LOGOD E S I G N

typography

What is a brand?

o “A brand is a simple mental

model that collectively

represents what people feel,

think and say about a product,

service or company, and where

meaning is established over time

through consistent positive

experiences and engagements” (Elizabeth Talerman, Nucleus Branding).

What is a logo?

o A logo is a graphic representation of

a company name, trademark,

abbreviation, etc., often uniquely

designed for ready recognition.

A logo can be type onlyOR type plus another graphic symbol (called a “glyph”).

Logos are “sacred ground.”

The SLAMR Formula

Simple

Legible

Appropriate

Memorable

Reproducible

(and Reducible)

S = Simple

o The most recognized logos in the

world are very simple, yet

distinctive. That’s the challenge.

Common Techniques for Simplicity

1. Type Only – type as graphic shapes (“letter forms”)

Common Techniques for Simplicity

2. Abstract Images – stays graphically bold

Problems with Complexity of Illustration

Illustration: These logos are not as strong because they are

complex and attempt to illustrate. Illustrations can be

used separately from the logo itself rather than in the logo.

L = Legible

Must be readable if reduced to ¼”

The logo on the left is the exact same height as the logo on the right, but it’s not as legible because it has

elements that are dramatically smaller in size than other elements, and the visual image and type are not

unified. Therefore, when the whole logo is reduced, the small elements get tiny.

TIP: Keep your type approximately as large as your image.

NOT LEGIBLE LEGIBLE

A = AppropriateWhich logo do you think is for _______ ?

Not appropriate for the identity of the business? Why not?

M A R K E T I N G

Outdated, muddy, busy, or weak graphics

are not appropriate for a new logo.

M = Memorable

o Simple logos must still be memorable, unique

o Do you recognize this logo?

M = Memorable

o Simple logos must still be memorable, unique

M = Memorable

Technique to try: Altering letter forms (positive & negative space)

Reproducible

Must be reproducible in black and white.- Logo on the left turns to muddy grays.- Logo on right stays strong.

Or create a B&W version as well

Final Concepts

Unity: Letter Forms are like Puzzle Pieces

This type fits together well with an extended “g.”

But note that it does not reproduce well in black and white.

Avoid Red and Blue Side-by-side

Red and blue next to each other creates painful vibration on the eye.

Solution: Separate them with white.

What’s wrong with this logo?

And by the way, here’s how it looks in black and white.

What’s wrong with these?

Mini Lesson #4

Using your font set you created in your

mini lesson 3 I would like for you to make a

logo. First determine what your company

is, what you want to sell, who your clients

are. Think about the rules of logos. This will

be the initial illustration of the logo so it will

be done in pencil and colored pencils in

your sketch books. Be creative and unique

with the logo.