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Logo Development

Logo Development. Mark, Wordmark, Symbol & Monogram Mark – a recognizable symbol used to indicate ownership. Ex #1: Wordmark (a freestanding acronym, company name, or product name that has been designed to convey a brand attribute or positioning)

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Logo Development

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  1. Logo Development

  2. Mark, Wordmark, Symbol & Monogram Mark – a recognizable symbol used to indicate ownership. Ex #1: Wordmark (a freestanding acronym, company name, or product name that has been designed to convey a brandattribute or positioning) Ex #2: Emblem (A mark in whichthe company name is closely connected to a pictorial element)

  3. Mark, Wordmark, Symbol & Monogram Trademark – a name or symbol is used to show that a productis made by a particular company and legally registered. Symbol – is the iconic portion of the logo. Disadvantage: It might be difficult to recognize without a wordmark.

  4. Mark, Wordmark, Symbol & Monogram Monogram – a design of 1 or more letters, usually the initialsof a name. “SECRET GARDEN CONSTRUCTION” Logo This logo was created for a new start-up company that focuses on exquisite, multi-leveled gardens that include features such as waterfalls, rock walls, gazebos and more.

  5. Where Do I Start?

  6. Answer who, what, why? Who’s the client? (values, attitudes, goals) Who’s the audience?(Ex: women 12-34, men who love sports) How and where willthe logo be used? It’s the designer’sjob to presupposefuture needs.

  7. Identify, don’t explain! A logo should not literally describe the client’s business. Rather it should reflect the attitude and values of the company.

  8. Best brands stand for big ideas, a strategic position or a defined set of values. Ex: logos that use symbols Symbols engage intelligence, imagination and emotion in a way that no other learning does. • CBS logo by William Golden • Nike logo by Carolyn Davidson • Cingular’s mark nicknamed “Jack”

  9. Logos and Their Meaning 1. Emerges from insight into the essence of an organization: what it stands for now & in the future.

  10. Logos and Their Meaning 2. Grasping the meaning of a logo is rarely immediate. Ex: American flag. Designers need to articulate the big idea behind a mark. Then the company needs to seize every opportunity to share larger meaning as a wayof building the culture and the brand.

  11. Logos and Their Meaning 3. Meaning needs time to evolve. It usually becomesamplified over time as the company and its culturebecome stronger. Meaning may also be redefinedby customer experience, adding a new dimension.Ex: Hewlett and Packard Company

  12. The Power of Symbols Diagrammatic icons are simple representations of the structure of the subject matter. Ex: The Spark logo

  13. The Power of Symbols 2. Metaphoric icons are based on conceptual relationships.

  14. The Power of Symbols Symbolic icons are abstract images that have no clear relationship to the subject. Shape signifies energy, light, etc. It acquires meaning only with its relationship to Pabst City.

  15. How do we construct meaning? When we deconstruct how memory is made, we find that there are 4 critical attributes of the process: Shape Color Historical Continuity Learned Response

  16. The sequence of cognition The science of perception how individuals recognize and interpret sensory stimuli. The brain acknowledges and remembers shapes first. Visual images can be recognized directly, while words must be decoded into meaning. H&R BLOCK

  17. Shape & Color We see shape first, than color. All our visual recognitions are based on this. Is something square and blue, etc.?

  18. Implied Shapes Logos do not have to be contained within shapes. The overall form of a logo should comprise a shape. This is achieved by letterforms and icon being constrained within a shape. Alternatively, the letterforms and icon can create an implied shape.

  19. Can You Recognize the brand?

  20. Historical Continuity Once the shape and color have been determined, we position it within our understanding of historical continuity. Ex: Does this look contemporary, Victorian or Medieval?

  21. Learned Response We often use the information we have from learned responses to form meaning.

  22. The set of logos designed for Much Better relies on the positive associations we have with games like Twister and the Milton Bradley Toy Company. Emotional Resonance Mnemonic value is linked seamlessly with emotional association. It’s personal and difficult to predetermine.

  23. Pose a Question If the viewer is given all the facts there is little reason for him to process information. If the viewer is presented with an interesting question, he will be forced to spend more time with the message and therefore become more intimate with it. Ask questions that can be answered. “If you can’t explain your idea in 1 sentence over the phone, it won’t work.” – Lou Dansiger

  24. Design for Longevity Style and trends might be enticing, but they rarely have lasting emotional resonance. 2. Concentrate on the concept, not the formal qualities.

  25. Design for Longevity Considerations that impact longevity: Is the logo a strong representation of the client,as well as their current and future goals? What kind of fonts are being used? Are they classic or stylish, trendy and short-lived? Is the iconography culture-specific or universal? Is the logo well-crafted and aesthetically appropriateto remain unchanged for years?

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