Transcripts
1. Class Intro: Rolling. Hi, my name is Jeremy and
I'm the head creative for future for a creative
agency based in Sweden, and we've been running
now for seven years. We worked specifically with the sustainable industry
to create brands and logos to help them explain their complex and amazing
work that they do. Today's class is all
about dynamic logos. I want to help you expand the
idea of what a logo can be and help you highlight those amazing brands that
you'll be working with. You will learn about
what a dynamic logo is, how to go about creating one and all the other resources
and tips and tricks you'll learn along the way to create amazing dynamic logos. We'll also be
looking at a bit of a history of dynamic
logos before we get to designing the projects
for this class is to create a dynamic logo
from a set of logos. I will provide you an
industry that you choose. I'm so excited to
share this course with you and I hope you have
a great time taking it.
2. Why Dynamic Logos?: So why can dynamic logos be a great tool for you
and your design toolbox? A dynamic logo is when you take a logo that is simple
and shapes and break it apart without
losing the essence of that logo and use it in
lots of different contexts. I know this is a
little bit esoteric. I will show you some
examples right here. You can think of
dynamic logos as a frame for the
content of your brand. Dynamic logos are
great in two contexts. One, when a brand has a lot of movement and a lot
of excitement, that way, your
dynamic logo can be adaptable to whatever the
movement of that brand is. Another contexts which I think is fantastic for dynamic logos is brands that have a lot
of different parts to them. You can think of
something like a museum. They have so many
different exhibitions that a dynamic logo
is great to have, so you can adapt it to whatever the mood of
that exhibition is. Next, we're going to
look at some examples of amazing dynamic logos that you can use as inspiration for
your upcoming projects.
3. Case Study One: The first example that I
want to show to you is by Stefan Sagmeister is a
Austrian born designer not working out of New York. And this is one of
the first pieces of dynamic branding and logos that really got me
into this space. This is for Casa, the music
in port two and Portugal. This was inspired by the
shape of the building. They use the building as their logo,
recognizable buildings. And for their
expansion of settlers, they use different angles
of the building to highlight different parts of their brand and different events that happened is
because of the music. Here. They use different
colors of different events. If an orchestra
performs the hall, specifically Beethoven, they can highlight that with
different colors. If the stones come one
day and they perform. And I think this is incredibly
cool and should give you a good understanding of why I
got into Dynamics branding.
4. Case Study Two: So now we're here for
the second example. And this example is created by data does studio in Lithuania. And this is made by diet, a diet and food clinic. And you can see, so here's a very simple logo. Then they are able
to break it down. So here you have many
different variations of SAP logo with using just
those three simple shapes. And it becomes
incredibly dynamic. Using the simple shapes have many different
configurations. And then they can sort of
apply that brand further. This is a diet and food clinic, so they can apply it to different contexts
using examples of food. This is incredibly
useful with color, but then we can also use them as illustrations and icons
here and here you can see again it being
used on the made by diet website as icons further. Yeah, this is a great
example of a dynamic logo using simple shapes and using movement and different
configurations.
5. Finding Great Photography: So before we get to designing, I'd like to point you towards
two different resources. One is the National Gallery
of Art Collections Search. Here you can have a bunch of public domain images of
paintings that you can use. So if you're designing for
something like a museum, this is a great
resource to have, to play around with
and design onto because it has so many
different pictures and paintings that you can use. For something with a
bit more movement. I would say something
like Unsplash and you just type in something
like sport or movement. And they have a bunch of
different images that are probably appropriate to use for you to create
a dynamic brand.
6. Designing Together: Okay, so now that we looked
at these amazing examples, let's get to designing. So I decided to go with the Gothenburg Portrait
Gallery as sort of a name. I came up for this logo. And it's a portrait gallery of different paintings
in Gothenburg. Could be Gothenburg, Nebraska
or Gothenburg, Sweden. It's up to you. Let's get to designing. So immediately I see that it's probably a good
thing to be afraid. So remember, always make copies. Don't just use the
original so that you can always have something
to pull from again. So yeah, this could
be a an option. Correct. This could be something
that we could work with. Maybe it's better if you
make it bigger, right. So that this lady's whole
face is our whole body, excuse me, is and I think maybe the whole
body is probably better. Then if we wanted to make
it almost like a poster. Maybe we want to at wordmark
somewhere in there. Just to apply to. Now. See, I think that could be something that
kind of looks like a museum that you would maybe
go visit, right? Objective. If you see this on a poster, probably wouldn't look
too out of place. And if we move this over to the more different type
of style of painting, yeah, that could work. But that's a very simple way
of looking at that, right? Maybe there's a way
to expand this. So let's make a copy
of these two things. And let's see what else
we can come up with. So if we ungroup this and want to break it
down this shape, we have now these three
shapes that we can work with. So maybe some things
here, you know, like is that something you know? And then if we want to break
it down, always we can. Here's another way
to break it down. And so that's kinda cool, right? Like always breaking
down the shape. Maybe that's not
the most approved. Yeah, maybe that's not
the most appropriate way to break down the shapes. We could also maybe I'm like them more
differently, right? That's kinda cool. Right? We can sort of take that. Yeah, move it further. So we've broken this down
already quite a bit. You know, this has quite a
few vacations differently. And if we take this sort of more vertical style of painting, maybe we can even break it
down further to where we have almost more like a
rectangular shape. And then we have
these two shapes in here or something, right? And then maybe that's something. I've expanded this. So I have to fix that problem. That's good enough for now. We can take this thing here. Yeah. Yeah. This one's a little more
difficult to work with, but I'm sure we could
come up with something. Maybe these can be shorter. Yeah, exactly. I think this works when
this is shorter and then we just highlight this
rectangular shaped lot more. Yeah, I think that could work. And then this kid yes. So this is just
exploration, right? Like we're just sort
of seeing where we can take this logo and expanding
it further and further. So now that we've done this, just using the shape, maybe we can think of, oh, maybe the inside of
this can become. That big square
in the middle and almost just use the inside of
this part of the painting. So let's do that. Let's make a square. Is just using the inside
of that painting. We move that square
over her face. We select both of them and press Command seven on the Mac. So probably best thing
to do is to create a frame when you don't have like a big picture
there so we can get the feeling of what a
poster might look like. Yeah, so just an outline. Shape works fine enough. You don't need to be any
needs to be very accurate. You just have to get
a feeling for it. So we'll just place that. I think maybe we can do something with these
bars on the side. Yeah, maybe we can use the
colors for the painting on to as sort of
visual aid as well. Yeah, we can use the colors and place them like we
have placed it before. I think that looks quite cool. You know, like adding
a little bit more dynamic in the visual and
into the language there. I make that nice
and big word mark. Yeah, we can use the same color as well
from the word mark. I think this sort of
idea can be very good. Now let's take it
a step further. Let's maybe we can
use these things as cutouts also on the,
from the posterior. But maybe this
painting is not great. So we'll just do all
the steps again. But for this poster,
because it has so much, so many more interesting
features to it. Break it apart. So we still have these shapes. Make a little poster square. And yeah, we can actually
then take this guy again. Oops, work. We can take this again. And we can see what we can come up with
here with these guys, right? We wanted to take some
stuff out from here. So maybe you want to take like somewhere like
down by her torso, something like here by the arm or something or maybe by the belt or maybe the scarf. And then maybe we would
take something from here. Now if you wanna do the
command seven trick again, I suggest making a
compound path here, and then you can do it
with both shapes at once. Then, oops, forgot to highlight
this thing behind it. Command seven. So and then we cut out
these things done. She gets it like that. I like that. You can make little
ungroup this maybe. So if you double-click enough, you can start controlling where it's highlighting
the clipping mask. And then yeah, yeah, I like this a lot. Increase the size
of this little. Wow, I think that's very cool. So yeah, I think we've got some very cool exploration
going on here. I'm just going to
continue designing here. I think in the next video, I will show off where
this has taken me. And I hope this gives
you sort of an example of workflow of how
to think of this. You know, it can be
quick, it can be messy. And it's really want
you guys expanding where you are taking your ideas. Yeah, So see you next video and I'll show you
where this has taken me.
7. Finished Results: So now that we've been designing
for about half an hour, maybe 45 minutes, this is
where my mind has taken me. I've gone for a bit of a
more minimal approach. So I am using this
painting over here. And I think I wanted
to just show a bit more of a wide
range of portraits. So I downloaded this photo of a sculpture by Paul
Wayland Bartlett. Yeah, I've gone for a very
minimal color palette, letting the artwork
have most of the color. I've also sort of wanted to
keep outside of the artwork. This type of language,
very subtle. And I think the way
I did it now was for different people on
their business cards. They have little personalized
icons with the logo and then the back of
the business card, we can have the full logo there. But I think on the website, you can use this type of iconography to highlight
certain aspects. And I think this is a sort
of a fun little highlight, but not too much and letting the art
work speak for itself. And I think that's where
my mind is taken me. Yeah. And on the letterhead would probably have
it even more subtle. Maybe not even using like the color of the
black that I have here, but maybe another
off-white on off-white. But this is just
where my mind has taken me after half an hour. You can use my example and
I'd really love to see if where your mind takes you when coming up with
a dynamic logo.
8. Class Project: Thank you so much for
taking this course with me. And I really hope you
learned at least a little bit from this course. I'm really looking forward
to seeing what you guys come up with when you are
designing a dynamic brand. And I will be responding to some
questions and I'll be here. All the resources will be
also linked down below. So all the picture resources, the examples of
inspiration that we used, it was fantastic to
be your teacher for today and I hope to
see you next time.
Futureform Studio, Branding for sustainable companies
