100 pages of expert advice to help you create the perfect logo © 40 protips for nailinga branding brief every time Master the power of colour in your logo work Logo nightmares: how towin over difficult clients Good, bad and ugly logos: the expert verdictTHE COMPLETE ~ RESELLER WEB HOSTING PACKAGE sy7 Ee) sar! fast seoenmnbvanenSorel 2¢e.com 3 aon Welcome Whetherit's knockingup.agraphic for your. ‘mate's band or planning an ambi ‘tiered campaign, most designers workin logo design and brandingat some point. But while logos are the bread-and-butter of the industry, getting thern spot-on every time takes skil, knowledge anda great deal of practice. Luckily youire holding the Logo Design Bible — an issue packed with world-class advice, technique and analysis tohelp you nail your next logo brief,includinghow tolearn from the successes (and failures) of others with our expert guide to good, bad and ugly logos. Colours perhaps more importantin this field than any other, with brands fighting tooth and claw for their shareof the spectrum. Ina special extended feature, we reveal how ape tomake the most of colour in your own work. inate Of course, logos are rarely created in avacuurn. Clients can be rather demanding - it's their brand in the balance, afterall - sowe've persuaded four anonymous creatives to spill the beans on some particularly sticky situations,and most importantly, how they dealt with Sommscse them. Thereare even some essential tips for creating brand guidelines so Serre . that your lovingly-crafted identity system stays watertight. Wealso explore the global boom in highly creative TVidents, and show you how to tackle motion branding in After Effects to take your work to the next level. Next month, look out for our Super-practical guide to building great digital portfolio - well see you then. NickCarson €or riers trent. fecberkcomicroete \\ itersonseaPrpesBrand identity is not built on a logo alone. Consider the bigger picture, and how all of the elements interact Resources & Back issues Dise contents 20. angea ah i ate = . Behind the scenes Designer and illustrator Steven Bonner captures the 4 logo development process in his striking artwork for this issues cover 5 lua Storie & FartaagWorkin progress sae acs) CAPD OF Ornamentation Making notes‘eoligeoa- a gates Downes Ta POF at omnis Azo tradition tumed into a cult” ‘Alogoisastartingpoint, not abrand.Its avessel inwhich ‘the different elements that bring the brand tolife are created and evolve.A good example is Louis Vuitton’ “A great logo can be the seed of a great brand, initiating the growth ofa living organism. When it's nourished and honoured, itcan establish corporate colours, typefaces and acorporate personality. The success of a brand depends on consistency and exposure. A brilliantly conceived brand is FedEx’ideas Or “Being true to a logo and astrict design guide can be limiting, but you can usually bend the rules — be creative with everything around the logo and develop the brand. For instance, when Absolut or Coca-Cola create special edition bottles, they add value to the brand from the participating artists.” “Youreed totalk tothe cliant:ask questions to really understand the brand, Dorit forget the details that makeit ‘excitingand meaningful Irecentlysawa great ‘example from Heydays.” “Youneed consistency and detail. A good example is Under Armour, which has challenged Nike like a ghostin the night. It's not astellar logo, but a well- designed, smart logo that plays out the corporate initials with great line and symmetry. Great branding and great products go hand in hand”10 Showcase Inspirational projects Inspirational projects From big city rebrands to luxury logo design and stunning idents, we delve deep behind the scenes of some of the most exciting logo and branding projects from around the world... Paton Soraags & Fela)3 TransformingidentityCtacel a gecen 12 Showcase Inspirational projects Stamp of approval 9 lela matics Ao evensDramatic stingsvibrant colours as he explains the logo concept and branding decisions behind Cushe Footwear a) Re Ce Martin Dean talks flowing lines and im rate coneot bein tel? ew eyeuchocsetnecturpleta? i i i 2 Sateen omnis Azo encmsneson Palmoam Btorebiage & FasbablagCubist influences a 3 i 5 20 compacts16 Showcase Inspirational projects Versatile symbolism ‘aunidagecn es gute Oona Tn PO tt matics Ao evens Palma Blorabiage & FaslahtagIntegrated design Liquid in motion 20 compacts6 MONTHS mate181 HOME PACKAGE: Hi0Gb Webspace 1 PHP'S incl Zn Framework, PHP 6 (beta) and Pert 1m NetObjects Fusion? 181 Edition’ check out our website for mo fantastic offers, such 25 y £0.99 first year Ny £2.49 first yearTe Cia aceite lvan Chermayeff and Tom Geismar’s legendary studio has been going strong since 1958. Garrick Webster catches upwith the firm's youngest partner, iia eA2 Project one Logo design legends The simple, strong marks , are not just holding up in 2011, . but thriving‘Stureiegeoom Res egentice Downie th Tes POF toro Interview:Chermayeft & Geismar 23 CONSERVATION INTERNATIONAL et compact eseor. e Re) hat c-1-3 Founders lvan Chermayeff and Tom Geismar talk through the creative process of three of their most famous logo designs: Mobil, NBC and HarperCollins Se| = RE TGR erg ee ty ele tay NF a Trg Loony) nego fentay) free tat} et compact eseProject one Logo designlegendsCR ae Pia ‘i ats lements Esser S al PS) Teor CHTATAUIL! Sa a a\ Lg The world’s biggest and best photo magazine with video disc and 28-page Photoshop Elements guide Visit our website at www.photoradarcom SeePart 4 Socket to ‘emBrought to you by To find out more, please visit us at or call us on -vard-ning performance combing ighting as. 64-bit mult-core ne Xeon” processors uttanaing raphe technclogy ana exceptional memory cepecty ard Your personal supercomputer 01 cme esZ Logos: the good, ‘the bad and the ugly Three leading lights of the ° logo ¢ design wor! ia om Mark Penfold what it takes to make - eak- abrai32 Project one Logo designlegends The Red Cross inter epeblonoct etnias nour tenemos Spoon cntet scare we Techie toasty ase iron seeenttonomn a ‘Serco cease _ Bearegarame Faareterasorgmonat vomesteechwar apes waslon ‘owe Siena ease SShegyoteecti sett Sieectietwadearanrger ate rete (gif connctonrael ae ‘iatalsoruhomegeahy ond oreaitna nog gyrees ne oeconutto nase ‘ietngana nines herons feta sroerore satiate re uta nero ocr See ee wer don ost ew “nmstopetatnndersanargora Gryunentereoe reusing Sol Seasieremcabu tanto Sheasitcebitbge? ange, First Great Western i First Great Western i rea tastentieonifagenane resernesearaieenamen romreitenernaonorareop Srgncamoonertgrrenachss iateuntoway onary snp Sicsgr Sak ameqantsinogete Scat asa tet eee ~ raga arse Youissouthens mamas ‘iosvaetnghae ot Bette Sadler eientbecagrna ea ‘onewasnre etlemeswmeuacteth loesiontPiaersea Nema ‘cabin Wate Pron sais tnefonan it = outhaoe ScomplctarMatteralioen gore Sone Helene timers Fomyonsesesustyesotoniee) RT Strcestammmmemnagenecnicie era (Raleess Storetage & Fanta CBAS | PricewaTernoust(Corers (§ Price Waterhouse Coopers (old logo) 01 cme es= Pealdageia 36 Project one Logo designlogends mires Azo ston tors & Pang Econemynot simplicity Ti eeogaceLogos: the good, the bad and the ugly 35 Bass H&R Block peat fmt arses oes Myra cocoate lthetede re ‘yar ead Sse ctresarhresme 063) Senator srenismsteammey Saretotoauessvemke ‘haannamed a seinshesto magne Manica ‘esngrareryrinegren =n ne trorganeursestendenpertnosot ‘rvoraralopasoljon nhs rrattaramanennbscrsare Eecoryaneramod ct ana Wage Recs. comseot npr) ‘ranger ee Shalladraeeosnmenrs0 59 ch rattan Scatter ey mapa oe ‘dig fees sthtdanunbrronattepamonee ‘palaitgeronenlobebaaressag2 Vinintormct vation eno Po ‘Tater seapenwares casing na rues. ‘Brpray plese fey pce Thecreurtheisonryoers coedtnoccorcime gers Emguaanpsvernouptiere Stonawaraucrrtowensr Steacssoate ethee jxme Qe sesvemscen t era Fates ‘domantnsa lai isbeanraon ‘helampeaon ater een Fesr ener eirensapon a cdtoeatocansrzs ia Laweftalonet Nntttsfene srigpetcotmceritaher Ateape sth ongurtmogen ty Wenotwhatyoudo. — ronan aetna ‘Shpicurnngatrcic eat Iretatgetors. Ths enycotras te eure nartosenbe ele eeermantb bn kes tpind pos ! 4 st competeee ue meee aiSy Subscribe to CA Projects and save over £29!* creo on buying at newsstand Keep with news and techniques Get every issue delivered wherever you are in the world ood Tl 13 issues of Computer Arts Projects: UK - only £16.99 every three months (save over £29) USA — £87.99 (save over £48) LT Co) oleae PMOL ROD at Aco) www.myfavouritemagazines.co.uk/capp15 or call 0844 848 2852 | +44 (0) 1604 251045 (quote capp15) eef MolefoXe ida aedaldaite lea Branding projects can be acreative thrill,oran infuriating nightmare. Four anonymous professionals share sia me- Olea Armor U tN Ae) (ule 4 eee eedDea Re entingry Dees eas Ter Brand-colour ear lela) Creative B Peed ee What todo eee)Nightmare #3 Total payment drought en ever) Peeters a nae) “a eredra edSYD MEAD Cicemetntyes Cease exerted cud GET_PAINTING.... : 1) dy aL Give your fantasy character’ designs’ \ akiller touch and old knockout ce ry 4 . =r FREE DVD | 2D & 3D SKILLS// INDUSTRY NEWS | ARTIST. Q&A, Era oY aca as onic Cad The number Subscribe today! PON Cae NCU LyEtta ra rs Developing a solid brand identity! takes time, talent and tenacity. + Garrick Webster asks branding } design experts fortheirtoptips § > = —_ a 0 campo‘Sibdageoun hus Mageadine Dowie Thun POF fue 48 Project two Working with clients wbsdeherd aul Celeste Prevost Do_percse restraint Urersarone eens ator peosimetratsupioneatags peter ey NOE sures peat snedea sara can Cfeamarseareseteabest noe aye taseerragreea nec Don't _workthetogotoo haré ‘Retypchalmteyoncscnyaupncd etn esas ator Ts ilbogaeatrogh Scemtth pear gorconertaant nets oergston nets sonsrott tw Olivier Courbet parece ad iper Do__Takeyourtime sronrroeimnetcea te iewigetmnecese Don't _ottertoomary cholces rlcaratynucanecchoani ane ‘Sn. fonsedontvoa tstttee tater Isc man erence byron Ieenthesrrghcharmonrors Rodney Richardson mre a Do__Finatne ightvibe ennamipe tae isan cerganyergetuthy at creat ‘Sato sent tat hares earn prsnaltjoantrorare Ihe otone sean be rmattstnancunsoctnsoyovemcareas ‘Gwyn sateee Don't _Letithecome alogocontest Iscesbonyettoen ut niosergpeepcore Steregscanpnaratenptiotedsamag ase, ‘ts ruttGongrngst roan ety ee ‘eit rename matics Azo (Tacos Biorciage Was | Ha f the ind! ‘Angus Hylar oo ‘nese Do_Puanastrategy a brand identity ialedi vat Semikoenmene Don't__workwithouta bret Scchtcrgaspeieaurathatsaarmctams centred egret perin tnine Simon Dovar Grateanere bray heen ‘innndibrancon| Do__Haveacupottes Skespamecanan eset nogpn Stns nananaiwottaywemraonet Teyrsinn, revargtn atagdtnaetrer aan Wivttepecodorsteraaardasiats wet visnsspeamaotonesns recta ene Don't ignore the cent Nomace hates enero tothe bosimoeterneniaosaral ianrematea seer rego isto ar yarkt ‘hints anasfatrwineheatrtsans ‘jurenerenqactine go c Phil Armstrong cumiorarenne ‘nrgtsin Do__spct what's special Ireateonmnrgspcarereacos uwabegence yu eomeanga macraceaniy ennetntr We peeplja ocean otro res trustee Sathoonrptanayatestmay ‘tone Gets rrgarayal onsapato sme ry megrsion Don't _usefree fonts ‘yt seaauttngaca en ‘Srestia cine rate tout yo Corea ten hetero we 408, Jonny Costello ee Do Your research <2ansoni tector anathe boner a borgir ‘merce bn eeu y o Sie Sc sa a eter Don't__roty onthe ogo ‘Sony stor arama fre eens bade ‘Stratudtonige dere Whoncusrgsteng ey Sauoisonthasagnenesters ns moans aeruginosa sete Uv AQ oO IBrandi ry) Passionate about young people ‘Supporting Moves to Independent Living @etdua ee Pogccumeercoenns Teeter tue brands for charities Sutton time out project Losin Se eee rd ow wa thaiogs deetpe? tee ener+ + 48 Project two Workingwith clients Fp mt, p Von R.Glitschka Jonny Costello ‘Simon Dovar tober 5 one Gite Shan vrewcrgeesbacen somes ‘taaesncon Do__startwiththe basics Do_consterthachannois Do_thinkabout the tire Rasarnparantsypen mencnomrgstpsonne ‘eoraremm or opener amuemepsemntacrenonarstrnecanps taooguinananemnrganseraiooraaral Noy Gakinae amputations imprpntrgeertmawiansiytercssens Sheaetamgasnoslsconrsaneomrerante —_Sawhegusiraceonre nevis ‘tageenstarcostncrsoswedse'wace _Samingodsarpenrted si ‘rome ase nun on noo cpes Soreayiegacrtoratrtoraltedatateanges smyrna rb ‘etertentywiloeoves Resear pee BUSSE emo Soteetomcaiowe acs Sirnunioouce Don't alow trandstocit Don't _Fogettoask questions Dorit Forget tele person Rectadhaterotatn terete Gmuntiiechtiwennantemninaies ——_ amesowiastnees tere ep Seroneyernertea arcane Secetepny rp ernestcher Tonouinownsrsmecupestsoad tall iaconos eestor eEESo. Seirarasoeeuapatonaees Raecsodaa , ‘Angus Hyland Phil Armstrong ee Sxtarnnaene osm : Do__Keepitsimple eee Do__capturethespirt < ‘ono ayeuesy hehe Do__showand tat Tevet thosposthenhinens onto ‘euacmnaeamtttsirenie ‘opoimecinchrstiesppenierie ounce Spagetti —_ tevetaivelicewapiecemsitigeaie —_ smaieapaadutenspesordeeeneite mrbrnyoeo casement gecnndg Seecinnestwenecmeces ——eatiadteracesbeangwecemeensh Stiorerccnstertaetomten, | Setetmeginemnitenaiaratticere Neeiarwneates bapa Don't se vague wymcrmgbejrad ene wom oe neon Pas ial pavers Don't_Leaettrozen Imgemeryursencorecsyuroanegsoaie Don't__inctude ever variation Tharéscnsaumotonnten ou ceaa sini hat erpratatstectstare poeta farapwicnragetnirontargan —— tnrenceeittepatwtet rene ‘cutaioteiremase ny rntesehcnr NGarmoncctieerdcrmintnstinn: smuarewtmentewanyweithebeanesd ‘Sues treo oe Sec uategantnccrormatcnets —— Sekewiifensnen Soha eheaonets ‘fetons non ave anyon racer rateunaromodby tut snet ee om eae | Do__vourhomework ays o salegecou~ Res dagutue Oouaiat ts Tas PO tat Don't —Fatlforjargoe Oy TCOCCOCEEEEeEe Gnu tamnts won anos oom Coats onc se ee __/ month186 Design sso your way arts ' to Uae? —RebrandaTVchannel 51 Creative workshop Rebrand aTVchannel jaJohnson at thelab reveals how the NYC studio transformed Comedy Central's identity, extending the brand well beyond television COMEDY (@3 ah 2- 2a, be) cont a0 camprees52 Project two Working with clients Part one: Developing the brand lamas Stovalegp & FantshiagRebrand a TV channel 53 Testoverthing Po campac ies2 P¥ejact two Workingwith clients thelabis next task was to extend the new sa huge it media, from billboards to mobile phones ~as wellas TV Thinklon Ch& Themeaningofeoiout "67"! Ww adem>-< Colours reflect a brand's personality and offeran instant way to convey meaning and message in your logo designs. Tom Dennis explains the rules of colour science and psychology, and why t's crucial to follow them (Nila se ompa a he58 Project three Colour and form Primary, secondary and tertiary colours Forget RGB or CMYK: at the core of every colour wheel is red, yellow and blue, and it all builds from there Pslnos Borage & Fanaag60 Project three Colour and form = , [ Tints, shades, 0 ; 36 and tones Add black, white or grey to your e colour wheel to give your palette @ @ endless subtle variations &ease 61 Mastercard Melee tent)62 Project three Colour and form Colour harmonies Whether complementary, analogous or triadic, selecting a colour palette that works is crucial in logo design Padsunn Sorablegs & Fatah)64 Project three Colour and form Warm and cool colours Use both sides of your colour wheel to balance out vibrant and soothing shades, and control tone and mood 8) 6 Q, na ‘aimox Storage & FanaaComputer Arts presents: Visualator A ~w66 tu ee ana DY =\- fod 9 >) a allenge i This month's three creatives were tasked with creating distinct logos for four aad products within a cohesive brandDesigner challenge 69 / ABCDFIRE & EARTH 123456789 on. anpaPoeair water fireSear ec) for creative professionals projects ....149 Dele portfolios Pea ereTaR gee) Pave Ro CAN e iCBA Project three Colourand form Creative workshop Master the power of simplicity Renowned branding expert Joe Duffy reveals how to make full use of type, shape and colour in your logo designs oman trict Soe vena soos Storage & FertchtagMaster the power of simplicity 73 Case study on Minute Maid The brieffor the Minute Maid juice brand was to evolve the traditional logointoa reflection of ts 7 unique recipes, towork ey constant Aca cultural boundaries Go is Ea Simplebutetfective (ste conmstee Po campac ies7% Project three Colourand form Representingthe ‘one cohesive brand identity, > ae Ry, RQ... this ogo is inspired by the Ny eS Ly Sen . Case study two: The Istands of m & ahame the Bahamas unique properties of these nas. ebohamas s v bg * 14Caribbean islands within vibrant culture and geography a of the Bahamas thes QebahaAias Qe £Q. ot mantras Soe vemos (Redoooe BtordMdoge & FenicilagCase ‘three: Aveda Men ‘Anearthy colour palette and natural textures were chosen to embody this new branc’s values: sustainableliving combined with the power ofdesign scenes circa formants nner ary sta asgstoiwsorennestaneeann Scrat oan of sonny trea gape mines Iran: ons edeanecrae ratengegnnthentnrat ed Serer oer ee tainavnfamtenapiecniney Samer Master the power of simplicity 75 Cee pere ne,76 Project three Colour and form Adobe Illustrator Create an ambigram- style logo Graphic artist and ambigram pioneer John Langdon reveals how to bring rotational symmetry to your workCreate an ambigram-stylo logo YORE Nol Loy id acre Rtaoe 4 eon ‘uatea A\S “ a > Fe a i, ere 4, NS tn .) iN ei ad AVY \Making brands move a __ Making = brands move In aworld of static logos, TV's the place where branding can really come to life. Several leading motion studios tell Rob Carney how they make the most of this exciting creative playground82 Project four Niction branding Visual impact can help to keep the brand at the forefront 7 eer ane Storage nig85 i t q i a Making brands moveLoyalkaspar’s art director ately his advice for creating beautiful motion branding, whatever your tools of choice Ceca ened eer “FEATURE § se ga i we Geletos Storage Aaa)I ECE COT > tun thesocungareveyty relist eetonacaerso oted egrettanentacaeotans wiht alana rdsurdts Seesioenermicer em, Stearaaateterc te Tnonrwtarsowsonchacttues Darersmbartmasesossibode Mhntifayearsices tana Beneram Inadaratrsnsurct nde NEcanes"Netskinaeste mementos ot wnisinchSomaeacuptaranie Tmprateneteestaig Tootipadegefutwadsteesoapi ieee oral tae Ssomossyage inssousment texrsarenmoseamn corm rae. Testbenenayyuvaudsnednore” Tewadseargrassracpern etehaconlargepaacrer eenacrgraaccatsreccoa Kinorteimdltetiscmeetone aprantonarscnen Once ‘ioauiorapriterssiarsomastats tained eteatadnone rere Scherer ttf ya reo ! s he Rogthiorcine Eeeordtegee ieee Serna sspears Making brands move 87 Unsrtetanstkarexonipaetey tenses taattvecon puedo Scegrouhanstengaetcrauseiim beter mai -omatechnstet” eegealanre nts besser than otmen anaes toursrticksniecronseeahinen snthgara honoyesocn gaara” (geuuigidlcetny echo eparceettm o area sun endo feckimatant ingest ‘atone anonresyetta Sefton setschay apelin ‘nile tums capeca ie vood yee + 1 PPP2S999E + +39 G89 + 93000 yjigddd a0 cme les88 Project four Notion branding Illustrator and After Effects CS4 or later Animate your logo designs Steffen Knoesgaard explains how to prepare, animate and render a logo in motion with Illustrator and After Effects ; i yt Biorehdage & FartsProject ala Device Jingle wav Err) Prorat) Poet ary cometary m gaian_log Sere) See or res nena neon stom mfnreragre sags Animate your logo designs 89 08 nesirer tag i te cs des ite ecm eo Peo 00 00 00 et Eeeeoc..c0 eer a0 cme es90 Project four Niction branding grin Dewedn True POF thea ‘soniye | 10_nnoe matters Ao rvemsnerecnt ona Storage & Partsiagatest shone a0 cme es ono Srabige Fant92 Project four Niction branding Sino tmane. 0 | enone | matters Ao vemos Palma Blorabiage & FanaaDownload the digital edition of CA Projects now for just £4.99! One-year subscription £43.99 — save 32% Making 7a” f= brands mg _ | | a _ USprices: Single issue $7.99 One-year subscription $69.99 Save 33%sasea|o 4 eUSSS 4 HeppSiomidage oa - Roo hngaatine Dowie bs Tun POF fees Resources Books Meta rsp sree ns autor ino ccna eee sender thatmaivenan thee Lega Frtaterane Be Teh pctalnndrn pido og Seu a wesc Sainpaina arnnyenpectare srangryremrongenacbpaeda re Sranpesoartnaromsten stg Serpents ticrscestnebat Jurworepionge nba pacar Sosestncngearin Lagetorge Mastery ‘iors atatn acreage ‘Piberoter [GeLogsnges rata asin tes cog lin cope ‘Teliettention en adilgn ee seca tamacos ens Srdypcgacy mcm accra ‘gona cg ont Grotnaurer orate Rho COMPENDIUM (oeramony Companion ‘econ ayn ann tena pag) hich) vhs rncesethinasinnl Econ dovn cero flow caper Noonan tan and ese 6 ‘earaigenompyang in ooo Storage & Partsiag ct cnrRB aKsy0) 0 | Rats Directory silo oy ncn gsc eeccect eters If you've missed an issue of your favourite creative magazine, you can order back issues online! eT ey eee) ‘Alec emwort nolo g ae eroded eeu us kent S Cd et ne Pad ‘ einianaeti eT a tanyacd Lasnilinaand imme AU Sa: Rothe ce) PR ee Dold ee at) fe Hi i =I Jprmsonbankes ee . eat ii ee) enon tao, eer Tce ace serous —_ See ed ie eee Pen se py ad paren enuretapent legs Pere lela eta icg‘Serato Pas ays Duta Tan POF Saad BOVE, Divine inspiration for the web OUT OUR Malelefar@ Visit the world’s best-selling Bie) magazine for web developers © and designers today! wunnnetmagazine.com leas reine FailCr CT Peete}SE a Photoshop Essentials Fully updated with all-new content for 2011, Photoshop Essentials is packed with tips, advice and step-by-step tutorials guaranteed to improve your illustration, digital art and design skills. Pick it up today and take your Photoshop work to the next level! Pee AAALAC crane Le (1 ema Ee masterc ete eeePicture it Found. eee Bo) seo Me ce CoreMbl Dncoli est aB Corel Mey eorlecens| silos