Logo, Branding, and Identity

Brand:

• The perceived emotional corporate image as a whole, it is the reputation both claimed and perceived

Branding:

• An organizations brand of branding is their public image
• A designer can create the framework for a brand, colors, fonts, artwork, style, but the audience completes the brand through an emotional reaction with it

Example: 

• 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 to the brand emotionally

Identity:

• Corporate identity is comprised of the visual aspects that form the brand
• Close attention is paid to executing a consistent experience for the viewer

Identity Design:

• The corporate identity that 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, envelopes, letterhead stationary, advertisements, tv commercials, packaging, etc

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

Logo design:

• Using line quality and graphic style

Vector Art:

• We create logo's as vector art because it is flexible, powerful, and easily edited, this is important when clients want to make changes
• Vector are can be scaled up infinitely without losing quality

Pencil to Vector:

• Creating a logo design requires many phases
• Many meetings and review sessions are required to arrive at a design that works
• Converting a simple pencil sketch to vector art requires establishing graphic style, color, line, shape, and typography

Final Art, Graphic Style:

• Decide what your "graphic style" will be
• Will it be bold, cute and simple?
• Will it be sleek, technical and sedate?
• Will it be cartoony, fun, and cool?
• Will it be high tech and 3D?
• Choose what fits your concept and market

Final Art, Line Quality:

• Line quality refers to the smoothness and precise nature of your lines
• We use the pen tool to create smooth perfect lines

Final Art, Line Shape:

• If you have line art in your logo your line shape is important
• Try a custom art brush from the brush library in Al for an artistic look to your line

Color Matters:

• Use colors that are appropriate for your design

Logo Design Rules:

• Describable
• Effective without color
• Memorable
• Scalable

Style 1:

• Typeface focused. This style relies on a typeface to create the logo design, creativity is utilized in the proximity, contrast, color, customization of the letter forms

Style 2:

• Mixing typefaces. This style uses 2 different type faces to create a logo design. Strive to create a balanced design, typefaces that are too similar will lack contrast in style

Style 3:

• typeface plus a graphic element. 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 dominant aspect of the design, the typeface plays a supporting role