Logo & Slogan Design
First letter Mnemonic devices
Highlights initial letters in words to aid recall
Brand
How you think and feel about a company- a physical and emotional response
Supernormal
Takes something that triggers and instinctive response and exaggerate it- baby eyes, curvy girls
What do square or rectangular elements convey?
Emotional neutrality
What is the function of a business card?
It passes from hand to hand and tells the viewer who you are, what you do, how to contact you, and who you're affiliated with
Mnemonic devices
Organizing information to aid and recall- typically using bridging letter/ image
What elements are seen as aggressive?
Triangles, angular shapes, vertical lines, asymmetry
What is propositional density?
How much meaning we are able to pack into the logo with the fewest elements possible
What does the ARMM model stand for?
Attention- logos are noticeable and attention grabbing Response- elicits emotional response Meaning- expresses appropriate meaning Memory- easily recognizes and recalled
What is the function of a letterhead?
A form of correspondence- sometimes over-designed by students
How can one insure that a logo is triggering the proper emotional response?
Be sure that the elements align with the emotional tone of the brand
What info is generally on a business card? 6 things
1) Individual's name 2) Logo 3) Job title 4) Address 5) Phone # 6) Web address
What are some important rules to keep in mind when designing a letterhead? 4 things
1) Info should be laid out using visual hierarchy 2) Logo = most prominent 3) Type size 7, 8, or 10pt 4) No more than 2 typefaces
When choosing a typeface for a logo what should you keep in mind? 6 things
1) Legibility 2) Appropriate to voice and spirit 3) Different from competition 4) No more than 2 typefaces 5) Large and small 6) Color and b&w
What should you consider when choosing a logo color? 3 things
1) Meaning- think about the colors meaning and symbolism in different cultures 2) Distinct from competition 3) Don't pick trendy colors
What makes a good logo? 5 things
1) Should symbolize the client 2) Looks good both large and small 3) Simple 4) Should reproduce well in one color 5) Catches viewer's eye and makes viewer curious/engaged
What are the two parts of propositional density?
1) Surface proposition- describes the visible elements of a logo 2) Deep proposition- describes the underlying meanings of a logo
What is the standard business card size?
2 x 3 1/2 vertical OR horizontal
What is the standard letterhead size for the US, Canada, and Mexico?
8 1/2 x 11 vertical
Visual Identity
A complete package of company materials that use the company's visual look and brand experience
Logo
A unique symbol or name used to represent a business or product- it is the face of a company
What 2 emotional responses can logos trigger?
Aggressive Dominant Friendly Submissive
Novel stimuli
Anything that deviates from the norm grabs our attention- new and unfamiliar, looks unique
What is the concreteness effect?
Concrete nouns and images are processed and recalled quicker than abstract nouns and images
How can one calculate the propositional density of a logo?
Deep propositions divided by surface propositions—> good propositional density goal is <1
Von Restorff effect
Different items in a list or set are more likely to be remembered than similar items
Aggressive elements convey what?
Dominance, authority, credibility, action
How can you create meaning in a logo design?
Get people to think hard about the logo's meaning
What is the standard envelope size?
No. 10 envelope- 4 1/8 x 9 1/2
The key to making logos express meaning effectively is called _____________
Propositional Density
What are the design research steps?
Research- find out more about your client and their competition Design brief- what is the message you're trying to convey? Brainstorming- word lists, word associations, thought mapping Thumbnail sketches- on paper Roughs- on computer Comprehensions- final draft(s)
What elements are seen as friendly?
Round/curved shapes, horizontal lines, symmetry
Partially Obscured stimuli
See pieces of incomplete patterns within logos- negative space
Friendly elements convey what?
Submissiveness, collaboration, honesty, stability
If one chooses to use a rectangular element, the emotional response will be determined by what?
Typography, color, and what is in the logo
Combination mark
Uses a name/initials AND a symbol or graphic for their logo
Symbol mark
Uses a symbol or graphic as their logo
Feature-name Mnemonic devices
Uses image to help remember a word
Word mark
Uses the company's name in unique lettering
Lettermark
Uses the initials of a company
