Logo design manual. / Mette Gry Schmidt e-concept Development Team 10 April

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1 Logo design manual / Mette Gry Schmidt e-concept Development Team 10 April

2 Contents The name 3 Inspiration 4 Design development 5 Early sketches 6 Sketches of preliminary logo 7 Digital trials 8 Logo versions: Trial & error 1 9 Logo versions: Trial & error 2 10 Logo versions: Trial & error 3 11 The Logo 12 Final logo: Preferred 13 Final logo: Alternate version 14 The colours 15 Logo Implementation 16 Black & White 17 Clear space 18 Minimum size 19 Backgrounds 20 Logo don ts 21 2/22

3 Hönnun The Icelandic word for DESIGN 3/22

4 Logo inspiration 4/22

5 Design development 5/22

6 Early sketches 6/22

7 Sketches of preliminary logos Feedback The three logo sketches on the right were shown to the class for feedback. The typography I designed got a lot of positive response, specially the ö. 7/22

8 Digital trials Logotype or Wordmark The preliminary logo ideas was tried out digital. Considering the feedback from the class, I desired after this to go further only with my own typography, and therefore the idea of an wordmark logo. 8/22

9 Logo versions: Trial & error 1 The end of the stroke The typography I draw is an sans serif typography, but to create a design inspired by northern lights I added a tail to the U and N. Before After 9/22

10 Logo versions: Trial & error 2 The H and bold At first the top line of the H was made straight rising to create contrast to the bending tail. But when changing the shape of the top line to fit the bending tail, the logo seemed more liquid in its shape. The logo became more visible in its shape, when making it bold. Before After 10/22

11 Logo versions: Trial & error 3 The shape of the ö The ö was first made to differentiate in shape from the other letters, but that disturbed the balance between the letters. Before After 11/22

12 The logo 12/22

13 Final logo: Preferred The final logo The logo is if possible preferred in its full shape and with colour. 13/22

14 Final logo: Alternate versions The ö as the alternate When the preferred logo is not possible to use, the ö is the alternate. The ö can be used in its full shape, or coped in the four displayed versions. 14/22

15 The colours Logo colours The Hönnun logo colours consist of two shades of blue. A deep dark blue to be used in the ö, and a light blue to the rest of the letters. # 1B4378 R:27 G:67 B:121 C:100% M:80% Y:30% K:0% # 6BB0C5 R:107 G:176 B:197 C:60% M:15% Y:20% K:0% 15/22

16 Logo implementation 16/22

17 Black and white logo Black & white background Black logo on wihte background, white logo on black background. 17/22

18 Clear space Ensure visibility & legibility The Hönnun logo should always be surrounded by an appropriate amount of clear space free from other graphical elements in order to ensure maximum visibility and legibility. The clear space is always 1/4 of the logo s height. X 18/22

19 Minimum size Being identifiable The Hönnun logo is design to be identifiable and visibility at almost all sizes. The preferred logo is designed to be used down to 100 px wide, and when the logo has to appear under 100 px the alternate version is to be used instead. All the logos are available in vector format, allowing them to be scaled to any size within the given rules. Preferred logo Alternate logo Minimum W = 100 px Minimum W= 35 mm Minimum W = 15 px Minimum W= 5 mm 19/22

20 Backgrounds Good contrast The logo is to be placed on backgrounds that provide good contrast and legibility to ensure that it is identifiable. The logo has to be used in black or white, when it appears on dark coloured or busy backgrounds. 20/22

21 Logo don ts * Do not change the logo s proportion by stretching or compressing. * Do not add a dropshadow to the logo. * Do not place the logo on a busy background that compromises its visibility. * Do not reverse the two blue colours. * Do not rotate the alternate logo. * Do not crop the alternate logo in any other ways than the design rules dictates. 21/22

22 Copyright 2015 Hönnun Mette Gry Schmidt

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