Logo Design: Create a Mark for your Favorite Restaurant or Bar

1. Introduction: Hey, guys. My name is Payton Bridges and I'm a Graphic Designer that specializes in brand identity design. In this class, I want to teach you guys how to efficiently create a conceptual logo. We're not going to create just any logo, we're going to create a logo for our favorite bar or restaurant. I've been doing graphic design for many years. I've worked for advertising agencies and design firms, and most recently, my creative business, NOX Creative, where we specialize in building brands for service related businesses. More specifically, local businesses such as full concept, bars, restaurants, retail spaces, and things of that nature. I found that these projects allow me to touch on all aspects of the brand, or all aspects of the customer experience, from not just the logo, but the outdoor signage, interior space, how that looks, the menus, the business cards, all the promotional collateral that goes along with promoting a bar or restaurant. Of course, there's the website and even building out full lines of merchandise. Like shirts, hats, koozie's, all types of branded stuff that go along with promoting the bar. I found that these fully connected brands really make a place stand out against the other guys on the street. In this class, I want to walk you through some simple steps and techniques that I use to create bar and restaurant logos efficiently. We'll start with research and development, then we'll go into some word listing, finding some word associations, doing some quick sketches, and then we'll create some mood boards, maybe grabs from reference materials based off of our sketches. From there, we'll jump right into Illustrator and I'll show you some tools that I like to use, along with simple shapes for creating these logos with these icons. Then I'll show you how to select some type, where you can get some type, some type fonts, and maybe we'll modify them to complement the logo mart. After that, I'll close by showing you some simple ways to present your logos by using some simple contextual mockups. So if you're looking to improve upon your process for creating a conceptual logos efficiently with some new techniques and some presentation practices, now I think this class would be a great resource for you. If nothing else, it should be a fun project to work on, so how about we jump in and get started. 2. Supplies & Logos: So hey, guys. Welcome to the class. Before we get started, I would like to go over supplies that you'll need for this class. It's very simple. You basically need a pen or a pencil for sketching and word listing, a sketchbook for doing sketching and word listing. You can use notebook paper. That's fine, too, or tracing paper. Whatever you have to write on is good. Something that we can scan in later, if need be, or just refer to on our desk as we're working on our logos in Illustrator. Another thing you'll need is Adobe Creative Suite, or Illustrator, or Photoshop, basically. Illustrator, we will create these logos in vector format, and then Photoshop, we will use to mark up our logos for presenting. Another thing I'd like to go over real quick is what makes up a logo. There's all different types of logos. There's logo type, and then there's logo marks, or an icon. The type of logos that I like to build for my clients or projects are what I call modular logos. It has a logo type and a logo mark. So an icon and a type font. A good example of that would be my company logo. It's this logo type here, which is Nox, is my logo type and my logo icon is this bird head. Occasionally, I'll use this full bird mainly with apparel or t-shirts and things. But when I'm using my logo type and logo mark together, I just have the word Nox, the logo type Nox, and then I have the bird head that will go next to the end. So that is a good example, and I'll show you some other examples here that you'll recognize. So we'll start with the Target logo. There's the red target and then there's the Target logo type below. Starbucks used to have a seal lockup where they had the type around the mermaid. Now they've just gone to just the mermaid as their icon. Pepsi has the smiling circle. It's supposed to be a smile on there, and then they also have the Pepsi logo type. So this is a good example of custom type and icon. The Golden Arches, of course. Everyone recognizes those guys, and they also have the Golden Arches with the logo type cross the arches. There's Apple. They don't have a logo type, they just use an icon, so it's pretty recognizable across the globe there, the apple. Bass has the logo type below with the red triangle above. Then there's Nike that has the word Nike, and then the swoosh. A lot of times they use the swoosh by itself. So just keep these modular type logos in mind while you're working on your logo project. They really add a degree of flexibility to your logo project when you start to brand the whole thing out across all the different channels. So now let's get started on this, guys. Let's jump into one of my favorite parts of creating a brand, or creating a logo, which is the research phase. So I will see you guys over in the next video where we'll talk about research. 3. Research: Now that we're ready to get started on building this logo for our favorite bar or restaurant, the first thing we need to do is research our bar name or our bar concept. If you don't have a bar name, you can come up with whatever you want. Use your creative freedom to come up with any concept you like. The sky is the limit here and just have fun with it. If you are having a hard time coming up with something, choose your favorite hangout, your local pub, or your local place that you like to go eat and have drinks and hang out. Maybe they have a crummy logo and they could use a little refresh, so feel free to go that route. Once you have this name or this place in mind, then what we need to do is we need to get out of our sea and go out into the field. If it's an existing place, go check it out, go in there and have a beer, have a bite to eat. Take notes, take pictures, write down any information you can about that establishment. If it's something you've made up, you've come up with, then research the elements that you that you want to see involved with this bar or this restaurant. For example, for this project, I'm going to demonstrate how I came up with the concept for a bar that I worked on a few years back. This bar is a retro arcade bar that has all types of old school games, retro arcade games like Skee-Ball, foosball, shuffleboard, has Jumbo Jenga and of course, all the old school games like Space Invaders, Pac-Man, Centipede, and Street Fighter and all that stuff. I researched all the different arcade games, like what did those arcade screens look like? What was the graphics like? I'm pretty familiar with them because I played those things back in the day. I would research anything to do with Kung Fu as well. So I take Kung Fu and I would research that practice or that discipline, or that martial arts and learn anything I can about that. The history, the ranking, the types of kicks, punches, the types of moves, what type of weapons are involved? I went out and got a book on Kung Fu and read it and it had some pictures of different stances and different things and the names of these kicks and punches and blocks. I documented all that stuff and then I also went out to some bars in the neighborhood where this bar was going to be, took some pictures, looked at their competitors, size up the competition. Once you have all this information, what we'll do is I'll show you in the next lesson on how we put all this information down into the form of a word list. But to backup a little bit, if you're working with a client and they have a project that they want to try to get across to you, this is what I want. I have clients that call me up and they say, "I know what I want, I want this and this and this." I usually say, "Okay, well, let me send you a logo design brief to fill out," and that's the best way to get information out of your client about what they have in mind. It really makes them sit down and focus and write out maybe things that they haven't thought of for their concept. I'll provide in the class notes, a logo design brief for you to download and checkout, and see the questions that are good to ask a client. It's things like, do you have any certain colors in mind? What's your target audience? What's your concept about? What colors you don't want? Do you have any samples of logos that you'd like to share with me that you like? Also when we get into the mood boarding, there's an opportunity there where you can share your mood board with your client and they can contribute to the mood board as well. In the next lesson, I'll show you how to take all this information that we have, that we've gone out and gathered at our bar or our restaurant. Maybe we researched some certain types of food for our restaurant. We're going to take all this information and we're going to put it down into a word list. We'll go through that in the next lesson, and I'll show you how we can word list to all of our information, dump it out on paper and start making some connections. Let's go on to the next lesson and I'll show you how to begin the word listing process. 4. Word List: Now that we have all of our information from the research lesson, now let's move into creating a word list and putting all that information down onto our list. On one side, we'll write our name. I'll put in kung fu, and then I'll put in saloon on the right. We're just going to have two columns here. All the information we learned through research, we're going to jot down into these two categories. Kung fu is martial arts, so I'll write in martial arts. Then what I learned about the different stances or the skillset when learning kung fu, and I'll put all this stuff down. Techniques, stances. What type of moves can you do? Are there any weapons involved? The block, kicking, and all that type of stuff. The book I got on kung fu, I can refer back to that and write down some, so there's roundhouse kicks. Feel free to refer back to all of your information that you gathered. Also jump on the internet if you need to research, like if I needed to research something specific like the ranks. What type of ranks are there or belts? Are there black, blue, green, yellow? I think black belt's the master. So I'll put that stuff down. Then, later on, we'll go in and write in or jot down some sketches or little icons out in Exodus. I'll show you that once we fill out both sides. Let me speed this up real quick. Then, I'll show you how we can start connecting the two sides. Now that we have both sides down, let's start putting in these little icons. I'll sketch a bottle cap, a little beer bottle here. I start putting in just some reference images. There's a cowboy with a bandana, maybe cowboy hat. Over here, I'll write in maybe a guy that's doing a roundhouse kick. What does that look like? With one leg up. Is he holding something? Maybe he's holding a beer bottle in one hand. Then I'll just go through, and the main things that come to mind are like the headband. Karate Kid wore a headband or bandana. Then there's the belts, so there's the black belts. So there's a quick reference to a belt. Then we have the sensei. He has the funky hair with big eyebrows, a little knot or bun on top of his head. That could be something cool when I show you that. Right away, you start to make some connections of what different things can be. There's the sword that sits on the mantle, the ninja sword, the ninja knives. Then over here, we have a martini glass with a toothpick, toothpick could be a knife. The joystick for games. We have weapons on this side, guns, that's probably not a good avenue to pursue. We'll just sketch in [inaudible]. There's poker, cards. The card, make a connection. There's the ninjas. Ninjas and the cowboy, starting to make a connection with the bandanas or the masks. Maybe it's a kung fu grip, and maybe the grip's holding something, beer bottle, joystick, I don't know. Just quick jot these things down. We'll move into the sketch phase where we'll really start to get our concepts together. There's the nunchucks and then sake. There's a sake shot glass. There's the beer mugs. These are the things on the saloon side, you can start connecting up with the kung fu side. The joystick and the sensei bun on his head, that may make a cool visual. The beer mug and the black belt, the mug have a black belt around it. Look into that. There's the throwing stars that ninjas use, that go on a bottle cap, going to be a throwing bottle cap, maybe. So that can make a connection. I keep wanting to connect these beer bottles with these nunchucks. I think that's going to be cool. That's the route I'll end up pursuing when we start sketching, and I'll sketch that up a little better. Then there's the cowboy, Karate Kid, that can make something. Start making these connections across your two categories. Look into those more, research more if you need to. If not, then you can pursue on with the sketch phase. That could be a beer bottle on the mantle, that could be an option or a concept as well. Next, we'll jump into creating or sketching these things up. I'll go with the beer bottle and the nunchucks. We'll sketch these guys up, and then we'll jump into creating some mood boards and grabbing some reference materials. I will see you in the next lesson. 5. Sketchups: Now that we've finished our word list and we have these word connections and we have our concepts basically, let's just sketch up real quick a couple of these logo concepts that we can build out in Illustrator. I'll just throw it on a bottle cap here, just throw down some type, just get a lockup, see how where our type's going to live and where our icon may live. That's a horizontal lock up. Then I'll may do a vertical lockup here with the throwing star concept on the bottle cap. I'll just drop in some type underneath here, and that will be my vertical lockup. We just want to see how things will stack up and how we want to lay in our type. Then I'll do the beer mug concept, maybe put a black belt on him or bandana. It's going to be a bandana or black belt. I will just make a belt. Then just figure out where we're going to put the type, so pipe at the type underneath the beer mug here, so you just drop in kung fu. Our letters are probably tall and condensed. I'll write in saloon underneath here, then let's sketch up a beer bottle that may have a bandana. Bandana can either be on the neck or the body of the bottle, either one. You could do as many sketches as you want, just to get your ideas down, your concepts down before we start getting reference materials. Kung fu can run down the side. Maybe it's wide, and then saloon goes underneath the bottle, almost like a vertical signage. It'll have this vertical lockup. There's a hangs on the side of a building. Then I'll do the sure quick knockout the beer bottles that are going to have the nun chuck chain connecting them so like beer chucks. This is the concept that I will end up flushing out in the Illustrator, and we'll grab reference materials for this concept in the next lesson, where we will grab inspiration and reference materials and we'll create some mood boards. Real quick, I'll knock out one last one, this would be the beer bottle that sits on the mantle, like you see those ninja swords that sit on the mantles. This can be a beer bottle or wine bottle. Then we'll put some type underneath this. In the next phase, we'll grab reference materials so we know what the bottles and the belts and the nun chucks, exactly those images look like. I'm going to go with this nun chuck beer bottle concept. In the next phase, we'll jump into creating some mood boards and gathering some inspiration. That way we can start to put this thing together. I'll see you in the next lesson where we'll create some mood boards. 6. Mood Board: So now that we have our sketches nailed down, we can jump right into creating our mood boards. With this mood board, we'll grab just some inspiration and also grab a couple of images for reference. So when we build this logo concept down in Illustrator, we'll have some objects to refer to in getting our shapes down. So the best way to create a mood board, in my opinion, that I found to be the easiest way is pinterest.com. If you don't have an account, create one. It's real easy, it's free. This is my Pinterest account and I house all my mood boards for anything personal stuff, inspiration. I have my work on there. It's just another social media thing application that you can have and share and follow people, and pin all kinds of stuff, ideas for whatever may be. Whether it's design or building a house, or building a tree house, or if it's coming up with interior mood boards for interior spaces. So once you create your account, log in, and the way you create these boards as you go down to the bottom here to this plus mark, and click that plus mark. What's good about Pinterest is you can download the Pinterest browser button to your browser and any website you're on, you hover over an image. It gives you the pin button that you can click and pin it to your board here. So I'll show you how that works in just a second. So let's create our board. So we'll go down here to create board. Click on their guy, type in the name of your board. Ours is Kung Fu Saloon. This is going to be mood board reference. So it's going to be a design board. You don't have to select all this. I never put it on a map. I do keep it secret because typically, I'm working on client projects and it's just me that's viewing them or a client if they want to collaborate. So here is where you can add in a client or a coworker, someone's collaborating with you and they want to pin their inspiration that they think would be helpful. Or they want to show you, "Hey, I want my logo to be vintage, I want it to be brown and green or whatever." These are the colors, I'm thinking they can pin them to the board, so you can see them. So you'll create the board. I already have this board created, so I'll just hit "Cancel" and here it is right here. So in Pinterest, your secret boards are housed at the bottom. So down here at the bottom is my Kung Fu Saloon board. I'll click on that and we can start pinning. I've already pinned a lot of stuff to it. Bottle caps, different types that I like, I think cool, different lockups. The way you grab these pins or you just go up to the search bar at the top here and you type in retro logo type. Let's see, that's where I found that, there's these different retro type fonts, and just scroll through and find some stuff that you like, that you want your mark to mimic that style, and we can recreate that style. All kinds of cool stuff that you can find on here. Another good resource to pin from or to see what's going on with trends and different things is dribbble.com. I like to go there a lot. It's with three Bs, and a lot of awesome designers on here that do a lot of cool stuff. So this is really cool. So you can hover over at that image, so it gives you this "Pin it" button, so you can actually pin that to your pin board. So you click "Pin it" and it actually takes you to your pin board. So I'll just label this one vertical lockup and the colors. So here on this little pencil, you can click edit and put in your description on it, and then you just want to come over here and click "Pin it". I want to Pin it to my Kung Fu Saloon board, so I hit "Pin it", check mark, pops it in there. Sometimes it takes you back to the side, sometimes it doesn't. So you can either go check it out or just close out of that guy. So dribbble's good. Also, if you just go Google Images, is always a good resource as well. Google Images and then all kinds of cool stuff here. You can hover over them, get the "Pin it" button. A lot of this stuff you'll see on Pinterest as well. That's really cool. Just find some stuff that you get some inspiration from. Like here's some different circular lockups. Once you get all these guys into your Pinterest board, you just go check out, click on your name, go find your board. Keep this guy up while you're working on your logo and you can draw inspiration from it. If you need to create some more sketches, if you want to fine tune your sketch some more, feel free to do that as well. Print some of these out and try to mimic that style if you want. We'll keep these up later on when we're going to select type fonts, you can refer back to this. So what I'll do want to do is I want to add my sketch in here. So I'll click on this plus mark and we're going to upload pin. Then we're going to go choose our sketch. So we got it here, I believe on the desktop in Kung Fu Saloon folder and sketch up right here. Pin that guy to Kung Fu, I'm just going to name it, put a description. Pin it to our board, then we can have that, and we'll go and grab some reference material. Since most sketches, the beer bottles and the nunchucks, let's go find some beer bottles. We can work from some names. So I mean, any of these will work. Just go with this guy here. Actually, let's go with this one. Mine's getting up. It's blurry. So I will just pin that guy to our mood board, takes us back. Now, I'm going to slick up those nunchucks. So let's find somewhat some good links in there. Let's get some good links because that's the main part that we're going to need to create, so pin that guy. Again, we can exit out of here. You may have to refresh your pin board, that way it throws your stuff on there. So we have our nunchucks, we have our beer bottles in here, and we're good to go. The next step we're going to jump into Illustrator, put our reference materials into Illustrator, and start building these concept out with some shapes. So what we'll do is first, which is you can grab your sketch by right-clicking, Copy Image. Then when you go into Illustrator, we'll just paste that in there. So I'll see you in the next lesson and we'll start to work on our concepts. 7. Vectorize: Now, that we're in Illustrator, we need to drop in our reference objects, and we also drop in our sketch and start building our logo off of these reference materials. The best way is, we can go back to Pinterest or pinboard we have pinned up. Copy this image, back to Illustrator, Command F to paste in front and then just rotate that thing around. We'll keep our sketch up here in the top as reference. Command 2, to lock it down that way doesn't move on us. Then just repeat that. Let's go back and get our beer bottle. A nice shiny bottle here. It's low res. Copy Image, back to Illustrator, Command F and we'll put this guy off to the side Command 2, lock it down and then we just repeat this step again for our none chucks. We'll grab these guys. These look a little more defined where the chain is. Copy Image, jump back into Illustrator, Command F, Paste. Line this [inaudible]. Put this guy over here. I'm actually going to crop out all this other stuff and so it's not distracting. We'll just draw a shape over that. Get both of them. I think Command 7 will crop that. We'll move this guy over here Command 2, lock it down. Let's start off with working on our bottle shape. The tools that we're going to use the most will be basically 2-3 tools. We'll use this Shape Builder Tool right here. We'll use just these shapes, rectangle or round rectangle, and the ellipse. Then we'll probably use this one or the [inaudible] anchor or the Curve Tool as well. First, let's just drop down some shapes. I'm going to go with the rounded rectangle and just get them down there. They don't have to be perfect just to get the bottle anatomy I should say down, and we're going to work in black. I always like to work in black starting off. Then later on we'll get into color exploration. You get your basic shapes down. You don't have to line them. First, let's go back. Let's go up to "View" and make sure our Smart Guides are turned on. You can do a Command U and Snap to Point as well. The Snap to Point is really good because you can snap all your objects in line as well as Smart Guides. I like those as well. Have those clicked on, and once you click on these guys, you can either go to "Align". Over here in your palate aligned. Horizontal Align Center will snap all those to the center for you. Or if you move on, you'll see how it all snap each other with that green line will snap them to the center of the shapes. What we'll do is, we just want to get these shapes down just like the bottle. I'm going to change this to Stroke just for now so we can see our bottle here. We're going to use our creative judgment here. I'm going to make my bottle a little taller. I'm going to have a more dumbed down version of a bottle rather than a realistic form that we have here. We'll just get these shapes as close as you can here. What you can do is in Illustrator, you have these curves where you can come in and click on those corners, then you can round this guy to match the roundness of the bottle there. I'm going to [inaudible] this one up and I'm going to keep that one just a little rounded, and in the top on, I'll bring in a little bit. Make sure I want it quite as rounded, so still mind those guys. We got a basic bottle shape in place. If you have an older Illustrator and you don't have these. I think this is fairly new. I'm not real sure. If you don't have that option, then what you can do is just grab the Rectangle Tool, drop it down. I believe it's Effects, Stylize, and Round corners. Then you can hit "Preview" then click right here. Once you put in your numbers, you can see how much you want to round that guy off. You can do it that way as well. Then we'll just switch these all to black. What we do is make my bottle a little taller. Like I said, we're going to have this thing pretty basic. We can fine tune it. It's round that guy. A little more. Drag this up. What we're going to do is we're going to try to get this curve in here, or we're going to get that curve in there. To put that in there, we'll use the Shape Builder Tool again to join these two and make that negative space curve. We can get that curve in there. Then last, we'll taper in the top a little bit. That way, it starts to look more like a beer bottle. Let me do that. Let me drag this thing over and let's duplicate it, set it over here next our other beer bottle. We'll just have a little collection going over here. What we'll do is select all of these guys, all these shapes, grab that Shape Builder Tool and then just drag it across. It makes all those one compound shape. Then we're going to drag out some guides. If you don't have your rulers up, Command R will pop up your rulers. Click in the ruler and then pull down some guides. We're always going to pull down two horizontal ones and then we're going to pull out some vertical ones. These will Snap to Guide that we turned on earlier. That's helpful that it'll snap right up against that shape. We'll zoom in here so we can see what we're doing. We're going to grab the Ellipse Tool, put the circle down. We'll make it black. Let's make it a different color. Let's make it orange. That way you guys can see what's going on between the two shapes. We're going to just get their curve in there. What we'll want to do is the lips or the circle will snap to the guide and the shapes. We want to touch the bottle down here at the bottom. Then just move our guide up to the bottom of the circle and this one to the top. Zoom in and makes sure that guy touches. I think we're good now. Now, we'll duplicate this one over to the other side and it'll snap into place. Then what we'll do is we'll highlight or click on all three of these guys. Then click your shape builder tool again. As you hover over them, you'll see that this mesh pattern will show up above the shape. So if you go into that negative area, you'll see it highlight that negative space. If you just click that, it'll build out that shape for you. Then what we'll do is we'll come over here and we'll delete this guy, delete that one. We'll click these shapes, and then, with the same shape builder tool, just drag across and then you have your model all as one there. Now we have that little curve in there, and then what we'll do is we'll come up here and we can taper in that top, that way it's looking more like a beer bottle; more of a long-neck bottle here. I think we probably taper that in a little bit more. Then we can get rid of these guides, not going to need those any longer. We may be able to add on a cap. I don't think it's going to be necessary. I think we can do without it, honestly. What we'll do is we'll duplicate this bottle over here. Let's start working on this link. We'll come over here and we'll grab this rectangle tool, the rounded rectangle tool, and that's pretty much the link right there, a long oval. Then turn it to a stroke, just to give it that weight, and then just drag it over here, size it up a tad, and then we'll start getting that curve. We'll turn it, and then we'll just drop in side view. One of those guys would look like that. I don't think I want to do them where you see the sides. I think we're going to simplify it even further and just do a side view. Then just go to the cap, under "Stroke", "Weight" and then "Cap", and then just make the end round. We could probably beef it up a little bit, 16. This one could probably be beefed up a little bit. Then just duplicate those guys and then we'll flip them. There we have it. Then we'll grab this line tool in here, again, and we'll just draw a link and then round that cap. Then we'll just play around with these guys till we get them where we like them. This one's feeling a little too long, so we'll move these in, just center them up a little bit. These bottles could probably move closer together. I partly want to match the weight of this one, this link here. We'll move it up. All these can probably be sized down a tad. I think I'll beef them up just a little bit more. We'll make them all 18 for now. Let's bump it. I think that looks pretty good. Now, I believe I want to turn these just a little bit, so we'll get rid of this one. Turn that guy, duplicate it, mirror it, flip it, whatever it's called, I can't remember. So then that creates a nice shape in there. Then we'll size these guys down a little bit. I'll actually size them down just a little bit more, maybe bump them up. Then what we're going to do is, when you're sizing these things up and down, you want them to keep their weight. A good thing to do is go to "Object", "Transform", "Scale", click on "Scale" and make sure your "Scale Stroke and Effects" is clicked on. That way, it keeps its proportions whenever you move it up and down. We'll turn these to match the angle of the bottle. That way like this little thing is connected to the bottle. It could probably be a little thicker, so we'll do that. I think that looks good, and then we'll duplicate it over. Now we have our beer bottles in place and our chains in place, so drag these down. I think we're getting there. I think we'll be that one up just a little bit. Those could probably use a little bit more than 18. I think that's looking really good. Just to be safe, we'll click these guys, group them, click that middle one, and these outer ones, and then we'll do the horizontal align. They snapped, and then just group those, and then grab these guys, group them. Actually, we'll delete these because we want to make sure those lined up earlier whenever I moved them. Now we know they're perfect. Then we'll just grab that, grab this one, Command, G is the group. Now you have this group and this group. Then what you want to do is you want to align those two groups together. Then we'll come up here, click "Align", it just moved a tad. Now, that's pretty dead on. We have our beer chucks and, man, we're ready to whip some butt with these guys. I'll size him down. You'll see how it'll keep its proportions. What we'll do is we're going to change those guys into shapes instead of these strokes. Just highlight everything, go to "Object", "Expand", and then expand those, and then you have them all. What you can do is highlight all of these, and then come over here to "Pathfinder" and hit "Unite", and then boom, it's all one shape that you can change colors if you want. You want some green, St. Patrick Day beer, there we have it. We'll go back to black. Now that we have that, we can get rid of our reference materials. Just "Object", "Unlock All", and then just delete those guys. We really don't need that bottle anymore, we've got this thing whooped. Now drag this over to the side just to save that guy, and then we'll come over here, size it down, and then we can play around with it. I think this is going to look better turned a little bit on. I know our sketch is up and down. Let me lock that back. I think I'm going to like it turned, and then what I'll probably do is add a circle just to give it a little retro feel. I could see that circle later on being orange, like the rising sun type of thing. Right now we'll just add a quick stroke onto it, beef it up, close to the link stroke there. That looks pretty center there. If you go to the horizontal line on this guy, I think it's going to mess it up because it's just going to look a little off kilter, so just visually align that guy in there. There we go. You could probably size it up a little bit. There we go. Then now, let's move into creating or finding our type. So in the next lesson, what we'll do is we'll put some type down below. I think I see it living down here below, and it's going to be more of a vertical lockup. So in the next lesson, we'll move into showing you how to select some type, resources to get typefaces, and selecting them, and modify them to compliment our logo mark here. We'll see you in the next lesson. 8. Typography: In this lesson we are going to explore some type, and we're going to get out there and we're going to choose some type and then modify the type slightly. First off, let's jump over to our Mood board again. I will grab some reference materials once again that I can look off for going out and selecting. I like this thick, this type font here that music is written in. I'll just grab that, copy that image, and then jump over to Illustrator, where we'll paste that guy in, that way we can refer to it. Then I'm going to grab one more to refer to, so I like this tall type here. If there's anything else. I want to grab this one. Copy image, jump back over into Illustrator, paste it in there, and then we'll size it down. We're just going to build a little reference area over here off to the side. Command to lock those down. Now let's just jump out there and see what we can find. The places that I like to go to when selecting type are, just a handful aside, so I prefer to go to my fonts.com. They have a lot of good type fonts on their typeface families on there that you can purchase. You could type in, search any style type you want. You can type in your name of your bar here under sample text and you can adjust the size, you can go over here to stylistic alternatives and sometimes it'll change, if there's some alternatives to some of the characters, it will change that up. This is a good place to look for fonts, pretty reasonable. Another place I like to go to is FontShop, and fontshop.com you can search foundries, designers, if you have certain ones in mind that you like. Foundries and typeface, families on here that you can get. There's some really cool one. Well that's a cool one. You can check them out, see what they look like with your name applied to them. Another place I like to go to is Lost Type Co-op, but they have some really nice fonts on here as well. I've used a few of these before. What you can do is once you find your font, you get it downloaded and you load it into your system, we can start modifying. What I'll do is I'll type out my name here, Kung Fu Saloon and just get it looking like your mark-up up there, your sketch up. Then what we'll do is we'll go in here, move this up, we'll size it down, that way we can get this guy larger and we'll size the lockup later. Now that we have our type here, Shift, Command, O, convert that guy to two outlines. If you can't find a font, you can always modify these guys to have a rounded edge. For example, my icon has these rounded edges going here. I want the edge of my font or letter forms to have this curve. We'll make this a color, that way you can see what's going on. If this form was really close to what we wanted to use, then I could go in here and use that shaped tool. We could go in here and use this shape builder tool to make this guy around. We'll select that shape tool, and boom, knock that little piece off there. Now we're starting to get those rounded corners on your letter forms. We could do this to all of them, all the shapes by just selecting it, getting that shape builder and knocking those corners off to match the roundness of our bottle. We will do this again, one here just so you get an idea of how you can go through, round those guys off. You're starting to see how it can come into play. Once we size this down appropriately to our logo icon, you'll see that the shapes will start to match closer once its proportionate. That looks pretty good. I could continue rounding the edge of this G, the back of the F. But for now what I'll do is I'll select the type that I'm going to use that I've found that's really close. So there we have it, Shift option O, zoom out, Shift option O. You can see the curves match pretty close to the bottle form, and it has the feel of our reference materials. I want to make it a little taller, I want to make these shapes a little taller. We'll get rid of Saloon, and then I'll go in and just grab the bottom points. Also grab those, these guides, so they can come down with it. These right here, the interior part of the letter forms. Then what I'll do, is just bump these down. It's a little taller, a little length, a little height to our letters. In Saloon, I'm going to use a different type font, so I'll bring Saloon back later. But for now, what we want to do is, I want to connect these two. So I'll zoom in here on our g. What I'll do, is I'll delete this part, and then let's connect these endpoints. Command J to join those points. Have you noticed we have this ragged edge here? Let's pull down some guides to the top of where the interior of a letterform goes up, and then we'll pull one down here to where it ends. Then we can also pull some over here, that way we just get an idea of where we're going to snap that guide into place. Then we'll just go in and delete that because we're going to build that out with our shape tool. So we have that in place. What we'll do is we'll copy this part right here. That part need to come down. We can grab that earlier, so we'll copy this, in here. We'll move our guide back down. Let's copy this. Have it right here. We get rid of those guides. I'll take this off. We're going to flip it, to get this bottom edge for our g. So it snaps to point there. We'll just connect them because we're going to go back and put it in this part. So we'll copy this little interior piece. Here it is here. We'll take those little tabs off. Then it's a little too long, so we'll size it down, then we'll copy it, flip it on end. Grab those two guides, and then let's drop it in over here in the center. We've lost our guide, but that's pretty close, that's where we needed it to be. Then we'll just lock them up, select those two guides and select your shape. Then with your Shape Builder tool, we're going to knock it out of there. You can actually knock it out and then drag it over here because we're going to use it again. We're going to use that piece to build out this shape here. So let's grab your shape builder tool, make that all one shape. Make sure you bring that to front. Select that, and then we'll do the Shape Builder tool again to knock that piece out. Oops, unselect it, and then we have our piece knocked out there. We will need to go in and fix that part, we'll bring it down. Join those that way it's a squared off edge. We can get rid of that. Now, we have our g that comes down. We have our curves in there. It's looking pretty good. I'm going to square off this edge to match the rest of the letterforms. What I'll do is just drag this out, till it snaps to the edge and then just command J. There we go, we have a nine-degree edge on that letterform as well. Looks like I need to fix this over here, back the way it was. So it's a piece we copied earlier. Here we go. Let's refine this g just a little bit more. I think I want to round this edge off, so we'll just duplicate this corner here. What we'll do is, we'll flip it and then we're going to piece it in there. So we'll just drop it in. Show you how we're doing then we're going to use that same shape builder tool to knock out that shape. So come over here, select that guide, and there we have it. We have our g, is looking pretty sharp now. Now that we have this in place, let's type in our Saloon, and I will pick a different type font for the Saloon. So what we're doing is, we actually have Kung Fu and Saloon, we have a logotype lockup within a whole overall logotype icon mockup. What I have for saloon, is I think I used Bank Gothic Medium. I just fit it right in here to this area right here, where it lines up with the edge of the N and just fits right in there in that little area. Then Shift Command O to outline it. Then let's go in here. Let's finetune this S, I don't really like that jagged edge on the S. So we'll just pull those up, square them off with just a simple rectangle shape. I'll split the difference of this box and then we'll just copy it down here. Select this guy, grab that same shape tool and we're going to knock these shapes out. That's looking better. We have our saloon in there. I think we'll change to brown, we'll change it to black. Then let's size this overall logotype lockup down to where we think it can be a little smaller. Now, we pretty much have our lockup nailed down. What I'd like to do now is, sometimes what I'll do is, I'll create two different lockups. So what I could do is, I could copy all of this over, and you could also play around with having some lockups in a horizontal format. So they could also live that way. Maybe you have a version where it maybe it looks better on this end. Where the chucks are on the end there, your symbols on the end of the type. So those are a couple lockups you could use as well. Now that we have our logotypes down, we have our lockup in place, and we've referred to our sketch, and it looks pretty close. We did some slight modifications to tilt it on its side. Now, let's jump into creating some color palettes, and that's what we'll get into in the next video, where we'll go over how to select some color, grabbing some more reference, or using our reference images off to the side, and creating those colors quickly. Then we can finetune those colors later on, and I'll show you some resources for that. We'll see you in the next one. 9. Color: Now, let's explore some color options, and the best way to explore some color options or the fastest way, is to refer back to our mood board or to our reference materials over here. If we like these colors, then we can sample off that, but I have one that I like, that I thought was a really good color palette. We'll go back to our mood board that we created. I'm going to select this guy here. I'll copy that and we'll jump back over into Illustrator. The quickest way to grab some colors is lay down some shapes. Just grab rectangle tool and just lay down three or four shapes. Then you just select that shape, grab your Eyedropper tool, and then just go in here and select these colors off your reference material. I think those are looking really good. I'll adjust them a little bit, so we'll come over here and I'll fine tune them, just here, I want a little more reddish, and orange. Then more, that was pretty close. I think I'm going to make this a little darker and then this green I want to make a little more blue. So there. Those are my colors. Those will be my main colors that I'll work from. Another thing, if you're not really familiar with color theory and how to select colors, you kind of want to keep them in the same tone, so these are muted down versions of orange, yellow, blue, and brown, I guess you could say a dirty. Like a dirtier blue or adding a little bit of more black into the blue. A site that I like to occasionally use, you will go back and it's Adobe Kuler. It's K-U-L-E-R. You can select your color, so here we'll have our orange, cluster orange that we have. May need to be a little darker. Say that's our color. We'll set that as base color and then if you select over here, compound, complimentary, triad, monochromatic, it changes based off that base color. You can go in and select these and change them if you want and move the wheel around, select your colors. However you like. You can adjust all of these individually and go in and customize your colors that way and you can save these guys out. Right here, you can save a color theme and check those out. I think you can grab colors from an image if you wanted to. That's a quick way to grab some colors. Another way is to just play around an Illustrator with the color palettes and pick your colors that way. If you're working on a client project, I would suggest you guys invest down the road some time, invest in the Pantone color book. It's a Pantone color swatch book. Pantone color book, it's Pantone.com. In here, they sell these Pantone swatch books that are really helpful whenever you're building out a brand and you need these colors to stay consistent across all of your print collateral and specking colors for signage, t-shirts. You keep that color in the same round where everything's the same tone. You're not getting a bright orange, versus a dark orange. The Pantone books really help keeping that consistent. These books are expensive. You can probably jump on Amazon and get some older ones. The older ones are just as good. You can use those. I use these a lot. I refer to the Pantone books a lot when selecting my color palettes for a brand project. Then I'll supply them to our logo. I think I want this outer ring to be that brown and the bottles will probably be this brown color as well and the type I want to be brown, like dark brown. I think saloon, I want to pop this out with the orange. As we talked earlier, I think I want to use a bright orange circle in here, to summarize the rising sun. Let me lighten that color up just a tap. We'll just sample it. That's looking pretty sharp. I think that's looking really good. Contrasts of saloon and the circle and the beer bottles could be that beer bottle brown color that most bottles are. Then we'll just create some different options here. We'll just duplicate this over. Then maybe use a version where it's yellow or maybe the bottle is white. Really pops off that orange with white. Those can be some options we could use depending on how we use these guys. That's an option. Another option that I've done in the past when I've had events, is I grabbed this bottle and threw it on the front of a t-shirt and then I went and grabbed a green color and this green was a retro in green for St. Patrick's Day and then I had some type written out across here in a script that said "Lucky Charms", and then that was a way that we branded some t-shirts for our St. Patrick's Day event. There's different things you can do with your logo. This is a sample of what I'm talking about modular. We can use the beer bottle chucks, the beer chucks, we could use the circle. You want to call it like a seal or an icon. We can use this by itself as well, or we can use them altogether. Or we can use the typeface by itself. If we were working on something that was just, maybe it was at the bottom, there wasn't room for all of it. It was just a logo type or an ad, like a Web ad and you can't really fit all that stuff into the small Web ad. Then we could just use this by itself or maybe there's some copy written over here in this section or maybe that's a real light color, like a vintage color, paper color. That can be like a bar on the bottom of an ad or if you're just using the logo type. We'll just take this and drop it in over here, bring it to front and we'll go in and select the type and in this case, for a dark like a black or this brown, I'll probably just make that white and saloon could stay orange. That's an option that we could have for reverse signature. If this is used with the icon, then we'd place this guy in here. We'll just get as close as we can. Then maybe the outer ring here, could be the white. That can be our reverse signature, lockup for dark backgrounds. Once again, you could just make that white, that could work. That could be an option as well. There's different options you can have for a reverse signature. You would just decide which ones you want to use or which ones you want to provide as the main one. We'll just create these and then maybe that's an option. There's some reverse signature options for dark backgrounds. This could obviously we stick with the primary logo. We basically have our primary logo and this would be our reversed logos. These over here could be if you had other options. We have that. There is no black and white ad. You just convert this guy to that brown or the whole thing to black. If it's a black and white ad. You'd have your primary logo here. This would be your primary logo mark and then this could be a secondary. Actually all of these guys here could be secondary. That one's all black and this would be our black and white. That would be our black and white option, and then this would be our reversed. Our reverse signature. Our reverse logo. Logo lockup. Now that we have our color palette in place, and we've chosen our colors, we have are our type. We've gone through and we've shown examples of the reverse signature, the primary, the secondary, and the black and white. At this point, you're almost finished with setting up a style guide and a style guide is what I like to set up whenever I provide my clients with a branding project. It's finishing up the branding project. I like to provide them with a logo style guide that just basically breaks out what the logo is made up of and their colors and how to use the logo, and if there's any type fonts or a typeface family involved and what that is, I just specify. These are the type of fonts you use. There's bold medium or if there's an italic and this color used or whatever. It's basically a one-pager that I like to provide, sometimes two or three pages depending on the size of the project. I would just show the colors and then I'd go through and just show these different samples of this is how we reverse it out on black or on brown. That way they have that to refer to. Now that we have this in place, let's finish this thing up and apply our logos to some mock ups. In the next videos we'll jump right into mocking these things up into Photoshop. Photoshop and I will see you in the next lesson. 10. Mockup: Now we need to jump into Photoshop, and do our mockups for presenting. Real quick while we're in Illustrator, what we'll do is we'll grab our logo. I'm going to grab the primary logo here, copy it, and then we'll jump over into Photoshop, where I have the wall sign.PSD file opened up. I've provided you some files in the class notes. Some PSDs for you guys to use for mocking up your logos, and use those to mock up for client. If you're presenting to a client, feel free to use them. Please use them when applying your logo. When you're going to present these in the project gallery, please use these to show your different logo type and your icon, and how you choose to mock them up. I've provided some various sign options. This is one of them, and I chose here is this wooden one, and there's some t-shirts, there's a dark shirt, there's a light shirt, and there's a coaster in there. What I'm going to do here for this presentation is we'll do this wall sign, a beer coaster, and then I'll do the front of a white t-shirt. First off, for the wall sign, this is meant to be just quick, drop these guys in, play around with it as well. This is one of my favorite parts of showing the logo how it would live on a sign, or on a shirt, or on a coaster. I really like this part, but you can get carried away in mocking things up, and really start mocking up 10 different things. You really only need two or three, I think when presenting these for the first time. Later on, when you get into building out the shirt or the actual sign, then you can mock up four or five different signs when you're working on the signage. Or in shirts, you can mock up 2-20 different types of designs if you're building out shirts. For just as rough showing the logo, we're just going to do three images: a coaster, a shirt, and this sign. What you'll do is go over here to the Layers palette, and you'll see Logo here. Just click that, it's a smart object, so you'll just click that, and it'll open up a new Photoshop document. What you'll do is just Command V, drop your logo in. I'll drop this in as a smart object because I may edit it. I'm going to size it up. I'm just going to use a logo type for the sign because I see the actual icon, maybe another sign that hangs above the door on the window or separated somewhere. What we'll do is double-click that smart object, it opens up a new Illustrator file where you can go in, and maybe I'll pause and texture here, or you know what? I'll just leave it alone. You use Command S, Save that, close it out, go back to Photoshop. Your logo, it actually moved up since I've deleted the icon. We'll place it back down here. Then if you need to change the logo, so you wanted to add something else to this, you can just double-click that icon within the image window. The smart object, and go in and add to it in Illustrator. You actually have this logo type, and it's on the Illustrator file that you can go add it. But for now, we're just going to convert this guy to pixels. We'll rasterize it, and we'll save it, so it saves my rectangle. You can name it. I'll just say that. I'll go back to my wall sign PSD, and you'll see how it applies to the logo type to the sign and perspective to how the sign looks. I'll just have it on multiply, that way, show some of the textured word through. You can go in and fine tune this as much as you want, you can give it a little babble. If you wanted to look like it's pressed into the wood, you can do that. You can work on this thing. This is where you really eat up some time though is getting into Photoshop and starting to try to make this thing look professional. But for this, we're just going to use it for just mockup purposes, so that's a quick sign option there I would go with. Maybe I open this thing up, and I'll just add some quick texture. I'm just going to have a brush, so it's a Photoshop brush that I'm using with the eraser tool. I'm just going to knock out some texture on top of this guy. We'll just save it, go back to our wall sign, then you can see some of that texture showing through. I think that looks cool, I'll leave that alone. Then what we'll do is we'll save that, save this guy out as a JPEG or just screenshot it if you want. Then later, I'll show you how we'll do a quick presentation to show the logo with these elements. Let's do our T-shirt real quick. We jump to over here, I'm going to use the white T-shirt, the front. Same thing here, you just have your T-shirt, this doesn't have a smart object to drop your logo in it. What we're going to do is we're just going to Command B, copy that logo on there. We're not going to have it that large, but what we'll do is I'm just going to rasterize it. I'll just work in pixels for this one. Let's multiply it. That way it shows some of that texture of the shirt through. Then what we'll do is I'm going to copy this or Command X to grab it off there, that's still on my clipboard, so I can paste it back. What I'll do is I'll take this, I think I want to move it down here, put on the side of the shirt. Then let's just knock that off, just roughly go in here, and I'm going to delete that off, although it looks like it's wrapped around the shirt. Little bit of white showing, and I think that's okay for mocking-up purposes. Like I said, you don't have to spend a ton of time here. Then Command V, dropped my type in. Let's just get this thing knocked out, so we can present. Later on, we can find tune the stuff if we're asked to move forward with apparel. Multiply that, that way, you can see some of the texture, and I think that's it for the front of our shirt. We can now save this guy out as a JPEG, and then we have our shirt. Let's move into now a quick beer coaster. We'll jump on here. You'll see where it says, "Your logo here". Basically you'll have this one file, one layer. You just Command V, drop it in. I just already have it dropped in. Drop in, Command S, save it, and then go back to your beer coaster, and it'll drop it in on the coaster. You can size it up within the smart objects. You go in here, and we can size this guy up to the edge if we wanted to. Then Command S, save that. Go back to our beer coaster and see it's out to the edges a little more, drag it all the way to edge if you like. Now we have our beer coaster on there, and I added just a little bit of texture on top. I'll leave it in there. It's in the file for you guys if you want to use it, feel free to put your own textures on here. Feel free to jump out there on the Internet and find some free mockups. There's a lot of free mockups out there, there's some you can buy also. GraphicBurger I believe offers some mockups that are pretty nice. What I do sometimes, a lot of the time actually, I'll jump out there with my phone, take shots of signage. This particular coaster image, I shot myself right here on my desktop. I've stacked up a bunch of coasters and shot a picture some coasters and happened to have Lone Star one here and dropped it on the coaster there. I have a mockup image that I use. I use this a lot for mocking up my bar brands and showing them. Once we have these all set up, save this guy out as a JPEG. Then what we'll do is I'll jump back into Illustrator, create a half by 11 landscape document, and then drop those three images that we created in. I have my shirt, my coaster, and my signage. I'll drop those in on the side, I'll drop in the primary logo. Then sometimes, I'll just include down here the reverse logo as well, just so they know there's another option to reverse this guy out. That way they know their logo, it can apply to different things like the sign the coaster and be reversed out. Maybe the sign up here was all brown, maybe that wood's all painted brown, and then the type is white. Suddenly they're so orange that shows that's an option that you could have as well, or maybe this sign's back lit. Maybe it's a piece of plexiglass or lexan, or whatever. It is back lit. Or letters can be cut out a metal and placed on top of this wood, and then lit from behind. There's all kinds of different options, so you have that flexibility with the logo type and logo icon. There we have it. That's how I present my logos. That's how I create logos, and mock them up, and show them during the mockup phase or during the presenting phase when I present. I may have four or five of these boards with the different concepts, so I may have the bottle cap, Chinese star concept, and have that mocked up on the same images. Everything looks consistent, and the client can get an idea how it will look. Please use the mockup images and hope to see these guys on the project gallery. We'll wrap up here in the next video, and then we can get to work. We'll see you in the next one. 11. Cheers: Now that we've covered how to create your favorite bar restaurant logo, I want you guys to apply these techniques to your project. So get out there and check out the scene, check out some bars, check out some places to eat or come up with your own and apply these techniques and have fun with this project. We covered how to research, how to grab that information, how to put that information into a word list, where we made some word association and some word connections. Then we did some quick sketch-ups before we jumped into the Internet, where we created some mood boards, gathered some inspiration, and also grab some reference materials for creating a logo. Then we went run into Illustrator, where I showed you how to build these logos with simple shapes using some tools and techniques that I like to use based off our reference materials. Then we went over how to select some type and modifying that type to complement your logo mark. Then last, how to present your logos using these contextual mockups. So please load your projects to the project gallery. I really look forward to seeing what you guys come up with. I encourage you to refer back to the videos if you need to, if you need a little refresher. Also, feel free to reach out to me via e-mail. You can get on my website noxcreative.com and you can ping me an email through there or through any of the social media. Also, if you would leave me a review, I would really appreciate it. Last, just thank you for taking the time to watch this Skillshare lesson, and so cheers to you guys and hope to see you in the project gallery.