6-Project How To-Logo Design.pptx

LOGO DESIGN
VISUAL IDENTITY
What is a logo?
• A logo is a simple graphic, text, or combination of the two
used to represent a person or business.
• A logo is often used in marketing materials, signage, on
websites, and the like to help promote the company.
• A logo can help develop brand awareness, or a connection
between the logo and the company when the logo is seen.
1. Develop your brand (company name,
purpose, etc).
Building your 2. Select your typography.

3. Choose your colors.
visual brand 4. Consider the shapes and forms you plan to
identity… use.
5. Brainstorm visuals for your brand.
6. Pull these together to develop your logo.
Check out this video on
good logo design.
• Refer to your brand identity questionnaire.
Developing • What is your personality?
• What are your interests?
your logo… • How can you reflect yourself through your
design company logo?
Developing your logo…
• Refer to your visual identity questionnaire.
• What color combinations do you like?
• What shapes and graphics fit your aesthetic and
personality?
• What typography works with the look?
• How would you describe your design aesthetic and style?
•Check out this video on logo
design cliches to avoid.
Logo Development
Example
• Purpose:
• Artist, art teacher.
• Share artwork, experiences creating art and
teaching art.
• Designer for teachers.
• Focus on education websites, designing
education resources.
• Core values: acceptance, self expression, positivity
• Audience:
• Mid-20’s to early 40’s artists and art teachers.
• Working moms
• Artistic Entrepreneurs
• Teachers, art teachers
• Name: Look Between the Lines by Whitney Panetta
Typography Tips
• There are three types of fonts:
• Serif: Fonts with feet at the top and bottom of the letters.
Fonts such as Times New Roman are serif fonts.
• Sans-Serif: Fonts without feet. These fonts have a cleaner,
more modern feel and include fonts such as Calibri and
Ariel.
• Decorative: Fonts that are more creative looking such as
American Typewriter or Apple Chancery.
• Try to stick to one to three fonts:
• Combine up to two different styles (serif + decorative)
• Never use more than one decorative font.
• Avoid using more than three fonts.
Example: Typography
• Style:
• Creative
• Artistic
• Clean
• Modern
• Ideas:
• Look at other branding that
appeals to you, what style
typography are they using?
• Browse fonts on dafont.com
Doesn’t feel timeless.
Too hard to read.

A good fit.
Not very modern feeling, too crafty.
Too trendy.
Too hard to read.
Good fit.
Not thin enough.
Don’t love it paired with Sketch Block.
Too thin.
Example: Final Font Choice
• Decorative: Sketch Block
• Sans Serif: Avenir
Color
• Color can have a big impact on how
your logo is perceived.
• People have different psychological
connections to colors, not every color
will appeal to every person. But you can
understand how color is generally
perceived.
• Choose colors you like.
• Choose colors that don’t compete and
aren’t too overpowering.
• Consider the color wheel
Color Perception
• Red is good for exciting, loud, and youthful designs.
• Orange is high-energy, playful, and friendly.
• Yellow reflects happiness, is accessible, and has a cheerful
vibe.
• Green is one of the most versatile colors and is often tied
to nature and financial themes.
• Blue is the most universally appealing color, is good for a
wide demographic and feels stable and trustworthy.
• Purple has a luxurious feel.
• Pink tends to lean more feminine and a soft, luxurious
identity. However, using pink to push the envelope on
gender could make you stand out.
• Brown is the least used color in branding, which could help
you stand out. It has a masculine, rugged feel.
• Black has a modern, sophisticated, as well as classic feel. It
is a timeless color selection.
Example:
Color Branding Selection
• White, black, and gray were selected as
neutral colors and to exude a modern,
clean, and timeless feel.
• Blue/green shades were included because
it appeals to a wide audience (and I like it).
• Yellow was included to reflect the energetic
nature of artists and teachers (and because
I like it)
• Yellow and green are analogous colors,
which means they are next to each other
on the color wheel and work well together.
Shape and Form
• Shape and form are important elements of developing a
logo.
• They will naturally work their way into your designs to help
define text, divide space, and create your logo.
• Understanding how shapes and forms are perceived will
help guide your design.
Shape and Form
• Round shapes:
• Circles, ovals, and ellipses feel unified, exude a
sense of familiarity and community.
• May be viewed as more feminine.
• Straight edge shapes:
• Square, rectangles, and triangles feel strong,
no-nonsense, and stable.
• Shapes should be balanced with fun, energetic
colors to avoid feeling too hard.
• Straight lines:
• Vertical lines feel masculine and strong.
• Horizontal lines feel tranquil and calm.
• Circles, appeal to a more feminine audience.
Example: • Triangles, could contrast the circle with a more
Shape modern shape.
• Potentially use multiple circles to help define the
Consideration shape.
• You can include graphics or stick with simple lines,
shapes, and text.
Graphics • If you include a graphic consider how it fits with the
style and name of your design company.
Example: The Bee
• Although a bee doesn’t have a visual connection to the
title of the company, Look Between the Lines, it was a part
of an early website of the designer, Whitney Panetta.
• She originally focused on selling encaustic mixed media
artwork, made from beeswax, and transitioned from
selling artwork to selling education resources.
• Due to this connection she still wants to incorporate the
bee.
• Can it still work with the overall design? This is part of the
design problem, to pull elements together into a cohesive
design.
Logo
• Pull together your typography, colors, graphics, and shapes
to develop your logo.
• It may take many drafts to work out the final design.
• Your logo should:
• Clearly communicate your brand
• Is visually appealing and simple
• Is classic (avoid a trendy look for longevity)
• Makes an impression
Step One
• Refer to your visual branding handout.
• Look at your first three sketches, which one(s) do you like
best?
• Take your best idea and expand on it.
• Draw it on a fresh sheet of paper or start playing with
elements digitally in Canva.
• Start with a logo template base in Canva.
• Consider which template best fits your shapes and text style.
Step Two: • You can customize any template; you want a good base to start with then
make it your own.
• Play around with text styles.
Step Three: • Pick different fonts, colors, sizes, and effects.
• Play with adding other shapes and changing the color and style of the
Step Four: shapes already included.
Step Five:
• Upload your own graphics or look through graphics

available in the elements tab.
• Resize, rotate, and layer graphics.
• Keep your brand and visually identity in mind as
you play with your design.
Step Six:
• Make the logo smaller.
• Copy and paste another version of it.
• Build off of this one.
• Try a new template if you aren’t happy with the way
this one is going.
• Add additional artboards, continue to play with
ideas.
Step Seven:
• When you settle on a design you like, copy and
paste it to a new page.
• Stretch it to fill the page.
• Make final tweaks.
• Download all your pages as PNG files.
Step Ten:
• You can use your exported PNG to add to other
projects, a website, or similar to represent your
company.
• To finalize your logo for submission, add it to a
document in Microsoft Word or similar.
• Type an artist statement under the design
explaining why you chose the company name,
typography, colors, graphic, shapes, and similar
for your logo. Describe your designing process
and how these connect to reflect you and your
hypothetical design company.
• Save this document to turn in for your project.
Your assignment…
• You will create a design for a hypothetical design company.
• Think of this as your company, you are a designer, designing
for clients under this company as you complete projects for
this class.
• Because you get to develop the brief for your company
think about the colors, shapes, textures, typography, and
style that appeal to you.
• Consider if you want graphics for your company or if you
want it to be text focused.
Your grade…
• Canva tutorial (participation grade)
• Branding identity worksheet (participation grade)
• Visual identity worksheet (participation grade)
• Logo research (participation grade)
• Develop a logo for your design company.
• Use Canva to develop your logo.
• Participate in a critique of the finished products
(participation grade)
THE END

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LOGO DESIGN

Building your 2. Select your typography.

Too hard to read.

Not very modern feeling, too crafty.

Too hard to read.

Not thin enough.

Don’t love it paired with Sketch Block.

• Upload your own graphics or look through graphics

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