What is a Logo? Lo gos: Developing a symbol for communicating identity.

What should a LOGO do? Be Distinctive Be appropriate for the client Project a positive image of the client Distinguish the company Differentiate the company from similar businesses Express the client's personality Reproduce in a variety of sizes Work in all application from business card to billboard Have lasting appeal Fit the client's budget ion terms of number of colors Can be read at any size If symbolic, be easily interpreted by everyone Work in black and white and in color.

1. Symbols - Mark used without any type to identify company. Advantages Unique, simple Gestalt, quick impact Disadvantages Costly to promote, explain, confusion with other symbols Marks

1. Positive Association Show company in favorable light 2. Easy Identification Easy understood, remembered, recalled 3. Close Gestalt Where is the eye going? What are the key attraction points? 4. Abstraction Level How abstract should you go? Less Abstract - more realistic More abstract - less realistic 5. Reduction Design should be effective from business card to billboard and everything in between! 6. One Color 7. Negative Space The "empty spaces" are just as important as the filled in, or positive spaces! 8. Symbol Weight 9. Flow Open - white or negative space flow freely through the symbol Closed - negative space is "trapped" by design. 10. Direction Negative, downward, slipping Positive, uplifting, gaining Traits of Good Symbols

Symbols should:  Indicate, rather than DUPLICATE Suggest, rather than REPRESENT Become Quick Recognition Devices St ages P reliminary Sketches Small Idea Sketches (Thumbnails) about 1/2 inch Done QUICKLY and in GREAT QUANTITY Shared between you and your art director (teacher and classmates) not the client! Refined Sketches Larger Sketches Size convenient to show qualities of the mark Drawn with tools (rulers, compass) Presentation Sketches For client view Drawn with tools Indicate color

Methods 1. Research Use research to confirm your ideas are ORIGINAL 2. Paper Use quality paper Sufficient for tracing, and can hold a sharp edge 3. Media Use pencil to "rough out" ideas then refine using fine tip marker 4. Size Final sketches should be small to indicate reproduction quality as well as sketches to indicate quality of the mark. 5. Tracing Use a window or light table to reproduce symbol to show variations in color, etc. 6. Alternatives Provide multiple options for the client 7. Organization Organize sketches using consistent paper size and media Keep sketches similar size to eliminate bias Leave space around each symbol for viewing.

2. Pictographs - Public symbols used to cross language barriers for directory, safety, transportation, etc. Advantages: Substitute for words, Can be used internationally Disadvantages: Confusion with corporate marks, Cultural confusion

3. Lettermarks - Letters form name in type. Used to identify company, often to shorten a longer name, not pronounceable. Advantages: Use legibility code, abbreviate name Disadvantages: Costly to promote, heavy visual competition (letters)

4. Logos - Word or words in type. Used to identify company, brand, project, group, pronounceable, can be legally protected. Advantages: Phonic, unique, easier to promote Disadvantages: Complex gestalt, type, relation problems

5. Combination Marks - Symbol and logo used together. Also called signature. Advantages: Label Effect, unique, smooth recognition Disadvantages: Very complex gestalt, redundant

6. Trademarks - Legal name for unique marks which can be registered, protected by law, and sold if desired. First come, first served!

Find at least 5 logos/marks/symbols around the room Sketch onto a piece of paper and describe each. Identify as symbol, mark, logo, etc. Answer the following questions for each (you do not have to rewrite on your paper): 1. What type of logo is this (symbol, mark, pictograph, etc). Explain. 2. Do you feel this is effective/ineffective (support your answers)? 3. Describe the colors of the logo. Describe the layout. What would you change on this? SKETCH a solution for an improved logo (thumbnail).

Assignment: Using the Design Code worksheet, sketch two logos per design code. Label EACH. Example: 1. Basic Shapes 2. Basic Directions 3. Basic Relationships 4. Basic Removals 5. Basic Depth Cues 6. Compositional Devices