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.

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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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