Date post: | 12-Aug-2015 |
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The LogoThe nature of the logo
The technical specification and partsLogo vs icon
The logo submissionA case study
© Fabio Arangio - Graphic designer & instructor
name
© Fabio Arangio - Graphic designer & instructor
namea company needs a name
© Fabio Arangio - Graphic designer & instructor
namea company needs a name
fot itself and for its products
© Fabio Arangio - Graphic designer & instructor
namea name that gets represented visually
to specifically describe what the company is aboutand how the company stands in the market according to its mission
© Fabio Arangio - Graphic designer & instructor
name logo>
© Fabio Arangio - Graphic designer & instructor
a visual representation of a name
logo
© Fabio Arangio - Graphic designer & instructor
a visual representation of a name
logo
visible leggible
© Fabio Arangio - Graphic designer & instructor
a visual representation of a name
logo
visible leggible
logotypethe textual part of the logoit’s necessary else it’s not a logo but an icon
symbol
the symbol can be implicit in the way the logotype is represented
i.e. the Coca Cola, FedEx, Facebook logo
the symbol can be a separeted yet coordinated element
i.e. the Nike, Target logo
© Fabio Arangio - Graphic designer & instructor
symbol(icon)
logotype
© Fabio Arangio - Graphic designer & instructor
logotype
© Fabio Arangio - Graphic designer & instructor
symbol
© Fabio Arangio - Graphic designer & instructor
logo
leggible versatile simple pertinent
© Fabio Arangio - Graphic designer & instructor
logo
leggible versatile simple pertinent
it’s a name! scalable(vectorial)small in a business cardbig format on a billboard
should be represented on a dark/light/photo background
few coloursfew elementsshort
pertinent to the commercial field it fits into
i.e. the Sony logo is pertinent for technology, it would not be pertinent for the food industry
© Fabio Arangio - Graphic designer & instructor
technology
monothematic
musicfoodtravelfitness
...
eclectic
© Fabio Arangio - Graphic designer & instructor
logo vs icona logo is a nameit needs a textual part (logotype) and should be leggible
the symbol element that can be part of the logo can turn into an icon
an icon is a merely visual sign
it doesn not represent a name,it is not enough to define a logo
© Fabio Arangio - Graphic designer & instructor
logo vs icon
a logo is a nameit needs a textual part (logotype) and should be leggible
the symbol element that can be part of the logo can turn into an icon
an icon is a merely visual sign
it doesn not represent a name,it is not enough to define a logo
© Fabio Arangio - Graphic designer & instructor
how to develop a logo
© Fabio Arangio - Graphic designer & instructor
logopositive negative
the original versionhow it looks on a white/light background
an adaptationhow it looks on a black/dark or coloured background
the variations should be as minimal as possible in order to keep it graphically consistent with its positive version
* only the colour scheme is affected not the number, type or position of the elements
© Fabio Arangio - Graphic designer & instructor
®
positive
negative
© Fabio Arangio - Graphic designer & instructor
logocolour grayscale*
the original versionhow it looks in its original colours
an adaptationhow it looks when printed or represented with a only black&white device
* if the colour logo is originally just in black or gray, of course there is no difference between the two versions
positive negative positive negative
© Fabio Arangio - Graphic designer & instructor
®
grayscale positive
grayscale negative
© Fabio Arangio - Graphic designer & instructor
logosmall scale large scale
as small as it would appear on a business card
bigger, as least 3 times the small scale dimensions
remember the same logo may be represented on a 6x3 meters billboard
the logo should be always leggible and and proportioned at any scale
© Fabio Arangio - Graphic designer & instructor
®
small scale
large scale
®
© Fabio Arangio - Graphic designer & instructor
how to present a logo
to the client
© Fabio Arangio - Graphic designer & instructor
logo proposals
what the client needs
3rd choice
the best solution to fulfill the client needs
...”your” solution
3
what the client expects
a good solution but with a compromise, trying to please the client expectations
...in case the client is super stubborn
when the client clearly lets you know that he wants a certain colour or sign or idea
an ok proposals, good to be able to compare with the previous two
...the “weaker” solution
we appreciate things better when we compare something to something worse...
© Fabio Arangio - Graphic designer & instructor
the importance of a logo
© Fabio Arangio - Graphic designer & instructor