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Identity Design

Identity Design. Recognition is what every company wants. An identity must encapsulate everything the client wants to be. [ “ take a minimal amount of material and a minimal amount of effort-nothing wasted-to achieve maximum impact. ” ] Lou Danzinger.

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Identity Design

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  1. Identity Design Recognition is what every company wants. • An identity must encapsulate everything the client wants to be. [“take a minimal amount of material and a minimal amount of effort-nothing wasted-to achieve maximum impact.”] Lou Danzinger

  2. Identity Design Three Strategies of Identity Design • Abstract: Nike Wing • Iconocize: Red Cross + • Combine visual elements: IBM GOAL: to create an ideal memorable fast reading graphic representation.

  3. Branding • Perception: Positive association • Image: real or abstrated • Representation: of client or product • Words: slogan has an emotional connection

  4. lettermark

  5. symbol

  6. logo

  7. pictograms

  8. combination mark

  9. MARK STYLES • Logo:words (company name) in type. • Symbol: Marks used without type. • Pictogram: Generic pictures that tell a story. • Lettermark: letters (acronym) form the name in type. • Combination Mark: symbol & type identify the company.

  10. LOGO or Logotype • While it is common to mix up these terms or use them interchangeably, a logotype is an identity that features a word or multiple letters, often with an icon or illustration embedded within the letterforms. A logo is a nonverbal iconographic identity. Some identities consist of one or the other; others incorporate both.

  11. Traits of a Good Symbol • Positive association: show the companies good side. • Easy Identification: reads quickly, is remembered and recognized. • Closed Gestalt: the eye flows toward the center, not away. • Abstraction level: hit the level of the audience. • Reduction: do not lose parts of the lines in the smaller symbol. • Black line Art: the drawing style used to create a design. • Negative (white) Space: is essential to designing an effective mark. Negative space is the figure/ground relationship. • Symbol Weight: should be heavy. • Flow: allow white space to exit the symbol. • Direction: point up and right. Forward = positive.

  12. Gestalt • Similarity: objects look similar, grouped • Equilibrium: visual balance • Isomorphic correspondence: represents an emotion or association • Closure: perceive the whole by filling in the missing information • Continuation: move through one object • Proximity: elements are placed close together • Figure Ground: the eye differentiates an object from its surrounding area

  13. Process to Identity Design • Distill • Translate • Formulate • Simplify

  14. Distill • Consider all the possible images and icon that might represent the client and weed out the ones that are no as strong. • Accomplished through: • Sketching • Contemplation/brainstorming team • Client discussion

  15. Translate Working to graphically transform the selected elements and /or letterforms into an ideal representation of the client. Accomplished Through: • Illustration techniques • Type experiments • Forms • Figure-ground • Line-weights

  16. Formalize Visual Consistency Bring all parts of the identity into visual agreement. With one another. • Forms • Line weight • Size • Fonts • Icons

  17. Simplify The final design should be a graphically simple as appropriate. • Works well large or small. • Will reproduce in color or Black & White. • Remove small dots, thin lines, fine textures. • Read large and/or small. • Serifs do not fall apart.

  18. Hinsdale Central • Marks from • different groups. • What are the • Strengths? • 2. What are some • weaknesses?

  19. Assignment Exercise: • Brainstorm ideas for HC Gym to redesign a mark. • Identify the client’s audience. • Fill out the Slogan Development Doc. • Draw icons/symbols that could represent HC. • Use the design process to get five mark versions. • HONORS: Draw examples of HC’s existing marks. Project: 1. Traditionally illustrate the final version with marker. 2. Design an application for the gym floor with your logo/logotype. 3. Check sizes for appropriate application. • HONORS: create a presentation for the client using Prezi.

  20. Assignment Place Gestalt samples here • Identify each sample by mark type, Gestalt principle, and traits of a good symbol.

  21. HONORS Logo • Write a Design Brief on your client. • 50 similes for your company. • 25 sketches for your company’s identity. • Similar companies logo research

  22. HONORS Presentation • Use Prezi or keynote to present your brief, slogan, designs. • Presentation attire is required. (guys wear a tie). • Practice your presentation. • 8 minutes in length. • Allow for questions.

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