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Logo Design Assignment
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- check icon Bold
- check icon Vintage
- check icon Modern(Sans)
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Elegant Gold Quill
Creative Pen Superhero
Brown Fence Pencil
Educational Publishing Firm
Academic Learning Quill
Abstract Gold Quill
University Wreath Letter
Law Firm Quill
Educational Writing Pencil
Circle Business Enterprise
Circle Business Letter
Vintage Circle Business
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Graphic Design Thoughts
A resource for the student of art and graphic design.
Assignment 4: Visual Identity/Brand
watch this trailer:
ASSIGNMENT Presentation DUE NOVEMBER 21, 2022
Refer to the following Resource Links:
- AIGA Corporate Identity Archives —great corporate examples
- Branding —what is it?
- Brand Strategy — how and why
- Designer contracts and legal written agreements —use one of these with your client
- Interview Questionnaire —what to ask a client
- Logo Design —what should a good one do?
- Logo Development Charts —pick one of these charts to organize your thumbnails
- Marketing Campaign —how to create an integrated one.
- Market Analysis, what is it? —How does it inform your design process
- Mission Statement —the philosophy behind what the company does and why they do it the way they do.
- Neenah Paper Resources —resource for choosing paper
- Paper —characteristics of paper for making good design choices
- Presentation Folders —final presentation format
- Prototyping Interactivity —mockup deliverables that use interactivity (Apps, Websites, etc.)
- Symbols —How to make use of them when creating visual identity
- Symbol Set Design — C ollections of symbols that cover a wide vocabulary are called a ‘symbol set’.
- Target Audience — how to define a target audience and build your brand
- UPacific_BrandGuidelines —University of the Pacific Visual Identity System
- Visual Identity —what is it?
Chermayeff & Geismar & Haviv
The following are the major steps in this assignment. Refer below them for details on each
- Pick a client from the list provided
- Determine a GENERAL target audience
- Create a Mood Board— Use Pinterest or Designspiration
- Create thumbnails for a logo— Emphasis on Quantity of ideas, use one of the charts
- Apply active Figure and Ground elements— figure becoming ground and/or Figure/Ground Reversal
- Write possible slogans— either a sentence, phrase or three specific words
- Narrow the thumbnail possibilities down to three— develop these further
- Do “finished” versions of your best three logo/slogans— pair with logo
- Apply your visual identity/logo/brand to 3 different items/deliverables
- Identity Guidelines— directions indicating how your visual identity should be used
- Final Presentation— presenting your project
If you recall, throughout the semester we have been exploring the concept of perception . Creating an effective visual identity requires your design to positively influence the target audience perception of your client’s business. This is based on your clear understanding of your client’s needs and what is at the heart of what they do. This should not be fabricated, misleading or “Smoke and Mirrors”. Instead it is emphasizing specific real traits, goals, characteristics or qualities to create a public image or perception.
It’s never about just a logo. It really is about a much bigger strategy and about transformation. So you have to have everyone invested in that, because at the end of the process everyone has to be joined together in delivering. — Cynthia Round senior vice president of marketing and external relations Metropolitan Museum of Art.
- The first step in this assignment is for you to pick a client. Below are 6 different companies for you to choose from. Pick two to start. You will narrow this to one single company for your final work. You will need to name your company and research the type of business they are in including their competition.
- A Long-haul trucking Company
- A High-tech Computer Hardware Developer
- A Landscaping Business
- A Home Building Contractor
- A Bicycle Repair Shop
- A Media Company
- The next major step is to imagine that you are meeting with the principle or owners about their company and gaining inside into their business. In reality, you would be referring to the interview questionnaire as a guide. In this assignment, you will need to rephrase and customize those questions so that they are appropriate for your particular company and answer them yourself based on your general research about this type of business. In reality, as well as in this assignment, this is perhaps the single most important step you can do to assure that you will create a meaningful design in the end. Your goal is to understand the underlying reasons behind what makes this company unique and who is the specific audience or customer base that they are trying to reach. Without this, your design will be based on generalizations alone—not unique directions. Base what you do on your clear understanding of what your company is all about, what it stands for, what its goals are. That clear understanding will help you avoid cliché solutions. Use the answers that you decide upon from your questionnaire to guide you in your design direction. Do not begin making any designs until you have completed this step.
- Determine who or what demographic your company is trying to reach. Knowing this is critical for creating an effective brand. Many cool and creative looking brands fail because of not first identifying this audience specifically and then applying that knowledge in designing the brand. Use this link to help you define your Target Audience. Target Audience — how to define a target audience and build your brand. Target Audience
- Next create a “mood board” of images that capture or illustrate the main characteristics of your company. A mood board is a type of collage consisting of images, text, and samples of objects in a composition. They may be physical or digital, and can be “extremely effective” presentation tools. Graphic designers, interior designers, industrial designers, photographers and other creative artists use mood boards as an initial sep in the creative process. Its purpose is to visually illustrate the style you wish to pursue with your own work. The preferred alternative to making a physical mood board is to use sites such as designspiration or Pinterest for this step in creating a “visual catalog of inspirational ideas.”
- The purpose of the Logo Development Chart is to help you create as many possible design ideas as you can
- Draw your thumbnail ideas for each chart category on separate pages in your sketchbook. Thumbnails can actually be any size, however the key here is the time spent on developing them. Do not spend more than 5 minutes on any one. If you need to draw smaller to accomplish this, do so. The emphasis is on quantity of many different ideas, not on the quality of any one image at this beginning stage. It is Ideation. You should on average generate at least 20–30 different idea directions for a visual identity logo.
- Remember , Your final logos MUST be based on active figure and ground.
- Slogan/Tagline Design Process: Generate a list of possible slogans/taglines at the same time you are concentrating on logo marks. What you are doing is in fact exploring different directions and making a little visual of that idea (the thumbnails) and at the same time making a short written phrase that will compliment or complete the total idea. It is visual teamwork—a gestalt. The best advertising slogans are the ones that truly bring out the very reason a brand exists. (here are some of the best)
- However rarely, if ever, does a lockup include all three (the logo, slogan, and name) at the same time. Instead, it is normal to have separate lockups for the various possible combinations (logo + name, logo + slogan, name + slogan).
- Each of these main parts of the Brand have different, but complementary purposes or functions to serve. In most cases, the logo mark is the eye catching unique visual. That is its strength. So, your next question should be “what is its weakness then?” The typical answers are that we don’t yet know specifically the name nor the specific type of company that the logo represents.
- SO, logically the main purposes of the name and slogan are to answer or fulfill those weaknesses. They do not need, nor should they be, competing visually with the logo. Instead they need to complement one another. There needs to be a hierarchy of visual elements. Again, the logomark normally takes the visual lead in this hierarchy.
- 1. Type of company
- 2. Name of company
- 3. The main characteristic or quality of the company
- 4. Be a unique, cohesive and memorable visual symbol Student Example: Noah Ledesma—Logos Student Example: Noah Ledesma—Logo-lockups
- You can now begin working with and applying color to your designs. Use color for symbolic reasons. Use color to help communicate the characteristic or quality you are trying to emphasize with your overall brand. Refer to this link for color tips and guidance.
- Include either a reduced size version (1″ x 1″ approx size) or business card design.
- Color Specs
- Active Figure and Ground
- Type treatment
- Remember, Your goal at this stage is to have 3 very strong but different idea/concepts for your company. You should have 3 separate design possibilities, not 3 variations of the same idea.
- Show any possible variations of logo+ slogan, logo only, name + slogan that would be appropriate for your company. Ask yourself, Where will the brand be seen? (business card, letterhead, etc? Will the business have a store and need a sign? Will they need an online presence? How about transportation? Where will the tagline be used? (sign, website, etc.) What kind of materials and what sizes will be used by the company advertising/promotion? (paper, wood, metal, glass, etc.) Will there be packaging, signs, vehicles, menus, wearable items, website, app etc. that might typically be branded? These are some examples (but not necessarily all) of the kind of questions you should ask yourself, You should do research about the company and its competition to help find answers and to be particularly creative and effective with the kind of deliverables you make.
- Customer Touch Points aka. Design Deliverables
- Customer/Target Audience Motivation
- Consistency—Staying “On Brand”
- Define the essence of the brand with Brand Guidelines
- It is very important that applying the brand to various deliverables does not mean simply resizing the logo to fit different things. It means careful consideration for the material it will be on, whether it is seen from a distance or close up, perhaps held in the viewer’s hands on on screen only, etc.
- It also must consider how each application fits within an overall unified and comprehensive branding/visual identity system.
- One of your deliverables could be a Symbol Set that includes at least 5 symbols/icons that are related to your company. (for example a restaurant would have a logo but could also have a symbol set that could include an icon for drinks, meat, fish, vegetables, dessert). The 3 deliverables are your indications of a Visual System at work and your ability to create a visual personality, “look”, “brand”, “theme”. Each individual part of this theme (type, color, logo, tagline, etc.) should be clearly and separately presented in your final presentation. (see below).
9. Identity or Brand Guidelines are essentially a set of rules indicating how your Brand is to be used or implemented by the client. The client is not a designer and will need these guidelines to help them know the best ways to use the visual brand elements you have created for them. The rules typically cover type, paper, color, and their sizes and how they should be applied.
Example: University of the Pacific Brand Guidelines
Your I dentity Manual must indicate the following;
- The typefaces the client should use are typically NOT the same as those in the logo itself. However, they might be other fonts within the same typeface family as that in the logo. So, you have to be specific about what those fonts should be (if in the same family) or what typeface family (if different but complementary to those in the logo).
- weight (writing, text, or cover) + pounds
- Below is an example of how you should indicate visual identity color in terms of dominant secondary and accent colors. These should be indicated as spot PMS colors, so be sure to include their Pantone numbers.
- To locate the Pantone color swatch library In Illustrator: Window>>Swatch Libraries>>Color Books>>PANTONE + Solid Uncoated
- To Convert a color to a Pantone Color Equivalent: Window>>Color Guide>>select the small circular “Edit or Apply Colors” icon located in the lower right-hand corner of the window. In the resulting “Recolor Artwork” window click “Edit”, then in the next window, click the small gridded rectangle which is located on the right-hand side under the color circle>>Color Books>>PANTONE Solid Uncoated>>OK. If you do not have your color in the color swatches, put it there now and roll the mouse over the swatch color to reveal its new PANTONE number.
In the example above, Orange is the main color, the Light Orange is the secondary color and the Blue is an accent color. So the brand would primarily use the Orange and Light Orange colors with Blue only minimally as an accent.
- all of your deliverables,
- Identity Guidelines
- It should organize these materials in a logical order to be able to make an effective presentation of your design proposal.
- Development sketches
- other slogan ideas
ASSIGNMENT Presentation DUE NOVEMBER 21, 2022
You will have 10 minutes for your presentation + 5 minutes for Q & A.
Essential Points for your final powerpoint presentations
This will be a formal presentation of your brand. This means that you are to imagine that the rest of the class is your client. With that in mind, you are trying to present your ideas in a logical order, one that will convince your client that you have made good design decisions about every detail of your proposal.
- Other options to Powerpoint include: Keynote, Skype, FaceTime, Zoom, Web Ex, etc.) You may also need some other program (ex. XD, chart, Pinterest, Designspiration, Website, Interactive PDF, Padlet, diagram, outline, backward map, etc.) that will help you prototype or demonstrate deliverables you want to share with your client/audience.
- The logo is the “jewel” of the visual identity. You don’t want to reveal that yet. Instead build up anticipation for it in the presentation, within the presentation sequence.
- It may, however have color or tagline related to your proposed visual identity. Since you will typically be presenting three possible choices to the client it wouldn’t make sense to favor one of them at this point since they wouldn’t have made a final choice yet.
- Consistency and extension of the Visual Identity
- Customized (not decorated)
- This means you first need to explain to us (the client) what characteristics of their business you determined to be the most important and are representing in your design proposal,
- 2 nd ; who is the primary target audience that this new identity is aimed at or attracting? and
- 3 rd ; the general approach/feeling you are going for in the identity. You are also demonstrating to the client that you “get where they are coming from”, or what is important to them and what they are trying to accomplish.
- Brand Concept (in this specific assignment one driven by active figure and ground) This is where the symbolism behind your logo/visual identity is interpreted.
- Next, how us the process you took to get to the final identity system choice. This is the Process Work. (This process part is typically not shared with the client, only here for our assignment)
- Reason for your Color choices and combinations, the color palette. Identity color specifications (see above).
- Typeface(s) used by you
- 3 possible typeface choices that your client might use that would be compatible with your visual identity typefaces,
- The fonts are that you indicate for the client to use are typically NOT the same as those in the logo itself. However, they might be other fonts within the same typeface family. So, you have to be specific about what those fonts the client should use (if they are in the same typeface family as those in the logo) or what typeface family (if different but complementary to those used in the logo).
- Apply Basic Branding and Visual Identity Principles to all.
- Pair each logo with a Tagline/Slogan + Company Name presented in a Lockup
- utilize/emphasize an active figure and ground visual relationship
- show a full color version of logo
- show a B & W version of logo
- show a reduced size version of logo (1″ x 1″)
- You need to have mock up versions of large applications/deliverables such as wearables, billboards, vehicles, etc.
- You need to have prototype versions of applications/deliverables that demonstrate interactivity and navigation for screen applications such as websites, apps, etc.
- why decisions were made because of client needs
- why decisions were made because of the client/company competition
- why decisions were made because of target audience
- Indicate how you applied the gestalt principle of active figure and ground.
- Poise/confidence/presence—speaking ability
- Soliciting comments/questions from the group, critique—engaging your audience
- Finally, check to be sure your Powerpoint presentation is in the correct order or sequence. You will explain everything that you did as either a direct response to the target audience or to your clients needs/requests. A logical and sequential Presentation of the Process that resulted in the materials/applications/products will lead your audience to a positive and logical conclusion that your design solution is correct and appropriate and the one to “go with” and ultimately make a difference for your client.
- PRACTICE your presentation.
Your grade/score will be based on the following
- Application of Active Figure and Ground in the design
- Evidence of Process
- Relating your design decisions to the needs of the client and those of your target audience.
- Design Solutions
- Overall craftsmanship and neatness
- Meeting the assignment goals listed above
You will also do two peer reviews of your classmates presentation. These will be assigned to you randomly through Canvas.
- Zamen–Modern Interiors
- Rabatan—Home Building
- Ledesma— sumpter-trucking-presentation
Katie Nimmo—Glory Essentials
Dana Shiroma —Bella Luna Salon
Sheng Moua —V Chiropractic Center
Ashley Richards —Southern Exposure
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Redesign A Logo Assignment
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Logo - Assignment
Your Assignment - You will be creating a company logo of a new company that does not currently exist.
You will need to come up with a company name. From there you will create sketches and vector digital versions of the logo.
Step 1: Research and Come up with a Company Name, concept and demographic.
Step 2: Research competition and analyze their logo, the shapes and colours they chose.
Step 3: Sketch on a piece of paper 10 designs.
Step 4: You will chose 5 designs designs from your sketches and create vector versions of them. Circle the ones that you will be vectorizing.
Step 5: After that you will choose 1 design and make another version of it in colour. There is no maximum amount of coloured logos. However, please try at least 5.
Step 6: Final Design can be put on a Mock-Up. Not mandatory. These mockups will be .psd documents. https://mockupsforfree.com/product-tag/packaging/
You will be handing in the following: - 10 sketches (a picture of your paper) - 5 vector designs
- colour versions of final design (minimum 5)
* 1 finalized design (this will be the same as one of the 5) of 1 black and white and 1 version in colour
As much as I appreciate simplistic designs, you will need to showcase your skill set. You are not allowed to simply just find a typeface and type something out and call that a company logo. You can however create your own custom font using shapes or the pen tool in Illustrator.
You must take into consideration the design principles. Make justifications to why you created your logo. This write up can be in your sketchbook or handed in electronically with your logo.
> DOWNLOAD Rubric Here
Playing with Design
Target market: young families. Medium end type of restaurant.
Target market: Adults. High end restaurant. Black signs with gold metallic logo.
- Logo design
- Logo design contests
Cool assignment: CoffeeDeer.com logo creation!
notmedia16 got their new logo design by running a design contest:
Check out notmedia16's Logo design contest…
A coffee bar, e.g. Starbucks, Costa Coffee
We are looking for a design that communicates the name clearly, both in word and in image. Vintage / retro style. In the attachment below you will find an impression of the ambiance. We also would like to see that both ".com" and "ESTD 2017" are used. Furthermore, we would like to stress that the "vintage / retro" appearance of the logo is important for us as well. In addition "coffee house" or "coffee company" can be used, but is not mandatory.
Every design category has flexible pricing for all budgets. Logo design starts at $299.
Full copyright with production-ready files for digital and/or print.
It all began with a design brief.
A quick, interactive guide helped them understand their design style and captured exactly what they needed in their logo design.
What is 99designs?
What is a design contest?
How much does it cost?
Designers across the globe delivered design magic.
You’ll get loads of concepts from experienced designers around the globe.
Work with talented, professional Logo design designers to turn your ideas into reality.
Select your favorite custom Logo design (Or two! Or three!). And the design is all yours.
How do you screen for designer quality?
What if I don’t like my design options?
How long does it take?
notmedia16 collaborated with designers to refine their ideas
When design entries come in, you can rate them so designers know what you’re looking for in your logo design.
99designs has great collaboration tools so you can pinpoint and capture your ideas
And then… they selected a winner!
Great logo & brand identity designer love the logo, super creative and sophisticated. also, the communication was smooth and fast with the designer. definitely recommended.
What happens at the end of a contest?
What files do I get?
Can I work directly with a designer to create a logo design?
Along the way, they met lots of talented designers…
We think contests are a super fun way to get design.
Recently completed contests:.
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We’ve saved a spot for your design contest :)
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Client: TRAUMKUH Year: 2017 — TRAUMKUH is a swank new establishment set to open in three of the biggest cities in Germany, selling everything from burgers and poutine to beer and coffee. The first location will be home to a spectacular all-black interior which is the stimulus behind this project. The logo for TRAUMKUH is my personal study in the tender balance between handmade and upscale. The typography is my own handwriting and it carries the majority of the responsibility for achieving a modern yet distinct look for the brand. It is well-balanced beside an abstract icon of a cow’s head, a branding component which shares a similar freehand appearance as the wordmark but reveals more control because of its deliberate shape. Whether together or apart, these elements all work to reflect TRAUMKUH’s unique atmosphere. Dipped in black and white? Folks, we have a winner.
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Step 3: Sketch on a piece of paper 10 designs. . Step 4: You will chose 5 designs designs from your sketches and create vector versions of them. Circle the
notmedia16 created a custom logo design on 99designs. They got dozens of unique ideas from professional designers and picked their favorite.