"SLC21/WK2: Introduction to Logo Design
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Logo design is a representation of brand identity, value, objective in a visual graphic design. With a well designing in logo you can communicate values personality message of your brand which distinguish it from other brands.
| Logo Design types |
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• There are dynamic type of logos which alter their appearance dependent upon context like Google evolving logo.
• There are kinetic type of logos which shows in animations for digital platform most of the time like loading animations.
• There are abstract type of logos with r non representative symbols like Pepsi globe logo.
• There are mascot logo type which appears as an illustrative character like Tony the tiger.
• There are combination mark logo which appears in the form of combination of text & symbol like Burger King.
• There are negative space logo which utilise empty space for creation of design like FedAx arrow etc.
| Principles of Logo Design |
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• Authenticity is first principle you should keep it in your mind because authentic logo always reflect that what is value and identification, personality of your brand.
• Coherence is another principle in which your logo design should align with brand visual identification.
• Flexibility is another principle which is all about adapting to various contexts and applications.
• Story telling is another significant principle which is all about conveying of actual history and message of a brand.
• Emotional connection is another principal which is all about evoking of resonance and emotions.
• Cultural sensitivity is another principle which is all about respecting all cultures.
• Sustainability is another principal which is all about individuals of design which stands with time.
| Logo Design examples for particular industries |
|---|
• For healthcare industry logo should be simple, hope evoking, and soothing.
• For finance logo design should be professional, secure and stable, symmetrical.
• For technology logo design should be modern, new or advanced and dynamic.
• For food and beverages there should be appetizing, memorable and attractive designs.
| Common Logo Design mistakes to avoid |
|---|
• There should not be overuse of gradients and shades.
• There should not be poor typography and kerning
• There should not be in necessary contrast
• There should not be lack of scalability
• There should not be over complexity
• There should not be inconsistent branding
Logo design effect role and impact of logo for a brand that I am describing below;
| Roles of a Logo |
|---|
• Logos are story telling because they convey information about what type of brand is, what are their mission and what are values of a brand.
• Logos plays a role in emotional resonance by evoking feelings in humans like feelings of sadness or excitement after seeing a particular logo.
• Logos plays a role in providing authenticity of a brand by reflecting original personality and values as well as objectives of a particular brand.
• Logos plays a role in cohesion by unifying visual identification of a brand across different marketing materials.
• Logo designs plays a role of adaptability by adapting to alternations of market trends and technologies.
• Logo designs plays a role of iconicity by becoming an iconic sign that can be known without text.
| Impacts of a Logo |
|---|
• Logo design impacts by enhancement of customers ability for recalling the brand.
• Logo designs build trust in customers which is another effect of logo design.
• Logo designs effect by posting love and pride of employees.
• Logo designs are really impactful in term of facilitation of partnership and other collaborations.
• Logo designs are impact full for establishment of brand as leader of industry.
• Logo designs are impactful for boosting engagement from social media and sharing from social media.
• Logo designs are impact full for increasing remembering and memorability of brand that's why it is always suggested to keep logo designs unique,creative and simple.
| Do's |
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| Storytelling |
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• Logo designs should be story telling means all the elements that you are including in your logo design should tell values and identification of your logo that what is about your logo design.
As an example;
• Pak Heart Association is conveying information about name of association and below returns slogan which is beat of hope and care is a brief description that highlights values and objectives of this association as you can see in the below screenshot.
| Emotional connection |
|---|
• Logo designs should be that which evoke emotional connection or resonates with that targeted audience.
As an example;
• Below in the screenshots you can see that I have choosed a emotion provoking logo of heart which is also resonating with the targeted audience like those people that suffers with condition of heart.
| Authenticity |
|---|
• Logo designs should always contains authentic elements about which you actual want to represent your logo.
As an example;
• You can see in the below screenshot that I have written brand name or Association name which is Park heart Association and a brief slogan and both are authentic and relevant.
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| Cultural sensitivity |
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• Logo design I have shared is not containing any element related to cultural sensitivity.
As an example;
• Above in the screenshot my logo, written text or colours are not disrupting for any culture.
| Custom illustration |
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• Logo designs should contain unique illustration of custom about which you are creating logo.
As an example;
• As I have created this logo design for Pak heart association so I could choose simple logo of ❤️ but as this heart is most specified with help so I have choose unique and creative illustration.
| Typography hirarchy |
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• Logo designs should have proper hierarchy of typography.
As an example;
• You can see in the above screenshots that association name is written with greater font than below slogan.
| Don'ts |
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| Over complexity |
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• There should not be over complexity in your design like you should not show a lot of description about your brand name or association name.
As an example;
• Below you can see that there is a lot of complexity in design especially slogan is written with a lot of description.
| Generic icons |
|---|
• Logo designs should not contain generic symbols icons or elements
As an example;
• You can see in the below screenshot that there is that generalised logo used which is not specific heart logo for health.
| Unbalanced composition |
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• Logo design should not contain lack of balance for composition or symmetry in a design.
As an example;
• There is no symmetry in below design and all elements seems to be lacked in organizing.
| Tacky effects |
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• Logo designs should not contain any tacky effects means there should not be too much gradients use in your design.
As an example;
• Below they are too much gradient and colour use which is giving very unpleasant look.
| Lack of flexibility |
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• Logo designs should not contain any lack in flexibility.
As an example;
• Logo design is not at all looking flexible regarding font size, style, symmetry, logo and regarding overall look.
| Unprofessional fonts |
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• Logo design should not contain unprofessional fonts like fonts should be used in such a way that brand name and brand description should be justified.
As an example;
• You can see in the below screenshot that only one font is used throughout the design and this is not looking presentable because there should be prominence in font which you are using specifically for your brand but here for association in my design.
Now this is I am explaining step by step that how I created my logo design by thinking that I have a task of designing a logo for Pakistan heart association which is Pak Heart Association.
• I go to Canva app so that I may start designing my logo.
• In my first step I have choose YouTube thumbnail size post because I consider that it will look most suitable for creating Pak Heart Association logo design.
• After that I selected and choose sky blue like shade of colour with hex code of #84D3D6 as it looks very decent and soothing and for health association logo there should be some soothing colors.
• After that I locate option of elements and search about heart health logo.
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• I have choose one of the most creative relevant and unique logo from there which was free to use.
• I add it to my page and then I adjust it in centre.
• After that I wrote Pak Heart Association in capital letters and in IMPACT font style as it gives a bold look.
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• #117E82 was hex code I have choose for writing Association name as it was main thing I have to mention in my logo design and I used this colour because it was quite similar with shade of my post which I have used.
• After that I have written as slogan in brief ways which was quite relevant with Pak Heart Association and this slogan was "Beats of hope and care" and slogan font style was Alice.
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• #9D8834 was hex code of color I have choosed for slogan and this colour was suitable to choose because my logo colour was quite similar with it so it was giving a pleasant look
| Final step |
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• This was finishing step of my logo design in which I have adjusted all the elements according to my post by maintaining over all symmetry.
• This is my final design water mark with my username.
All used images are my property
Special invitation to;
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