Principles of Good Logo Design

75
Jake Van Ness Graphic Designer and Design Consultant Principles of Good Logo Design
  • date post

    13-Sep-2014
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    Design

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Presentation given by Jake Van Ness of Graphic Precision at the PetSittingOlogy Conference 2013 in Las Vegas. His presentation covered principles such as color, typography and logo types. He also included two recent case studies to see how the logo design was used across different types of marketing materials to keep a consistent brand.

Transcript of Principles of Good Logo Design

Page 1: Principles of Good Logo Design

Jake Van NessGraphic Designer and Design Consultant

Principles of GoodLogo Design

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Jake Van Nessis...

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Jake Van Nessis...

&a graphic designer

design consultant

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Jake Van Nessis...

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15 years in print and design

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15 years in print and design

Full time independent designer since 2010

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15 years in print and design

Full time independent designer since 2010

5 time American Graphic Design Award Winner

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15 years in print and design

Full time independent designer since 2010

5 time American Graphic Design Award Winner

Provide marketing and design SOLUTIONS

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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

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LOGO DESIGN

A logo is the

MOST IMPORTANTpart of your business brand

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A Logo...

makes you stand out to your consumers

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A Logo...

makes you stand out to your consumers

presents professionalism

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A Logo...

makes you stand out to your consumers

presents professionalism

is a summary of your entire BRAND

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LOGO vs BRAND

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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

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BUSINESSNAME

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BUSINESSNAME

COREVALUES

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BUSINESSNAME

COREVALUES

MARKETINGMATERIALS

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BUSINESSNAME

COREVALUES

MARKETINGMATERIALSLOGO

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BRAND

BUSINESSNAME

COREVALUES

MARKETINGMATERIALSLOGO

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Types of LogosSymbol or Icon

Easy to remember

simple but bold

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Types of LogosSymbol or Icon

Easy to remember

simple but bold

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Types of LogosSymbol or Icon

Easy to remember

simple but bold

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Types of LogosSymbol or Icon

Easy to remember

simple but bold

Word Marksimple use of typography

spells out business or brand

Page 25: Principles of Good Logo Design

Types of LogosSymbol or Icon

Easy to remember

simple but bold

Word Marksimple use of typography

spells out business or brand

Page 26: Principles of Good Logo Design

Types of LogosSymbol or Icon

Easy to remember

simple but bold

Word Marksimple use of typography

spells out business or brand

Page 27: Principles of Good Logo Design

Types of LogosSymbol or Icon

Easy to remember

simple but bold

Word Marksimple use of typography

spells out business or brand

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Types of LogosLetter Mark

Initials of a business or brand

complicated or long names

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Types of LogosLetter Mark

Initials of a business or brand

complicated or long names

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Types of LogosLetter Mark

Initials of a business or brand

complicated or long names

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Types of LogosLetter Mark

Initials of a business or brand

complicated or long names

Emblemencased designed

more detailed, complicated

Page 32: Principles of Good Logo Design

Types of LogosLetter Mark

Initials of a business or brand

complicated or long names

Emblemencased designed

more detailed, complicated

Page 33: Principles of Good Logo Design

Types of LogosLetter Mark

Initials of a business or brand

complicated or long names

Emblemencased designed

more detailed, complicated

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Types of LogosCombination Mark

flexibility to use both icon and text or each individually

each piece looks as good as the whole

Page 35: Principles of Good Logo Design

Types of LogosCombination Mark

flexibility to use both icon and text or each individually

each piece looks as good as the whole

Page 36: Principles of Good Logo Design

Types of LogosCombination Mark

flexibility to use both icon and text or each individually

each piece looks as good as the whole

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Logo Color Theory

Color is one of the MOST IMPORTANT elements of a logo

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Logo Color Theory

Color is one of the MOST IMPORTANT elements of a logo

Color appeals to our subconscious senses and influences our decisions

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Logo Color Theory

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Logo Color TheoryExcitement, Youthful, Bold

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Logo Color TheoryExcitement, Youthful, Bold

Trust, Loyalty, Confidence

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Logo Color TheoryExcitement, Youthful, Bold

Trust, Loyalty, Confidence

Life, Renewal, Growth

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Logo Color TheoryExcitement, Youthful, Bold

Trust, Loyalty, Confidence

Life, Renewal, Growth

Warmth, Clarity, Hope

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Logo Color TheoryExcitement, Youthful, Bold

Trust, Loyalty, Confidence

Life, Renewal, Growth

Warmth, Clarity, Hope

Energy, Playful, Cheerful

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Logo Color TheoryExcitement, Youthful, Bold

Trust, Loyalty, Confidence

Life, Renewal, Growth

Warmth, Clarity, Hope

Energy, Playful, Cheerful

Creative, Wisdom, Royalty

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Logo Color TheoryExcitement, Youthful, Bold

Trust, Loyalty, Confidence

Life, Renewal, Growth

Warmth, Clarity, Hope

Energy, Playful, Cheerful

Creative, Wisdom, Royalty

Balance, Respect, Formal

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Logo Color Theory

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Logo Color Theory

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Logo Color Theory

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Logo Color Theory

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Logo Color Theory

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Logo Color Theory

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Logo Color Theory

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Logo Typography

Avoid commonly used fontsArial

Helvetica

Comic SansTimes New Roman

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Logo Typography

Careful with scripts at small sizes

Script ScriptScript

Harder to readCan you read this?

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Logo Typography

Font needs to fit the overall feel of a business

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Logo Typography

Font needs to fit the overall feel of a business

OR

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K.I.S.S. Theory

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K.I.S.S. TheoryKEEP

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K.I.S.S. TheoryKEEP

IT

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K.I.S.S. TheoryKEEP

IT

SIMPLE

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K.I.S.S. TheoryKEEP

IT

SIMPLE

STUPID

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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

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Remember...Your logo is the

FIRST IMPRESSIONof your business!

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Case Study

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Case StudySmart Level Construction

Business Cards

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Case StudySmart Level Construction

Postcard Direct Mailer

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Case StudySmart Level Construction

Signage and Vehicles

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Case Study

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Case StudyPhilly Pet Care

Business Cards

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Case StudyPhilly Pet Care

Business Card Magnets

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Case StudyPhilly Pet Care

Postcards

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Case Study

Web Site

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5 Keys to A Strong Logo

1. Simple

2. Memorable

3. Timeless

4. Versatile

5. Appropriate

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[email protected]

facebook.com/graphicprecision518-232-8695

Jake Van NessGraphic Designer and Design Consultant