Join Sean Adams for an in-depth discussion in this video Combining, part of Branding for Designers.
- By now I've completed a study of wordmarks, monograms, and icons. I've narrowed my selections down on each one. Now it's time to combine them and deterimine what the complete logo will be. Of course, I still have my defining attributes taped to my wall so I can refer to them and make sure I'm not riding off the rails. Most designers simply take an icon and stick it next to a word mark. That's half the job. The goal is to have a unified logo that feels harmonious and connected.
This is a confluence of factors: shape, scale, and position, and it takes some exploring to reach the best solution. Start by using the same 11 by 17 format. Now take your three or four icon choices and place them on the page. Add your favorite word marks and monogram choices. Now it's time to mix and match. I know it doesn't sound particularly analytical but you're slowly funneling your options down to a tighter selection.
I combine each wordmark with each icon. Next, combine each monogram with each icon, and finally, combine each wordmark with the monograms. Like our other explorations, some of these will be bad but you won't know that until you try it and sometimes a combination I'm sure will not work looks great. Once you've completed this task, choose your favorite three. On each logo, create a grid to unify the forms.
Divide the height and width of the icon into several lines. Now create a grid of squares based on this. Each grid area is one unit. Does the icon scale to be eight or 10 units tall? Is there one unit between the icon and wordmark? Doing this helps ensure that the forms will be related and not arbitrary. Feel free to use half units or base the structure on the size of the type, and feel free to try options.
The final version of this is now the lockup. If the icon and wordmark are separated the brand message could be weakened. This logo is the way they will always be combined. It is a single unit and piece of art that isn't adjustable by others using the logo. It sounds uptight, but you've taken the time to manifest abstract concepts of the brand message into a physical and visual form. That deserves respect.
- The history of branding (pre- and post-1950)
- The elements of branding
- Conducting research
- Solving problems and presenting solutions
- Creating logos and identity systems
- Building a visual system with color, typography, and more
- Communicating branding with manuals and vision books