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Types of Logo Design

A logo is a perspicuous (formal) glyph or symbolic, identifying mark that conveys origin, identity, or ownership. The main function is to elicit recognition. The object of a logo is to act as a mnemonic device and identifier, to communicate a desired thought or feeling, and to generate a desired emotional response. A thought-provoking logo design can strengthen your brand image and corporate identity, giving you a psychological advantage over your competition. Your logo is the core of your corporate identity, defining and symbolizing the character of your company or organization.

There are Three Basic Types of Logos

Iconic/Symbolic - Icons and symbols are compelling yet uncomplicated images that are emblematic of a particular company or product. They use imagery that conveys a literal or abstract representation of your organization. Symbols are less direct than straight text, leaving room for broader interpretation of what the organization represents. In order for a symbol to be a truly effective logo, it should conform to these maxims:
  • Instantaneously recognizable.
  • Memorable.
  • Clarity when reproduced in small sizes.
  • Can be illustrative in nature, either concrete or abstract.
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Logotype/Wordmark - A logotype, commonly known in the design industry as a "word mark", incorporates your company or brand name into a uniquely styled type font treatment. Type fonts come in thousands of possible variations, shapes, sizes, and styles, each conveying a slightly different impression upon your intended audience. Script fonts imply a sense of formality and refinement. Thick fonts proclaim strength and power, whereas slanted type fonts impart a sense of motion or movement. Type font treatments can also include hand-drawn letters, characters or symbols that have been rendered in such a way as to intrigue the eye and capture the interest. Images can also be integrated into a logotype, often to great visual effect. Of prime consideration when selecting a logotype or wordmark is legibility and ease of recognition, even when reduced to the size required for printing your business cards.
Combination Marks - Combination Marks are graphics with both text and a symbol/icon that signifies the brand image that you wish to project for your company or organization. Concise text can complement an icon or symbol, providing supplemental clarity as to what your enterprise is all about.

There are integrated and stand alone combination marks. For instance, Starbucks logo has the text with the graphic integrated, whereas the AT&T logo has the icon separate from the text.
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Logo Designs Guidelines

Keep it Simple
Simplicity is the soul of an effective visual identity. Versatility and simplicity are hallmarks of an outstanding logo. Your logo design should be scalable to any size without losing any image quality or visual impact. Ask yourself a few questions when creating a logo design. How will the design look when it is scaled down on your business cards for instance? Will the logo still be legible and recognizable?

Typography is Crucial
Your font's legibility must be of primary concern. Typefaces are selected for their distinctive character, variety of weights, widths and proportions. Select a typeface that is common to most computer operating systems.

Does your logo design work in Black & White?
Consider how your logo design will look when it is rendered in only black and white. Your future outlets may require your logo to be in black and white only. Make sure your logo design works well in black and white as well as color.

Number of Colors
Every additional color in your logo design can add significantly to your printing costs. Keeping your logo in fewer colors will greatly reduce your expense when applying your logo to different mediums such as signage for instance.

Have you thought about your tagline?
A witty slogan or tagline can complement your logo well, imparting a sense of personality and what your business is all about. Often times how your new prospects get to know you.

File Formats
File Formats are also very important. Most create logo designs as vector based to ensure scalability without sacrificing sharpness and clarity or reducing in resolution. The native vector based file will remain scalable and can be formatted to most required file formats.

Effective Communication
Effective communication continually is vital. There should be consistency of character, style and tone in every aspect of your media communication and marketing efforts.

Do not design by committee.
Centralized creative control is essential in avoiding delays and cost overism with your logo design project. Designing by committee frequently leads to indecision, or conflicts of personality and ego.

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~ 1stYrs Group Project; RESTAURANT CAMPAIGN ~
Project Sheet PDF

Competency:

  • 605 - Design a logo (color & b/w)
  • 606 - Design a business card
  • 614 - Design a one color promotional (newspaper ad. &/or flyer)
  • 622 - Design a menu
  • 618 - Design appropriate promotional signage (directional or billboard)
  • 619 - Design specialty advertising (encourage repeat business)
  • 623 - Design & implement an Advertising Campaign

*Optional - may use illustrations or edited photograph(s) as images to delegate location of signage, look of interior &/or exterior of place of business.

Objective:
Students will work in teams of two to creatively design the promotional campaign of a new fictitious restaurant. All pieces will be designed with documentation of design time as well as estimated printing time & costs. This will be evaluated as detailed in the evaluation below.

Project:
Each one of you will be given the choice as to who you would like to work with. Keep in mind there are several steps to this project & quite a bit of work to accomplish. Choose your partners wisely, they will share your successes as well as any failures. Remember accountability, responsibility, delegating & sharing work to be done & watch your attendance issues. There will be several “evaluation checks” as we move through the project, be sure to consistently brief your partner on what each other are working on. Practice good communication skills. Work through thumbnails & roughs together. Creativity will be scored base on the creative process - thumbnails, roughs & comps.

Key Points
• Accountability & Responsibility • Communication • Delegating & Sharing Work Load • Creative Design • Utilizing Appropriate Software
• Production Limitations • Consistency in Campaigning • Strong Graphics & Photos • Appropriate Resolution

~ 2ndYrs Group Project; NEW PRODUCT CAMPAIGN ~
Project Sheet PDF

Competency:

  • 605 - Design a logo (color & b/w)
  • 627 - Design & create a 3D Package
  • 621 - Design & implement an Advertising Campaign
  • 810 - Plan, create & capture unique studio images to be used in...
  • 616 - Design an Outdoor Media Series
  • 616 - Design Magazine Adv Series
  • 619 - Design a Direct Mail Pc
  • 630 - Design a MultiPg Document
  • 617 - Design Specialty Advertisement Promotions
  • 526 - Design & create a Web Site
  • 632 - Design & develop presentation for campaign showcasing both printed & digital designs

*Optional - may use illustrations or edited photograph(s) as images to delegate any store signage, sample tasting, &/or events for awareness of your NEW product.

Objective:
Students will work in teams of two to creatively design the promotional campaign of a new fictitious product line. Each one of you will be assigned a partner by chance. Remember your partner & you make a unique design team competing against all other 2nd Yrs teams for the wining of this design challenge. Only ONE team will be the overall winner. Keep in mind there are several steps to this project & quite a bit of work to accomplish. Remember accountability, responsibility, delegating & sharing work to be done & watch your attendance issues. There will be several “evaluation checks” as we move through the project, be sure to consistently brief your partner on what each other are working on. Practice good communication skills. Work through thumbnails & roughs together. Creativity will be scored base on the creative process - thumbnails, roughs & comps.

Project:
The Food and Drug Administration reports bottled water is the second most purchased type of drink in the United States, just behind carbonated sodas. Vitamin water falls into the bottled water category. As more Americans embark on a healthy lifestyle, there is an increased interest in health drinks such as vitamin water.
Vim is a new line of vitamin water that is fortified with children’s needed vitamins & minerals. It’s an excellent source of C & B vitamins – 100% vitamin C, 100% vitamins B5, B6 & B12 as well as Vitamins A & E, Zinc. Vim also is an excellent source for electrolytes. Target audience is 2 to 14 year old children, however with the buying power to the parents of. Minimum of 4 flavors & names will need to be developed by each group. Consider all packaging essentials.


Key Points
• Accountability & Responsibility • Communication • Delegating & Sharing Work Load • Creative Design • Utilizing Appropriate Software • Production Limitations • Consistency in Campaigning • Strong Graphics & Photos • Appropriate Resolution

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