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.
