what is a brand
- the perceived emotional corporate image as a whole
- the reputation both claimed and received
branding
- the control over a public image
- a designer can create the framework for a brand, colours, artwork, style.. but the audience completes the brand through an emotional reaction to it
- example - apple is an IT company that projects a humanist image. + corporate ethics, and support of good causes
- when people use the products they connect to the brand emotionally
what is identity
- corporate identity is comprised of the visual aspect that forms a brand
- close attention is paid to executing a consistent experience for the viewer
what is identity design
- corporate identity includes strict usage of colours, font families, graphic elements and other guidelines, usually detailed in a corporate identity guide
- can include the logo, logo variations, business cards, labels, envelopes, letterhead stationary, advertisements. tv commercials, packaging, etc...
what is a logo
- for identification
- simplest way a company or organization can represent itself, through the use of a mark or icon
logo design
why vector art
- powerful, flexible and easily edited, which is important when clients want to make changes
- can be scaled up infinitely without losing quality
pencil to vector
- logo design requires many phases
- meetings and review sessions are required to arrive at a design that works
- converting sketch to vector requires graphic style, colour, line shape, and typography
final art: graphic style
- decide what your "graphic style" will be
- examples - will it be bold, simple and cute? sleek, technical, and sedate? cartoony, fun, and cool? high tech and 3d?
- wide range of styles to choose from, and choose a style that fits your concept & market
line quality
- refers to the smoothness and precise nature of your lines
- use pen tool to establish this
- take time with this, and if it doesn't work right try again!
line shape
- important to consider if logo contains lines
colour matters!
- makes a huge difference
- use colours appropriate for your design
rules for logo design
4 rules
- describable
- effective without colour
- memorable
- scalable
design styles
- typeface focus relies on typeface to create the design, creativity is utilized in the proximity, contrast, colour, customization of the letter forms
- mixing typefaces, which uses two different type faces to create a design. strive for balance and contrast
- typeface plus graphic element. which uses a simple, abstract graphic element in addition to the typeface to create emphasis
- typeface plus shapes/symbols. this achieves an even balance between art and typography
- graphic focused design, where graphic elements are the focus/dominant aspect of the design and the typeface plays a supporting role
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