Introduction to Logo Design

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Elements of LOGO Design

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LOGO definition
• A logo is a graphical shorthand
that can represent a company or
product, and communicate certain
characteristics

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• Dates back to ancient Greece. “Logo” means –
name, symbol, trademark. Designed for easy
recognition. a cipher consisting of a single letter, and later
a design or mark consisting of two or more letters
intertwined. The cipher may be either all the letters of a
name, the initial letters, or the surname of a person for use
on stationery, business cards, or elsewhere.
LOGO history
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• Many early Greek and Roman coins bear the
monograms or logos of rulers or towns.
• In the thirteenth century, logo design evolved
from simple ciphers to trademarks for traders
and merchants.

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LOGO history
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• The emergence of the information age
changed the face of logos and logo design.
• Today, the general public has become
increasingly aware of visual symbols,
especially those used as trademarks.
• It is important that the company logo look
professional. Company logos are the face of
the business, not only to the public, but to its
employees and the company itself. Logos
have become the front line of the company,
the corporate identity.

5. Elements of Logo Design
 A successful logo design is made up of various elements.
 It is these elements that should be kept in mind while designing a
logo.
 As each organization has its own identity, the logos for each
company will definitely differ.
 Corporate Branding does not just involve the company’s name; it
also includes the corporate Logo Design and the overall company’s
image.
 More importantly, it conveys the corporate identity.

6. The Five Essential Logo Design
Elements
 Long lasting style
A successful logo will never go out of the mind of the people.
Logos should be designed in such a way so that they can hold the
image of an organization forever. Frequent change of the logo of a
company is not at all desirable. It is after constant display of the
logo, it gets registered in the mind of the people. Hence a design
has to be chosen that will not become outdated.
 Distinctiveness
Distinct logos are mostly successful. A glance at the most famous
logos of the world shows that they all are similar in one way….
Distinctiveness. It is not desirable to go overboard. However
creative or colorful may be the logo, unless and until it is
understandable to the common people, it is useless.

7. The Five Essential Logo Design
Elements
 Appealing to consumers
The logo must appeal to the general public. It should be properly tested before being
launched.
 Conveys the right image
The logo designer must find out what is the kind of image it is trying to portray. Is it
the company’s corporate image or a funky image?
 Legibility
No matter what you do, if people don't understand your logo design, then it will be
ineffective. Who are you trying to target? Where are you going to be displaying your
logo design other than your web site? Will it subsist on your letterhead, business
cards, and auto signs? Does your logo design put out the similar communication no
issue wherever it is display?

8. First Impressions Last
 While distributing business cards the one thing that dominates the
card is the ‘Logo’. Since the first impression of the customer on the
Logo matters a lot, there are certain guidelines that need to be
followed.
 Be original.
 Don’t be exaggeratedly innovative - business cards must be
serviceable.
 Sure a exceptionally sized/shaped tag might produce significance
 From your options, choose one that has a global appeal.

9. Branding
 A brand is a valuable corporate asset and
a marketing tool for success.
 Hence while advertising an organization
through the display of the logo, one should
be always careful.

10. The Simpler The Better
 Simple, straight and
intelligent. Such
should be the
approach of the logo.
Most of the
successful logos are
simple and straight.

11. Brand Name Equals Image
 The people identify the brand
name of a company only if the
logo is successful in delivering
the exact image of the
company.
 Hence the logo should carry
proper message in order to
build and maintain the brand
image.

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IMAGE association
• Shout out the first word/adjective
that comes to mind regarding the
following brand names:
•Barbie
•Pizza Hut
•Home Depot
•NBC

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IMAGE association
• Shout out the general typeface that
comes to mind regarding the
following brand names:
•Barbie
•Pizza Hut
•Home Depot
•NBC

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IMAGE association
• Shout out the overall color that
comes to mind regarding the
following brand names:
•Barbie
•Pizza Hut
•Home Depot
•NBC

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Let’s see if they are EVERYTHING you thought?

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LOGO types
1. Graphical/Art
Nike Napster
2. Text/Word-based
3. Mixed graphics
& type

17. Graphical/Art
Nike Napster

18. Iconic/Symbolic
 Icons and symbols are compelling yet uncomplicated images that
are emblematic of a particular company or product.
 They use imagery that conveys a literal or abstract representation of
your organization.
 Symbols are less direct than straight text, leaving room for broader
interpretation of what the organization represents. In order for a
symbol to be a truly effective logo, it should conform to these rules:
Instantaneously recognizable.
Memorable.
Clarity when reproduced in small sizes.
Can be illustrative in nature, either concrete or abstract.

19. Symbol Logos

20. Iconic/Symbolic

21. Text/Word-based

22. Logotype/Wordmark
 A logotype, commonly known in the design industry
as a "word mark", incorporates your company or
brand name into a uniquely styled type font
treatment.
 Type fonts come in thousands of possible
variations, shapes, sizes, and styles, each
conveying a slightly different impression upon your
intended audience.
 Script fonts imply a sense of formality and
refinement.
 Thick fonts proclaim strength and power, whereas
slanted type fonts impart a sense of motion or
movement.

23. Logotype/Wordmark
 Type font treatments can also include hand-
drawn letters, characters or symbols that have
been rendered in such a way as to intrigue the
eye and capture the interest.
 Images can also be integrated into a logotype,
often to great visual effect.
 Of prime consideration when selecting a
logotype or word mark is legibility and ease of
recognition, even when reduced to the size
required for printing your business cards.

24. Logotype/Wordmark

25. Mixed Graphics & Type

26. Mixed Graphics & Type
 Combination Marks are graphics with both text and a symbol/icon
that signifies the brand image that you wish to project for your
company or organization.
 Concise text can complement an icon or symbol, providing
supplemental clarity as to what your enterprise is all about.
 There are integrated and stand alone combination marks.
 For instance, Starbucks logo has the text with the graphic
integrated, whereas the AT&T logo has the icon separate from the
text.

27. Mixed Graphics & Type

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1.Legibility – is the name readable?
vs.
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9 KEYS to an effective logo
2. Memorability – is it easily remembered?

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3. Marketability – does it help sell the
product?
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9 KEYS to an effective logo (con’t)
4. Tone/mood – does it convey the feel of the
product or service advertised?

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5. Uniqueness – does it stand out?
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9 KEYS to an effective logo (con’t)
6. Scalability – will it look good both small and large?

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9 KEYS to an effective logo (con’t)
7. Differentiation – will it look good in color or
black/white?
8. Unity – does it fit together as a single unit?

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9. Portrays an image – is it funky, cutting edge,
conservative, fun, etc?
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9 KEYS to an effective logo (con’t)

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CLIP ART/TEXT combos
• Choose like identities
• Use type as art
• Use art for type
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STEP-BY-STEP logo creation
1.Determine mood/tone (audience/purpose)
2.Indicate key words for focus
3.Choose font/color/art
4.Determine space allocation
5.Design
6.Test (with people and color/b&w versions)
7.Rework design/finalize
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3
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LOGO recognition … Write YOUR guess down
for the following logos on your
notes worksheet #1-10.
1
2
4

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LOGO recognition
7
8
6
9
5

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When designing
logos, create
several looks
with different
color schemes,
fonts, etc. from
which to
choose.
LOGO design proposals

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LOGO design proposals
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LOGO design proposals

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MORE logo examples
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PHOTO icons
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Notice how a GRAPHIC
replaced a letter

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Read & think
about the
following logo &
it’s questions.

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LOGO dissection #1 … tell me what
you think?
• What does the logo tell about the company?
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LOGO dissection #2 … tell me what
you think?
• What does the logo tell about the company?

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3
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LOGO recognition … Did you guess right?
1
2 4

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LOGO recognition
7
8
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9
5

47.  Pick up a worksheet from the table.
 Need pen/pencil
 Write name on logo notes wks
 … answers to logo wks

48. Be Consistent
 As years pass company develops a
certain reputation.
 It is a good thing if, upon hearing the name
of a company, people reacts immediately,
of course in a positive way.