Deliberate Design Creating Meaningful Logos Advanced Graphic Design and Illustration Arts, Audio/Visual Technology, and Communications Lesson Plan Performance Objective Upon completion of this lesson, the student will understand how to identify the effectiveness of existing logos and be able to create appropriate, functional logos that represent the entity in a meaningful, memorable, and powerful way. Specific Objective Students will be able to discuss what constitutes a logo. Students will be able to identify logos that are confusing, as well as logos that are informative. Students will be able to use brainstorming methods for creating logos. Students will be able to apply good design principles to create a meaningful and relevant logo. Students will be able to generate relevant and appropriate slogans. Students will be able to present and defend their design choices. Terms Logo - a graphic mark, emblem, or symbol commonly used by commercial enterprises, organizations, and even individuals to aid and promote instant public recognition Tone the personality of the company, such as professional, fun, serious or edgy Vector - design created using mathematical locations, formulas and functions Rasters - use tiny points of color called pixels, the amount dependent on the resolution Pixels short for picture element and is a small point of color which makes up the resolution Jaggies also known as pixelated edges, which result if a picture is scaled too far Thumbnails small, quick sketches of a design idea Approach - method of gaining attention, such as use of humor, color, or emotional appeal Defend to explain design choices and the purposes they serve creatively Slogan - very brief yet descriptive phrase that further clarifies a logo Time When taught as written, this lesson should take approximately three weeks (15 days) to teach. 1
Preparation TEKS Correlations: This lesson, as published, correlates to the following TEKS. Any changes/alterations to the activities may result in the elimination of any or all of the TEKS listed. 130.88. (c) Knowledge and skills. (1) The student applies academic knowledge and skills in art and design projects. The student is expected to: (A) apply English language arts knowledge and skills by demonstrating use of content, technical concepts, and vocabulary; using correct grammar, punctuation, and terminology to write and edit documents; and composing and editing copy for a variety of written documents such as brochures, programs, posters, flyers, and magazine covers; and (B) apply mathematics knowledge and skills by identifying whole numbers, decimals, and fractions applied to measurement and scale; demonstrating knowledge of arithmetic operations; using conversion methods such as fractions to decimals and inches to points; and applying measurement to solve a problem. (8) The student applies ethical decision making and complies with laws regarding use of technology in art and design. The student is expected to: (B) apply copyright laws; (11) The student develops an advanced understanding of graphic design and illustration. The student is expected to: (A) interpret, evaluate, and justify design decisions; (B) participate in oral or written critiques of designs by: (i) applying a critical method of evaluation; and (ii) communicating an oral or written defense; (C) apply art elements and principles to designs and illustrations; and (D) employ a creative design process to create original two- or three-dimensional projects by: (i) creating designs for defined applications; (ii) applying elements of design; (iii) applying design principles and typography; Interdisciplinary Correlations: English-English I 110.31(b)(1). Reading/Vocabulary Development. Students understand new vocabulary and use it when reading and writing. 110.53(b)(2)(B) employ precise language and technical vocabulary to communicate ideas clearly and concisely 2
Occupational Correlation (O*Net www.onetonline.org/): Job Title: Graphic Designer O*Net Number: 27-1024.00 Reported Job Titles: Graphic Designer, Graphic Artist, Designer, Creative Manager, Desktop Publisher, Graphic Designer/Production Tasks: Create designs, concepts, and sample layouts based on knowledge of layout principles and esthetic design concepts. Determine size and arrangement of illustrative material and copy, and select style and size of type. Review final layouts and suggest improvements as needed. Prepare illustrations or rough sketches of material, discussing them with clients or supervisors and making necessary changes. Use computer software to generate new images. Key information into computer equipment to create layouts for client or supervisor. Soft Skills: Critical Thinking, Judgment and Decision Making, Reading Comprehension Accommodations for Learning Differences It is important that lessons accommodate the needs of every learner. These lessons may be modified to accommodate your students with learning differences by referring to the files found on the Special Populations page of this website. Preparation Review and familiarize yourself with the terminology, website links, and information in general. Download or have available sample logos that demonstrate different effectiveness. Have materials and websites ready to go prior to the start of the lesson. References Dyer, Kenneth K. (2011). Logo Design: If you want to create your custom logo, then this guide to business logo design is for you as you create a brand logo that will make your business unforgettable! [NOOK Book]. Retrieved from http://www.barnesandnoble.com/w/logo-design-if-you-want-to-createyour-custom-logo-then-this-guide-to-business-logo-design-is-for-you-as-you-create-a-brand-logo-thatwill-make-your-business-unforgettable-kenneth-k-dyer/1111900814?ean=294001364 Oxide Design Co. (2011). Letterhead + Logo Design 12. (12 th ed.). Gloucester, MA: Rockport Publishing. 3
Wikepedia, the free encyclopedia. Logo. Retrieved from http://en.wikipedia.org/wiki/logo. Instructional Aids Lesson Plan: Deliberate Design - Creating Meaningful Logos Slide Presentation: Deliberate Design - Creating Meaningful Logos Project Handout: Deliberate Design - Creating Meaningful Logos Deliberate Design: Creating Meaningful Logos Brainstorming Worksheet Deliberate Design - Creating Meaningful Logos Vocabulary Quiz Deliberate Design - Creating Meaningful Logos Vocabulary Quiz Answer Key Instructor computer and projection unit Online websites (teacher directed) Deliberate Design - Creating Meaningful Logos Project Grading Rubric Introduction Instruct students to think of their favorite major companies such as social media, restaurants, shopping, automobiles, athletics or video games. Have someone write them on the board. After 15 or 20 are listed, ask the students how many of those companies have a logo they can remember. Students can attempt to draw the logos or research them online. Have students discuss which logos they like best and why they like them. Ask students if they have ever thought about having their own company and if so, what kind of logo they might create. 4
MI Outline Outline Instructor Notes Introduce lesson by doing the following: Discuss which logos students liked or disliked and why. Go through the Slide Presentation with students. Discuss the following: I. What is a logo? II. What makes it meaningful? III. Logo format is vector-- very important! IV. Where to begin? V. Let s look at what doesn t work VI. Confusing messages VII. A little better VIII. Now what does work? IX. How to start the process X. The process continues XI. And finally XII. Perhaps we need a slogan XIII. Importance of slogans XIV. Revisit logos with added slogans XV. Slogans add some clarity XVI. Summary Note: Students may go online and find many resources on logos. Even fun games that are focused on recognizing major corporation logos are available and may be a fun assignment. (Here is a current one: http://www.logoquiz.net/) One note of caution: When researching logos - specifically, what might be considered bad logos - you might get more than you want to discuss in class! These can have overtones of inappropriateness. Check them out beforehand! Multiple Intelligences Guide Existentialist Interpersonal Intrapersonal Kinesthetic/ Bodily Logical/ Mathematical Musical/Rhythmic Naturalist Verbal/Linguistic Visual/Spatial 5
Application Guided Practice Go through the slide presentation and discuss concepts. Discuss the importance of logos, and show examples of different logos. Discuss different elements of a logo, such as words, graphics, or colors. Search online for examples of effective and ineffective logos. As preparation work, have students use the Deliberate Design: Creating Meaningful Logos Brainstorming Worksheet to process ideas for a graphic design company name. Then have students develop a general design direction for the logo. Collaborate with each student to select their best name and logo idea based on their brainstorming. Students will need to check with the teacher throughout the process to ensure appropriateness of logo designs. Teacher should determine checkpoints at which time the student gets feedback and approval before continuing. Reteach or assist as needed. Independent Practice Go over the Project assignment handout: Deliberate Design - Creating Meaningful Logos. Distinguish between the elements that are required and those elements the student can select. Using the results of the discussion generated from the Deliberate Design: Creating Meaningful Logos Brainstorming Worksheet, have the students create two or three thumbnails to represent their logo. Students need to select and refine the thumbnail they like best before beginning the actual computer-based design process. Instruct students to design a creative and meaningful logo using a vector software program. It must visually represent their company name. Remind students to utilize good design principles. Students will need to check their design with teacher throughout the process for feedback and direction. Once completed, have students upload their completed projects for the instructor to view. Hold a debriefing and ask students to explain the process they used to complete the assignment. Ask students to share any issues or problems they encountered while completing the assignment. 6
Summary Review concepts and teaching points and key terms from slide presentation. Have students share with the class their logos so they can assess and critique their own work and the class project as a whole. Evaluation Informal Assessment Any and all of the following may be used as informal assessments: Instructor observation Q & A session with class Instructor will discuss and reteach where needed. Formal Assessment Deliberate Design - Creating Meaningful Logos Vocabulary Quiz Deliberate Design - Creating Meaningful Logos Vocabulary Quiz Answer Key Student logo design project may be assessed using the Deliberate Design - Creating Meaningful Logos Project Grading Rubric. Enrichment Extension Have students find a confusing logo and remake it to be more effective. Have students take popular logos and change the colors to see if the effectiveness is changed in any way. 7
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Name Deliberate Design Creating Meaningful Logos Vocabulary Quiz Match descriptions with the vocabulary words from the Word Bank. (10 points each) a graphic mark, emblem, or symbol commonly used by commercial enterprises, organizations, and even individuals to aid and promote instant public recognition the personality of the company, such as professional, fun, serious or edgy design created using mathematical locations, formulas and functions use tiny points of color called pixels, the amount which is dependent on the resolution short for picture element and is a small point of color which makes up resolution pixelated edges which result if a picture is scaled too far small, quick sketches of a design idea method of gaining attention, such as use of humor, color, or emotional appeal to explain design choices and the purposes they serve creatively very brief yet descriptive phrase that further clarifies a logo Word Bank A. Approach B. Defend C. Jaggies D. Logo E. Pixels F. Rasters G. Slogan H. Thumbnails I. Tone J. Vector 9
Name Deliberate Design Creating Meaningful Logos Vocabulary Quiz Answer Key Match descriptions with the vocabulary words from the Word Bank. (10 points each) D a graphic mark, emblem, or symbol commonly used by commercial enterprises, organizations, and even individuals to aid and promote instant public recognition I the personality of the company, such as professional, fun, serious or edgy J design created using mathematical locations, formulas and functions F uses tiny points of color called pixels, the amount which is dependent on the resolution E short for picture element and is a small point of color which makes up resolution C pixelated edges which result if a picture is scaled too far H small, quick sketches of a design idea A method of gaining attention, such as use of humor, color, or emotional appeal B to explain design choices and the purposes they serve creatively G very brief yet descriptive phrase that further clarifies a logo Word Bank A. Approach B. Defend C. Jaggies D. Logo E. Pixels F. Rasters G. Slogan H. Thumbnails I. Tone J. Vector 10
Name: Name of Project: Deliberate Design - Creating a Meaningful Logo Create a logo for yourself for a career or profession pertaining to graphic design. You can use either your name in the logo or develop a descriptive name for the business. Make sure that the logo represents you and the type or quality of design you prefer to use. Be sure to use professional standard design software that will create vectors. Requirements: Size Resolution Directions NOTE: Refer to Deliberate Design Creating Meaningful Logos Project Grading Rubric for teacher expectations of the logo design. Notes: 8 x 10 or 10 x 8 is a good starting size for a logo, but vary as needed. Logo should be vector resolution independent to be scalable without losing quality. Using information from your Deliberate Design: Creating Meaningful Logos Brainstorming Worksheet and feedback from teacher, begin the process of creating a logo. Be sure that it has the tone or personality that you want. It should be clear that the logo is for a graphic design related business. Use a combination of graphics and text if desired. Create two or three variations of color or text. Logo can be a variation of colors but should also look good in black and white. Get feedback from peers, family, professionals, or even strangers! Choose one logo to submit to teacher. Print out a copy for review and proofing. Upload as instructed by teacher.
Deliberate Design Creating Meaningful Logos Project Grading Rubric Criteria Exceptional Above Average Below Average Unacceptable Points 17-20 points 9-16 points 1-8 points 0 points Relevant and appropriate (20 points) Logo has high degree of relevance and appropriateness. Logo has moderate degree of relevance and appropriateness. Logo has little degree of relevance and appropriateness.. Logo is neither relevant nor appropriate. 27-30 points 15-26 points 1-14 points 0 points Represents tone or character (30 points) Highly represents the quality or tone of the graphic design business. Mostly represents the quality or tone of the graphic design business. Gives a partial indication of the quality or tone of the graphic design business. Gives little or no indication about the quality or tone of the graphic design business. 9-10 points 5-8 points 1-4 points 0 points Scalable and functional (10 points) High degree of effectiveness small, large or in black and white. Moderate degree of effectiveness small, large or in black and white. Little degree of effectiveness small, large or in black and white. No degree of effectiveness small, large or in black and white. 27-30 points 15-26 points 1-14 points 0 points Creativity (30 points) Makes excellent use of font, color, graphics, effects, etc. to enhance the presentation. Makes good use of font, color, graphics, effects, etc. to enhance to presentation. Makes use of font, color, graphics, effects, etc. but occasionally these detract from the presentation content. Use of font, color, graphics, effects etc. but these often distract from the presentation content. 9-10 points 5-8 points 1-4 points 0 points Enduring and timeless (10 points) Logo is not tied to current fads or trends. Logo is moderately tied to current fads or trends. Logo is largely tied to current fads or trends. Logo is completely tied to current fads and trends. Comments: TOTAL POINTS: