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Principles of Good Logo Design
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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 …

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

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  • 1. Jake Van Ness Graphic Designer and Design Consultant Principles of Good Logo Design
  • 2. Jake Van Ness is...
  • 3. Jake Van Ness & is... a graphic designer design consultant
  • 4. Jake Van Ness is...
  • 5. 15 years in print and design
  • 6. 15 years in print and design Full time independent designer since 2010
  • 7. 15 years in print and design Full time independent designer since 2010 5 time American Graphic Design Award Winner
  • 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. 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. LOGO DESIGN A logo is the MOST IMPORTANT part of your business brand
  • 11. A Logo... makes you stand out to your consumers
  • 12. A Logo... makes you stand out to your consumers presents professionalism
  • 13. A Logo... makes you stand out to your consumers presents professionalism is a summary of your entire BRAND
  • 14. LOGO vs BRAND
  • 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. BUSINESS NAME
  • 17. BUSINESS NAME CORE VALUES
  • 18. BUSINESS NAME CORE VALUES MARKETING MATERIALS
  • 19. BUSINESS NAME LOGO CORE VALUES MARKETING MATERIALS
  • 20. BUSINESS NAME CORE VALUES BRAND LOGO MARKETING MATERIALS
  • 21. Types of Logos Symbol or Icon Easy to remember simple but bold
  • 22. Types of Logos Symbol or Icon Easy to remember simple but bold
  • 23. Types of Logos Symbol or Icon Easy to remember simple but bold
  • 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. Types of Logos Symbol or Icon Easy to remember simple but bold Word Mark simple use of typography spells out business or brand
  • 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. Types of Logos Symbol or Icon Easy to remember simple but bold Word Mark simple use of typography spells out business or brand
  • 28. Types of Logos Letter Mark Initials of a business or brand complicated or long names
  • 29. Types of Logos Letter Mark Initials of a business or brand complicated or long names
  • 30. Types of Logos Letter Mark Initials of a business or brand complicated or long names
  • 31. Types of Logos Letter Mark Initials of a business or brand complicated or long names Emblem encased designed more detailed, complicated
  • 32. Types of Logos Letter Mark Initials of a business or brand complicated or long names Emblem encased designed more detailed, complicated
  • 33. Types of Logos Letter Mark Initials of a business or brand complicated or long names Emblem encased designed more detailed, complicated
  • 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. Types of Logos Combination Mark flexibility to use both icon and text or each individually each piece looks as good as the whole
  • 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. Logo Color Theory Color is one of the MOST IMPORTANT elements of a logo
  • 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. Logo Color Theory
  • 40. Logo Color Theory Excitement, Youthful, Bold
  • 41. Logo Color Theory Excitement, Youthful, Bold Trust, Loyalty, Confidence
  • 42. Logo Color Theory Excitement, Youthful, Bold Trust, Loyalty, Confidence Life, Renewal, Growth
  • 43. Logo Color Theory Excitement, Youthful, Bold Trust, Loyalty, Confidence Life, Renewal, Growth Warmth, Clarity, Hope
  • 44. Logo Color Theory Excitement, Youthful, Bold Trust, Loyalty, Confidence Life, Renewal, Growth Warmth, Clarity, Hope Energy, Playful, Cheerful
  • 45. Logo Color Theory Excitement, Youthful, Bold Trust, Loyalty, Confidence Life, Renewal, Growth Warmth, Clarity, Hope Energy, Playful, Cheerful Creative, Wisdom, Royalty
  • 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. Logo Color Theory
  • 48. Logo Color Theory
  • 49. Logo Color Theory
  • 50. Logo Color Theory
  • 51. Logo Color Theory
  • 52. Logo Color Theory
  • 53. Logo Color Theory
  • 54. Logo Typography Avoid commonly used fonts Arial Helvetica Comic Sans Times New Roman
  • 55. Logo Typography Careful with scripts at small sizes Script Script Script Harder to read Can you read this?
  • 56. Logo Typography Font needs to fit the overall feel of a business
  • 57. Logo Typography Font needs to fit the overall feel of a business OR
  • 58. K.I.S.S. Theory
  • 59. K.I.S.S. Theory KEEP
  • 60. K.I.S.S. Theory KEEP IT
  • 61. K.I.S.S. Theory KEEP IT SIMPLE
  • 62. K.I.S.S. Theory KEEP IT SIMPLE STUPID
  • 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. Remember... Your logo is the FIRST IMPRESSION of your business!
  • 65. Case Study
  • 66. Case Study Smart Level Construction Business Cards
  • 67. Case Study Smart Level Construction Postcard Direct Mailer
  • 68. Case Study Smart Level Construction Signage and Vehicles
  • 69. Case Study
  • 70. Case Study Philly Pet Care Business Cards
  • 71. Case Study Philly Pet Care Business Card Magnets
  • 72. Case Study Philly Pet Care Postcards
  • 73. Case Study Web Site
  • 74. 5 Keys to A Strong Logo 1. Simple 2. Memorable 3. Timeless 4. Versatile 5. Appropriate
  • 75. Jake Van Ness Graphic Designer and Design Consultant jake@graphicprecision.com www.graphicprecision.com facebook.com/graphicprecision 518-232-8695