Logo, Branding and Identity
- Developing and understanding of branding framework
What is a Brand?
- Brand is the "perceived" emotional corporate image as a whole, it is the reputation both claimed and perceived
What is Branding?
- A organizations brand or branding is essentially their public image
- A designer can create the framework for a brand, colors, fonts, artwork, style.. But the audience completes the brand through an emotional reaction with it
Branding Example
- Apple is an IT company that projects a humanist image, positive corporate ethics, and support of good causes
- When people use the products they connect to the brand emotionally
What is the Identity?
- Corporate Identity is the comprised of the visual aspects that form the brand
- Close attention is the paid to executing a consistent experience for the viewer
What is Identity Design?
- The corporate identity includes strict usage of colors, font families, graphic elements and other guidelines, usually detailed in a corporate identity guide
- The identity can include the logo, logo variations, business cards, labels, envelopes, letterhead stationary, advertisements, T.V. commercials, packaging etc.
What is a Logo?
- A logo is for identification
- A logo is the simplest way a company or organization can represent itself, through the use of a mark or icon
Summary
- Brand, The perceived emotional corporate image as a whole
- Identity, The visual aspects that form part of the overall brand
- Logo, Identifies a business in its simplest form via the use of a mark or icon
Logo Design
Why Vector art?
- We create logo's as vector art because it is flexible, powerful and easily edited, this is important when clients want to make changes
- Vector art can be scaled up infinitely without losing quality
Pencil to Vector
- Creating a logo design requires many phases
- Many meetings and review sessions are required to arrive at a design that works
- Converting a simple pencil sketch to vector art requires establishing graphic style, color, line shape and typography
Final Art: Graphic Style
- Decide what your ''graphic style'' will be
- Will it be bold, simple and cute?
- Will it be sleek, technical and sedate?
- There is a wide range of styles to choose
- Choose what fits your concept and market
Final Art: Line Quality
- Line quality refers to the smoothness and precise of the image
Final Art: Line Shape
- If you have line art in your logo your line shape is important
- Do you want an artist look to your line? Try a custom ''Art Brush'' from the brush Library in AI
Color Matters
- Color makes a huge difference, use colors that are appropriate for your design
Logo Design Rule
- Describable
- Effective without color
- Memorable
- Scalable
Design Styles
- Style 1: Typeface focused, This style relies on a typeface to create the logo design, creativity is utilized in the proximity, contrast, color, customization of the letter forms
- Style 2: Mixing typefaces. This style uses 2 different type faces to create a balanced design, typefaces that are too similar will lack contrast in style
- Style 3: Typeface plus graphic element, This style uses simple graphic elements in addition to the typeface to create an emphasized and balanced design. Graphic elements remain abstract
- Style 4: Typeface plus shapes/ symbols. An even balanced between art and typography is achieved in this style
- Style 5: Graphic focused design. In this design the graphic elements are the focus or dominant aspect of the design, the typeface plays a supporting role.
