Published on February 5, 2014
The importance of brand identity
No escape! (33 logos in 33 minutes)
Problem / Opportunity “What you take away is just as important as what you keep,” The Guild of Food Writers
Why is branding important? Because people often choose products based on their perceived value rather than their actual value.
Anyone can design a logo, but not everyone can design the right logo.
Elements of iconic design
Keep it simple ● Used across a wide range of media. ● Easier to remember.
Make it relevant ● Industry ● Client ● Audience
Incorporate tradition ● Trends come and go like the wind ● Logo should last
Aim for distinction ● Recognizable ● Shape or outline ● Black and white
Commit to memory ● Quick glance to make an impression ● Logos you remember ● Use of negative space
Think small ● Adaptable logo ● One inch,without loss of detail
Focus on one thing Just one. Not two, three, or four. It’s French. It’s property.
The seven ingredients in your signature dish 1. 2. 3. 4. 5. 6. 7. Keep it simple. Make it relevant. Incorporate tradition. Aim for distinction. Commit to memory. Think small. Focus on one thing. Remember that rules are made to be broken
The process of design
Laying the groundwork ● Educating your client about design ● Educate yourself about your client ● Details of your client’s business ● Reasons for seeking a brand identity ● Expectations of process and final design ● Time ● Patience
It’s all in the design brief ● Questions ● Design brief ● Decisions Telephone, video chat, in person, or by email, an online questionnaire face-to-face
Gathering preliminary information ● ● ● ● ● ● ● The organization’s name Its location Number of years in business Number of employees The product or service sold The challenges faced Who the competitors are Determine who the decision-maker
Asking the tougher questions ● What does your audience care about? ● How do people learn about your product, organization, or service? ● What words do you want people to associate with your company?
Assembling the design brief ● Recording telephone conversations ● Editing an email back-and-forth. ● Stripping the chat down to just the meaty parts. Designers need to be editors. Keep your designs focused.
From pencil to PDF
Mind-mapping Word association, Thought cloud
Mind-mapping ● ● ● ● Collecting your thoughts Generating ideas Getting into a creative groove Associating words with images
Sketching Sketch as many ideas as possible. ● Single thought. ● Merge two together. ● Combine a group.
Sketching The Tenth Commandment
Example 1 The Tenth Commandment, down-to-earth, welcoming, and authentic
Example 2 Filmaps.com, share and discover filmmaking locations.
Dress for success ● Document your work in a PDF file ● Only your best ideas Murphy’s Law!
Black and white before color Focus on the form and ideas. Woodmere Art Museum monogram concept
Black and white before color Woodmere Art Museum signature concept
Black and white before color Woodmere Art Museum perspective concept
Leaving color for the end ● Detail that can be easily changed ● Turn off effective idea because of color Monogram, simple graphic shapes, emphasize dimension and connection.
Where Photoshop comes into play In context, Test drive
Where Photoshop comes into play
End Result ● Client focus on end result ● Tangible concepts ● Books are judged by their covers ● PDF file name with date “version control”
Recap the main points ● Mind-mapping: different design directions ● Sketching: control, creative freedom ● Don’t show all of your sketches ● Focus on the idea not color ● Identity presentations look professional
Practical logo design tips
Questions, questions, questions ● Client’s desires ● Whom its competitors are ● Past identities
Understand print costs Printing budget, color costs limit the scope of your design.
Expect the unexpected ● Always estimate longer ● Deliver sooner ● Lots of little elements together
A logo doesn’t need to say what a company does Xerox isn’t a photocopier, mercedes isn’t a car Just because it’s relevant, doesn’t mean you can’t do better.
Not every logo needs a mark ● Distinctive logotype ● Future expansion ● Mark or symbol might prove restrictive.
One thing to remember All strong logos have one single feature that helps them stand out.
Don’t neglect the sketchpad ● You don’t need to be an artist ● Ideas flow much faster when you use a pen and paper ● Carry a notebook with you at all times
Leave trends to the fashion industry ● Longevity is key ● Don’t follow the pack ● Stand out
Step away from Photoshop ● Vector graphics, Illustrator is your software ● Leave Photoshop for photos
Work in black and white Color will rescue a poorly designed mark
Test at a variety of sizes Try printing your work to ensure it’s clean, with a good level of contrast on paper.
Reverse it Logo on dark backgrounds in other words, supply a white version.
Turn it upside down ● Looks OK when viewed upside down ● Appears on a book on a coffee table
Don’t be afraid of mistakes Everyone makes mistakes. Learn from them, and move on.
A logo is not a brand 1. Logo is part of a company’s brand identity 2. Mission 3. History 4. People’s perceptions
Thanks Mai Moustafa Senior Designer eSpace
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