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A great logo is often basic, composed only of essential parts, but simple is not always easy. Designer Nigel French distills over a decade of professional design and teaching experience in Designing a Logo. He discusses the principles and techniques of what makes a logo work, and explains type-only designs, type treatments, and logo symbols in depth. He also explores how to work with clients on defining job parameters and selecting a final design, as well as how to prepare the logo for print and web publication. Nigel demonstrates each of these techniques in the course of designing a new logo for a real client, so viewers can either follow along or apply the techniques to their own work. Exercise files accompany the course.
Now that we have a much better idea of the kind of logo that we will be designing and the kind of company that we will be designing the logo for, we need to think about what information we are going to include. Specifically, what kind of text we are going to include. As a designer, your life is going to be made easier if you are working with a company name that is short and sweet and to the point. There are many precedents for this. United Airlines in their logo becomes United. Apple Computer becomes Apple, Adobe Systems becomes Adobe. So we want to keep it short and to the point. If that means that by reducing the number of words in the name that you are no longer fully communicating the business of that company, then you can use a tagline to do that with.
Now, here are some very common taglines. They are so common and so much a part of our everyday lives that I don't even need to tell you what taglines those logos relate to. Now, let's go and look at how I'm going to apply this information to my specific logo in progress. As we've already established, I'm working for a company called Deep Green Designs, a garden design company. The first change I want to make is, let's shorten the name to Deep Green.
And then I'm going to use a tagline to communicate more information about the business and the tagline is going to be this. Now that's not exactly particularly exciting or clever, but it is descriptive and since this is a new company, I think we need to go with a descriptive tagline. I did suggest to my client 'just dig it,' but she wasn't going for that. So we are going to have Garden Design and Planting.
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