Logo Design Theory
The word logo is rooted in the Greek word lógos meaning a word, saying, speech, discourse, thought, proportion, and ratio. In the world of graphic design a logo must represent all these concepts. Logo is associated with logotype which is defined as; a graphic representation or symbol of a company name, and trademark, which is uniquely designed for ready recognition. What is a logo?
What makes a good logo? Describable-simple Memorable Timeless Effective without color/ versatile Scalable i.e. work when just an inch in size Relevant to the industry in question
Describable-simple A simple logo design allows for easy recogni7on and allows the logo to be versa7le & memorable. Good logos feature something unique without being overdrawn.
Following closely behind the principle of simplicity, is that of memorability. An effec7ve logo design should be memorable and this is achieved by having a simple, yet, appropriate logo. Memorable
An effec7ve logo should be 7meless that is, it will endure the ages. Will the logo s7ll be effec7ve in 10, 20, 50 years? Timeless
Versatile/ Effective without color An effective logo should be able to work across a variety of mediums and applications. The logo should be functional. For this reason a logo should be designed in vector format, to ensure that it can be scaled to any size. The logo should be able to work both in horizontal and vertical formats. Ask yourself; is a logo still effective if: Printed in one color? Printed on the something the size of a postage stamp? Printed on something as large as a billboard? Printed in reverse (ie. light logo on dark background)
How you position the logo should be appropriate for its intended purpose. For example, if you are designing a logo for children s toys store, it would be appropriate to use a childish font & color scheme. This would not be so appropriate for a law firm. It is also important to state that that a logo doesn t need to show what a business sells or offers as a service. ie. Car logos don t need to show cars, computer logos don t need to show computers. The Harley Davidson logo isn t a motorcycle, nor is the Nokia logo a mobile phone. A logo is purely for identification. Appropriate
Will your logo look as good on an envelope as it would on a billboard? If not, it could be too complex or just plain ineffec7ve. Scalable
Qualities of bad logos Some7mes designers with the best inten7ons fall a bit short. Let s look at some quali7es of bad logo design that you will want to avoid
It all starts with line Vertical Lines = Dignity, Reliability Diagonal Lines = Action, Movement Horizontal Lines = Rest, Stillness Horizontal Lines Repeated = Monotony Lines in a Random Order/Asymmetrical = Variety Curving Lines = Grace, Growth, Nature Jagged Lines = Dissension, Abruptness Square Shape = Solidarity Triangle = Strength Circle = Unity, Continuous Star Shape = Excitement
Lines and shapes in logos Be aware that the lines and shapes used to portray the most visible brands in our culture have not been chosen by chance - there are some powerful psychological forces at work.
How humans view logo shapes Our subconscious minds respond in different ways to different logo shapes. Straight lines, circles, curves and jagged edges all imply different meanings and so a skilled logo designer can use shape to infer particular qualities about the brand. Think, for example, of the Nike Swoosh: the combination of curves ending in a sharp point offers a strong suggestion of movement. For the history of the Nike Logo, click here.
Particular logo shapes send out particular messages: Circles, ovals and ellipses Tend to project a positive emotional message. Using a circle in a logo can suggest community, friendship, love, relationships and unity. Rings have an implication of marriage and partnership, suggesting stability and endurance. Curves of any sort tend to be viewed as feminine in nature.
Triangles It has also been suggested that triangles have a good association with power, science, religion and law. These tend to be viewed as masculine attributes, so it's no coincidence that triangles feature more prominently in the logos of companies whose products have a masculine bias.
Vertical and Horizontal Lines Our subconscious mind associates vertical lines with masculinity, strength and aggression. Horizontal lines suggest community, tranquility and calm.
Angles and Curves The implications of shape also extend to the typeface chosen. Jagged, angular typefaces may appear as aggressive or dynamic; on the other hand, soft, rounded letters give a youthful appeal. Curved typefaces and cursive scripts tend to appeal more to women, while strong, bold lettering has a more masculine edge.
How to apply logo shape psychology Before you start designing a logo write down a list of values and attributes that the logo should convey. Compile a list of words that come to mind when thinking about your chosen industry.
Once you have a feel for the message the logo needs to disseminate, you will be able to look at how to match this up with not only logo shapes, but also colors and typefaces as well. Use these three elements in combination to your advantage: for example, if you pick a strong shape but find it too masculine, then introduce a color or colors that will tone down the male aspect.
Gestalt Theory People form patterns out of similarly shaped objects, while objects that differ from the group become a focal point of the image. To read more about the Gestalt Theory and it relationship with design. Click here.
Gestalt and Closure Another Gestalt principle, closure, is often used in logo design; this is when an object is incomplete but there is enough detail for the human eye to make the whole picture. A good example of this is the panda logo used by the WWF, shown on the right.
The best logos are a combination of elements that work together to complement each other. Our minds form patterns out of similar shapes, while shapes that differ from the rest become a focal point. Along with shapes and typefaces, you should focus on color, and ensure that the separate elements work together to create a whole that conveys the meaning you desire. In summary
Your personal logo Draw 10 sketches in black and white- pencil Show them to Mrs. B and we will narrow down your best 3 designs. You will vectorize these three logos in black in white- remember, if your design does not work in black and white, it will not work! Your job, Part 1