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- Choosing the right typeface
- Exploring transparency, warped type, and other treatments
- Working with line, shape, and imagery in a logo symbol
- Considering current trends in logo design
- Fine-tuning a design after client selection
- Drawing up usage guidelines
Skill Level Intermediate
- [Voiceover] Welcome to this series of videos on designing a logo. Here, on screen, we have some very recognizable logos. I'm sure you're familiar with most of them, if not all of them. What do they have in common? They're all extremely simple. They use very basic shapes and all the elements have been boiled down to only their most essential parts. The most important principle when designing a logo, keep it simple. But before we begin, we need to ask ourselves why we need a logo. The purpose of a logo is to identify your company to make a positive first impression.
Secondly, and obviously, it wants to distinguish your company as being unique, setting you aside from the competition. That doesn't mean that we need a flashing, blinking, or singing, or dancing logo. Quite the contrary. But we do need our logo to stand out. Thirdly, it needs to communicate. It needs to communicate a value about your company. A positive message. Maybe it should communicate the trustworthiness, the solidity of your company, the experience of your company, or the friendliness of your company, the technical ability of your company.
Whatever it is your company is, your logo should communicate that. What makes a good logo? Well, I think we can boil it down to five points. A strong, uncluttered image comprised of only the most essential elements. We don't need any extra stuff. The imagery that's used should be appropriate for the type of business that you're in. The imagery should compliment your company name and any type that's used should be in a readable font. Font, singular, because we're probably not going to be using more than one typeface in the logo.
That font should not compete with the logo symbol. Finally, your logo needs to work in black and white, as well as color. The color may be important, but the color isn't the be all and end all, because your logo is going to be photocopied, it's going to be faxed, and it's likely going to be printed on black and white printers, and it needs to hold its own in black and white. Throughout these videos, I'm gonna be working on my own logo project. It's for a company called Deep Green Designs. They're a garden design company based in Brighton UK.
That's where I live. I'm going to be exploring various different permutations of this logo and hopefully, by the time we get to the end of the series of these videos, I'll have a workable logo, a finished logo, and hopefully, so will you. Either following along with my examples or adapting the principles that I'm outlining here and applying them, where appropriate, to your own logo.
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