Logo designLesson 1 – Part 2

2

The Logo Design Process• Design Brief• Research• Reference• Sketching and Conceptualizing• Reflection• Positioning• Presentation• Celebration

3

Design Brief• Questionnaire with all the necessary

information required• Emails• Create a summary of all the information• If an existing logo already exists understand

why they require a new one and what they dislike of the old logo

4

Research• Start looking at competitors logos• Research the industry• Don’t copy what there is... Make sure the logo

differs from the competitors and set a benchmark!

• The new logo must be better

5

Sketching and Development• Develop the logo design concept• Here creativity comes into play (something I can’t teach

you in this course)• Based on the brief and research conducted this is

where one should let ideas run wild!• Brainstorming will help you start getting sketches on

paper• You don’t have to be Picasso! • There is no such thing as bad idea when brainstorming!

6

Sketching and Development

7

Computer Generation• We will use Adobe Illustrator in order to generate

the logo on a computer

• There are 7 Principles one should keep in mind before actually one starts designing the logo

8

7 Principles of Logo Design• Design the logo to work in a single colour (black

and white)• Create the logo in Vector Format• ALWAYS present the best concepts to the client...• Show how the logo would work in context• Keep it Simple (Stupid)• Make educated choices when it comes to colour• Rebrand with care!

9

Choosing a Typeface

• Don’t just choose one of the default fonts!

• If the client is willing to spend €€€ propose paid fonts

• If not just go with a free font! There are some very cool typefaces available

• Examples– www.dafont.com– www.1001freefonts.com– www.urbanfonts.com

10

Colour

• Now that the logo and typeface is in place it’s time to choose some colours

• Don’t just throw in all the colours in the palette!

• Use colour combinations (http://kuler.adobe.com)

11

Presentation• Present the logo on it’s own and also on

different media such as:– Website design– Flyer– Billboard

12

Celebration• Eat Chocolate• Sleep• or... Start the next logo design

13

Demo