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LOGO DESIGN

GRAPHIC DESIGN

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What is brand identity?

  • Brand identity is the outward appearance of a company/person to others.
    • This includes logo, trademarks, name, communication, visual appearance, and more.
  • Brand identity is what makes you recognizable to others.
    • A strong brand identity means a company is instantly recognizable based on simple elements such as their logo, color combination, or style.

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Included in branding…

  • Logo and graphics
  • Typography
  • Color palette
  • Website
  • Signage
  • Décor
  • Packaging
  • Uniforms
  • Most things that relate to the company and are used in advertising, marketing, social media, and other communication.

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Logo Design

  • When developing a new company or redesigning a company, it all begins with the logo.
  • The logo should include the basics of the brand identity such as typography, color, and graphics.
  • The logo should reflect the company and their target demographic.
  • For example, a toy company should have a fun, playful style appealing to children rather than adults.
  • Logos can include text and graphics, just a graphic, or just text.
  • A typical logo includes the company name.

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Logo Designs

  • Although most logos do include a combination of graphics and typography, some companies are so recognizable based on a single graphic, they don’t need their name included.

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Who develops �the logo?

  • Typically, the logo and branding of a company starts with a graphic designer.
  • Graphic design is “the art and practice of planning and projecting ideas and experiences with visual and textual content” according to the American Institute of Graphic Arts (AIGA).
  • Graphic designers are tasked with communicating ideas visually in multiple forms of media, which is very broad.

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Check out an explanation of what a graphic designer does here. *See next slide to watch the video

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What does a Graphic Designer Do?

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Where do they start?

  • When starting a new design, it all begins with research.
  • What does the company do? What are their goals? Who is their target audience? What is the style?
  • From there, they begin sketching out ideas.
  • Sketches can be completed digitally or on paper and then imported to the final design program to trace and finalized.
  • Often, designers present multiple logo design options before finalizing the design.
  • Check a video on the steps to creating a logo here. *See next slide to watch the video

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Steps To Creating A Logo

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3 Tips To Improve Your Logo Design

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Your assignment…

  • You will create a design for a hypothetical design company.
  • Think of this as your company, you are a designer, designing for clients under this company as you complete projects for this class.
  • Because you get to develop the brief for your company think about the colors, shapes, textures, typography, and style that appeal to you.
  • Consider if you want graphics for your company or if you want it to be text focused.

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Your grade…

  • Canva tutorial (participation grade)
  • Branding identity worksheet (participation grade)
  • Visual identity worksheet (participation grade)
  • Develop a logo for your design company.
    • Use Canva to develop your logo.
  • Participate in a critique of the finished products (participation grade)

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THE END