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Help! My Logo Sucks!
July 11, 2014
@juliareich
2Help! My Logo Sucks! • 7-11-2014
3Help! My Logo Sucks! • 7-11-2014
4Help! My Logo Sucks! • 7-11-2014
5Help! My Logo Sucks! • 7-11-2014
Objectives
1. Elevate your knowledge of logo design
2. Give you the ammunition you need to evaluate your
logo and intelligently discuss it with others
3. Help you see if you can get away with a quick fix
versus a total logo overhaul
6Help! My Logo Sucks! • 7-11-2014
Agenda
• What is a logo, and why is it important to have a good one?
• Anatomy of a logo
• What makes good logo different from a bad logo?
• What not to do when creating a logo
• Before & after
• Resources
• Q & A
7Help! My Logo Sucks! • 7-11-2014
LogoSell sheets
Voicemail message
Email signature
Customer Service
Office/Retail Decor
Brochure
NamePowerPointPresentations
Sales pitch
Business card
Website
Brand
8Help! My Logo Sucks! • 7-11-2014
Anatomy of a Logo: Icon + Type
9Help! My Logo Sucks! • 7-11-2014
Anatomy of a Logo: Icon
10Help! My Logo Sucks! • 7-11-2014
Anatomy of a Logo: Icons
11Help! My Logo Sucks! • 7-11-2014
Anatomy of a Logo: Logotypes
12Help! My Logo Sucks! • 7-11-2014
Before and After Anatomy of a Logo: ColorREDPassion Energy Blood StrengthEnergy
LIGHT GREENFresh Nature Harmony Health
BROWNCalm NaturalRichnessSimplicitySeriousUtility
BLACKAuthorityClassicDistinctiveMysteryTradition
BLUEFriendly Fun
YELLOWHope Happiness Warmth Caution
PINKFemininity Innocence
PURPLEExpensive Mystery LuxurySpiritual
13Help! My Logo Sucks! • 7-11-2014
Before and After Anatomy of a Logo: Typefaces
14Help! My Logo Sucks! • 7-11-2014
Before and After Anatomy of a Logo: Images
15Help! My Logo Sucks! • 7-11-2014
Before and After Anatomy of a Logo: Images
16Help! My Logo Sucks! • 7-11-2014
Before and After Anatomy of a Logo: Images
Fat
17Help! My Logo Sucks! • 7-11-2014
Anatomy of a Logo: Images
AFTER
BEFORE
18Help! My Logo Sucks! • 7-11-2014
Anatomy of a Logo: Images
19Help! My Logo Sucks! • 7-11-2014
Before and After Logo Evaluation Checklist
Simple Emotional Impact
Memorable Personality
Perfectly Executed Sophisticated
Meaningful Fresh
Unique Flexible
20Help! My Logo Sucks! • 7-11-2014
Before and After Logo Evaluation Checklist
Simple✔
✔
✔
Memorable
Perfectly Executed
21Help! My Logo Sucks! • 7-11-2014
Before and After Logo Evaluation Checklist
Unique✔
22Help! My Logo Sucks! • 7-11-2014
Before and After Logo Evaluation Checklist
Personality✔
23Help! My Logo Sucks! • 7-11-2014
Before and After Logo Evaluation Checklist
Sophisticated✔
24Help! My Logo Sucks! • 7-11-2014
Before and After Logo Evaluation Checklist
Sophisticated
25Help! My Logo Sucks! • 7-11-2014
Before and After Logo Evaluation Checklist
Fresh
AFT
ER
✔B
EFO
RE
26Help! My Logo Sucks! • 7-11-2014
Before and After Logo Evaluation Checklist
Flexible✔
27Help! My Logo Sucks! • 7-11-2014
Before and After Logo Evaluation Checklist
Authentic✔
28Help! My Logo Sucks! • 7-11-2014
Before and After What not to do when creating a logo
Don't use Photoshop, Word or PowerPoint
Don't use drop shadows, bevels, glows, etc
Don't use more than two typefaces
Don't use Comic Sans or Papyrus
Don't use clip art
29Help! My Logo Sucks! • 7-11-2014
Before and After Examples of really bad logos
30Help! My Logo Sucks! • 7-11-2014
Before and After
& After Before
31Help! My Logo Sucks! • 7-11-2014
Before and After Before & After (1)
AFT
ER
BE
FOR
EB
EFO
RE
32Help! My Logo Sucks! • 7-11-2014
Before and After Before & After (2.1)
AFT
ER
BE
FOR
E
33Help! My Logo Sucks! • 7-11-2014
Before and After Before & After (2.2)
34Help! My Logo Sucks! • 7-11-2014
Before and After Before & After (2.3)
35Help! My Logo Sucks! • 7-11-2014
Before and After Before & After (3.1)
AFT
ER
BE
FOR
EB
EFO
RE
36Help! My Logo Sucks! • 7-11-2014
Before and After Before & After (3.2)
Flexible✔
37Help! My Logo Sucks! • 7-11-2014
Before and After Before & After (4.1) A
FTE
RB
EFO
RE
38Help! My Logo Sucks! • 7-11-2014
Before and After Before & After (4.2)
39Help! My Logo Sucks! • 7-11-2014
Before and After Before & After (5.1) B
EFO
RE
40Help! My Logo Sucks! • 7-11-2014
Before & After (5.2) NYI’s Brand PositioningBrand Assets, Brand Attributes, and Tone
Warm Welcoming Authentic Personal Connections Diverse Fulfilling Peaceful Instructive
Transformative Friendly OpenInformal Supportive Urban
Spiritual Ethical Happiness Generosity Community Forgiving
41Help! My Logo Sucks! • 7-11-2014
Before & After (5.3)
Where Hearts & Minds Awaken
Peaceful Refuge Our center is calm and conducive to reflection
Commitment to Diversity Members, volunteers, teachers and other supporters are an eclectic, multi-cultural group
Urban Setting A Manhattan location
Welcoming Atmosphere A warm, friendly and supportive community
Transforming Lives Through the teaching and the practice
42Help! My Logo Sucks! • 7-11-2014
Before & After (5.4)
43Help! My Logo Sucks! • 7-11-2014
Before and After Before & After (5.5) A
FTE
RB
EFO
RE
44Help! My Logo Sucks! • 7-11-2014
Before and After Before & After (5.6)
N E W YO R K I N S I G H T B R A N D I D E N T I T Y G U I D E L I N E S
R E C O M M E N D E D C O L O R S
Primarypalette
Secondarypalette
9
Version 1.0 © New York Insight Meditation Center 2012 • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190
Colors are one of the most important representations of a brand as
they make an instant and emotional impact on the viewer.
Six specific colors have been approved to represent NYI’s identity
and to help establish immediate brand recognition - three in
a Primary palette, and three in a secondary palette. In order to
maintain the integrity of the brand, these eight colors must be used
consistently across printing processes and digital display. To make
this possible, the following chart has been established.
• PantoneMatchingSystem(PMS) is used for printing in spot
color when color accuracy is absolutely critical. The PMS
number should also be used for reference in matching colors
for non-traditional applications such signage, screenprinting,
embroidery, etc.
• CMYK (cyan, magenta, yellow, black, or 4-color) system is
used for full color printing, also known as Process printing.
• RGB(red, green, blue) color system is meant specifically for
screen display (ex, PowerPoint)
• Hexadecimalis the web color system and is meant specifically
for online use.
YELLOWPMS: 130CCMYK: 0/45/100/0RGB: 249/157/28HEX: f99d1c
GREENPMS: 368CCMYK: 55/5/100/0RGB: 130/186/65HEX: 82ba41
ORANGEPMS: 144CCMYK: 0/70/90/0RGB: 243/112/50HEX: f37032
AQUAPMS: 326CCMYK: 75/0/40/0RGB: 0/185/173HEX: 00b9ad
REDPMS: 201CCMYK: 0/100/70/40RGB: 158/3/42HEX: 9e032a
BEIGEPMS: 7530CCMYK: 0/10/20/30RGB: 189/172/154HEX: bdac9a
n e w yo r k i n S i G h t B r a n d i d e n t i t y G u i d e l i n e S
r e c o M M e n d e d t y P e fa c e S1 0
Version 1.0 © New York Insight Meditation Center 2012 • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190
Typefaces are an integral part of our visual identity. In order to
maintain a consistent and easily recognizable image, the following
typeface families should be used for all materials [stationery,
website, newsletters, invitations, email newsletters, etc.].
Prokyon is the preferred typeface for headlines, subheads
and captions. Prokyon can be purchased at
http://www.dutchtypelibrary.nl/Prokyon_rdrct.html
Minion is a humanist serif that is space efficient yet attractive and
is the preferred typeface for body copy. Minion can be purchased
at http://www.myfonts.com/fonts/linotype/minion/
DTL Prokyon LightabCDefghijkLmnoPqrsTuvwxyzabcdefghijklmnopqrstuvwxyz 0123456789
DTL Prokyon Mediumabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz 0123456789
DTLProkyonBoldaBcdefGhijklMnoPqrStuvwXyzabcdefghijklmnopqrstuvwxyz0123456789
Minion BookABCDEFGHIJklMNOPqRSTUVWxYzabcdefghijklmnopqrstuvwxyz 0123456789
MinionBoldaBCdefGHijKlMnoPqRStuvwxYzabcdefghijklmnopqrstuvwxyz0123456789
45Help! My Logo Sucks! • 7-11-2014
Before and After Before & After (5.7)
46Help! My Logo Sucks! • 7-11-2014
Resources (1)
www.underconsideration.com/brandnewwww.logolounge.com
47Help! My Logo Sucks! • 7-11-2014
Resources (2)
www.skillshare.comwww.bamagazine.com
48Help! My Logo Sucks! • 7-11-2014
What will be your next step?
49Help! My Logo Sucks! • 7-11-2014
Thank You!
julia@stonesoupcreative.com
facebook.com/stonesoupcreative
212.721.9764
www.stonesoupcreative.com
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