- Brand is the "perceived" emotional corporate image as a whole,it is the reputation both claimed and perceived.
- An organization brand or branding is essentially their public image
- A designer can create the framework for a brand, colors, fonts, artwork, style
- Apple is an IT company that projects a humanist image, positive corporate ethics, and support of good causes
- When people use the products they connect the brand emotionally
- Corporate Identity is comprised of the visual aspects that form the brand
- Close attention is paid to executing a consistent experience for the viewer
- The corporate identity includes strict usage of colors, font families, graphic elements and other guidelines, usually detailed in a corporate identity guide
- The identity can include the logo, logo variations, business cards, labels, envelops, letterhead stationary, advertisements, tv commercials, packaging, etc.
What is a Logo?
- A logo is for identification
- A logo is the simplest way a company or organization can represent itself, through the use of a mark or icon.
- Brand-The perceived emotional corporate image as a whole
- Identity- The visual aspects that form part of the overall brand
- Logo- Identifies a business in its simplest form via the use of a mark or icon
Why Vector Art?
- We create logo's as vector art because it is flexible, power and easily edited, this is important when clients what to makes changes
- Vector art can be scaled up infinitely without losing quality!
- Creating a logo design required many phases
- Many meetings and review sessions are required to arrive at a design that work
- Converting a simple pencil sketch to vector art requires establishing graphic style, color, line shape and typography
- Decide what your "graphic style" will be
- Will it be bold, simple
- Will it be sleek, technical and sedate?
- Will it be cartoony, fin and cool?
- Will it be high tech and 3D?
- There is a wide range of style to choose
- Choose what fits your concept and market
- Line Quality refers to the smoothness and precise nature of your lines
- We use the pen tool to create perfect smooth lines
- Take your time with this part, if it doesn't look right try again!
- If you have line art in your logo your line shape is important!
- Do you want an artistic look to your line?
- Try a custom "Art Brush" from the Brush Library in AI
- These line shapes are all created with the Stroke Palette in AI
Final Art: Line Shape
- If you have line art in your logo your line shape is important!
- Do your want an artistic look to your line? Try a custom "Art Brush" form the Brush Library
- Color makes a huge difference, use color that are appropriate for your design
- General Rules and Styles for Designing Logo's
- Describable
- Effective without color
- Memorable
- Scalable
- Style 1: Typeface Focused. This style relies on typeface to create the logo design, creativity is utilized in the proximity, contrast, color, customization of the letter forms
- Style 2: Mixing typeface. This style uses 2 different type faces to create the logo design. Strive to create to the logo design. Strive to create a balanced design, typeface that are too similar will lack contrast in style.
- Style 3: Typeface plus graphic elements. This style uses simple graphic elements in addition to the typeface to create an emphasized and balanced design. Graphic elements remain abstract.
- Style 4: Typeface plus shapes/symbols. An even balance between art and typography is achieved in this style.
- Style 5: Graphic focused design. In this design the graphic elements are the focus or dominants aspect of the design, the typeface plays a supporting role.
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