Developing a logo is an important step for any company. This one simple graphic will represent a company and give the public a first impression of who that company is. In our modern world we are bombarded by advertising – so much so that we are able to identify hundreds of brands simply by their unique logos.
A logo is more than an interesting symbol or simple type on a page. It is a powerful communication and marketing tool. Logos have the ability to foster instant recognition of a company, person, or product by the public. As the messages or identity that a company chooses to promote over time may change, so does the design of their logo.
In this mission you are going to demonstrate the Graphic Design Process while creating a logo for a client. Who is your client? I’d prefer you design a logo for an Edison organization such as: sports team, club, specialty program (CIBACS, MUN, etc.) You can also create one for a community organization or family business. The process of logo design will be emphasized as much as the end result.
This mission should take ~2-3 class periods.
- Experiment with different ways type may be treated in a logo design.
- Pair type and images in order to express the identity of a company.
- Create vector images in Illustrator by using the Pen, Shape and Selection tools.
Click CONTINUE to get started.
When designing for a client you would typically start by researching the company and the competitors in their industry. What do they do? What do they make? What business are they in? Who are their competitors? Are there certain design styles, colors, typefaces or fonts popular in this industry? Who are their customers? You need to know all of this about any company you are going to create a brand identity for.
IF your name is Liam OR you are just want to choose the easy way out … then click the link below to have a computer generate a fake company name for you.
Create a NEW Pinterest board titled: Graphic Arts: Client Logo.
Once you have determined what industry your client is in, search online and create a collection of at least 10 logos from different companies within your company’s industry. For example, if you chose a clothing company, you would collect logos from companies such as The Gap, H&M, Banana Republic, etc
SOURCES of INSPIRATION
Once you have completed your research and gathered inspiration for your client logo click CONTINUE.
Cap doesn’t just want to see your finished design, he expects to see plenty of experimentation and how you worked through your ideas. Not just the final product!
- Use a combination of text, shapes, and lines to create TWELVE thumbnail sketches that you will eventually narrow down throughout the design process.
- These aren’t supposed to be perfect…they are rough concepts.
- Refer to the logos you saved to your Pinterest board for inspiration.
- Design for the target market!
- Create a version of your logo that uses squares or rectangles.
- Create a version of your logo that uses circular forms.
- Create a version of your logo that uses triangular forms.
Once you have completed your thumbnail sketches click CONTINUE to develop your ideas in Adobe Illustrator.
Now that you have TWELVE thumbnail sketches for your Client Logo, you are going to develop Roughs in Adobe Illustrator that you would present to the client for feedback. These should be different variations of your best design concepts. You don’t ever want to give the client just what option — What if they don’t like it? You don’t get paid!
Create a NEW Art & Illustration document in Illustrator with the following settings:
- Document Size: 13in by 19in
- Document Orientation: Portrait
- Document Color Mode: RGB
- Artboards: 2
- Design: The type and image must work as a unit. Your type should demonstrate that thought went into its design.
- Text: Remember typography is the primary focus. Demonstrate hierarchy, alignment, and contrast. Want to quickly see what all of the fonts look like on your computer . . . use Wordmark. Select your font style carefully – what you choose says alot about the impression you are trying to give (e.g. fun, classy, professional, etc.)
- Clarity: Your logo must be able to be read and understood at a variety of sizes.
- Creativity: Design must be original – inspiration is a must, plagiarism a bust! 🙂
- From your TWELVE thumbnail sketches of your personal logotype, you are going to develop THREE ROUGHS of your best logo ideas in Illustrator all in black and white.
- Then, design THREE variations of each of the above roughs all in black and white. Try changing the orientation, try flipping the positive/negative space, etc.
- You should now have TWELVE total designs. You don’t ever want to give the client just one option — What if they don’t like it ….? You don’t get paid!
Once you have your TWELVE roughs it is time click CONTINUE to experiment with color.
From your TWLEVE roughs choose your BEST logo to present to the client. Create color variations of your favorite logo design on the second artboard. Color your best logo using the required color schemes below:
- Black and white version of your logo
- Monochromatic using the color of your choice
- Monochromatic using a second color of your choice
- Analogous using the color of your choice
- Analogous using a second color of your choice
- Tints created from one of your analogous palettes
- Shades from one of your analogous palettes using a second color of your choice
- The primary colors on the color wheel
- The secondary colors on the color wheel
- The tertiary colors on the color wheel
- Any Complimentary color combination of your choice.
- Any extra color schemes you want to experiment with (that’s what the last row is on my example)
I can hear the moaning and groaning now, “That was so much much work. Why did we have to do so many steps and so many versions?” That is what designers do. You want to demonstrate value to your client and you want to work with them in every phase of the design process to make sure they are happy and you are presenting them with the final design that they want.
Almost there. Click CONTINUE for Presentation and Delivery.
PRESENTATION & DELIVERY
Now it is time to Present and Deliver your final design to the client. At this stage the client will have specific instructions for deliverables such as: print, web, mobile, etc., paper, billboard, magazine, etc.
- Create a NEW project on Behance titled Personal Logo.
- Demonstrate the entire Logo Design Process.
- Final logo in both black & white and color.
- Design Comps and color experimentation.
- Twelve roughs.
- Thumbnail sketches.
- Artist Statement: An artist statement explains the conceptual ideas behind the art that may be missed by the viewer. Use the following questions to guide your artist statement:
- Briefly explain who your client is. Who is their target market?
- How do the images the you created represent your company, service, or product?
- What is the strongest part of your logo design and why?
- Which area(s) of your logo design do you think needs improvement?
- Submit Behance Project URL to Canvas.
That wasn’t so hard, was it? Logo design is where a lot of graphic designers begin. It is where they cut their teeth before moving on to bigger projects.
Click CONTINUE to complete the mission.