A lesson in logo design - GoFuckYourself.com

Justfuckedmyself · 07-22-2006, 11:09 AM

"Designers" read up. Think it's time for a refresher course...or perhaps this will be new to some of you.

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From Wikipedia

Logo design is commonly believed to be one of the most important areas in graphic design, thus making it the most difficult to perfect. The logo, or brand, is not just an image, it is the embodiment of an organization. Because logos are meant to represent companies and foster recognition by consumers it is counterproductive to redesign logos often.

There are essentially three kinds of logos:

* Combination (icon plus text)
* Logotype/Wordmark/Lettermark (text or abbreviated text)
* Icon (symbol / brandmark)

A good logo:

* is unique, and not subject to confusion with other logos among customers
* is functional and can be used in many different contexts while retaining its integrity
o should remain effective reproduced small or large
o can work in "full-color", but also in two color presentation (black and white), spot color, or halftone.
o may be able to maintain its integrity printed on various fabrics or materials (where the shape of the product may distort the logo)
* abides by basic design principles of space, color, form, consistency, and clarity
* represents the brand/company appropriately

Color is important to the brand recognition, but should not be an integral component to the logo design, which would conflict with its functionality. Some colors are associated with certain emotions that the designer wants to convey (e.g. 'loud' colors, such as red, that are meant to attract the attention of drivers on freeways are appropriate for companies that require such attention. In the United States red, white, and blue are often used in logos for companies that want to project patriotic feelings. Green is often associated with health foods.)

For other brands, more subdued tones and lower saturation can communicate dependability, quality, relaxation, etc.

Color is also useful for linking certain types of products with a brand. Warm colors (red, orange, yellow) are linked to hot food and thus can be seen integrated into many fast food logos. Conversely, cool colors (blue, purple) are associated with lightness and weightlessness, thus many diet products have a light blue integrated into the logo.

When designing (or commissioning) a logo, practices to encourage are to

* use few colors, or try to limit colors to spot colors (a term used in the printing industry)
* avoid gradients (colors that transition from dark to light/light to dark) as a distinguishing feature
* produce alternatives for different contexts
* design using vector graphics, so the logo can be resized without loss of fidelity
* be aware of design or trademark infringements
* include guidelines on the position on a page and white space around the logo for consistent application across a variety of media (a.k.a. brand standard manual)
* do not use a specific choice of third-party font or clip-art as a distinguishing feature
* do not use the face of a (living) person
* avoid photography or complex imagery as it reduces the instant recognition a logo demands
* avoid culturally sensitive imagery, such as religious icons or national flags, unless the brand is committed to being associated with any and all connotations such imagery may evoke

Why are logos important? The idea is to create strong brand recognition. You want people to think of your service or product before they start opening the yellow pages looking for someone else. If you walk by McDonalds you don't expect to find a hammer and nails. Even if your logo does not say "hamburger", people still know what the company sells. Advertising is meant to attract more customers, to win their trust and build stronger brand recognition.

DaddyHalbucks · 07-22-2006, 02:23 PM

Great points.

The brand is everything. All too many adult webmasters ignore that.

One quick example: my wife and I were driving the other day and we saw in the sky an airplane towing a banner message. The text was hard to read, but the golden arches at the end was unmistakable, from over a mile away!

Some more interesting branding info here, especially on the articles page:
http://namingsystems.com

avalanche · 07-22-2006, 02:40 PM

Very nice post....great points!

BoyAlley · 07-22-2006, 02:41 PM

Quote:

Originally Posted by avalanche

Very nice post....great points!

Uhm. He copy/paste from wiki.

Justfuckedmyself · 07-22-2006, 02:48 PM

Quote:

Originally Posted by BoyAlley

Uhm. He copy/paste from wiki.

Yes, and I also provided a link right at the top to the source.

07-22-2006, 11:09 AM	#1
Justfuckedmyself Confirmed User Join Date: Aug 2003 Location: Laguna Niguel, CA Posts: 452	A lesson in logo design "Designers" read up. Think it's time for a refresher course...or perhaps this will be new to some of you. ----------------------- From Wikipedia Logo design is commonly believed to be one of the most important areas in graphic design, thus making it the most difficult to perfect. The logo, or brand, is not just an image, it is the embodiment of an organization. Because logos are meant to represent companies and foster recognition by consumers it is counterproductive to redesign logos often. There are essentially three kinds of logos: * Combination (icon plus text) * Logotype/Wordmark/Lettermark (text or abbreviated text) * Icon (symbol / brandmark) A good logo: * is unique, and not subject to confusion with other logos among customers * is functional and can be used in many different contexts while retaining its integrity o should remain effective reproduced small or large o can work in "full-color", but also in two color presentation (black and white), spot color, or halftone. o may be able to maintain its integrity printed on various fabrics or materials (where the shape of the product may distort the logo) * abides by basic design principles of space, color, form, consistency, and clarity * represents the brand/company appropriately Color is important to the brand recognition, but should not be an integral component to the logo design, which would conflict with its functionality. Some colors are associated with certain emotions that the designer wants to convey (e.g. 'loud' colors, such as red, that are meant to attract the attention of drivers on freeways are appropriate for companies that require such attention. In the United States red, white, and blue are often used in logos for companies that want to project patriotic feelings. Green is often associated with health foods.) For other brands, more subdued tones and lower saturation can communicate dependability, quality, relaxation, etc. Color is also useful for linking certain types of products with a brand. Warm colors (red, orange, yellow) are linked to hot food and thus can be seen integrated into many fast food logos. Conversely, cool colors (blue, purple) are associated with lightness and weightlessness, thus many diet products have a light blue integrated into the logo. When designing (or commissioning) a logo, practices to encourage are to * use few colors, or try to limit colors to spot colors (a term used in the printing industry) * avoid gradients (colors that transition from dark to light/light to dark) as a distinguishing feature * produce alternatives for different contexts * design using vector graphics, so the logo can be resized without loss of fidelity * be aware of design or trademark infringements * include guidelines on the position on a page and white space around the logo for consistent application across a variety of media (a.k.a. brand standard manual) * do not use a specific choice of third-party font or clip-art as a distinguishing feature * do not use the face of a (living) person * avoid photography or complex imagery as it reduces the instant recognition a logo demands * avoid culturally sensitive imagery, such as religious icons or national flags, unless the brand is committed to being associated with any and all connotations such imagery may evoke Why are logos important? The idea is to create strong brand recognition. You want people to think of your service or product before they start opening the yellow pages looking for someone else. If you walk by McDonalds you don't expect to find a hammer and nails. Even if your logo does not say "hamburger", people still know what the company sells. Advertising is meant to attract more customers, to win their trust and build stronger brand recognition. __________________ ICQ: 378185299

07-22-2006, 02:23 PM	#2
DaddyHalbucks A freakin' legend! Industry Role: Join Date: Feb 2004 Location: Las Vegas, Nevada USA Posts: 18,975	Great points. The brand is everything. All too many adult webmasters ignore that. One quick example: my wife and I were driving the other day and we saw in the sky an airplane towing a banner message. The text was hard to read, but the golden arches at the end was unmistakable, from over a mile away! Some more interesting branding info here, especially on the articles page: http://namingsystems.com __________________ Boner Money

07-22-2006, 02:40 PM	#3
avalanche Confirmed User Industry Role: Join Date: Feb 2005 Location: SoCal Posts: 1,922	Very nice post....great points! __________________ Avalanche CherryPimps - Daily Pornstars, LIVE and more!