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 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 fictitious company. The process of logo design will be emphasized as much as the end result. Also, while graphics are often a large part of many famous logos, in this mission the focus is going to be on using typography as a design element.
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.
Now that you have the details of the mission, it is time for Stage 2 of the Design Process: RESEARCH.
So, what company are you going to create a logo for? Head to Word Lab: Company Name Generator to randomly generate a business name. This will be your client.
Next you will need to create a backstory for your company. 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.
Create a NEW Pinterest board titled: Graphic Arts 1: Logo Design.
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, etcCLIENT LOGO BRIEF
You may be thinking …. this seems like a lot of work for “just some text.” However, brand identity is crucial in the market place. Check these two examples from Google and Ubuntu on how much goes into to developing a corporate identity:
Once you have completed your research and gathered inspiration for your design move on to Stage 3 of the Design Process: CONCEPT.
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 text, shapes, and the pen tool to create AT LEAST 10 rough logo ideas. Remember design doesn’t happen in a vacuum. Check the reference images your saved while brainstorming. Explore fonts. Design for the target market! Carefully consider text size and placement. Design for the target market! These aren’t supposed to be perfect…they are rough concepts. 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.
Want to quickly see what all of the fonts look like on your computer . . . use Wordmark.
- Text: Remember typography is the primary focus. Demonstrate hierarchy, alignment, and contrast.
- Shapes: Create at least one custom shape – you must change it from the Illustrator default.
- Color Scheme: Design in black, white, and grey for now. Colors are important, but not as crucial as you might think. If your logo doesn’t look good in black and white, it won’t look good no matter what color scheme you choose.
- Creativity: Design must be original – inspiration is a must, plagarism a bust! 🙂
Once you have completed your initial design move on to Stage 4 of the Design Process: DESIGN COMP.
Now that you have some rough concepts for your Client Logo, you are going to develop FOUR Design Comps to present to the client. These should be different variations of your best design concept. You don’t ever want to give the client just what option — What if they don’t like it? You don’t get paid! Your FOUR design comps can share some features in common (such as colors or an image).
- Technical Requirements: The logo must be created in Adobe Illustrator. Your logo must combine an image with type.
- Design: The type and image must work as a unit. Your type should demonstrate that thought went into its design.
- Text: Text must be used, customized, and converted to outlines. Select your font style carefully – what you choose says alot about the impression you are trying to give (e.g. fun, classy, professional, etc.)
- Colors: Create two versions of your BEST logo. One version should be black and white. The other version should contain no more than THREE colors. This does not include tints of your three colors.
- 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! 🙂