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Rock Solid Logo Design Principles

Date post: 27-Jan-2015
Author: joshua-gilmer
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An introduction to rock-solid logo design principles and what to watch out for if you are having a logo designed for your business or its products.
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2. Introduction 2 Have you been tasked with creating a logo or overseeing the creation of a logo? If you answered, Yes, then this presentation is for YOU! The Intended Audience 3. Introduction 3 A logo is a symbol representing a brand, business, product or service. A logo is a reflection of who you are ... What Is a Logo? 4. Introduction 4 ... or at least it should be! Who you are is: What you do How you do it Why you do it And other stuff too What Is a Logo? 5. Introduction 5 Lego is fun, playful, creative and loose. KFC is The Colonel, both his imprimatur of quality and his recipe Examples of Logos which Reflect Their Brand Well 6. Introduction 6 The most well known Delphic maxim holds true in logo design. Your logo represents you, so get to know your company/product first. Dig deep. Dont end your research with your mission statement. Many times your logo is the first impression that youll make with the world. Make it a good one! Know Thyself (Plato) 7. Introduction 7 The best logos are ___________! Remember the End Game 8. Introduction 8 The best logos are memorable! The goal of a logo is to reflect who you are in a catchy, unforgettable way. Remember the End Game 9. The Brand Investment 9 How much should you pay for a logo? Good Question! Lets Talk about the Bottom Line 10. The Brand Investment 10 $0 $221 million $100 million $1 million $35 $625,000 11. The Brand Investment 11 The answer isnt between $0 and $221,000,000, right? Right! As it happens, the cost of a logo is whatever youre willing to payjust know that more often than not... ...you get what you pay for. Whats the Realistic Cost? 12. The Brand Investment 12 A good rule of thumb is to divide your yearly unique brand audience by two. 50,000 people / 2 = $25,000 Pepsi may have paid a million bucks for their logo, but they paid Beyonc $50 million to endorse their product. And BP paid $221 million for the design and installation of their logo at gas stations across the globe. Cmon, Give Me a Ballpark Figure! 13. The Brand Investment 13 What do you pay then? Well, there are many paths to success... You can develop your logo in-house. Many start-ups have the design collateral to do so. Pay a consultant to manage logo creation Pay a freelancer to make it Use a creative agency for professional work What if the Brand is Brand New? 14. Getting a Logo Made 14 Pros Cost effective. Just the labor cost of the staff involved Likely to be a better reflection of your brand Cons Staff could have been working on revenue- generating work A logo designer is probably better suited to the task at hand Developing a Logo In-house 15. Getting a Logo Made 15 Pros They already know everything in this presentation Know more about current design trends Have relationships with the agencies who do the work Cons Come with their own added cost* *Costs can be offset by savings they bring from their relationships and knowlege of an agencys current affairs Paying a Consultant 16. Getting a Logo Made 16 Pros Usually inexpensive Will burn the midnight oil to get the job done on a tight deadline Are far less institutionalized creative thinkers Cons Here today, gone tomorrow. Hard to track down when you need to ask questions. Two heads are better than one. No team effort. Paying a Freelancer 17. Getting a Logo Made 17 Pros Professionally developed logo Team of artists working together on your brand Focus group testing, research and brand identity style guides Cons Higher cost Have the tendency to tell you what your brand should be* *Beware: You may have a blindspot about who you really are. Using an Agency 18. Getting a Logo Made 18 Contest-based Logo Design is a new phenomenon. It is a poor route to choose though, because: Voting on the prettiest/coolest picture does not a good brand make Design by committee is a step towards trite work Artists recycle unused logos until someone buys them A Note on 99 Designs (And Its Clones) 19. Getting a Logo Made 19 ...but not everyone is an artist! Decision makers on the logo should be on board for the entirety of its creation. Dont bring your boss in at the last second! Work with an agency or person you can trust Listen to their professional opinion Remove ego from the equation If you cant defer to their judgment, you shouldnt be working with them Everyones a Critic... 20. Vetting Submitted Logo Designs 20 A cursory overview of the types of logos and their anatomy will aid you in logo design discussions. Figurative Logo - A logo referencing a real world figure, such as an apple, animal or human Abstract Logo - A logo which uses abstract shapes instead of easily recognizable figures Typographic Logo - A logo made up of mostly text Combination Logo - A combining of the first 3 types Logo Lingo 21. Vetting Submitted Logo Designs 21 Figurative Logo Abstract Logo Combination Logo Typographic Logo 22. Vetting Submitted Logo Designs 22 That depends on what your brand is trying to be. But, not all logo types are created equal. Marinate on this: Human beings gravitate towards order. We naturally try to categorize things. The easier something is to categorize, the faster we process it. Abstract marks cant easily fit into a category. They get their own box to go in our memory. Only 15 of the top 100 brands use figurative marks. Which Logo Type Is Best? 23. Vetting Submitted Logo Designs 23 The Parts of a Logo Chase Bank was the first major American corporation to use an abstract logo mark. It set them apart and was a huge success. 24. Vetting Submitted Logo Designs 24 With all the options available to you, its easy to forget to limit yourself. Subtlety and cleverness is key! Use 2 or fewer fonts or font styles in your logo Use 2 or fewer colors, excluding the background Dont use gradients or color ramps (color transitions) Find a mark that can stand on its own without the name of your company, or a logotype with enough character to stand on its own as well Limit Yourself...Seriously 25. Vetting Submitted Logo Designs 25 We need a bottle which a person can recognize as a Coca-Cola bottle when he feels it in the dark. Ben Thomas Squint at your logo Could you recognize it by its silhouette? Would you know it if it were off in the distance? Be Instantly Recognizable 26. Vetting Submitted Logo Designs 26 You may not know about the Golden Ratio or the Fibonacci Sequence, but youve undoubtedly seen them! ...seriously, do some research on the topic Stay Gold, Ponyboy 27. Vetting Submitted Logo Designs 27 Some of the most beautiful and well-known logos employ the use of grids (combined with the Golden Ratio) to strengthen their brand. Apple iCloud Twitter Design with Grids 28. Vetting Submitted Logo Designs 28 Will your logo be used in print? On the Internet? In high-def video? Embroidered on a t-shirt? As a favicon? Can you use the logo as a recognizable profile picture on social media websites? If you launched an iPhone app, would the logo work as the apps icon? Think about the Medium 29. Vetting Submitted Logo Designs 29 A logo that has meaning cleverly affixed to it will make the viewer go, Aha. We like to be in-the- know, and we love to brag when we know something first. Get people talking about your logo! FedEx hid an arrow moving forward The Big Ten hid an eleven after adding a new team Create an Aha Moment 30. Vetting Submitted Logo Designs 30 Both FedEx and The Big Ten use negative space to achieve their clever goals. Negative space is implied shape and form derived from connections your brain makes. Do some research on Gestalt Principles of Perception. Try Using Negative Space 31. Vetting Submitted Logo Designs 31 Logos today can come alive. They arent static; they change color, shape and animate to life. FedEx has both purple & orange and purple & green versions. Ourlogochangescolorsrandomly when you visit the Huebris website. Nickelodeon and Noggin change the shape of their logo to reflect creative expression. Logos in the Interactive Age 32. Vetting Submitted Logo Designs 32 We could do a separate presentation entirely on fonts. Fonts have many forms such as: Choose a font for your logo that pairs well with fonts that are Internet-friendly. Check out Google fonts. Font-tastic Font Choices Tt Aa AaGaramond a serif font Futura a sans serif Adelle a slab font Lobster a script font 33. Vetting Submitted Logo Designs 33 Color has meaning and affects mood! There are hundreds of infographics on color theory online. Complementary Colors are opposites on a color wheel. They complete each other. Analogous Colors are near each other on a color wheel. (Ex: blue and green) Steer clear of pure white and pure black colors (this slide does!), and dont use too many colors at once. Colorful Thinking 34. Final Thoughts 34 Everything mentioned in this presentation is a good idea, but it is not logo design doctrine! Learn the rules before you break them Only break the rules when you know why you are breaking them. Just because you can doesnt mean you should. Just because you shouldnt, doesnt mean you cant. Rules are Meant to Be Broken 35. Final Thoughts 35 You are not unoriginal for keeping with the times. Your logo will not be labeled as hipster for paying attention to trends in the design world. Flat designs are in vogue, no skeuomorphisms Jump ship when trends become old hat/pass Your logo will change over time. Start with a versatile design. Be forward thinking. Very few logos stand the test of time #beTrendy 36. Final Thoughts 36 We work with clients constantly who do not have a master copy of their logo in a vector (lossless, scalable) format. Why? Style Guides show the proper use of your logo They explain what arrangements, layouts, fonts, process colors or Pantones are used. Visit logodesignlove.com/brand-identity-style- guides to see 100 page examples from top brands For the Love, Get Brand Identity Style Guides and Media Kits 37. Final Thoughts 37 Your style guides will help accomplish this task. Some corporations put their media kits and usage instructions online in their own branding microsite Take infringement seriously. When others use your logo how they see fit, it reduces your brands power. Modern style guides even outline detailed examples of how your logo should be animated Email signature to store-front signage, take this seriously Use Your Logo Consistently 38. If you found this presentation at all helpful, please let me know! Good luck, Joshua Gilmer Founder of Huebris twitter.com/joshuagilmer fb.com/joshuagilmer [email protected] Thanks for Reading