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Logo. Design. Print. Promotion.

Logo Design Guide Book Jaimini Mistry.


Contents.


What is logo design? Why are they important? The logo design process. A good logo is... The evolution of successful logo design -Ford -Pepsi V’s Coca Cola -Shell 10 commandments of Logo Design


What is logo design?


A logo is the visual representation of a

include marks for masons, goldsmiths,

company or business, which forms the

paper makers, and nobility. By the 1700s,

base of its corporate identity. It is a name,

every trader and dealer had a trademark

symbol, monogram, emblem, trademark,

or stamp. The industrial revolution caused

or other graphic device designed for easy

a dramatic gain in the value and

and definitive recognition by the

importance of trademarks. By the 1950s,

company’s audience. Logos trigger

with the emergence of national and

people’s memories of previous

multinational corporations, trademarks

experiences with the company and other

began to move beyond symbols, using

implementations of the logo, leaving a

larger design systems to unify all

greater impact than words alone can do.

communications, to accomplish

This is the simplest and most direct way

identifiable goals. Today, company logos

of promoting a business presence; a logo

have become the faces of business and

describes a company or organization

our economy. The general public has

without a lengthy explanation. If a logo

become very responsive to logos, their

appears unprofessional or unoriginal,

meanings, and their implementations.

so will be the public’s perception of the

Because of the diversity of products and

company it represents. A well-designed

services available, the need for innovative

logo will help to increase visibility and, in

and well thought-out logo and corporate

turn, sales.

identity design is central to a company’s success.

and has its roots in Ancient Greece with the use of symbols consisting of one or more letters. These typically represented the initial letters of a person or place for use on stationery and signs. Many early Greek and Roman coins bear the logos of rulers or towns. During the Middle Ages, similar logos were seen in abundance in ecclesiastical and commercial use. By the thirteenth century, these simple letterforms had evolved into trademarks for merchants. These early examples of logo design

“ Logos

trigger people’s memories

Logo design started many years ago


Why are logos important?


“A logo describes a

company or organization without a lengthy explanation.

Logos trigger people’s memories of previous experiences with the company and other implementations of the logo, leaving a greater impact than words alone can do. This is the simplest and most direct way of promoting a business presence; a logo describes a company or organization without a lengthy explanation.If you think of such companies as Coca-Cola or FedEx without recalling their logos. These companies have established an identity with their logos, which greatly impacts their sales. If a logo appears amateurish or derivative, so will be the public’s perception of the company it represents. A well-designed logo will help to increase visibility and, in turn, sales.


The Logo Design Process.


The creative brief*

Refinement*

Most of the time, the designer and the

Through a process of three or four

client work together to outline the purpose

revisions, based on an analytical dialogue

and limitations of the company’s logo

between the designer and client, the logo

in the form of a creative brief. This will

is taken from a series of rough sketches

outline the design specification of what

to the final polished and cohesive logo

the company wants for their logo. Within

design. At this stage, colour is often

the brief, the user’s demography should

introduced. Colour specification decisions

be analyzed so that their individuality can

are based on an understanding of colour

be understood and seen by audiences.

psychology, colour theory, the contrast

This will create a set of rules for design

between colours, and the limitations of

decisions that can be made to target

available printing budgets.

particular groups. For the designer it is important not to input too much of your

Delivery*

own artistic preferences when designing a

Once the client has approved the final

logo because a logo’s key purpose should

logo design, the designer assembles a

be to communicate with the company’s

package containing an assortment of

audience, not to satisfy the preferences of

logo files for different applications and a

the designer.

manual outlining how the logo should be applied to different media. The strict and

Concept development*

consistent adherence to the manual is

The designer develops conceptual

crucial to the success of a logo.

pathways for the logo, transforming ideas into simple sketches. Then, these sketches are presented to the client and one or two pathways are chosen for further exploration. This is where the logo begins to take shape. In some cases a unique text treatment and a distinctive colour palette is sufficient however both text and image can also be used. A logo’s simplicity anddistinctiveness are the primary considerations in determining its form.


“The tradem embody in the the essential c of the product being adv


mark should simplest form characteristics t or institution vertised.�

Paul Rand


A Good Logo is...


Simple* A good logo is one that is simple. Trying to include too much information can have a negative impact and complex illustrations representing all aspects of the business and long taglines should not

of having a logo, and can even have a negative backlash among customers who might see the company as being derivative. Besides this, there are also copyrights and trademarks of companies which should not be violated.

be part of the logo. The type and imagery should be recognised instantaneously, up close and at a distance. There should not be a lot of colours used because these distract people from the logo’s central theme. Also the more colours used means a higher production cost. Versatile* Logos which use several colours, photographs or detailed illustrations may be difficult to use in certain applications. A good logo should consider all potential implementations. (Often, several versions of a logo will be designed to use in different contexts.) Distinctive* Logos should be unique and different from any other companies or organizations. Using familiar or common styles or typefaces defeats the purpose

Simple. Versatile. Distinctive.


The evolution of successful logo design.


Evolution is a process of change or development. It is when one version of a product is better than the previous one. This type of change was first catalogued by Darwin over a hundred years ago. But in the truest sense, evolution occurs in nearly every aspect of our lives, and especially in the business and consumer worlds. It seems that companies find themselves needing to be fast-paced, up-to-date and ever evolving to stay ahead of the competition. If you think about the world’s most prominent brands, Nike, McDonalds, Coca-Cola and others, it is easy to visualize their respective logos. Those designs have become the visual representation of the company brand, which is what people think about your

“It seems that companies company and their experiences with it.

find themselves needing to be fast-paced, up-to-date and ever evolving to stay ahead of the competition.

“


Ford.


Most people know that Ford was

Horace Dodge, who supplied parts.

What most people didn’t know was

investors and even convinced the

company. Ford experimented with

the

Edison, and left to found his first auto

Motor Company. Later, the Dodge

Company, which went bankrupt in just

car company (can you guess what?)

founded Henry Ford Company. Ford

In 1909, Childe Harold Wills, Ford’s

company later became Cadillac – see

also help to design the Model T), lend

founded by (who else?) Henry Ford.

Ford’s partner brought in a group of

that this was his third automobile

Dodge Brothers to accept shares in

cars while working for Thomas

company, which was renamed Ford

company, The Detroit Automobile

Brothers went on to form their own

2 years. He then built a race car and left that one after just one year (the

first chief engineer and designer (who

above).

a script font that he created to make

In 1902, Ford went on to create his

Ford logo. The famous blue oval was

Malcomson, Ltd., and almost lost that

remained in use until today.

third automobile company, the Ford & one when sales were slow. He was unable to pay his bills to John and

his own business card, to create the

added later for the 1927 Model A – it


Pepsi V’s Coca Cola.


Coca-Cola is the world’s most

popular soft drink. Sold in more than 200 countries, it is produced by The Coca-Cola Company and is often simply referred to as Coke. The

Coca-Cola logo, like the product itself, is rated among the most

recognized logos and brands in the

world. The first Coca-Cola logo was

created by Frank Mason Robinson, in 1885. Thinking that the two Cs would look well in advertising, it was Robinson who came up with the name and chose the logo’s distinctive cursive script.

The typeface used, known as

Spencerian script, was developed

in the mid 19th century and was the dominant form of formal

handwriting in the United States

during that period. The red and white coloured scheme in the Coca-Cola

logo was kept simple and distinctive

to lure young minds. The Coca-Cola

logo was first advertised in the Atlanta Journal in 1915. A Coca-Cola

dispenser with a Cola-Cola logo was later created by Raymond Loewy.

The Coca-Cola logo got registered as a trademark in 1887 and has since then become the brand’s


corporate identity.the most famous

The new Pepsi logo consists of a

world.In 1898, Bradham used a

ice blue background, with the

and well-recognized logos in the

scribbled logo script as the first Pepsi logo to brand the product. When his

business got established and people started enjoying his drink, Bradham

decided to modify the Pepsi logo into

three-dimensional globe against an inclusion of the previously designed Pepsi typeface. It has been the

official Pepsi logo of PepsiCo, till date.

a more customized version of the

Over the past century, the Pepsi logo

modified script logo was introduced,

designs with significant modifications.

previous logo script. Thus, in 1905, a followed by a second change in Pepsi logo in 1906. In 1940, Walter Mack

introduced the new bottle design with crown, labeled with the Pepsi logo.

has been evolved into remarkable

All in all, Pepsi logo is an exemplary

piece of creativity and innovation. No doubt, it is one of the most recognized logos, ever.

In 1941, the Pepsi bottle crown

Pepsi-Cola is one of the most

and blue, along with the Pepsi logo,

worldwide.

colors were changed to red, white

to commemorate the war efforts of

the country. Later, in 1962, the Pepsi

logo was replaced with two bulls-eye marks encircling “Pepsi”, and then again in 1973, into a boxed Pepsi

logo with minor typeface changes.

In 1991, Pepsi commemorated the

evolution of its scripted Pepsi logo by featuring a logo design with an italic capital typeface. Later at the

company’s 100 years celebration in

1998, Pepsi-Cola unveiled a new logo that symbolized the brand’s

innovation and global recognition.

famous soft drinks consumed

Manufactured and marketed by

PepsiCo, it was first developed and

produced in the early 1890’s by Caleb Bradham, a pharmacist in New Bern, North Carolina labeled as “Brad’s

drink”. In 1898, Bradham renamed his drink into “Pepsi-Cola”.

On June 16, 1903, the title Pepsi-

Cola was trademarked and had since

remained unchanged. But one aspect of Pepsi-Cola that witnessed many

transformations over the years is the Pepsi logo. The Pepsi logo is one of

the most famous and well-recognized


logos in the world.

ice blue background, with the inclu-

logo script as the first Pepsi logo to

typeface. It has been the official

In 1898, Bradham used a scribbled brand the product. When his

business got established and people started enjoying his drink, Bradham

decided to modify the Pepsi logo into a more customized version of the

previous logo script. Thus, in 1905, a modified script logo was introduced,

followed by a second change in Pepsi logo in 1906. In 1940, Walter Mack

introduced the new bottle design with

crown, labeled with the Pepsi logo. In 1941, the Pepsi bottle crown colors

were changed to red, white and blue, along with the Pepsi logo, to

commemorate the war efforts of the country. Later, in 1962, the Pepsi

logo was replaced with two bulls-eye marks encircling “Pepsi”, and then again in 1973, into a boxed Pepsi

logo with minor typeface changes.

In 1991, Pepsi commemorated the

evolution of its scripted Pepsi logo by featuring a logo design with an italic capital typeface. Later at the

company’s 100 years celebration in

1998, Pepsi-Cola unveiled a new logo that symbolized the brand’s

innovation and global recognition. The new Pepsi logo consists of a

three-dimensional globe against an

sion of the previously designed Pepsi Pepsi logo of PepsiCo, till date.

Over the past century, the Pepsi logo has been evolved into remarkable

designs with significant modifications. All in all, Pepsi logo is an exemplary

piece of creativity and innovation. No doubt, it is one of the most recognized logos, ever.


Shell.


For more than a century, the word

Over the years, the Shell logo has

the Shell brand and endorsed the

the shell graphic has stood

‘Shell’ has immensely acknowledged commercial character. Undoubtedly,

the Shell logo, highlighted in red and yellow since

decades, has played a vital role in the promotion of the company. Shell logo holds distinctive qualities that draw audience’s attention to itself. It

projects an emotion of professionalism and defines the company’s

outstanding position and stupendous products.

been renovated quite a lot of time but courageously to benefit the logo

design. The current Shell logo was

sketched by a pre eminent designer

Raymond Loewy in 1971. Shell logo has proved to be the most impressive design by the

contributions of the great designer.


Shape of Shell Logo:

Color of Shell Logo:

which has served the emblem since

fully adopted in Shell logo. Red and

opted after the company name. It

enhance the beauty of the Shell logo.

Shell logo consists of a shell image

The use of highlighting color is grace-

decades. This illustration was ad-

yellow are the colours utilized to

certainly

narrates the company’s high corpo-

rate reputation and class. The image

of the shell in Shell logo has been redesigned quite some times but it still continues to hold supremacy, power and strength.


Font of Shell Logo:

A very simple and easy to remember typeface is employed in Shell logo

to enhance the characteristics of the company and its high quality products. The

alphabets are done in bold font to

impose a high status of the corporation market position.


The 10 Commandments of Logo Design.


1. A logo doesn’t need to say what a company does

Restaurant logos don’t need to show

food, dentist logos don’t need to show teeth, furniture store logos don’t need to show furniture. Just because it’s

relevant, doesn’t mean you can’t do better.

The Mercedes logo isn’t a car. The

Virgin Atlantic logo isn’t an aeroplane. The Apple logo isn’t a computer. Etc. Etc.

2. Not every logo needs a mark ometimes a client just needs a

professional logotype to identify their

business. Don’t be afraid to ask what they think.

3. Two-way process

Remember, things might not

always pan out as you hope. Your

client might request something you disagree with. If that happens, try giving them what they want, then

show them what you believe is an

improvement, and why. They’re less

likely to be so resistant if they already see how their thoughts pan out.

4. Picasso started somewhere

You don’t need to be an artist to

realise the benefits of logo sketching. Ideas can flow much faster between a pen and paper than they can a mouse and monitor.

5. Underpromise, over-deliver

If you’re unsure how long a task will take to complete, estimate longer. Design projects are like

construction work — you piece lots of little elements together to form a

greater whole, and setbacks can crop up at any time.


6. Leave trends to the fashion industry Trends come and go, and when

you’re talking about changing a pair

of jeans, or buying a new dress, that’s fine, but where your brand identity is concerned, longevity is key. Don’t follow the pack. Stand out.

7. Work in black first By leaving colour to the end of the

process, you focus on the idea. No amount of gradient or colour will rescue a poorly designed mark.

8. Keep it appropriate Designing for a lawyer? Ditch the fun approach.

Designing for a kid’s TV show? Nothing too serious.

9. A simple logo aids recognition Keeping the design simple allows for flexibility in size.

Ideally, your design should work at a minimum of around one inch without loss of detail. Look at the logos of large corporations like Mitsubishi, Samsung, FedEx, BBC etc. Their

logos look simple and are easier to recognise because of it.

10. One thing to remember

That’s it. Leave your client with just one thing to remember about the

design. All strong logos have one

single feature to help them stand out.


“Don’t follow Stand


w the pack. d Out�

LogoDesignLove



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