Your Logo & You

transcript

YOUR LOGO & YOUELEMENTS OF LOGO DESIGN & USAGE

PAUL RAND

“A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.”

logotypes

1Text-based logos (a.k.a. word marks) consist primarily of a

font treatment.

Visually understandable

Logo recognition equals name recognition

Favored by many Fortune 500 companies

and traditional corporations

Lacks “cool” factor

Difficult to create a unique styling with fonts

Typography can become dated, giving the logo an old-fashioned image over time

PROS CONS

2Illustration logos attempt to portray what a company does.

Creates a unique brand image that imitators

cannot copy

Easier to copyright

Once established, has a high recognition factor

Popular with “fun’”establishments

(bars, restaurants, clubs)

Requires repeated exposure before being understood

Might look amateurish

Time-consuming and expensive to develop

Can be difficult to scale logo’s size without losing finer details

PROS CONS

3 Icons and symbols use

imagery to convey a literal or abstract

representation of an organization.

Well-known icons are instantly recognizable

Stand alone without company name or tagline

Easy to scale

Timeless

Takes years to obtain icon status

Most obvious symbols are already taken

Can be too abstract

Permanent

PROS CONS

4Word mark logos with subtle symbolism.

ELEMENTSdesign

Usability

Will it look good in various formats?

VARIOUS FORMATS?

Standard colors

Various colors

Grayscale

Colors transposed

In print

Embroidered

Screen printed

Online

With or without tagline

Best to use a single font,

but never more than two.

Avoid fonts similar to those of well-known brands

The Image Group

generallyspeaking, when using both a symbol and a name, the name should be in simple, no-frills text

Tagline>> OPTIONAL

Avoid trendy fonts or symbolism

☞ ☞

SYMBOLSVSTYPOGRAPHY

A strong, trustworthy name carries its own weight

BRANDING GUIDELINES

VARIATIONS

logo variations

primary logo | logo 1

CORPORATE SIGNATURE Graphic mark and logotype in vertical configuration

and centered.

minimum height: 0.5 inch

alternate logo | logo 2

LOGOTYPE

Logotype without the graphic mark.

Use when space doesn’t allow for the graphic mark,

when reproduction quality fails at small sizes, for the

web, or if the desi gn calls for a simpler logo.

minimum height: ~0.07 inch, must be legible.

HORIZONTAL LOGO Graphic mark to the left of the logotype.

Use this option when space doesn’t allow for

the primary logo’s vertical configuration.

Ideal for placement on the left side in compositions.

logo variations

and centered.

LOGOTYPE

logo variations

and centered.

LOGOTYPE

Minimum Size

.5 inch

Clear Space

STACKING

University Signature: Stacked

University Signature: Centered

University Signature: Left Aligned

Color MixIdentityBrand GuidelinesV1

In certain instances, such as on the Demand Media website, a vibrant color logo may not be appropri-ate, and may potentially clash with other colors. In these instances, an all gray logo can be used.

Color logo on white backgrounds

White logo on color backgrounds

Always us a graylogotype

When using the logo on a color background, both the symbol and logotype should appear white. The logotype should never appear in gray.

When using the logo on a white background, the logo-type should always appear in gray, never in a vibrant color, and never in solid black.

PICK A COLORANY COLOROur logo or background color may be any color within the Demand Media color palette. Contrast is important—use a white logo on color backgrounds and a color logo on white backgrounds.

See pages 21 & 22 for detailed color information and color values.

Reversed Logo

PositioningIdentityBrand Guidelines

V1© Demand Media brand@demandmedia.com

EVERYTHING IN ITS RIGHT PLACELOGO CLEAR SPACE

We like to avoid placing the logo smack dab in the middle of an area.

On any given format—landscape or vertical—the preferred logo placement is in any corner position, or center aligned at the right or left. Center position.

Corner position.

Centering the logo looks generic and predictable

Much better

Web Placement

Color Pallet

DigitalPrint

* digital yellow currently in use on the website ** revised digital yellow is more consistent with the desired yellow (Pantone 122U)

lynda.com Yellow

lynda.com Pantone Color Process Color Equivalent RGB Equivalent HEX EquivalentSignature Colors (use for color matching) C | M | Y | K R | G | B # __ __ __ __ __ __

122U (uncoated) 0 | 25 | 100 | 0 * 255 | 212 | 0 *#FFD400 136C (coated) 0 | 30 | 90 | 0 ** 255 | 186 | 0 ** #FFBA00

— 0 | 0 | 0 | 100 0 | 0 | 0 #000000

— 0 | 0 | 0 | 0 255 | 255 | 255 #FFFFFF

cool gray 9 0 | 0 | 0 | 80 88 | 89 | 91 #58595B

cool gray 4 0 | 0 | 0 | 10 231 | 232 | 233 #E7E8E9

* web color in effect up to 2009

** revised color formula that is more consistent with our desired yellow (122U)

Dark Gray

Light Gray

YELLOW & BLACK We

color combinations, yellow and black. Our

palette combines black’s strength with yellow’s

warmth and energy.

color palette

Black Whitelynda Yellow Supporting Grays

color formula

COLORS

Freely use the logo’s colors elsewhere, but keep the colors in the logo consistent.

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Adobe, the Adobe logo, and Creative Suite are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.

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Misuses

warning:THE PRIMARY VIOLATORS OF YOUR LOGO AND BRANDING GUIDELINES WILL LIKELY BE MEMBERS OF YOUR OWN ORGANIZATION.

Before you redesign...

Vincent van Gogh

”“How difficult it is to be simple.

YOUR LOGO & YOUELEMENTS OF LOGO DESIGN & USAGE

Your Logo & You

Design