1 :: Lecture 2 MEC2013 Corporate Identity Corporate Identity: A Framework of Logo Design
2 Logo: Definition 1 A name, symbol, or trademark designed for easy and definite recognition, to represent a business entity be it a company or a product.
3 Logo Design The corporate logo is the central, and mostused, element of a corporate identity design. Logo design is commonly believed to be one of the most difficult area in graphic design. It's not just an image, it is the face of an organization, which is the visual representation of a brand. For brand continuity, and because of the expense involved in changing it, a "good" logo is expected not to be too trendy, and ideally last many years before needing a redesign.
4 What makes Good Logo Design 1 Clearly and instantly recognizable, in different contexts, for example (i) When presented in a small size, at a low resolution or at a distance (ii) (iii) Considering not only in colored version, but also in black & white, spot color, or halftone. Competent on most backgrounds such as, color and texture or printed on products
5 Cont Corporate Identity: A Framework of Logo Design What makes Good Logo Design Usually includes a brand name Evokes an emotional response Associates the brand with unique qualities, in line with the target audience's preference. Distinctive, and is not subject to confusion with another logo/ brand.
6 General Tips is Logo Design Corporate Identity: A Framework of Logo Design When designing (or commissioning) a logo, designer are encourage to; Logo must be crafted to be simple but inspiring. Do not exceed 10 shapes. Use few colors. Ideally, use spot colors and avoid gradients as a distinguishing feature Logo that is in square has better chance to fit well in any format Design using vector graphics, so the logo can be resized without loss of fidelity
7 Cont Logo as Thumb Print in Corporate Identity General Tips is Logo Design Experiment logo position on a page and white space around the logo to get consistent application Never ever use clip-art or third-party font as a distinguishing feature Do not use the face of a (living) human being avoid culturally sensitive imagery, such as religious icons or national flags, unless the brand is committed to being associated with any and all connotations such imagery may evoke.
8 Cont Logo as Thumb Print in Corporate Identity General Tips is Logo Design 7 8 Be careful of second image that may be derive out of logo because of circumstances. Alter font used in Logo type design. Make a good twist with aim for uniqueness.
9 Logo Design: 7 Basic Steps 1. Identify keyword that describe best the brand to the audience 2. Double Check the keyword stand as ultimate strength against all competitors 3. Symbolize and visualize that ultimate keywords in lateral sketch (both text and image) 4. Stylize, abstract and simplify them in the idealism of original message of the logo. 5. Choose coherent color palette and experiment 6. Run a visual competency test 7. Repeat 3,4,5 & 6 if necessary and refine the final.
10 Among 15 Clever Art Directions of Logo Design 1. Droplets 2. Refinement 3. Pop 4. Natural Spiral 5. Animorphic 6. Canted 7. Alpha Face 8. Shadow 9. Green 10. Transparency 11. Punctuation 12. Labels 13. Photo icon 14. Spirograph 15. Wire
11 Corporate Logo as Identity: Thumb A Print Framework in Corporate of Logo Identity Design :: 1 Droplets Two or more droplets caught in the act of merging, usually symbolic of convergence or union The effect can also be used to express a technical or scientific association Sometimes these shapes are flat, but other designs have highlights or shadows that give the impression of dimension.
12 :: 2 Refinement Creative craftsmanship of positive and negative to create 2 image in one image resemblance. There are many more marks based in geometries, mixed with the simple twist of visual phrase. Popular in 70s and the days of classic logo design with computer's natural geometric tendencies where simplicity become major quality
13 :: 3 Pop "Blast from the Past which still have its own strength Originated during late 60 s up to early 70 s and popular back after 30 years Normally appealing to youth market especially boutique and music company
14 :: 4 Natural Spiral Like drops of dark paint into a gallon of white paint, and you stirred them just slightly less-contrived vortex or spiral shapes found in nature, not in a computer program. There is a mix of chaos and hard geometry in these marks that suggests order and freedom at the same time.
15 :: 5 Animorphic Identities by reflecting the particular positive attributes of an animal back onto the company. Although this is a tactic used more by small- to midsized companies, there are a few Fortune 500 companies that rely on it Although illustration styles vary widely, all of these logos rely on implied symbology.
16 :: 6 Canted Suggesting 3D perception on 2D with some form of perspective. Technically would be just a click features in vector software Very suitable in projecting contemporary technological based company
17 :: 7 Alpha Face An expression to make a company's identity more friendly and approachable Many a wordmark has been turned into a face or a little person Letterforms and their many shapes are turned into eyes, noses, ears and mouths and applied to a mark Although these designs have been for generations, designers continue to find new and fresh iterations of the theme.
18 :: 8 Shadow Be they hard or gentle, shadows continue to give logos a sense of plane. Some logos used the shadow because they seem to be needed some form of base and the shadow bind them to reality. The ideas trying to push the logo so that it stands up
19 :: 9 Transparency This execution idea seems to be contradictory with the old rule that says all logo colors has got to be solid. These designs can be very compelling, especially since they are still novel enough to stand out from the already crowded world of flat one-, two- and three-color logos. This execution idea is probably suitable for logo that stays very much in the screen instead of print. i.e. msn butterfly
20 :: 10 Green Portraying an environmental message. Was a phenomena since 80s but constantly been given new interpretation until now But if it is overplayed, corporate green will soon become a tired joke to the public.
21 At one time, those punctuation marks at the top of the keyboard were reserved for expressing profanity. Today, they are all smileys. :: 11 Punctuation This shorthand language created by youthful internet users is growing and increasingly understood by the public at large. The dotcoms almost played out this trend all by themselves: A lot of logos has got an in it.
22 :: 12 Labels These are usually innocent little marks that are often simple silhouettes of harmless objects. Inside the object, a name will be reversed out in a very legible font. These marks are often associated with hipper entities: The picture says what they do and the word says who they are. There's not much room for affectations
23 :: 13 Photo icon These can be extremely well-done or extremely over-done. The approach is decidedly more elegant when the visual is supported with a twist of phrase, or when the phrase is supplied with a somehow unexpected visual.
24 :: 14 Spirograph Instead of just making the short stroke, these marks loop in orderly patterns often above the company name. The spirograph could evoke some form of fun, but more than that, the feeling of accomplishment and satisfaction and to certain extend accuracy and perfection Their sense of movement are pretty much calculated and dynamic.
25 :: 15 Wire Image built by with absolute economy and elegance of line. Picasso and Calder were creating art this way long before anyone embraced the form as a means of illustration or logo design. Because of it nature, very often this lines execution were translated into neon at the shop front & reception
26 Logo Design: A Conclusion A good logo design must be characterized by its clear and homogeneous business activity. It should be distinctive, coherence and crafted in good aesthetics. Technically a design should be stylized, abstracted, simplified to make it as a competent logo design.
27 Sample of Color s & Semiotic Pink Brown White Black Gray Gold Sweetness, femininity, sensitivity, softness Earthiness, organic, friendliness, natural, welcoming Cleanness, purity, hope, youthfulness, openness, lightness, elegance, power, sophistication, darkness, premium, reserved, mystery security, stability, character, calmness, reserved luxury, richness, prestige, refined, expensive
28 Silver refined, purity, precision, prestige Red Passion, power, daring, boldness, assertiveness, love Orange Welcome, playful, warmth, fun Yellow Friendliness, happiness, warmth, optimism, sunny Green Environmental, financial, growth, abundance, safety, health, freshness, fruitfulness, relaxation Blue Reliability, stability, leadership, trust, truth, coolness Purple Fashion, intellect, sophistication, wealth, regal, spirituality