Lecture 114:

Logo Design | “Creating a Personal Logo"


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LOGO DESIGN

An Introduction

AN EFFECTIVE LOGO IS:

  • Distinctive
  • Appropriate
  • Practical
  • Graphic
  • Simple in Form
  • Conveys intended message

SIMPLICITY

  • Easy recognition of logo
  • Versatile
  • Memorable
  • Often feature something unexpected or unique

ENDURING

  • Don’t follow fads
  • Make it “futureproof”
  • Think 10, 20, 50+ years

THE LOGO DESIGN PROCESS

  1. Design Brief
  2. Research
  3. Reference
  4. Sketching/Conceptualizing
  5. Reflection
  6. Presentation

DESIGN BRIEF

  • Question client (for today yourself) about intended use, purpose, etc.
  • Be certain to include where it is to be used (think letterhead, website, t-shirt, etc.)
  • This is also a good time to discuss fee/cost.

RESEARCH

  • What industry does this logo belong in? (Personal Landing Pages? Architecture?)
  • What other logos are used in this industry?
  • What is the history of previous logos? (Did you do one for Archi 130?)
  • What are competitors using for logos?

REFERENCE

  • Look into successful logo designs (Google is great here) and what makes them successful.
  • What current styles are being used? Flat or 3D? Trendy?

SKETCHING/ CONCEPTUALIZING

  • Develop multiple logo design concepts. Explore a variety of ideas, trust your intuition.
  • Remember to fall back on your Research and Reference steps.
  • Produce many ideas then…

REFECTION

  • Step away from your work and then revisit it with a fresh perspective.
  • Ask your neighbors/ colleagues for their opinion.
  • Receive feedback & Let your ideas mature

PRESENTATION

  • Distill the best ideas and make a final version of the logo for the client (you in this case).
  • If the client doesn’t like the result, repeat.

LEARN FROM OTHERS

  • What brands succeed?
  • Why?

TYPOGRAPHY

  • Critical for some logos (logos that contain text or characters)
  • What is the right font?
  • Will the font go out of style?
  • Does the font reflect the client/business?
  • You may have to make your own to get the best results.
  • (Remember to load custom fonts as necessary)
  • Little details matter (kerning, tracking, etc.)

AVOID CLICHÉS

  • No “clip art”
  • No light bulbs for “ideas”, globes for “international”, etc.
  • Don’t copy another logo, it will be obvious.
  • Logos have to be unique to be successful.

OUTPUT FILES

  • PNG: 1500px x 1500px at 300dpi (this is for print)
  • JPG/PNG: 800px x 800px at 72dpi (this is for the web)
  • Favicon (www.favicon.cc)
  • Always save .ai file from Illustrator so you can go back and re-export as necessary.
  • BW, Greyscale, Color

LOGO DESIGN TRENDS

2018

  • https://www.logolounge.com/articles/2018-logo-trends
  • “Tumbled”
  • “Parallelogram”
  • “Outline”
  • “Modern Religion”
  • “Neo-Vintage”
  • “Black & White Hipster”
  • “EST./ESTD/Trademark”
  • “Burple”
  • “Gold”
  • “Fatty Fade”
  • “Linear Fade”
  • “Field Lines”
  • “Cut”
  • “Serif Redux”
  • “Punctuation”

About the Author:

Grant Adams

Associate Professor of Architecture
Diablo Valley College

www.youtube.com/digitaltoolsforarch | @270Photos | www.lulu.com/spotlight/dtfa  |  www.vimeo.com/grantadams