The importance of brand identity

No escape! (33 logos in 33 minutes)

Problem / Opportunity What you take away is just as important as what you keep, The Guild of Food Writers

Why is branding important? Because people often choose products based on their perceived value rather than their actual value.

Anyone can design a logo, but not everyone can design the right logo.

Elements of iconic design

Keep it simple Used across a wide range of media. Easier to remember.

Make it relevant Industry Client Audience

Incorporate tradition Trends come and go like the wind Logo should last

Aim for distinction Recognizable Shape or outline Black and white

Commit to memory Quick glance to make an impression Logos you remember Use of negative space

Think small Adaptable logo One inch,without loss of detail

Focus on one thing Just one. Not two, three, or four. Its French. Its property.

The seven ingredients in your signature dish 1. 2. 3. 4. 5. 6. 7. Keep it simple. Make it relevant. Incorporate tradition. Aim for distinction. Commit to memory. Think small. Focus on one thing. Remember that rules are made to be broken

The process of design

Laying the groundwork Educating your client about design Educate yourself about your client Details of your clients business Reasons for seeking a brand identity Expectations of process and final design Time Patience

Its all in the design brief Questions Design brief Decisions Telephone, video chat, in person, or by email, an online questionnaire face-to-face

Gathering preliminary information The organizations name Its location Number of years in business Number of employees The product or service sold The challenges faced Who the competitors are Determine who the decision-maker

Asking the tougher questions What does your audience care about? How do people learn about your product, organization, or service? What words do you want people to associate with your company?

Assembling the design brief Recording telephone conversations Editing an email back-and-forth. Stripping the chat down to just the meaty parts. Designers need to be editors. Keep your designs focused.

From pencil to PDF

Mind-mapping Word association, Thought cloud

Mind-mapping Collecting your thoughts Generating ideas Getting into a creative groove Associating words with images

Sketching Sketch as many ideas as possible. Single thought. Merge two together. Combine a group.

Sketching The Tenth Commandment

Sketching

Example 1 The Tenth Commandment, down-to-earth, welcoming, and authentic

Example 2 Filmaps.com, share and discover filmmaking locations.

Dress for success Document your work in a PDF file Only your best ideas Murphys Law!

Black and white before color Focus on the form and ideas. Woodmere Art Museum monogram concept

Black and white before color Woodmere Art Museum signature concept

Black and white before color Woodmere Art Museum perspective concept

Leaving color for the end Detail that can be easily changed Turn off effective idea because of color Monogram, simple graphic shapes, emphasize dimension and connection.

Where Photoshop comes into play In context, Test drive

Where Photoshop comes into play

End Result Client focus on end result Tangible concepts Books are judged by their covers PDF file name with date version control

Recap the main points Mind-mapping: different design directions Sketching: control, creative freedom Dont show all of your sketches Focus on the idea not color Identity presentations look professional

Practical logo design tips

Questions, questions, questions Clients desires Whom its competitors are Past identities

Understand print costs Printing budget, color costs limit the scope of your design.

Expect the unexpected Always estimate longer Deliver sooner Lots of little elements together

A logo doesnt need to say what a company does Xerox isnt a photocopier, mercedes isnt a car Just because its relevant, doesnt mean you cant do better.

Not every logo needs a mark Distinctive logotype Future expansion Mark or symbol might prove restrictive.

One thing to remember All strong logos have one single feature that helps them stand out.

Dont neglect the sketchpad You dont need to be an artist Ideas flow much faster when you use a pen and paper Carry a notebook with you at all times

Leave trends to the fashion industry Longevity is key Dont follow the pack Stand out

Step away from Photoshop Vector graphics, Illustrator is your software Leave Photoshop for photos

Work in black and white Color will rescue a poorly designed mark

Test at a variety of sizes Try printing your work to ensure its clean, with a good level of contrast on paper.

Reverse it Logo on dark backgrounds in other words, supply a white version.

Turn it upside down Looks OK when viewed upside down Appears on a book on a coffee table

Dont be afraid of mistakes Everyone makes mistakes. Learn from them, and move on.

A logo is not a brand 1. Logo is part of a companys brand identity 2. Mission 3. History 4. Peoples perceptions

Thanks Mai Moustafa Senior Designer eSpace