PERSONAL LOGO & STATIONARYLESSON THREE of ILLUSTRATOR Unit

Objective

VOCABULARY

TARGET MARKET

• A TARGET MARKET is a group of customers that the Business has decided to aim its Marketing Efforts and ultimately its merchandise. A well-defined target market is the first element to a Marketing strategy. The target market and the marketing mix variables of Product, Place, Promotion, and Price are the four elements of a marketing mix strategy that determine the success of a product in the Marketplace.

LOGO

• A logo is a GRAPHIC mark or EMBLEM commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or WORDMARK)

LETTERHEAD

• A letterhead is the heading at the top of a sheet of LETTER PAPER (Stationery). That heading usually consists of a name and an address, and a logo or corporate design and sometimes a background pattern. The term "letterhead" is often used to refer to the whole sheet imprinted with such a heading.

CMYK

• C= CYAN

• M= MAGENTA

• Y= YELLOW

• K= BLACK

• CMYK is a color model in which all colors are described as a mixture of these four PROCESS COLORS. It is the standard color model used in offset printing for full-color documents. Because such printing uses inks of these four basic colors, it is often called four-color printing.

COLOR element of design

• Color or colour (see spelling differences) is the visual perceptual property corresponding in humans to the categories called red, green, blue and others.

PRIMARY COLORS

•RED•YELLOW•BLUE

From these three colors you can make any other color!

Don’t forget your Work order!

ruberic

Anticipatory set

Have you ever seen a logo and Wondered… “HOW DID THEY DO THAT”?HERE ARE SOME QUESTIONS THAT CAN HELP YOU OUT!

Scenerio overview

• Logos, in different types and styles, have been an important emblem in mankind’s environment for ages. Anywhere you go today, you are bombarded with famous logos and brands. Logos on the internet, logos on the television, logos on the billboards and hoardings, logos on the groceries, logos on the apparel, and on and on.

• A few elements that are crucial to famous logos, which make them readily recognizable to millions of people around the globe, are simplicity, distinctiveness and consistency. The simpler the logo is, the more effective and easily identifiable it will be. In a similar manner, all famous brands in the world essentially carry the same meaning to its entire audience.

• Consistency enhances the awareness of the public of the brand. The best strategy for enhancing the likeability of a logo has proven to be its visual distinctiveness, which could encompass name, characters, symbols and shapes.

How do you start…• 1. Design: Sketch and Brainstorm

• A lot of beginners jump right onto the computer to create a logo. However, more often than not, a lot of time is spent fiddling with special effects and filters. While this can be useful, it usually means that the thoughtful design and artistry of the logo itself has taken a back seat.

• A better way to start is to get a fresh sheet of paper and a pencil. Think about the meaning and the feeling you want the logo to impart to the viewer. Is it for a high tech game company or a historic non-profit organization? Should it be complex or simple? As you are thinking, sketch and doodle your ideas. Don’t worry about making everything perfect. You just want to let your natural creativity flow without your computer software taking over at this stage.

• As you sketch different options, start eliminating the designs that seem weak or inappropriate. When you are satisfied with your ideas, move to the computer. (For those of you with graphics tablets, you can try sketching your ideas directly on your computer, but try and keep away from special brushes and effects.)

Creative process

Build vector graphics

• 2: Build Vector Graphics

• Ah, the world of vector graphics. This is a topic that many beginners (and some professionals) find confusing. In recent years, some software such as Photoshop, Paint Shop Pro, and Fireworks have blurred the lines between vector and bitmap graphics.

• Common image formats like GIF, JPEG, BMP, and TIFF are all bitmap formats. Digital photos are perfect examples of bitmap graphics (also known as a “raster” images) – because they are made of dots which are also known as pixels. Bitmap graphics have a specific resolution. If you zoom in on a digital photo, you will see the individual pixels. You can scale a bitmap down in size, and get some decent results, but increasing the size of a bitmap means that you are blowing up the pixels and you will get mixed results depending on the amount of enlargement.

Vector graphic

Color scheme

• 3. Decorate: Color Schemes

• When thinking about “fill” and “stroke” colors, try and use color combinations that make sense for the logo. For example, you might not use bright pink and orange for an investment bank. For color inspiration, look online at:

• http://kuler.adobe.com/

Remember!!!!!!!!!!!!For color schemes You can only use 2 to 4

colors max!

Black and white

• 4. Versions: Black and White

• After you’ve made brought your logo to life with color, consider how it will look when photocopied or faxed. If it looks muddy and incoherent when converted to black and white by a copier or fax machine, its time to get back on the computer and make a separate version of your logo that is purely black and white and ready for anything. The black and white version may differ somewhat from the original, but it should retain the overall look and feel. You may find yourself converting a solid shape to a hollow shape or vice versa.

Black and white!

media• 5. Planning: MEDIA

• While developing a logo, keep in mind your target medium. For example, if a logo will only be displayed on a web site, you might jazz it up with multiple colors, fades, or even special effects. However, if a logo will also be used for commercial printing, you need to consider the complexity of the logo and the expense that multiple colors and effects will add to the printing costs. For some logos, you may want to create a web version and a less elaborate print version. In the printing world, each color is called a “spot” color and the more colors that are required, the more expensive the printing.You should also take into consideration your “trapping” settings for your logo graphics. Trapping refers to the space between two colors. On a printing press, each color is usually printed separately and there can be some slight movement of the paper and machinery as each color is printed. These slight movements can cause thin hairline blanks between colors and even half of a millimeter will be noticeable if you have 2 colors that are designed to touch each other perfectly. This is equally important for colored shapes that are outlined in black. In your design, you can create an overlap (known as a “choke” or a “spread”) to occur between adjoining colors to reduce the chances that movement on the printing press will be noticeable. However, if you look at a lot of professional logos, you will notice that different colors do not always touch and there is frequently blank space built into the designs. Blank space (“white space”) is not only an important visual tool but it can also eliminate trapping worries.

REFINE

• Typography

• Words that form a part of a logo are just as important as graphics. A lot of beginners will use any old font for a logo. However, the lettering style, fonts, and even the case (uppercase, lowercase, mixed) in a logo can have a dramatic impact. Never underestimate the need to use effective typography. Also, if your logo uses a font, use your software to convert the letters into shapes/outlines. That way, if you need to send the vector file to someone, they won’t need to have your font installed on their system.

REFINE

EXAMPLE

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SPECIFICATIONS

• DIMENSIONS: 8.5 x 11.0 Vertcal

• COLOR MODE: CMYK

• RESOLUTION: 300 ppi

• FILENAME: yourname-period-personallogo.pdf

• EX: MrACallahan-p7-poster.pdf

• EQUIPMENT/MATERIALS NEEDED

• Drawing tools (idea development)

• SOFTWARE: Illustrator, Photoshop