Designing a Logo A Visual Representation of a

Designing a Logo A Visual Representation of a Company Online Lecture by Debbie Dunning

Designing a Logo A talented logo design takes time, and skill to be effective.

Designing a Logo Is Good Design Business A good logo is essential to brand identity and has significant value.

Lesson Topics: § Simple is stronger. § Don’t take it “literally”. § Size Matters – Make it scalable. § Be iconic with or without text. § Match the business’s personality. § Plan colors wisely. § Be unique. § Consider carefully when redesigning a logo. § Remember: Repetition is key to branding. § Good logos have instant impact.

Simple is Simply Better Industrial Light and Magic became iconic. Creating an icon with optional text.

Logos Don’t Have to be Literal Apple and Dell don’t have a computer in their logos.

Logos Don’t Have to be Literal Name recognition shouldn’t require a picture or redundancy for understanding. Eliminate superfluous detail and give greater impact to your design.

Size Matters: Make it Scalable Complex logos won’t be legible small a business card. Effective logos scaled large on the side of a truck will still be visually compelling. Unnecessary details ruin scalability. on

Icon with Text or Without It should work as an icon alone or with text.

Match Image to Your Company Fit the logo to the type of business. Optometrist to children or media company?

Match Image to Your Company Fit the logo to the type of business. Crooked logo, crooked bank?

Match Image to Your Company Fit the logo to the type of business. Clever use of CMYK and ink drops to pixels. Lower case is more casual, and the modern font seems more contemporary.

Match Image to Your Company Fit the logo to the type of business. A conservative bank logo can still be modern and iconic.

Colors Plus Black & White A single spot color is economical to print. Match company colors with Pantone Inks. Print more than 3 colors as CMYK. Colored logos should translate to grayscale when photocopied.

Be Unique Stand out in a cluttered marketplace by being different. “Honey, could you pickup the kids up from their new pre-school today? ”

Don’t Ever Change. . . Change Very Carefully!!! Or Click Gap Logo to Watch Video. Logo changes mean a new website, ads, product packaging, stationary, employee ids and uniforms, plus signs on buildings and vehicles.

Don’t Ever Change. . . Or Change Very Carefully!!! Changing your logo is expensive.

Redesigning a Logo Create an iconic and appealing look. Convey the essence of the business. Make the text legible.

Redesigning a Logo Appealing use of logo with text. Graphic of hot dish visualizes topic. Text is easy to read and appealing.

Bad Logos Don’t get so tied up in your design that you can’t see the logo as others do.

Repetition is Key We remember logos because of exposure in: § the media § packaging § signage § and uniforms. Improv imposters fooled customers and store employees with a blue shirt and similar logo.

Good Logos Have Instant Impact A simple, iconic logo repeated many times in advertising makes it recognizable. See if you can name these company logos minus their text:

Lesson Topics Review: § Simple is stronger. § Don’t take it “literally”. § Size Matters – Make it scalable. § Be iconic with or without text. § Match the business’s personality. § Plan colors wisely. § Be unique. § Consider carefully when redesigning a logo. § Remember: Repetition is key to branding. § Good logos have instant impact.