1. P4 Identity | Branding | Logo Design
Kacie Haynes
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.

2. Brand Guidelines Strategic Overview
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

3. Brand Guidelines Strategic Overview
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

4. Brand Guidelines Logo Variations What you can/can’t do
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

5. Brand Guidelines Spacing/Relationships What is the project about?
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

6. What makes a good logo? Appropriate Simple Memorable Functional
Timeless

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

8. Simple (easily described)
Paul Rand, 1972

9. Memorable (unique)
Lindon Leader, 1994

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

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

12. 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)

13. 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

14. 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

15. Ligatures

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

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

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

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

20. 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

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

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

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

24. 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.

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

26. Appendix
Smashing Magazinehttp://
David Airey, The World’s Best Logo Designers,
20 Famous Logo Designs,
Famous Logos and the Cost of Designing Them,