Logo Design
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Transcript of Logo Design
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Logo DesignLogo DesignIntroduction
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John DeereJohn Deere
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Mercedes BenzMercedes Benz
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PBSPBS
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AppleApple
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TargetTarget
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McDonald’sMcDonald’s
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AdidasAdidas
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CarhartCarhart
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AT&TAT&T
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BatmanBatman
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AtariAtari
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NetscapeNetscape
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Penn StatePenn State
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NikeNike
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Obama Campaign ‘08Obama Campaign ‘08
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Michael Jackson Michael Jackson ProductionsProductions
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Dr. SeussDr. Seuss
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Evolution of the Pepsi Evolution of the Pepsi LogoLogo
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Why redesign a logo?Why redesign a logo?New leadershipFinancial reasonsProspective analysis of the
marketMergersWhat do you get when FedEx and
UPS merge?FedUP!
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How to create a logoHow to create a logoLineShapeFigure groundPatternLetterformContrastImage fieldPerception
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LineLineThe way in which
a line is drawn can evoke different moods or meanings.
Right angles produce a very sharp and potentially dangerous situation, whereas a soft, sensuous line implies a gentle, nonaggressive attitude.
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ShapeShapeA square is the
most visually stable. Next are the circle and the triangle.
Rectangles, both horizontal and vertical, and ellipses are the most visually unstable.
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Figure GroundFigure GroundWhen positive
and negative shapes interact to provide a mental puzzle.
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PatternPatternWhen creating a
pattern using geometric shapes, it is tempting to create a pattern using elements of the trademark. This leads to a less unique logo.
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LetterformLetterformUsing common
letterforms to create unique configurations can create simple, but effective logos.
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ContrastContrastVariations of the
letterform weight and size also help create a subtle meaning in the wordmark that could not be obtained otherwise.
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Image FieldImage FieldThe area around
the object can define it as well as a literal drawing of it.
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PerceptionPerceptionSimple linear
and geometric forms can convey completely different meanings with the slightest modifications.
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Criteria for DevelopmentCriteria for DevelopmentVisibility
◦Will it stand out in its surroundings to provide quick and memorable identification.
Application◦How well can the symbol be used in
a variety of applications?
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Criteria for DevelopmentCriteria for DevelopmentDistinctiveness
◦Will the application distinguish itself from its competition?
Simplicity/Universality◦Is the symbol’s concept easy to identify?
Retention◦If a symbol is too easy to read, the
viewer will feel no sense of discovery and thus no personal equity with the mark.
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Criteria for DevelopmentCriteria for DevelopmentColor
◦A good symbol must work in a number of technologies.
Descriptiveness◦Does the symbol reveal to some
extent the nature of the company or product?
Timelessness
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Criteria for DevelopmentCriteria for DevelopmentModularity
◦Will the potential mark be adaptable to numerous applications?
Equity◦The age, use, and recognition of a
mark is also a primary consideration in its development.
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Three Categories of logosThree Categories of logosDescriptive Marks
◦Uses visual imagery relating to the clients product or service.
Symbolic Marks◦Takes the descriptive mark one step
further, literally incorporating a figurative element.
Typographic Marks◦Letterforms as a starting point.
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Case Study / ProcessCase Study / ProcessSesame WorkshopOriginal Logo
New Logo
Final Logo
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Logotype SketchesLogotype Sketches
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A Creative MarkA Creative Mark