LOGO DESIGN

GRAPHIC DESIGN

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.

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.

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.

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.

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.

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?

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

Steps To Creating A Logo

3 Tips To Improve Your Logo Design

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.

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)

THE END