P4 Identity | Branding | Logo Design Kacie Haynes http://www.youtube.com/watch?v=-uDnln3dp7E This template can be used as a starter file to give updates for project milestones. Sections Sections can help to organize your slides or facilitate collaboration between multiple authors. On the Home tab, under Slides, click Section, and then click Add Section. Notes Use the Notes pane for delivery notes or to provide additional details for the audience. You can see these notes in Presenter View during your presentation. Keep in mind the font size (important for accessibility, visibility, videotaping, and online production) Coordinated colors Pay particular attention to the graphs, charts, and text boxes. Consider that attendees will print in black and white or grayscale. Run a test print to make sure your colors work when printed in pure black and white and grayscale. Graphics, tables, and graphs Keep it simple: If possible, use consistent, non-distracting styles and colors. Label all graphs and tables.

Brand Guidelines Strategic Overview http://www.smashingmagazine.com/2010/07/21/designing-style-guidelines-for-brands-and-websites/ Brand Guidelines Strategic Overview Briefly making clear what the vision is for this design Use keywords to keep in mind while designing. Logo Variations What you can/can’t do Spacing/Relationships Colors Fonts Tone Copy writing guide- Style Sheets What is the project about? Define the goal of this project Is it similar to projects in the past or is it a new effort? Define the scope of this project Is it an independent project or is it related to other projects? * Note that this slide is not necessary for weekly status meetings

Brand Guidelines Strategic Overview http://www.smashingmagazine.com/2010/07/21/designing-style-guidelines-for-brands-and-websites/ Brand Guidelines Strategic Overview Briefly making clear what the vision is for this design Use keywords to keep in mind while designing Logo Variations What you can/can’t do Spacing/Relationships Colors Fonts Tone Copy writing guide- Style Sheets What is the project about? Define the goal of this project Is it similar to projects in the past or is it a new effort? Define the scope of this project Is it an independent project or is it related to other projects? * Note that this slide is not necessary for weekly status meetings SUNY Oswego Logos and Guides http://www.oswego.edu/administration/publications/identity/logos.html

Brand Guidelines Logo Variations What you can/can’t do http://www.smashingmagazine.com/2010/07/21/designing-style-guidelines-for-brands-and-websites/ Brand Guidelines Logo Variations What you can/can’t do What is the project about? Define the goal of this project Is it similar to projects in the past or is it a new effort? Define the scope of this project Is it an independent project or is it related to other projects? * Note that this slide is not necessary for weekly status meetings

Brand Guidelines Spacing/Relationships What is the project about? http://www.smashingmagazine.com/2010/07/21/designing-style-guidelines-for-brands-and-websites/ Brand Guidelines Spacing/Relationships What is the project about? Define the goal of this project Is it similar to projects in the past or is it a new effort? Define the scope of this project Is it an independent project or is it related to other projects? * Note that this slide is not necessary for weekly status meetings

What makes a good logo? Appropriate Simple Memorable Functional Timeless

Appropriate (fits to demographic) Original, Simple, Clear, Iconic representation of family, without limit of race or social status Herb Lubalin, 1980

Simple (easily described) Paul Rand, 1972

Memorable (unique) Lindon Leader, 1994

Functional (scalable & effective without color) Carolyn Davidson, 1975

Timeless (stand through time) 1976 1998 2000 Current Rob Janoff, 1977

Video A Brief History of Logo Design the Atlantic | 10/25/12 July 16, 2012 | From cave paintings to heavy metal band names, the PBS series Off Book traces the importance of logos through the ages. (6.26min) http://www.theatlantic.com/video/archive/2012/07/the-art-of-logo-

Project 4 Overview Form a company or brand Design Complete a creative brief Design logotype (wordmark) Logo symbol/icon Design a brand guideline Submit your print and files What is the project about? Define the goal of this project Is it similar to projects in the past or is it a new effort? Define the scope of this project Is it an independent project or is it related to other projects? * Note that this slide is not necessary for weekly status meetings

Designing your Logotype Create your Thumbnails in Illustrator Explore the following: Fonts Letterforms Upper/Lowercase Contrasting Angled to Vertical, and Curved Line & Shape Ligatures Strokes

Ligatures

Ligatures Look for Identical Parts -Stem -Cross Bars -Serifs

Ligatures Angled to Vertical Connections May need to cut letters, which can be done using the pathfinder tools

Ligatures Curved to Vertical Dis-similar strokes are often easier to connect. Soft curves have smoother transitions.

Ligatures Crossbars & Serifs Top, Mid, or Bottom crossbars might be exaggerated enough to make a connection.

Ligatures Remove Part or All of a Stroke Modern fonts vary in thick & thin strokes. You can create closure or alternatively interesting shapes with positive/negative space

Ligatures Illusions Connect through leaving/creating gaps that create connection through line.

Ligatures Interlock Connect through leaving/creating gaps that create connection through line.

Ligatures Explore Experiment with other shapes and use of space to make connections.

Symbolism Keep it simple Reduce your details down to their simplest elements. A great logo must be functional, which means it will work in a single color and retain quality when scaled.

Identity Masters Influential designers who helped shape the graphic identity of consumer culture. Paul Rand Milton Glaser Alan Fletcher Herb Lubalin Paula Sher

Appendix http://www.tripwiremagazine.com/2009/04/80-logo-designers-huge-essential-toolbox.html#Inspiration Smashing Magazinehttp://www.smashingmagazine.com/2010/07/06/the-evolution-of-the-logo/ David Airey, The World’s Best Logo Designers, http://www.davidairey.com/the-worlds-best-logo-designers/ 20 Famous Logo Designs, http://www.toxel.com/design/2008/08/20/20-famous-logo-designs/:195 Famous Logos and the Cost of Designing Them, http://designtaxi.com/news/353253/Famous-Logos-And-The-Cost-Of-Designing-Them/