LOGO BRANDING AND IDENTITY
developing and understanding of branding framework
–brand guidelines for typefaces/colors/weights/details on logo/borders of logo/etc for an artist creating a logo for a comp
What is Branding?
–brand="perceived" emotional corporate image as a whole it is the reputation both claimed and perceived
–an org. bran or branding is essentially their public image
–designer can create the framework for a brand, colors, fonts, artwork, style...but audience completes the brand through an emotional reaction with it
–branding ex.
-apple is an IT company that projects a humanist image, positive corporate ethics, and support of good causes
–when ppl use the products
What is Identity?
–corporate identity is comprised of the visual aspects that form the brand
–close attention ia paid to executing a consistent experience for the viewer
What is Identity Design?
–corporate identity includes strict usage of colors, font families, graphic elements and other guidelines usually detailed in a corporate identity guide
–the identity can include the logo, logo variations, business cards, labels, envelopes, letterhead stationary advertisements, tv commercials, packaging etc
What is a logo?
–logo=for identification
–simplest way company or organization can represent itself through the use of a mark or icon
Summary
–brand-the perceived emotional corporate image as a whole
–identity-the visual aspects that form part of the overall brand
–logo-identifies a business in its simplest form via the use of a mark or icon
LOGO DESIGN
why vector Art?
–its flexible, powerful and easily edited, important when clients want to make changes
–vector art can be scaled up infinitely without losing quality!
Pencil to vector
–creating a logo design requires many phases
-many meetings and review sessions are required to arrive at a design that works
-converting a simple pencil sketch to vector art requires establishing graphic style, color, line shape and typography
Fine Art: Graphic Style
–decide what your "graphic style" will be
-will it be bold, simple, cute
-sleek, technical and sedate?
-cartoony funny cool
–high tech/3d
–there will be a wide range of styles to choose
–choose what fits your concept and market
Finale Art: Line Quality
-line quality refers to the smoothness and precise nature of your lines
-use the pen tool for perfect straight lines
Finale Art: Line Shape
-if line art in logo line shape important
-artistic look? try art brush (custom) from brush library in AI
-these line shapes are all created w/ he stroke palette
color matters
-color makes a huge difference use colors that are appropriate for your design
LOGO Design: General Rules and Styles for Designing Logo's
1. describable
2. effective without color
3. memorable
4. scalable
design styles
style 1: typeface focused, this style relies on a typeface to create the logo design, creativity is utilized in the proximity,contrast, color and customization of the letter forms
style 2: mixing typefaces. style uses 2 different typefaces to create the logo design. strive to create a balanced design, typefaces that are to similar will lack
style 3: typeface plus graphic element uses simple graphic elements in addition to the typeface to create an emphasized and balanced design. should remain abstract
style 4: typeface plus shapes symbols an even balance between art and typography is achieved in this style
style 5: graphic focused design, graphic elements are the focus/dominant aspect of the design, the typeface plays as a supporting role
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