1. Approaches in Designing the Graphic Mark
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Dr. Miriam Ahmed

2. Graphic Mark Design Rules
Simple & Clean
Intelligently Designed
Adaptable
Unique
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3. Good Marks: Simple & Clean
Simple & Clean (KIS Rule: Keep it simple)
Simplicity allows easy recognition and memorability
Cleanness allows for easy reproduction – avoid gradients, filters, shadows and effects
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4. Good Marks: Simple & Clean
Minimalist Illustrations
Avoid unnecessary details – eliminate anything you can
Strive for clean, non-complex edges
Use clean, simple, legible typefaces.
Unmistakable Visuals
Keep visuals clear (easy to understand) and unambiguous. Viewers should have no doubt about what they’re looking at. All viewers should see the same “big idea.”
Adhere to Production Standards
Avoid small shapes, type and negative spaces – they don’t scale well
Cleanness allows for easy reproduction – avoid gradients, filters, shadows and effects
Avoid using strokes - they don’t scale well. Use solid shapes instead.
Use vectors to design logos
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5. Good Marks: Simple & Clean
Many new/upstart corporations begin with marks that don’t adhere to graphic mark design standards. As the corporation grows, they begin to understand the importance of proper branding – and the importance of designing good marks. Many corporations end up revising and simplifying their original marks to incorporate these best practices in mark design which enable powerful branding.
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6. Good Marks: Simple & Clean
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7. Good Marks: Intelligently Designed
Make smart use of an idea
Must be appropriate to the brand
Must convey meaning
Should be enduring (avoid using trending design styles for graphic mark design)
Successful marks are often witty or contain a conceptual visual that gives viewers the “ahhh” moment when they “get it”
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8. Good Marks: Intelligently Designed
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9. Good Marks: Intelligently Designed
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10. Good Marks: Adaptable Adaptable to Different Media, Sizes, Colors
Scalable – work at small and large sizes (use vectors)
Should work in color and black & white
Should work across a variety of media
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11. Good Marks: Adaptable
Work well at small sizes - test your mark by zooming out in Illustrator until the size appears less than half-inch on screen. If you lose the details or text readability – if ur looking at a blurry smudge – simplify the design!
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12. Good Marks: Adaptable Work well in monochrome or black & white
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13. Good Marks: Unique Avoid visual clichés
(Light bulbs for 'ideas', mouse for ‘technology', globes for 'international‘). These are usually the first ideas you think of when brainstorming and too many other marks feature these clichés. Take it further and come up with something nobody else would think of. Make your mark something your client knows only you could have done!
Don’t copy/borrow ideas – it’s unethical and illegal
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14. DO NOT: Use the obvious solutions/ clichés
Good Marks: Unique
DO NOT: Use the obvious solutions/ clichés
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15. DO: Take your ideas further, push the creative limit
Good Marks: Unique
DO: Take your ideas further, push the creative limit
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16. Techniques in Graphic Mark Design
Use a grid
Use geometric shapes
Use negative space
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17. Techniques in Graphic Mark Design
Active (not passive) visuals
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18. Techniques in Graphic Mark Design
Consider cultural differences – avoid offense
Make sure it works on dark backgrounds
Simplify – subtract unnecessary elements
Vet your designs with peers and colleagues – they might see something you don’t!
DO:
DON’T:
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19. Techniques in Graphic Mark Design
Create a style guide
Dictate color options
Define exclusion zones
Specify size and horizontal/ vertical arrangements
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20. WORDMARK Lettering and Typeform Graphic Marks
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21. Creating Wordmarks Adapt an existing typeface Avoid gimmicky fonts
Maximum of 2 fonts
Legibility is mandatory (at all sizes)
See the negative space (turn your design upside down!)
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22. Creating Wordmarks Use strokes Create ligatures Use eliminations
Look for more tips and tricks in room 2016!!
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23. SYMBOLS and ICONS Graphic Mark
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24. Creating a Symbol or Icon
Active not passive
Be clever AND simple
Visual double entendre
Connect to the brand’s core values
Use negative space
Use a grid, proportion and symmetry
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25. Wordmark + Symbol = Logo or Signature
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26. Marrying Wordmark + Symbol
Type must match symbol
Avoid the easy solution of dropping the type below/next to the symbol. Try to marry them.
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27. Graphic Mark Concepts: Literal
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Brainstorming for Visual Identity

28. Graphic Mark Concepts: Figurative
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Brainstorming for Visual Identity

29. Graphic Mark Concepts: Figurative
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Brainstorming for Visual Identity

30. Remember: First Things First
Base your design on the most important parts.
Start your graphic mark design with the name of the company, if the mark will include the name.
If your mark is going to be a graphic icon (that thematically represents the company – the company’s “big idea”) without the company name, then start with the icon.
These decisions will be made during your brainstorming and planning/sketching phase.
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31. Brainstorming
Use this to find a concept or theme which will be translated into the Big Idea for your design.
1. Start with a word or idea. Try to associate something else with it. And then something else with the second thing. For example: apple -> banana -> banana peel -> comedy -> funny -> clown -> circus -> lion.. and so on
2. Assume that no word/phrase is self-explanatory. Continue to focus on one topic/word until you cannot describe it with any further detail. In other words, take a deeper look at an individual or minute part of a larger whole.
3. Brainstorming is an uncensored practice. Don’t try to make “corrections” – there are no wrong answers. Don't be afraid to go crazy with your thoughts.
4. Don't immediately dismiss an idea. Continue to write and see where your thoughts can take you. Keep going, even if you come across a good idea near the beginning of the brain storm session; as other ideas that are just as good - or even better - may come along.
5. Save your brainstorming papers, as you never know when you may need them
6. When you are finished brainstorming, re-organize your words and phrases into sequential categories.
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32. HOMEWORK Read The Graphic Design Idea Book Chapter 4
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