The logo

The LogoThe nature of the logo

The technical specification and partsLogo vs icon

The logo submissionA case study

© Fabio Arangio - Graphic designer & instructor

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name





namea company needs a name





namea company needs a name

fot itself and for its products





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





name logo>





a visual representation of a name

logo






logo

visible leggible






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





symbol(icon)

logotype





logotype





symbol





logo

leggible versatile simple pertinent





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





technology

monothematic

musicfoodtravelfitness

...

eclectic





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





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





how to develop a logo





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





®

positive

negative





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





®

grayscale positive

grayscale negative





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





®

small scale

large scale

®





how to present a logo

to the client





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...





the importance of a logo





Date post:	12-Aug-2015
Category:	Design
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The logo

Design