Logo Design and Illustrator Basics

Fall ’10 Design Workshop Series
Logo Design and Illustrator Basics
February 18, 2012 – Ben Denzer, Brendan Chou
Today
All About Logos
Illustrator Tutorials
Hands-on Design
What is a Logo?
Graphic used to prompt instant visual recognition
Origins of Logo Design
Cylinder seals & coins
Typography, posters
Brand differentiation
Bass Triangle (1876)
Victorian arts
Arts and crafts movement
Modernism
Logo Designers
Paul Rand
Saul Bass
Ivan Chermayeff & Tom Geismar
Types of Logos – Saul Bass
http://www.visualnews.com/2012/01/27/att-archives-logo-re-design-video-pitch/#more-33949
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#more-­‐33949 Lettermark
Wordmark
Brandmark
Combination Mark
Why are Logos Important?
Visual Names
Symbolic representation of an organization
Capstone of Brand
Logos are the pinnacle of a company’s “Brand”
Logos become the organization
What Makes a Good Logo?
Simple/Clear
Legible
Clarity of Meaning
Relevant
To market, industry, purpose
Memorable
Timeless
Avoid Trends
Distinctive/Unique
Versatile
h"p://cooper.edu/ What Makes a Good Logo?
Simple/Clear
Legible
Clarity of Meaning
Relevant
To market, industry, purpose
Memorable
Timeless
Avoid Trends
Distinctive/Unique
Versatile
Logo Design Process
Concept
Sketch
Refine
Examples
Vector Graphics
Mathematical expressions
Doesn’t lose quality upon scaling
Software: Adobe Illustrator
Illustrator Tutorial
Goal:
Learn basic tools.
Create a logo through composition of shapes.
Keep Designing!
Logos are everywhere, pay attention to them.
Seek out other’s work.
Enter design competitions
Logosauce.com
Practice
Make fake logos
Experiment
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