A logotype is a type-based logo that focuses primarily on a business’ name using typography as its primary design element–Think Google or Coca-Cola. Logotypes work really well when a company has a succinct and distinct name. They are set in a specific, often unique, typeface that is purposefully designed. The shape, color, typeface, etc. should be distinctly different from others in a similar market.
Google’s logo is a great example of this. The name itself is catchy and memorable. So, when their name is combined with strong typography, the simple logotype helps to create strong brand recognition.
In this mission you are going to create a personal logotype representing YOU and based off your name. Your logo should be simple, yet unique while also being memorable. You will demonstrate the Graphic Design Process during the creation of your personal logotype. The graphic design process will be emphasized as much as the end result. Also, while graphics are often a large part of many famous logos, in this mission the focus is going to be on using typography as the primary design element.
This mission should take you ~2 class periods.
- Experiment with different ways type may be treated in a logo design.
- Pair type and images in order to create a unique brand identity.
- Create and work within a black and white and limited color palette.
Are your up for the challenge? Click CONTINUE to get started.
Watch The Art of Logo Design from PBS Digital Studios to get a better understanding of the history and impact of effective logo design.
And you should really know these 12 Essential Rules to Follow When Designing a Logo.
Create a NEW Pinterest board titled: Graphic Arts: Personal Logotype. Search online and create a collection of at least 10 logos that you think are visually interesting.
SOURCES of INSPIRATION
Once you have completed your research and gathered inspiration for your design, click CONTINUE to move on.
Cap doesn’t just want to see your finished design, he expects to see plenty of experimentation and how you worked through your ideas. Not just the final product!
Check Designing a Logotype from Start to Finish from Pixel & Bracket for an example of the Logo Design Process.
- In a Google Doc type a list of words (at least 20) that describe you, what you are about, etc.
- Using words form your list as inspiration, start sketching thumbnails for your personal logotype.
- Create 12 thumbnail sketches of ideas that you will eventually narrow down throughout the design process.
- These aren’t supposed to be perfect…they are rough concepts.
- Refer to the logos you saved to your Pinterest board for inspiration.
- You MUST use at least ONE of Gestault’s Principles in your logo.
Once you have completed your thumbnail sketches, click CONTINUE to move on.
Create a NEW Art & Illustration document in Illustrator with the following settings:
- Document Size: 13in by 19in
- Document Orientation: Portrait
- Document Color Mode: RGB
- Artboards: 2
- Design: The type and image must work as a unit. Your type should demonstrate that thought went into its design.
- Text: Select your font style carefully – what you choose says a lot about the impression you are trying to give (e.g. fun, classy, professional, etc.) Explore a variety of typefaces. Want to quickly see what all of the fonts look like on your computer . . . use Wordmark.
- From your TWELVE thumbnail sketches of your personal logotype, you are going to develop THREE ROUGHS of your best logo ideas in Illustrator all in black and white.
- Then, design THREE variations of each of the above roughs all in black and white. Try changing the orientation, try flipping the positive/negative space, etc.
- You should now have TWELVE total designs. You don’t ever want to give the client just one option — What if they don’t like it ….? You don’t get paid!
Once you have your TWELVE roughs it is time click CONTINUE to experiment with color.
From your twelve roughs choose your BEST logo to present to the client. Create color variations of your favorite logo design. Color your best logo using the required color schemes below:
- Black and white version of your logo
- Monochromatic using the color of your choice
- Monochromatic using a second color of your choice
- Analogous using the color of your choice
- Analogous using a second color of your choice
- Tints created from one of your analogous palettes
- Shades from one of your analogous palettes using a second color of your choice
- The primary colors on the color wheel
- The secondary colors on the color wheel
- The tertiary colors on the color wheel
- Any Complimentary color combination of your choice.
- Any extra color schemes you want to experiment with (that’s what the last row is on my example)
I can hear the moaning and groaning now, “That was so much much work. Why did we have to do so many steps and so many versions?” That is what designers do. You want to demonstrate value to your client and you want to work with them in every phase of the design process to make sure they are happy and you are presenting them with the final design that they want.
Almost there. Click CONTINUE for Presentation and Delivery.
PRESENTATION & DELEIVERY
Now it is time to Present and Deliver your final design to the client. At this stage the client will have specific instructions for deliverables such as: print, web, mobile, etc., paper, billboard, magazine, etc.
As always you are going to post your final design to Behance.
- Create a NEW project on Behance titled Personal Logo.
- Demonstrate the entire Logo Design Process.
- Final logo in both black & white and color.
- Design Comps and color experimentation.
- Twelve roughs.
- Thumbnail sketches.
- Artist Statement: An artist statement explains the conceptual ideas behind the art that may be missed by the viewer. Use the following questions to guide your artist statement:
- What did you learn by doing this project?
- What is the biggest strength of your logo? Why do you think this?
- Submit Behance Project URL to Canvas.
Once you have submitted the link to your Behance project to Canvas click continue to COMPLETE the mission.