CREATING LOGOS Logo Design Fundamentals Logo designs are

CREATING LOGOS

Logo Design Fundamentals • Logo designs are: – Compositional microcosms – Economically precise shapes

Logos are geometric • Often based on 3 basic geometric shapes: • Square • Triangle • Circle

Geometric Shapes Geometric shapes also have an “emotional feel”. What do these shapes “feel like”?

Geometric Shapes The designer of this ad sees these “feelings”.

Logos include letterforms • There is a great deal of diversity in letterforms, creating many design possibilities.

Coca-Cola Logos - International Coca-cola has one of the most famous brand identities.

Tide Logo This logo was designed to succeed and make millions. What do its colors and shapes tell us?

Other Famous Logos What is the intended message of each?

This is part sign, part logo. What do the colors and shapes say?

Figure/Ground Reversals Equivocal Space - Which is the figure? Which is the ground?

Shape Reversals in Logo Design Based on figure/ground reversals like this example shown here.

Shape Reversals in Logo Design • Designers frequently use positive and negative shape reversals in logo designs.

Shape Reversals in Logo Design • Positive/negative shape reversals are an economic way to increase the number of shapes in a limited area.

Shape Reversals in Logo Design This logo plays with positive/negative shape reversal.

Shape Reversals in Logo Design One of the most famous logos ever designed.

Shape Reversals in Logo Design Notice the simple economy of text and graphic forms.

Shape Reversals in Logo Design This logo is more complex and organic in shape.

Logos with Organic Shapes These organic shapes are drawn precisely, with graceful curves.

Logos with Organic Shapes This logo has an elegant, traditional effect.

Logos with Organic Shapes This has an elegant, traditional effect.

A Logo with Different Colors Logo can play with different color effects as part of a total design plan. Colors change as the design requires.

Example of Logo with 3 D Depth The diagonal lines seem to go back in space.

Representational Logos • Following is a series of logos in which trees are interpreted in different ways:

Logos As Recognizable Forms • Logo forms often use: – Abstraction – Interpretation – Simplification – Geometrics – Exaggeration – Distortion – Meaning beyond the literal object

Tree Logos - Abstracted Logo shapes can be abstracted objects.

Tree Logos - Interpreted Logo shapes can be be interpreted objects.

Tree Logos - Simplified Logo shapes can be simplified objects.

Tree Logos - Geometric Logo shapes can be geometric objects.

Tree Logos - Exaggerated Logo shapes can be exaggerated objects.

Tree Logos - Distorted Logo shapes can be distorted objects.

Tree Logos - Microcosms Logo shapes can be compositional microcosms.

Tree Logos – Extra Meaning In this case, what is the meaning beyond the literal object?