Logo Design

When starting a logo design, why should you work in black & white?

Take out the subjective nature of color. Make sure the shapes work.

Tagline

A catchphrase designed to sum up the essence of a product.

Thumbnail

A preliminary visual of a possible idea for a design. Most ____________ sketches are not full-size and have little detail. They are intended to quickly explore possible alternative designs.

Corporate Standards/Identity Guidelines

A printed and/or digital set of rules regarding the use of a companies logo's andother corporate identity items.

Slogan

A short, catchy phrase that conveys an important idea.

Serif

A slight projection finishing off a stroke of a letter in certain typefaces. An example of a font that use a ____ is Times New Roman.

Sans Serif

A style of type without serifs. An example of ______ is the font Helvetica

What program should logos be created in?

Adobe Illustrator

Identity

All visual aspects that form part of the overall brand. Can include audio, smell, texture, etc.

Master Brand

Brand so dominant in the consumer's mind that they think of it immediately when a product category is mentioned.

Brand Loyalty

Consumer's consistent preference for one brand over all others in it's product category.

Logo

Defines a business in it's simplest form via the use of a mark or icon. Should inspire trust, admiration, loyalty and implied superiority.

Positive Space

Is the area or space of a image that is occupied by the subject.

Negative Space

Is the space around and between the subject(s) of an image.

Crowd Sourcing

Obtain information or input into a particular task or project by enlisting the services of a number of people, either paid or unpaid, typically via the Internet.

What is the first step of the design process?

Meet with client (interview) and create creative brief.

What color system should be used in logo design?

Pantone Matching System (PMS)

Brand

Perceived emotional image of a business as a whole.

Organic Shapes

Shapes that are unique and exist in nature. They are not perfect shapes and cannot be described completely.

Geometric Shapes

Shapes that have names and can be pictured in thought or "in the abstract."

What are the 5 Principles of effective logo design?

Simple, Memorable, Timeless, Versatile, Appropriate

Typography

The art of arranging letterforms.

Client

The person or organization that is purchasing products or services.

Novelty Font

These fonts cannot fit into standard categories. They are often decorative, fun, and interesting. The sometimes have low legibility so should be used sparingly.

What file format should logos be made in?

Vector