GD: Logo Notes

Logo, Branding and Identity

Developing and understanding of branding framework

WHAT IS A BRAND?

• Brand is a "perceived" emotional corporate image as a whole, it is the reputation both claimed and perceived. 

WHAT IS BRANDING?

• A organizations brand or branding is essentially their public image
• A designer can create the framework for a brand, colors, fonts, artwork, style... but the audience completes the brand through an emotional reaction with it.

BRANDING EXAMPLES:

• Apple is an IT company that projects a humanist image, positive corporate ethics, and support of good causes.
• When people use the products they connect to the brand emotionally.

WHAT IS IDENTITY?

• Corporate Identity is compromised of the visual aspects that form the brand 
• Close attention is paid to executing a consistent experience for the viewer

WHAT IS IDENTITY DESIGN?

• The corporate identity includes strict usage of colors, font families, graphic elements and other guidelines, usually detailed in a corporate identity guide
• The identity can include the logo, logo variations, business cards, labels, envelopes, letterhead stationary, advertisements, tv commercials, packaging.

WHAT IS A LOGO?

• A logo is for identification 
• A logo is the simplest way a company or organization can represent itself, through the use of a mark or icon.

SUMMARY

• Brand- The perceived emotional corporate as a whole
• Identity- The visual aspects that form part of the overall brand
• Logo- Identifies a business in its simplest form via the use of a mark or icon

Logo Design 

VECTOR ART

• We create logos as vector art because it is flexible, powerful and easily edited this is important when clients want to make changes
• Vector art can be scaled up infinitely without losing quality

PENCIL TO VECTOR

• Creating logo design requires many phrases
• Many meetings and review sessions are required to arrive at a design that works 
• Converting a simple pencil sketch to vector art requires establishing graphic style, color, line shape and typography

FINAL ART GRAPHIC STYLE

• Decide what your graphic style is
• sedate, bold simple cute, sleek, technical, cartoony fun and cool, high tech 3D 
• Your design appeals to your audience

FINAL ART LINE QUALITY

• Refers to the smoothness and precise nature of your lines
• We use the Pen Tool to create perfect smote lines 
• Take your time 

FINAL ART LINE SHAPE

• If you have line art in your logo your line shape is important
• Try Art brush 

LOGO DESIGN RULES

• Describable
• Effective without color
• Memorable 
• Scalable

DESIGN STYLES

• Typeface Style 1: This style relies on a typeface to create the logo design creativity is utilized in the proximity, contast, color, customization of the letter forms

• Typeface Style 2: Mixing typefaces. This style uses 2 different types faces to create the logo design Strive to create balanced 

• Typeface Style 3: Typeface plus graphic element to create a and emphasized and balanced design Graphic elements must remain abstract 

• Typeface Style 4: Typeface plus symbols/shapes An even balance between art and typography is achieved in this style

• Typeface Style 5: Graphic focused design The graphic elements are the focus or dominant aspect of the design, the typeface plays a supporting role