2. Important Elements of Logo Design 1. Serifs - Serif fonts have non-structural details on the ends of some of the strokes that make up letters and symbols. Times is a Serif Font. 2. Sans Serifs - Sans-Serif do not have these non-structural details. Helvetica is a Sans-Serif Font. Font Classifications - Three Primary 3. Fancy Fonts: Blackletter, Old English, Script, etc… - These fonts are generally only used as First Initials or for Monograms because they are not as easy to read.

3. Important Elements of Logo Design ~Italics - Italic type refers to cursive typefaces based on a stylized form of calligraphic handwriting. The influence from calligraphy can be ~ Italic is distinct from Oblique type, in which the font is merely distorted into a slanted orientation. seen in their usual slight slanting to the right. Italic is distinct from Oblique type, in which the font is merely distorted into a slanted orientation. ~Bold -Bold type refers to the same type a percentage darker. Font Styles ~ Roman -Roman type is the plain font with no frills.

4. Important Elements of Logo Design Typography 1. Leading refers to the amount of added vertical spacing between lines of type. 3. Tracking refers to the horizontal spacing between letters or characters. 2. Leading refers to the amount of added vertical spacing between lines of type. 4. T r a c k i n g refers to the horizontal spacing between letters or characters.

5. Font choice is one of the most important decisions you can make for your logo. It should be appropriate, legible, and make your customer feel the vibe of your company. Here are some good examples:

8. And here’s some bad font choices: Font One Font Two Font Three Font Four

9. Painful to read Out-dated

10. Color choice should lend itself to the personality of your company ~Silvers and Metallics also work well for technology and jewelry, cars, etc… Important Elements of Logo Design ~Warm Colors (red, yellow, etc…) Do a good job representing high action and excitement such as athletics, gas, food, etc… ~Cool Colors (blue, purple, etc…) are good for mellow and intellectual companies such as technology, aquatics, publishing companies, schools, etc… ~Neutral / Earth Tone Colors (Green, Browns, etc…) are good for environmental, earth friendly, artistic kinds of companies, etc…

11. Important Elements of Logo Design Timeliness as in the example of the Kodak logo, you always want to make sure that your logo is a reflection of the times. Another good example is Bell/AT&T…

12. 19691984 2005

14. Important Elements of Logo Design Legibility -Probably the single most important element of logo design is how well it can be read. It should be easy to recognize and easy to reproduce at all sizes. Some good examples…

15. Important Elements of Logo Design Legibility -Probably the single most important element of logo design is how well it can be read. It should be easy to recognize and easy to reproduce at all sizes. Some bad examples…

16. Remember: Serif fonts have non-structural details at the end of the some of the strokes that make up the letters and symbols. Sans Serif fonts do not have these not structural details. Fancy Fonts are blackletter, old English and scripts that are generally only used as monograms or first initials because they are not as easy to read. In Word, create three lists of 10 fonts each. For example: Assignment 1: Font Sorting Exercise

17. Creating a new Word document and creating your list in Word… 1.Open Word 2.Go to File - New (or push command + N) 3.Title your document with the assignment and your name in RHP standard format. 4.Go to Table - Insert Table 5.In the pop up window type 3 columns and 11 rows and hit “OK” 6.In the top row of each column write the type of font: 7.Type the name of your fonts in the font:

18. We all have different elements of our personality. We are students, children, parents, friends, athletes, partiers, etc… Personal IDs are designs based on these varying aspects of our personality that make use only of varying fonts and layouts.

23. Assignment 2: Personal IDs Your assignment is to examine yourself. Who are you? What are the various aspects of your personality? Select a variety of fonts and layouts that depict the different elements of your personality. In Photshop, create three different designs, each depicting the different aspect of your personality. Each design must: 1. be 5x5 inches square 2. be in black and white 3. include one or two sentences explaining how it represents part of who you are.

24. Creating a new document in Photoshop and using the type tool for your Personal ID… 1.Open Photoshop 2.Go to File - New (or press command + N) 3.In the pop up window input 5 inches for width and 5 inches for height and 300 pixels/inch for resolution. Color Mode should be “Grayscale” and the background contents should be “White”. 4.Hit “OK” 5.Use the type tool to create your design.