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Logo Design

Logo Design. Introduction. John Deere. Mercedes Benz. PBS. Apple. Target. McDonald’s. Adidas. Carhart. AT&T. Batman. Atari. Netscape. Penn State. Nike. Obama Campaign ‘08. Michael Jackson Productions. Dr. Seuss. Evolution of the Pepsi Logo. Why redesign a logo?. New leadership

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Logo Design

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Presentation Transcript

  1. Logo Design Introduction

  2. John Deere

  3. Mercedes Benz

  4. PBS

  5. Apple

  6. Target

  7. McDonald’s

  8. Adidas

  9. Carhart

  10. AT&T

  11. Batman

  12. Atari

  13. Netscape

  14. Penn State

  15. Nike

  16. Obama Campaign ‘08

  17. Michael Jackson Productions

  18. Dr. Seuss

  19. Evolution of the Pepsi Logo

  20. Why redesign a logo? • New leadership • Financial reasons • Prospective analysis of the market • Mergers • What do you get when FedEx and UPS merge? • FedUP!

  21. How to create a logo • Line • Shape • Figure ground • Pattern • Letterform • Contrast • Image field • Perception

  22. Line • The way in which a line is drawn can evoke different moods or meanings. • Right angles produce a very sharp and potentially dangerous situation, whereas a soft, sensuous line implies a gentle, nonaggressive attitude.

  23. Shape • A square is the most visually stable. Next are the circle and the triangle. • Rectangles, both horizontal and vertical, and ellipses are the most visually unstable.

  24. Figure Ground • When positive and negative shapes interact to provide a mental puzzle.

  25. Pattern • When creating a pattern using geometric shapes, it is tempting to create a pattern using elements of the trademark. This leads to a less unique logo.

  26. Letterform • Using common letterforms to create unique configurations can create simple, but effective logos.

  27. Contrast • Variations of the letterform weight and size also help create a subtle meaning in the wordmark that could not be obtained otherwise.

  28. Image Field • The area around the object can define it as well as a literal drawing of it.

  29. Perception • Simple linear and geometric forms can convey completely different meanings with the slightest modifications.

  30. Criteria for Development • Visibility • Will it stand out in its surroundings to provide quick and memorable identification. • Application • How well can the symbol be used in a variety of applications?

  31. Criteria for Development • Distinctiveness • Will the application distinguish itself from its competition? • Simplicity/Universality • Is the symbol’s concept easy to identify? • Retention • If a symbol is too easy to read, the viewer will feel no sense of discovery and thus no personal equity with the mark.

  32. Criteria for Development • Color • A good symbol must work in a number of technologies. • Descriptiveness • Does the symbol reveal to some extent the nature of the company or product? • Timelessness

  33. Criteria for Development • Modularity • Will the potential mark be adaptable to numerous applications? • Equity • The age, use, and recognition of a mark is also a primary consideration in its development.

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