Fall 10 Design Workshop Series

Logo Design and Illustrator Basics

February 18, 2012 Ben Denzer, Brendan Chou

Today
All About Logos

Illustrator Tutorials

Hands-on Design
What is a Logo?
Graphic used to prompt instant visual recognition
Origins of Logo Design
Cylinder seals & coins

Typography, posters

Brand differentiation

Bass Triangle (1876)

Victorian arts

Arts and crafts movement

Modernism
Logo Designers
Paul Rand

Saul Bass

Ivan Chermayeff & Tom Geismar

Types of Logos Saul Bass
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Lettermark
Wordmark
Brandmark
Combination Mark
Why are Logos Important?
Visual Names
Symbolic representation of an organization

Capstone of Brand
Logos are the pinnacle of a companys Brand

Logos become the organization

What Makes a Good Logo?
Simple/Clear
Legible
Clarity of Meaning
Relevant
To market, industry, purpose
Memorable
Timeless
Avoid Trends
Distinctive/Unique
Versatile
h"p://cooper.edu/
What Makes a Good Logo?
Simple/Clear
Legible
Clarity of Meaning
Relevant
To market, industry, purpose
Memorable
Timeless
Avoid Trends
Distinctive/Unique
Versatile
Logo Design Process
Concept

Sketch

Refine
Examples
Vector Graphics
Mathematical expressions

Doesnt lose quality upon scaling

Software: Adobe Illustrator

Illustrator Tutorial
Goal:
Learn basic tools.
Create a logo through composition of shapes.
Keep Designing!
Logos are everywhere, pay attention to them.

Seek out others work.

Enter design competitions

Logosauce.com

Practice
Make fake logos
Experiment
h"p://branding10000lakes.com/index