CREATING LOGOS

Logo Design Fundamentals

• Logo designs are:

– Compositional microcosms

– Economically precise shapes

Logos are geometric

• Often based on 3 basic geometric shapes: • Square• Triangle• Circle

Geometric Shapes

Geometric shapes also have an “emotional feel”.

What do these shapes “feel like”?

Geometric Shapes

The designer of this ad sees these “feelings”.

Logos include letterforms

• There is a great deal of diversity in letterforms, creating many design possibilities.

Coca-Cola Logos - International

Coca-cola has one of the most famous brand identities.

Tide Logo

This logo was designed to succeed and make millions. What do its colors and shapes tell us?

Other Famous Logos

What is the intended message of each?

This is part sign, part logo.

What do the colors and shapes say?

Figure/Ground Reversals

Equivocal Space - Which is the figure? Which is the ground?

Shape Reversals in Logo Design

Based on figure/ground reversals like this example shown here.

Shape Reversals in Logo Design• Designers frequently use positive and negative shape

reversals in logo designs.

Shape Reversals in Logo Design• Positive/negative shape reversals are an economic

way to increase the number of shapes in a limited area.

Shape Reversals in Logo Design

This logo plays with positive/negative shape reversal.

Shape Reversals in Logo Design

One of the most famous logos ever designed.

Shape Reversals in Logo Design

Notice the simple economy of text and graphic forms.

Shape Reversals in Logo Design

This logo is more complex and organic in shape.

Logos with Organic Shapes

These organic shapes are drawn precisely, with graceful curves.

Logos with Organic Shapes

This logo has an elegant, traditional effect.

Logos with Organic Shapes

This has an elegant, traditional effect.

A Logo with Different Colors

Logo can play with different color effects as part of a total design plan. Colors change as the design requires.

Example of Logo with 3D Depth

The diagonal lines seem to go back in space.

Representational Logos

• Following is a series of logos in which trees are interpreted in different ways:

Logos As Recognizable Forms• Logo forms often use:

– Abstraction– Interpretation– Simplification– Geometrics– Exaggeration – Distortion – Meaning beyond the literal object

Tree Logos - Abstracted

Logo shapes can be abstracted objects.

Tree Logos - Interpreted

Logo shapes can be be interpreted objects.

Tree Logos - Simplified

Logo shapes can be simplified objects.

Tree Logos - Geometric

Logo shapes can be geometric objects.

Tree Logos - Exaggerated

Logo shapes can be exaggerated objects.

Tree Logos - Distorted

Logo shapes can be distorted objects.

Tree Logos - Microcosms

Logo shapes can be compositional microcosms.

Tree Logos – Extra Meaning

In this case, what is the meaning beyond the literal object?