LOGO notes

• logo and branding and identity: developing and understanding of the branding framework
• brand is the "perceived" emotional corporate image as a whole, it is the reputation both claimed and perceived

BRANDING

• a organizations brand or branding is essentially their public image
• a designer can create the framework for a brand, colors, fonts, artwork, style... but the audience completes the brand through an emotional reaction with it
• people connect with apple emotionally

WHAT IS IDENTITY?

• corporate identity is compromised of the visual aspects that form the brand
• close attention is paid to executing a consist experience for the viewer

WHAT IS IDENTITY DESIGN?

• the corporate identity includes strict usage o 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, envelops, letterhead stationary, advertisements, TV commercials, packaging etc...

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 sleek, technical and sedate?
• Will it be bold simple and cute?
• will it be cartoony, funny and cool?
• will it be high tech and 3D?
• wide range of styles designing logos

FINAL 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

Final art line shape

• If your have line art in your logo, your line shape is important
• do you want an artistic look to your line? try a custom "ArtBrush" from the brush library in AI
• these line shapes are all with the stroke Palette in AI

COLOR MATTERS

• color makes a huge difference, use colors that are appropriate for your design

SYLE 1

• uses i type face and font

STYLE 2

• uses different typefaces to create the logo design
• Have a balanced design with multiple type faces

STYLE 3

• typeface + a graphic element
• mostly focused on typeface

STYLE 4

• typeface + shapes/symbols
• 50/50 balance

STYLE 5

• graphic focused design
• focused mainly on graphic element