Jake Van Ness
Graphic Designer and Design Consultant

Principles of Good
Logo Design
Jake Van Ness
is...
Jake Van Ness

&
is...

a graphic designer
design consultant
Jake Van Ness
is...
15 years in print and design
15 years in print and design
Full time independent designer since 2010
15 years in print and design
Full time independent designer since 2010
5 time American Graphic Design Award Winner
15 years in print and design
Full time independent designer since 2010
5 time American Graphic Design Award Winner
Provide...
15 years in print and design
Full time independent designer since 2010
5 time American Graphic Design Award Winner
Provide...
LOGO DESIGN
A logo is the

MOST IMPORTANT
part of your business brand
A Logo...
makes you stand out to your consumers
A Logo...
makes you stand out to your consumers
presents professionalism
A Logo...
makes you stand out to your consumers
presents professionalism
is a summary of your entire BRAND
LOGO vs BRAND
LOGO vs BRAND
LOGO = Identifies a business in its
simplest form via the use of a symbol or
mark.
BRAND = The perceived emo...
BUSINESS
NAME
BUSINESS
NAME

CORE
VALUES
BUSINESS
NAME

CORE
VALUES

MARKETING
MATERIALS
BUSINESS
NAME

LOGO

CORE
VALUES

MARKETING
MATERIALS
BUSINESS
NAME

CORE
VALUES

BRAND
LOGO

MARKETING
MATERIALS
Types of Logos
Symbol or Icon
Easy to remember
simple but bold
Types of Logos
Symbol or Icon
Easy to remember
simple but bold
Types of Logos
Symbol or Icon
Easy to remember
simple but bold
Types of Logos
Symbol or Icon
Easy to remember
simple but bold

Word Mark
simple use of typography
spells out business or ...
Types of Logos
Symbol or Icon
Easy to remember
simple but bold

Word Mark
simple use of typography
spells out business or ...
Types of Logos
Symbol or Icon
Easy to remember
simple but bold

Word Mark
simple use of typography
spells out business or ...
Types of Logos
Symbol or Icon
Easy to remember
simple but bold

Word Mark
simple use of typography
spells out business or ...
Types of Logos
Letter Mark
Initials of a business or brand
complicated or long names
Types of Logos
Letter Mark
Initials of a business or brand
complicated or long names
Types of Logos
Letter Mark
Initials of a business or brand
complicated or long names
Types of Logos
Letter Mark
Initials of a business or brand
complicated or long names

Emblem
encased designed
more detaile...
Types of Logos
Letter Mark
Initials of a business or brand
complicated or long names

Emblem
encased designed
more detaile...
Types of Logos
Letter Mark
Initials of a business or brand
complicated or long names

Emblem
encased designed
more detaile...
Types of Logos
Combination Mark
flexibility to use both icon and text or each individually
each piece looks as good as the...
Types of Logos
Combination Mark
flexibility to use both icon and text or each individually
each piece looks as good as the...
Types of Logos
Combination Mark
flexibility to use both icon and text or each individually
each piece looks as good as the...
Logo Color Theory
Color is one of the MOST IMPORTANT
elements of a logo
Logo Color Theory
Color is one of the MOST IMPORTANT
elements of a logo
Color appeals to our subconscious
senses and influ...
Logo Color Theory
Logo Color Theory
Excitement, Youthful, Bold
Logo Color Theory
Excitement, Youthful, Bold
Trust, Loyalty, Confidence
Logo Color Theory
Excitement, Youthful, Bold
Trust, Loyalty, Confidence
Life, Renewal, Growth
Logo Color Theory
Excitement, Youthful, Bold
Trust, Loyalty, Confidence
Life, Renewal, Growth
Warmth, Clarity, Hope
Logo Color Theory
Excitement, Youthful, Bold
Trust, Loyalty, Confidence
Life, Renewal, Growth
Warmth, Clarity, Hope
Energy...
Logo Color Theory
Excitement, Youthful, Bold
Trust, Loyalty, Confidence
Life, Renewal, Growth
Warmth, Clarity, Hope
Energy...
Logo Color Theory
Excitement, Youthful, Bold
Trust, Loyalty, Confidence
Life, Renewal, Growth
Warmth, Clarity, Hope
Energy...
Logo Color Theory
Logo Color Theory
Logo Color Theory
Logo Color Theory
Logo Color Theory
Logo Color Theory
Logo Color Theory
Logo Typography
Avoid commonly used fonts
Arial
Helvetica
Comic Sans
Times New Roman
Logo Typography
Careful with scripts at small sizes

Script
Script
Script
Harder to read
Can you read this?
Logo Typography
Font needs to fit the overall feel
of a business
Logo Typography
Font needs to fit the overall feel
of a business
OR
K.I.S.S. Theory
K.I.S.S. Theory
KEEP
K.I.S.S. Theory
KEEP
IT
K.I.S.S. Theory
KEEP
IT
SIMPLE
K.I.S.S. Theory
KEEP
IT
SIMPLE
STUPID
Logo Consistency
Keep colors, fonts and proportions the
same across all marketing products
Train staff and ICs the proper ...
Remember...
Your logo is the

FIRST IMPRESSION
of your business!
Case Study
Case Study
Smart Level Construction

Business Cards
Case Study
Smart Level Construction

Postcard Direct Mailer
Case Study
Smart Level Construction

Signage and Vehicles
Case Study
Case Study
Philly Pet Care

Business Cards
Case Study
Philly Pet Care

Business Card Magnets
Case Study
Philly Pet Care

Postcards
Case Study

Web Site
5 Keys to A Strong Logo
1. Simple
2. Memorable
3. Timeless
4. Versatile
5. Appropriate
Jake Van Ness
Graphic Designer and Design Consultant

jake@graphicprecision.com
www.graphicprecision.com
facebook.com/grap...
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Principles of Good Logo Design

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Presentation given by Jake Van Ness of Graphic Precision at the PetSittingOlogy Conference 2013 in Las Vegas. His presentation covered principles such as color, typography and logo types. He also included two recent case studies to see how the logo design was used across different types of marketing materials to keep a consistent brand.

Published in: Design, Business

Principles of Good Logo Design

  1. 1. Jake Van Ness Graphic Designer and Design Consultant Principles of Good Logo Design
  2. 2. Jake Van Ness is...
  3. 3. Jake Van Ness & is... a graphic designer design consultant
  4. 4. Jake Van Ness is...
  5. 5. 15 years in print and design
  6. 6. 15 years in print and design Full time independent designer since 2010
  7. 7. 15 years in print and design Full time independent designer since 2010 5 time American Graphic Design Award Winner
  8. 8. 15 years in print and design Full time independent designer since 2010 5 time American Graphic Design Award Winner Provide marketing and design SOLUTIONS
  9. 9. 15 years in print and design Full time independent designer since 2010 5 time American Graphic Design Award Winner Provide marketing and design SOLUTIONS Logo / Identity Brochures Manuals Business Cards Postcards Magazines Direct Mailers Menus Websites
  10. 10. LOGO DESIGN A logo is the MOST IMPORTANT part of your business brand
  11. 11. A Logo... makes you stand out to your consumers
  12. 12. A Logo... makes you stand out to your consumers presents professionalism
  13. 13. A Logo... makes you stand out to your consumers presents professionalism is a summary of your entire BRAND
  14. 14. LOGO vs BRAND
  15. 15. LOGO vs BRAND LOGO = Identifies a business in its simplest form via the use of a symbol or mark. BRAND = The perceived emotional image of a company as a whole.
  16. 16. BUSINESS NAME
  17. 17. BUSINESS NAME CORE VALUES
  18. 18. BUSINESS NAME CORE VALUES MARKETING MATERIALS
  19. 19. BUSINESS NAME LOGO CORE VALUES MARKETING MATERIALS
  20. 20. BUSINESS NAME CORE VALUES BRAND LOGO MARKETING MATERIALS
  21. 21. Types of Logos Symbol or Icon Easy to remember simple but bold
  22. 22. Types of Logos Symbol or Icon Easy to remember simple but bold
  23. 23. Types of Logos Symbol or Icon Easy to remember simple but bold
  24. 24. Types of Logos Symbol or Icon Easy to remember simple but bold Word Mark simple use of typography spells out business or brand
  25. 25. Types of Logos Symbol or Icon Easy to remember simple but bold Word Mark simple use of typography spells out business or brand
  26. 26. Types of Logos Symbol or Icon Easy to remember simple but bold Word Mark simple use of typography spells out business or brand
  27. 27. Types of Logos Symbol or Icon Easy to remember simple but bold Word Mark simple use of typography spells out business or brand
  28. 28. Types of Logos Letter Mark Initials of a business or brand complicated or long names
  29. 29. Types of Logos Letter Mark Initials of a business or brand complicated or long names
  30. 30. Types of Logos Letter Mark Initials of a business or brand complicated or long names
  31. 31. Types of Logos Letter Mark Initials of a business or brand complicated or long names Emblem encased designed more detailed, complicated
  32. 32. Types of Logos Letter Mark Initials of a business or brand complicated or long names Emblem encased designed more detailed, complicated
  33. 33. Types of Logos Letter Mark Initials of a business or brand complicated or long names Emblem encased designed more detailed, complicated
  34. 34. Types of Logos Combination Mark flexibility to use both icon and text or each individually each piece looks as good as the whole
  35. 35. Types of Logos Combination Mark flexibility to use both icon and text or each individually each piece looks as good as the whole
  36. 36. Types of Logos Combination Mark flexibility to use both icon and text or each individually each piece looks as good as the whole
  37. 37. Logo Color Theory Color is one of the MOST IMPORTANT elements of a logo
  38. 38. Logo Color Theory Color is one of the MOST IMPORTANT elements of a logo Color appeals to our subconscious senses and influences our decisions
  39. 39. Logo Color Theory
  40. 40. Logo Color Theory Excitement, Youthful, Bold
  41. 41. Logo Color Theory Excitement, Youthful, Bold Trust, Loyalty, Confidence
  42. 42. Logo Color Theory Excitement, Youthful, Bold Trust, Loyalty, Confidence Life, Renewal, Growth
  43. 43. Logo Color Theory Excitement, Youthful, Bold Trust, Loyalty, Confidence Life, Renewal, Growth Warmth, Clarity, Hope
  44. 44. Logo Color Theory Excitement, Youthful, Bold Trust, Loyalty, Confidence Life, Renewal, Growth Warmth, Clarity, Hope Energy, Playful, Cheerful
  45. 45. Logo Color Theory Excitement, Youthful, Bold Trust, Loyalty, Confidence Life, Renewal, Growth Warmth, Clarity, Hope Energy, Playful, Cheerful Creative, Wisdom, Royalty
  46. 46. Logo Color Theory Excitement, Youthful, Bold Trust, Loyalty, Confidence Life, Renewal, Growth Warmth, Clarity, Hope Energy, Playful, Cheerful Creative, Wisdom, Royalty Balance, Respect, Formal
  47. 47. Logo Color Theory
  48. 48. Logo Color Theory
  49. 49. Logo Color Theory
  50. 50. Logo Color Theory
  51. 51. Logo Color Theory
  52. 52. Logo Color Theory
  53. 53. Logo Color Theory
  54. 54. Logo Typography Avoid commonly used fonts Arial Helvetica Comic Sans Times New Roman
  55. 55. Logo Typography Careful with scripts at small sizes Script Script Script Harder to read Can you read this?
  56. 56. Logo Typography Font needs to fit the overall feel of a business
  57. 57. Logo Typography Font needs to fit the overall feel of a business OR
  58. 58. K.I.S.S. Theory
  59. 59. K.I.S.S. Theory KEEP
  60. 60. K.I.S.S. Theory KEEP IT
  61. 61. K.I.S.S. Theory KEEP IT SIMPLE
  62. 62. K.I.S.S. Theory KEEP IT SIMPLE STUPID
  63. 63. Logo Consistency Keep colors, fonts and proportions the same across all marketing products Train staff and ICs the proper use and display of a business logo Consistency breeds recognition
  64. 64. Remember... Your logo is the FIRST IMPRESSION of your business!
  65. 65. Case Study
  66. 66. Case Study Smart Level Construction Business Cards
  67. 67. Case Study Smart Level Construction Postcard Direct Mailer
  68. 68. Case Study Smart Level Construction Signage and Vehicles
  69. 69. Case Study
  70. 70. Case Study Philly Pet Care Business Cards
  71. 71. Case Study Philly Pet Care Business Card Magnets
  72. 72. Case Study Philly Pet Care Postcards
  73. 73. Case Study Web Site
  74. 74. 5 Keys to A Strong Logo 1. Simple 2. Memorable 3. Timeless 4. Versatile 5. Appropriate
  75. 75. Jake Van Ness Graphic Designer and Design Consultant jake@graphicprecision.com www.graphicprecision.com facebook.com/graphicprecision 518-232-8695
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