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Your Logo & You

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  • 1. YOUR LOGO & YOUELEMENTS OF LOGO DESIGN & USAGE
  • 2. PAUL RAND“A logo derives its meaning from the quality of thething it symbolizes, not the other way around.”
  • 3. logotypes
  • 4. 1Text-based logos(a.k.a. word marks)consist primarily of afont treatment.
  • 5. Visually understandableLogo recognition equalsname recognitionFavored by manyFortune 500 companiesand traditionalcorporationsLacks “cool” factorDifficult to create aunique styling with fontsTypography can becomedated, giving the logo anold-fashioned imageover timePROS CONS
  • 6. 2Illustration logos attempt toportray what a company does.
  • 7. Creates a unique brandimage that imitatorscannot copyEasier to copyrightOnce established, has ahigh recognition factorPopular with“fun’”establishments(bars, restaurants, clubs)Requires repeatedexposure before beingunderstoodMight look amateurishTime-consuming andexpensive to developCan be difficult to scalelogo’s size without losingfiner detailsPROS CONS
  • 8. 3 Icons andsymbols useimagery to conveya literal or abstractrepresentation ofan organization.
  • 9. Well-known icons areinstantly recognizableStand alone withoutcompany name or taglineEasy to scaleTimelessTakes years to obtainicon statusMost obvious symbolsare already takenCan be too abstractPermanentPROS CONS
  • 10. 4Word mark logoswith subtlesymbolism.
  • 11. ELEMENTSdesign
  • 12. UsabilityWill it look good invarious formats?
  • 13. VARIOUSFORMATS? Standard colors Various colors Grayscale Colors transposed In print Embroidered Screen printed Online With or without tagline
  • 14. Best to use a singlefont,but never more than two.
  • 15. Avoid fonts similar tothose of well-known brands
  • 16. The Image Group
  • 17. generallyspeaking,when using both a symboland a name, the name shouldbe in simple, no-frills text
  • 18. Tagline>> OPTIONAL
  • 19. Avoidtrendy fontsor symbolism☞ ☞
  • 20. SYMBOLSVSTYPOGRAPHYA strong, trustworthy namecarries its own weight
  • 21. BRANDING GUIDELINES
  • 22. VARIATIONSbrand guidelines: logo | 03.2009variationslogo 1RATE SIGNATUREnd logotype in vertical configurationt: 0.5 inchalternate logoLOGOTLogotype withoUse when spacwhen reproducweb, or if the dminimum heighalternate logoHORIZOGraphic mark tUse this optionthe primary logIdeal for placemminimum heigho | logo 2TYPEhout the graphic mark.ce doesn’t allow for the graphic mark,uction quality fails at small sizes, for thedesi gn calls for a simpler logo.ght: ~0.07 inch, must be legible.o | logo 3ONTAL LOGOto the left of the logotype.| logo 2YPEout the graphic mark.e doesn’t allow for the graphic mark,tion quality fails at small sizes, for theesi gn calls for a simpler logo.ht: ~0.07 inch, must be legible.| logo 3ONTAL LOGOo the left of the logotype.when space doesn’t allow forgo’s vertical configuration.ment on the left side in compositions.ht: 0.375 inch
  • 23. Minimum Size.5 inch
  • 24. Clear Space
  • 25. STACKINGUniversity Signature: StackedUniversity Signature: CenteredUniversity Signature: Left Aligned
  • 26. Color MixIdentity © Demand Mediabrand@demandmedia.com10In certain instances, suchas on the Demand Mediawebsite, a vibrant colorlogo may not be appropri-ate, and may potentiallyclash with other colors. Inthese instances, an all graylogo can be used.Color logo on white backgroundsWhite logo on color backgroundsAlways us a graylogotypeWhen using the logo on awhite background, the logo-type should always appear ingray, never in a vibrant color,and never in solid black.Rd color may beemand Mediais important—useackgrounds and ackgrounds.detailed colorvalues.
  • 27. Reversed Logo
  • 28. PositioningIdentity © Demand Mediabrand@demandmedia.com8Center position.Corner position.Centering the logolooks generic andpredictable: (Much better: )
  • 29. Web Placement
  • 30. Color Pallet11lynda.com | color |DigitalPrint* digital yellow currently in use on the website** revised digital yellow is more consistent with the desired yellow (Pantone 122U)BlackWhitelynda.com Yellowlynda.com Pantone Color Process Color Equivalent RGB Equivalent HEX EquivalentSignature Colors (use for color matching) C | M | Y | K R | G | B # __ __ __ __ __ __122U (uncoated) 0 | 25 | 100 | 0 * 255 | 212 | 0 *#FFD400136C (coated) 0 | 30 | 90 | 0 ** 255 | 186 | 0 ** #FFBA00— 0 | 0 | 0 | 100 0 | 0 | 0 #000000— 0 | 0 | 0 | 0 255 | 255 | 255 #FFFFFFcool gray 9 0 | 0 | 0 | 80 88 | 89 | 91 #58595Bcool gray 4 0 | 0 | 0 | 10 231 | 232 | 233 #E7E8E9* web color in effect up to 2009** revised color formula that is more consistent with our desired yellow (122U)Dark GrayLight GraySupporting Grayscolor formula
  • 31. COLORSFreely use the logo’scolors elsewhere, but keep thecolors in the logo consistent.
  • 32. UsagePresortedFirstClassMailU.S.PostagePAIDSeattle,WAPermitNo.2389AdobeSystemsIncorporated345ParkAvenueSanJose,CA95110-2704www.adobe.com2009U.S.BENEFITSOpenEnrollmentGuideBrochure FrontBack Adobe Systems Incorporated345 Park AvenueSan Jose, CA 95110-2704USAwww.adobe.comAdobe, the Adobe logo, Acrobat, and Better by Adobe are either registered trademarks or trademarks of Adobe Systems Incorporated in the UnitedStates and/or other countries. All other trademarks are the property of their respective owners.© 2007 Adobe Systems Incorporated. All rights reserved. Printed in the USA.95004788 8/07Virtual classrooms: Deliver live, interactive contentWhile virtual classrooms can save time and money, if the experiences are static and boring, whatis the real cost? With Adobe Acrobat Connect Pro software, you can empower trainers to captureand keep learners’ attention and help increase knowledge retention by making the experiencearchived content, and connect participants with audio, video, and interactive simulations toaddress a variety of learning styles—just as you would in a physical classroom.With Adobe solutions, you can:Flexible deployment options for organizations of all kindsAdobe has over 25 years of product development experience. That’s why you can be confidentthat Acrobat Connect Pro will be ready on day 1 of your implementation—whether you’re aBuilt on open standardsAcrobat Connect Pro is based on an open, extensible architecture that supports cost-effectiveintegration with existing infrastructure and future investments. Acrobat Connect Pro usesstandards such as XML and Java to exchange data, and it offers a full developer resource centerwith hundreds of APIs and software development kits (SDKs).Products in this solutionFor more informationFor more details about Adobe solutionsfor training and eLearning, visitwww.adobe.com/resources/elearning.Adobe solutions for training and eLearning can transform your agency’s online training. Acrobat Connect Pro softwareenables you to deliver real-time and on-demand training instantly in any bandwidth on many devices.Graphic or tableAdobe Government and eLearning Solution Brief50-85-word intro The learning and performance support needs of an increasinglydiverse workforce have never been greater. Whether it’s training new employees,helping workers learn new applications, or providing situational training to helpwarfighters and first responders deal with issues immediately, there is a very realneed for instant, cost-effective training. Duisi blaorpero enisi blaor ing er alis am ipisad tetumsan ut init delisi bla facidunt dit, sustio corperaesto conummod tat amzzriusto.Forrester Research notes that 45%of public employees in the UnitedStates will be at retirement agewithin the next 5 years. Thisimpending retirement wave iscreating a “knowledge void” ingovernment that can be addressedthrough training, mentoring, andother methods. Forrester implores,“Now is the time to start.”Real-time and just-in-time solutions for governmentagencies extend training to people virtually anywhereTraditional training methods are becoming cost-prohibitive and aren’t always available tothe people who need themIn an effort to become more efficient and effective with fewer resources, governments are activelyseeking ways to recruit and retain key personnel. They need training and recruitment programsto help fill positions and to provide government contractors with the workforce necessary tomeet service demands and technology proficiency requirements.Unfortunately, traditional classroom training is becoming cost-prohibitive, and many alternatives,such as CDs and training manuals, are not always available to all people, anywhere in the world.While eLearning is gaining popularity, many of these solutions require agencies to installunwieldy software. Not only does this increase cost, even for employees in an office setting,but it also makes it impossible to extend training to mobile workers and warfighters in lesspredictable circumstances. Adobe solutions for training and eLearning arm people virtuallyanywhere, using many different devices, with information to make the right decisions.Rapid training: Get training where it’s needed, when it’s neededAdobe® Acrobat® Connect™ Pro software provides interactive tools to help you deliver engagingtraining that users can instantly access from anywhere. You can quickly design courses that leverageexisting Microsoft PowerPoint content using Adobe Presenter software, and create interactivesimulations using Adobe Captivate® software.Managing courses is easy with enrollment, automatic learner notifications, and custom reportfeatures. All your learners do is click a URL—no downloads or plug-ins required—and workthrough courses are their own pace, wherever and whenever it’s convenient for them.With Adobe solutions for training and eLearning, government agencies can:DatasheetFrontBackBackUpgrade to Adobe® Creative Suite® 4 from a previous version—including AdobeCreative Suite 1, 2, or 3; Adobe Production Studio; Macromedia® Studio 8; orMacromedia Studio MX 2004—and save US$100 off* the regular upgrade price.This offer applies to both individual and volume-licensing purchases.Act now: This limited-time offer ends August 31, 2009.www.adobe.com/go/suitedeal*Discounted upgrade pricing is only eligible for upgrade paths from Adobe Creative Suite 3, Adobe Creative Suite 2,Adobe Creative Suite 1, Macromedia® Studio 8, Studio MX 2004, or Production Studio to Creative Suite 4. Offer beginsJune 1, 2009, and ends August 31, 2009. Prices are in U.S. dollars. All prices are available from the Adobe.com Storeand by calling 800-585-0774 as well as the Adobe Store for Volume Licensing and by calling 800-443-8158 and arevalid in the U.S. and Canada only. Applicable local sales taxes and shipping charges may apply. Allow 2–3 weeks forsoftware delivery. Reseller prices may vary. Education and OEM customers are not eligible for this offer. Offer subjectto change without notice. While we make every effort to ensure the accuracy of information, errors and omissions areexcepted. Void where prohibited.Adobe, the Adobe logo, Creative Suite, and Macromedia are either registered trademarks or trademarks of AdobeSystems Incorporated in the United States and/or other countries. All other trademarks are the property of theirrespective owners.© 2009 Adobe Systems Incorporated. All rights reserved.Printed in the USA. 6/09Adobe Systems, Incorporated345 Park AvenueSan Jose, CA 95110-2704www.adobe.comUpgrade today:Save $100 when you upgradeSUITE DEALSUITE DEALUpgrade to Adobe® Creative Suite® 4 and save US$100*Act now: www.adobe.com/go/suitedealFrontBackPostcardJoin us June 30 at NECC to learnabout Adobe solutions for careerand technical educationAttend an exclusive breakfast where you’ll learn about maximizingstimulus funding, enabling faculty success, and teaching students21st century workforce skills. Featured speakers Duane Humeof the Florida Department of Education and Pete Episcopoof Brevard County (Florida) Schools will examine careerpreparation challenges and successes. Bob Regan and AnujaDharkar of Adobe will discuss certification, curriculum, andprofessional development.Breakfast with AdobeTuesday, June 30, 20097:30 a.m. (Check-in begins at 7 a.m.)Grand Hyatt, Independence Room BCDE (with Corridor A)Register at:www.adobeneccbreakfast.com(Registration deadline is Thursday, June 25, 2009)Learn about Adobe activities at NECC:www.adobe.com/go/necc2009Reserve your seat early at:www.adobeneccbreakfast.comNote: This invitation is nontransferable, and due to the popularity of our breakfast event series, Adobe reservesthe right to close reservations once all available places have been filled. Attendance for on-site late arrivals ornonregistered guests cannot be guaranteed.Adobe, the Adobe logo, and Creative Suite are either registered trademarks or trademarks of Adobe SystemsIncorporated in the United States and/or other countries. All other trademarks are the property of theirrespective owners.© 2009 Adobe Systems Incorporated. All rights reserved.Printed in the USA. XXXXXXXX 5/09Adobe Systems, Incorporated345 Park AvenueSan Jose, CA 95110-2704www.adobe.comBreakfastatNECC2009FrontBackPostcard
  • 33. Typography
  • 34. Misuses
  • 35. warning:THE PRIMARY VIOLATORS OF YOURLOGO AND BRANDING GUIDELINESWILL LIKELY BE MEMBERS OF YOUROWN ORGANIZATION.
  • 36. Before you redesign...
  • 37. Vincent van Gogh”“How difficult it isto be simple.
  • 38. YOUR LOGO & YOUELEMENTS OF LOGO DESIGN & USAGE