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WHAT MAKES A GOOD LOGO?
• Simple • Memorable • Timeless: Avoid fads • Versa+le • Audience Appropriate
HOW TO DESIGN A LOGO
1. Consider the company 2. Iden+fy the audience 3. Determine the message 4. Sketch some ideas 5. Open Illustrator and start! 6. Revisit the message 7. Gather feedback
THINGS TO AVOID
1. Don’t copy compe+tors 2. Don’t use RASTER images 3. Avoid visual clichés 4. Keep it simple
FONTS TO AVOID
Kerning / Tracking: Avoid extra gaps and spaces Predictable Fonts: Avoid overused “default” typefaces Crazy Fonts: Don’t use Curlz, Papyrus, etc. Ultra-‐thin fonts: May not be legible from a distance Too many fonts: Two contras+ng choices is the max
PITFALLS FOR MANY STUDENTS
MORE THAN AN ICON-‐ You need an icon & company name VARIETY: You need 3 completely different logos, each with a different color scheme
FONT VARIATIONS -‐ Focal word needs to be larger and called out, with smaller text for less important words
FOCUS-‐ Don’t forget the FOCUS principles we’ve been learning! Alignment, repe++on, contrast, etc s+ll applies CREATIVITY-‐ Be unique, think outside of what has been done before.