correspondence: represents an emotion or association
• Closure: perceive the whole by filling in the missing information
• Continuation: move through one object
• Proximity: elements are placed close together
• Figure Ground: the eye differentiates an object from its surrounding area
Distill
• Consider all the possible images and icon that might represent the client and weed out the ones that are no as strong.
• Accomplished through:
• Sketching
• Contemplation/brainstorming team
• Client discussion
Translate
Working to graphically transform the selected elements and /or letterforms into an ideal representation of the client.
Accomplished Through:• Illustration techniques• Type experiments• Forms• Figure-ground• Line-weights
Bring all parts of the identity into visual agreement. With one another.
• Forms• Line weight• Size• Fonts• Icons
Formalize Visual Consistency
The final design should be a graphically simple as appropriate.•Works well large or small.•Will reproduce in color or Black & White.•Remove small dots, thin lines, fine textures.•Read large and/or small.•Serifs do not fall apart.
Simplify
Exercise:1. Brainstorm ideas for HC Gym to redesign a mark.2. Identify the client’s audience.3. Fill out the Slogan Development Doc.4. Draw icons/symbols that could represent HC.5. Use the design process to get five mark versions.6. HONORS: Draw examples of HC’s existing marks.
Project:1. Traditionally illustrate the final version with marker. 2. Design an application for the gym floor with your logo/logotype.3. Check sizes for appropriate application.4. HONORS: create a presentation for the client using Prezi.
Assignment
Assignment Place Gestalt samples here
• Identify each sample by mark type, Gestalt principle, and traits of a good symbol.
HONORS Logo
• Write a Design Brief on your client.
• 50 similes for your company.
• 25 sketches for your company’s identity.
• Similar companies logo research