1. Color in Logos CTAE Resource Network By: Juliane Monko & Dr. Frank B. Flanders Spring 2010

2. Objectives Explain what makes a great logo Explain what makes a great logo Discuss four major factors that define a memorable logo Discuss four major factors that define a memorable logo Discuss how color makes logos successful Discuss how color makes logos successful Discuss the affects color on logo Discuss the affects color on logo

3. Businesses Use Color to Market Products: Color increases brand recognition by up to 80% Color increases brand recognition by up to 80% Colors are used to ‘brand’ products, companies and organizations Colors are used to ‘brand’ products, companies and organizations Colors are used to indicate quality of the merchandise Colors are used to indicate quality of the merchandise Color can influence consumers’ purchase decisions Color can influence consumers’ purchase decisions

4. Businesses Use Color To Market Products: Color affects how consumers see things Color affects how consumers see things Color affects consumer emotions Color affects consumer emotions Color affects buying decisions Color affects buying decisions Color is used in ads because of its superior attention getting properties Color is used in ads because of its superior attention getting properties Color can capture and hold attention Color can capture and hold attention

5. What makes a classic logo? The process of creating a good logo is involved. It requires an eye for composition and creativity, and patience. Good logos generally have 4 important characteristics. The process of creating a good logo is involved. It requires an eye for composition and creativity, and patience. Good logos generally have 4 important characteristics. Simple Simple Bold Bold Classy Classy Memorable Memorable

6. What makes a classic logo? Simple – The best logos are usually simple. Intricate detail and multiple colors are usually not a part of successful logo design. Simple – The best logos are usually simple. Intricate detail and multiple colors are usually not a part of successful logo design.

7. What makes a classic logo? continued Bold – Like bolded text in a book, a bold logo grabs the viewer’s eye. Logos must have an impact on the viewer. Customers equate your business the logo. It is a representation of the business. Bold – Like bolded text in a book, a bold logo grabs the viewer’s eye. Logos must have an impact on the viewer. Customers equate your business the logo. It is a representation of the business.

8. What makes a classic logo? continued Classy – Great logos are elegant and classy in design. Elegant logo design is achieved with the right combination of colors and graphic elements. Classy – Great logos are elegant and classy in design. Elegant logo design is achieved with the right combination of colors and graphic elements.

9. What makes a classic logo? continued Memorable – Good logos have a clean, clear design that is easily remembered, one the viewer can still see with their eyes closed. Like the tune of a catchy advertising jingle, it should be hard to forget. Memorable – Good logos have a clean, clear design that is easily remembered, one the viewer can still see with their eyes closed. Like the tune of a catchy advertising jingle, it should be hard to forget.

10. Logo Recognition Activity Directions: The following 20 logos show company and organization logos without text. The following 20 logos show company and organization logos without text. If you can read the logos by the colors (and shapes) it is testimony to the effectiveness of the color combinations. If you can read the logos by the colors (and shapes) it is testimony to the effectiveness of the color combinations.

11. Logo Recognition Activity continued Note to teachers: This activity can be a game by dividing the class into teams. Note to teachers: This activity can be a game by dividing the class into teams. You may want to have the students number their paper from 1-34 to record their answers. You may want to have the students number their paper from 1-34 to record their answers. A key to the logo activity is at the end. A key to the logo activity is at the end.

12. 1. Name this Logo

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47. Key 1. Wendy’s 2. Pizza Hut 3. Starbucks 4. Taco Bell 5. Dairy Queen 6. Burger King 7. Visa 8. Sonic 9. The Home Depot 10. UPS 11. United States Postal Service 12. Adidas 13. FedEx 14. Denny’s 15. NBC 16. Microsoft 17. Quaker Oats 18. Applebee’s 19. Good Year 20. AT&T 21. Delta 22. Gerber 23. Shell 24. Chiquita 25. DreamWorks 26. Morton Salt 27. IKEA 28. NASA 29. Panera Bread 30. Ocean Spray 31. Holiday Inn 32. Kodak 33. Zaxby’s 34. Ford 35. ESPN

48. Great Company Logos A great company logo is an important factor in company image and ultimate success. It is a representation of the company. A great company logo is an important factor in company image and ultimate success. It is a representation of the company. Logo design and development is not something to be taken lightly. Good logo design is usually expensive and is no place to skip in the budget. Logo design and development is not something to be taken lightly. Good logo design is usually expensive and is no place to skip in the budget.

49. Quiz 1. What % of visual information is related to color? 2. Name the 4 important characteristics that good logos generally have. 3. Why is a great company logo important to the company image and its ultimate success? 4. True/False Intricate detail and multiple colors are usually a part of successful logo design. 5. True/False Color influences consumers’ purchase decisions.

50. Quiz - Answers 1. 80% 2. Simple, Bold, Classy, Memorable 3. The logo is a representation of the company 4. False 5. True