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The logo

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Any company needs a name for itself and for its products, tangible products as the items we purchase or intangible, like the services we use. The graphical representation of the name is a spontaneous process that turn the name into a so called logo. The logo is still a name, it has to be leggible at any scale. The logo is the most delicate and significant act of design of any company, something thatwill likely last as long as the company itself.

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The logo

  1. 1. The Logo The nature of the logo The technical specification and parts Logo vs icon The logo submission A case study © Fabio Arangio - Graphic designer & instructor
  2. 2. name © Fabio Arangio - Graphic designer & instructor
  3. 3. name a company needs a name © Fabio Arangio - Graphic designer & instructor
  4. 4. name a company needs a name fot itself and for its products © Fabio Arangio - Graphic designer & instructor
  5. 5. name a name that gets represented visually to specifically describe what the company is about and how the company stands in the market according to its mission © Fabio Arangio - Graphic designer & instructor
  6. 6. name logo> © Fabio Arangio - Graphic designer & instructor
  7. 7. a visual representation of a name logo © Fabio Arangio - Graphic designer & instructor
  8. 8. a visual representation of a name logo visible leggible © Fabio Arangio - Graphic designer & instructor
  9. 9. a visual representation of a name logo visible leggible logotype the textual part of the logo it’s necessary else it’s not a logo but an icon symbol the symbol can be implicit in the way the logotype is represented i.e. the Coca Cola, FedEx, Facebook logo the symbol can be a separeted yet coordinated element i.e. the Nike, Target logo © Fabio Arangio - Graphic designer & instructor
  10. 10. symbol (icon) logotype © Fabio Arangio - Graphic designer & instructor
  11. 11. logotype © Fabio Arangio - Graphic designer & instructor
  12. 12. symbol © Fabio Arangio - Graphic designer & instructor
  13. 13. logo leggible versatile simple pertinent © Fabio Arangio - Graphic designer & instructor
  14. 14. logo leggible versatile simple pertinent it’s a name! scalable (vectorial) small in a business card big format on a billboard should be represented on a dark/light/photo background few colours few elements short pertinent to the commercial field it fits into i.e. the Sony logo is pertinent for technology, it would not be pertinent for the food industry © Fabio Arangio - Graphic designer & instructor
  15. 15. technology monothematic music food travel fitness ... eclectic © Fabio Arangio - Graphic designer & instructor
  16. 16. logo vs icon a logo is a name it needs a textual part (logotype) and should be leggible the symbol element that can be part of the logo can turn into an icon an icon is a merely visual sign it doesn not represent a name, it is not enough to define a logo © Fabio Arangio - Graphic designer & instructor
  17. 17. logo vs icon a logo is a name it needs a textual part (logotype) and should be leggible the symbol element that can be part of the logo can turn into an icon an icon is a merely visual sign it doesn not represent a name, it is not enough to define a logo © Fabio Arangio - Graphic designer & instructor
  18. 18. how to develop a logo © Fabio Arangio - Graphic designer & instructor
  19. 19. logo positive negative the original version how it looks on a white/light background an adaptation how it looks on a black/dark or coloured background the variations should be as minimal as possible in order to keep it graphically consistent with its positive version * only the colour scheme is affected not the number, type or position of the elements © Fabio Arangio - Graphic designer & instructor
  20. 20. ® positive negative © Fabio Arangio - Graphic designer & instructor
  21. 21. logo colour grayscale* the original version how it looks in its original colours an adaptation how it looks when printed or represented with a only black&white device * if the colour logo is originally just in black or gray, of course there is no difference between the two versions positive negative positive negative © Fabio Arangio - Graphic designer & instructor
  22. 22. ® grayscale positive grayscale negative © Fabio Arangio - Graphic designer & instructor
  23. 23. logo small scale large scale as small as it would appear on a business card bigger, as least 3 times the small scale dimensions remember the same logo may be represented on a 6x3 meters billboard the logo should be always leggible and and proportioned at any scale © Fabio Arangio - Graphic designer & instructor
  24. 24. ® small scale large scale ® © Fabio Arangio - Graphic designer & instructor
  25. 25. how to present a logo to the client © Fabio Arangio - Graphic designer & instructor
  26. 26. logo proposals what the client needs 3rd choice the best solution to fulfill the client needs ...”your” solution 3 what the client expects a good solution but with a compromise, trying to please the client expectations ...in case the client is super stubborn when the client clearly lets you know that he wants a certain colour or sign or idea an ok proposals, good to be able to compare with the previous two ...the “weaker” solution we appreciate things better when we compare something to something worse... © Fabio Arangio - Graphic designer & instructor
  27. 27. the importance of a logo © Fabio Arangio - Graphic designer & instructor

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