Wednesday, January 13, 2016
Friday, January 8, 2016
Tuesday, December 15, 2015
Logo Research Assignment
For the logo research assignment I chose to focus on the Royal Dutch Shell. The first logo appeared in 1900, was a mussel shell but then changed to a scallop shell in 1904 to give a visual representation of the brand’s name. There has been some evidence that the logo was taken from the Marcus Samuel, the founder, family’s coat of arms. Shell started as two separate companies that merged together. The Royal Dutch Petroleum Company and Shell Transport and Trading merged in 1907. They first used color on their logo at around 1915 when they constructed their first service stations in California. They used the red and yellow from Spain’s flag to try and create an emotional bond toward the early settlers that arrived in California. The logo became more simplified through the 1950’s. Shell’s current emblem was introduced in 1971 and was created by Raymond Loewy, a French-born industrial designer. Today, it has become one of the most recognizable logos in the world.
Tuesday, December 8, 2015
Friday, November 20, 2015
Logo and Branding Notes
What is a Brand?
*Brand is the "perceived" emotional corporate image as a whole, it is the reputation both claimed and perceived.
What is Branding?
*An organization brand or branding is essentially their public image.
*A designer can create the framework for brand, colors, fonts, artwork, style...but the audience completes the brand through an emotional reaction with it.
Branding Example
*Apple is an IT company that projects a humanist image, positive corporation ethics, and support of good causes
*When people use the products they connect to the brand emotionally.
What is Identity?
*Corporate Identity is comprised of the visual aspects that form the brand
*Close attention is paid to executing a consistant experience for the viewer.
What is Identity Design?
*The corporate identity includes strict usage of colors, font families, graphic elements and other guidelines, usually detailed in a corporate identity guide.
*The identity can include the logo, logo variations, business cards, labels, envelopes, letterhead stationary, advertisements, tv, commercials, packaging, etc.
What is a Logo?
*A logo is for identification
*A logo is the simplest way a company or organization can represent itself, through the use of mark or icon.
Summary
*Brand -The perceived emotional corporate images as a whole.
*identity-Visual aspects that form part of the overall brand
*logo-identifies a business in its simplest form via the use of a mark or icon
Why Vector Art?
*We create logo's as vector art because it is flexible, powerful and easily edited, this is important when clients want to make changes.
*Vector art can be scaled up infinitely without losing quality!
Pencil to Vector
*Creating a logo design requires many phases
*Many meetings and review sessions are required to arrive at a design that works.
*Converting a simple pencil sketch to vector art requires establishing graphic style, color, line shape and typography.
Final Art: Graphic Style
*Decide what your "graphic style" will be
*Will it be bold, simple and cute?
*Will it be sleek, technical, and sedate?
*Will it be high tech and 3D?
*There is a wide range of styles to choose
*Choose what fits your concept and market
Fine Art: Line Quality
*Line Quality refers to the smoothness and precise nature of your lines
*We use the Pen Tool to create perfect smooth lines
*Take your time with this part, if it doesn't look right try again
Final Art: Line Shape
*If you have line art in your logo your line shape is important!
*Do you want an artistic look to your line? Try a custom "Art Brush" from the Brush Library
*These line shapes are all created with the stroke Palette in AI
Color Matters!
*Color males a huge difference, use colors that are appropriate for your design
Logo Design Rules
*Describable
*Effective without color
*Memorable
*Scalable
Design Styles
*Style 1: Typeface focused. This style relies on a typeface to create the logo design, creativity is utilized in the proximity, contrast, color customization of the letter forms.
*Style 2: Mixing Typefaces. This style uses 2 different type faces to create the logo design. Strive to create a balanced design, typefaces that are too similar will lack contrast in style.
*Style 3: Typeface plus graphic element. This style uses simple graphic elements in addition to the typeface to create an emphasized and balanced design. Graphic elements remain abstract.
*Style 4: Typeface plus shapes/symbols. An even balance between art and typography is achieved in this style.
*Style 5: Graphic focused design. In this design the graphic elements are the focus or dominant aspect of the design, the typeface plays a supporting role.
*Brand is the "perceived" emotional corporate image as a whole, it is the reputation both claimed and perceived.
What is Branding?
*An organization brand or branding is essentially their public image.
*A designer can create the framework for brand, colors, fonts, artwork, style...but the audience completes the brand through an emotional reaction with it.
Branding Example
*Apple is an IT company that projects a humanist image, positive corporation ethics, and support of good causes
*When people use the products they connect to the brand emotionally.
What is Identity?
*Corporate Identity is comprised of the visual aspects that form the brand
*Close attention is paid to executing a consistant experience for the viewer.
What is Identity Design?
*The corporate identity includes strict usage of colors, font families, graphic elements and other guidelines, usually detailed in a corporate identity guide.
*The identity can include the logo, logo variations, business cards, labels, envelopes, letterhead stationary, advertisements, tv, commercials, packaging, etc.
What is a Logo?
*A logo is for identification
*A logo is the simplest way a company or organization can represent itself, through the use of mark or icon.
Summary
*Brand -The perceived emotional corporate images as a whole.
*identity-Visual aspects that form part of the overall brand
*logo-identifies a business in its simplest form via the use of a mark or icon
Why Vector Art?
*We create logo's as vector art because it is flexible, powerful and easily edited, this is important when clients want to make changes.
*Vector art can be scaled up infinitely without losing quality!
Pencil to Vector
*Creating a logo design requires many phases
*Many meetings and review sessions are required to arrive at a design that works.
*Converting a simple pencil sketch to vector art requires establishing graphic style, color, line shape and typography.
Final Art: Graphic Style
*Decide what your "graphic style" will be
*Will it be bold, simple and cute?
*Will it be sleek, technical, and sedate?
*Will it be high tech and 3D?
*There is a wide range of styles to choose
*Choose what fits your concept and market
Fine Art: Line Quality
*Line Quality refers to the smoothness and precise nature of your lines
*We use the Pen Tool to create perfect smooth lines
*Take your time with this part, if it doesn't look right try again
Final Art: Line Shape
*If you have line art in your logo your line shape is important!
*Do you want an artistic look to your line? Try a custom "Art Brush" from the Brush Library
*These line shapes are all created with the stroke Palette in AI
Color Matters!
*Color males a huge difference, use colors that are appropriate for your design
Logo Design Rules
*Describable
*Effective without color
*Memorable
*Scalable
Design Styles
*Style 1: Typeface focused. This style relies on a typeface to create the logo design, creativity is utilized in the proximity, contrast, color customization of the letter forms.
*Style 2: Mixing Typefaces. This style uses 2 different type faces to create the logo design. Strive to create a balanced design, typefaces that are too similar will lack contrast in style.
*Style 3: Typeface plus graphic element. This style uses simple graphic elements in addition to the typeface to create an emphasized and balanced design. Graphic elements remain abstract.
*Style 4: Typeface plus shapes/symbols. An even balance between art and typography is achieved in this style.
*Style 5: Graphic focused design. In this design the graphic elements are the focus or dominant aspect of the design, the typeface plays a supporting role.
Tuesday, November 17, 2015
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