DESIGN A LOGO THAT GRABS ATTENTION

E Genevieve Williams, Artist, Creative Director

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10 Lessons (31m)
    • 1. Trailer

      1:27
    • 2. Choose a Logo to Design, Identify Your Target Audience

      4:37
    • 3. Create Mood Boards

      4:15
    • 4. Post your Mood Boards

      1:36
    • 5. Sketching Pep Talk, Show and Tell

      4:07
    • 6. Illustrator techniques for smoothing out those rough edges

      1:19
    • 7. Moving Forward with Your Best Sketches

      2:28
    • 8. Considering Logo Sketches

      8:32
    • 9. Sketches and Go to Finish Choices

      1:44
    • 10. Rough Comps of Your Finished Logos

      0:31

Project Description

Design a Great Logo

Planning and Inspiration

  1. Choosing a Logo to Design

    All you need is a company or individual whose logo you would like to design or re-design!

    • Choose a company or an individual to create a logo for.
    • Describe your company or individual using these five criteria: age, gender, education level, income level, and locale (urban, suburban, rural).
    • Create five mood boards of inspirational swipe for the logo you intend to create that relate to the company or individual of your choice. Organize them by concept, typography, icons, color, and composition. Twenty five pieces of swipe in each category is sufficient.

    For example, these are Stephanie Faye's mood boards from a previous session. She did a wonderful job of collecting and sorting swipe. 

    Please post your mood boards for discussion before noon on Saturday, July 27th.

Sketching Lots of Ideas

  1. Ask yourself these questions:

    Ask yourself these questions:

    • Which typographic and pictorial elements are absolutely necessary in order to communicate the business of your client?
    • When the logo needs to be copied as a small, black and white image, will all elements translate well?
    • Is a logo mark necessary?
    • Is color necessary?
    • If color is necessary, what colors are appropriate?
    • Again, simplify, simplify, simplify.


    Sketch out your logos:

    • Then select concepts, typography, and compositions and begin sketching. Please do not go directly to your computer for this step. Simplify, simplify, simplify. Create logo sketches using pencil or pen and paper. Make many, many, many sketches.
    • Sketch out every combination of type and mark you can think of. Also create separate mark and type options. Draw out your ideas by hand, however rudimentary. This is stage in which accidents become your best logo designs.
    • Try out the three main selling tactics used to seduce an audience: emotion, humor, and intellect.
    • And, try out my basic formulas for type lock ups—square ups, rag right and left, first and last letters larger, lozenge, fit in shape, run around picture/icon, Hollywood boulevard, intertwined letterforms. (see end of this doc for examples)

    Some tips:

    • It’s a good idea to keep a notebook with you at all times so that when you see or think of something you like, you can immediately apply those ideas to your logo. Snap an idea with your phone camera where ever you are and include it among your "swipe" to draw on for sketches.
    • If you hit a wall, stop for a bit, do something else. Then come back and sketch more logo options.
  2. Share your best 25 sketches for feedback

    Sketch, sketch, sketch. I can't emphasize this enough. Your sketches don't have to be perfect. They don't have to be pretty. You just need to get your ideas on paper (as opposed to computer for this assignment, please). Start right away. Carry a sketchbook and use it. Sketch anything that comes to mind. These can be rebounds from your swipe, adaptations from something you saw on the street, etc. Post twenty five sketches for discussion before noon on Saturday, August 3rd.

Move to Finish with Your Best Logo Sketches

  1. Choose Your Strongest Sketches, Move To Rough Drafts

    There are loads of ways to create logos:

    • You can do it by hand
    • If you're good with Illustrator, you can use it. 
    • You can cut and paste shapes
    • You can draw the typography or choose a font.

    Most importantly, have fun, do what comes naturally, follow your instincts. They're probably spot on!

Review of Your Logo Finishes

  1. Post Your Finished Logos!

    Based on feedback from me and your classmates as well as your own inclinations and feedback from friends and/or clients, render a few finished (rough comps are fine for now) logos and post. Try two or three so that you can see how your best sketches come to life. Be sure to include both color and black and white versions of your logos.

    **Please post by noon on Sunday, August 11th.

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