ENDURING UNDERSTANDINGS
Symbols have the power to communicate ideas, messages and identities.

ESSENTIAL QUESTIONS

1. •How can something as complex as an identity of a company, service or organization be conveyed through simple images and text?
   

2. •What is a logo and why do we need them?
   

3. •What types of images go into creating a logo?
   
   

LEARNING OBJECTIVES

Students will:

1. •Learn how to create vector images in Illustrator by using the Pen, Shape and Selection tools
   

2. •Learn how to create and work within a black and white and limited color palette.
   

3. •Examine and discuss what is and is not a logo and why they are necessary.
   

4. •Learn how to pair type and images in order to express the identity of a company.
   

5. •Experiment with different ways type may be treated in a logo design.
   

A logo is more than an interesting symbol or type on a page. It is a powerful communication and marketing tool. Logos have the ability to foster instant recognition of a company, person or product by the public. As the messages or identity that a company chooses to promote over time may change, so does the design of their logo.

For this assignment, research a logo that has gone through several visual alterations since its inception. The image should have at least three different design variations. Follow the steps below in order to complete this assignment:

1. 1.Glue your logo example into your journal.
   

2. 2.Next, in your own words, describe how the logo has evolved over time and whether you think the current logo is successful.
   

3. 3.Finally, imagine that you have been asked to redesign the company’s current logo. Create 5 hand drawn sketches of your ideas.
   
   

JOURNAL ASSIGNMENT 2 - LOGO RESEARCH

Journal Assignment 2 is fundamental part of our logo design unit. In order to design a strong logo you need to get a good sense of what types of images are already out there.

Begin this assignment by creating a list of at least 10 different interests and hobbies in your journal. Circle your favorite hobby or interest. Next, think about a type of company that would make one of the products or services that you included on your list. For example, if cupcakes are your obsession, choose a bakery. If your itunes library is larger than most people’s hard drives, choose a record label.

Once you have selected a business category, search online and create a collection of at least 20 logos from different companies within your company category. For example, if I chose a clothing company, I would collect logos from companies such as The Gap, H&M, Banana Republic, etc. The logos should be printed out and glued into your sketchbook. Please don’t print them out one by one. This is a huge waste of paper. Instead, put them all into a Pages or Keynote file and print our several images on one sheet of paper.

From your collection of logos, choose one logo that you like the best and write an explanation as to why you think its design is good. 

Below is a list of online resources that might be helpful in your research. If not, they are great for countless hours of distraction.

1. •Brands of the World
   

2. •The Graphic Design School
   

3. •Creattica
   

4. •Logo Faves
   

5. •Under Construction/Brand New
   

6. •Logo Pond
   

7. •Logo Bee
   

8. •Logoorange
   

JOURNAL ASSIGNMENT 3- HANDOUT: DESCRIBING YOUR COMPANY

Next, you will create an imaginary company based upon the business category that you decided upon in Journal Assignment 2. Use the sheet below to tell me a bit about your company and what makes it so special.  You will turn this into me so I can have a peek and then, staple it into your sketchbooks.

Handout: logo design handout.pages

JOURNAL ASSIGNMENT 4: MIND MAPPING

Image taken from here. To see a larger version of the image follow the link.

Mind mapping, a fancy smancy way of visual brain storming, is a very helpful way to generate ideas.

Read the following article to gain a better understanding of mind mapping:  Idea Generation Techniques: Mind Mapping for Graphic Design Article.

Here is another example of how mind maps can be applied to a logo design:
Example of mind map for Ecometrica logo

Now it’s your time to create a mind map for your logo project. The map should be created in your sketchbook. Here is a chart to help you get started with your mind map.

JOURNAL ASSIGNMENT 5: DESIGNING YOUR LOGO

Now that you have gotten a sense of other logos in your business category, it’s time to design your own. For this assignment, complete at least 20 different hand drawn logo ideas in your journal. Logos should combine both words and images.

When working on ideas for your logo think about how the elements and principles can be applied to some of the concepts generated in your mind map exercise.

Be sure to keep the following things in the back of your mind when designing your type: size, serif, sans serif, extended, condensed, italic, bold, light, and direction of type.

Here is an example of great logo sketches from Karly Barrett’s design blog. To see more of her examples visit: http://www.barrettcreates.com/blog/biotrekker-logo-design-sketches/

Here is another interesting article with more examples of the logo design process.

Once you have your sketches, choose your top 5 ideas and complete at least three different variations on their design

What makes a good logo? These articles below have an opinion. Read these articles before you start working on your sketches.

1. 1.How to Design a Logo
   

2. 2.Logo Design Mistakes
   

3. 3.What makes a Good Logo?
   
   

Logo Planning Assignment is worth 100 points.

Logo Sketch Checklist: Logo Sketches Check list.pages

JOURNAL ASSIGNMENT 6: Negative Space and Visual Pun Logos Exercise

For homework, create 5 sketches of logos that use one image to create another and 5 sketches of logos that use negative space in an interesting way.

Here’s the Keynote presentation that we started looking at in class: logo exercise.pdf

JOURNAL ASSIGNMENT 7: Pen Tool Exercise

Ah, the Pen Tool....This is one of the most basic tools in Illustrator, but unfortunately, can be one of the trickiest ones to learn at first. Do not despair though! Once you get the hang of it, (and you will) you can do it in your sleep. In order to help you master this tool complete the exercise below in Illustrator.

Pentool-exercise.ai

FINAL PROJECT: LOGO DESIGN

Project Requirements

Page set up: For your final project create an Illustrator file that is 8.5” X 11”. The file should contain a full color version of your logo, as well as a black and white, or grayscale version. Your final page should contain a large and small version of your logo. See below for an example of a sample page. 

Clarity: Your logo must be able to be read and understood at a variety of sizes.

Colors: Create two versions of your logo. One image should be black. The other version should contain up to three colors, no more. This does not include tints of your three colors.

Technical Requirements: The logo must be created in Adobe Illustrator. The image should be a vector image that is made by using the Pen tool.

Design: Your logo must combine an image with type. The type and image must work as a unit. Your type should demonstrate that thought went into its design.

Logo Project is worth 100 points.

Logo Rubric: Logo rubric.pages

Logo Self Reflection Form: Logo self reflection.pages

Images on this page may be found on the following sites:
http://www.1asiamedia.com/wp-content/uploads/2008/11/nike_logo.jpg
http://supermanlogo.org/about/
http://www.cartype.com/pages/327/reved-up_for_new_mac_mini
http://www.skpacre.com/411.html
http://www.automotorblog.com/volkswagen-joins-with-the-malaysian-manufacturer-drb-hicom/
http://marketingbones.com/wp-content/uploads/2011/01/starbucks-new-logo.jpg
http://www.thecsperspective.com/wp-content/uploads/2009/05/chanel-logo.jpg
http://www.roytanck.com/wp-content/uploads/2009/03/windows-vista-logo-150x150.jpg
http://www.prwatch.org/files/images/Target-logo.gif
http://newarknj.roxysbestof.com/files/2008/12/girl-scouts-logo-300x266.png
http://i622.photobucket.com/albums/tt309/thechosenone96/batman-logo.jpg
http://www.topnews.in/files/Mercedes-Logo_0.jpg
http://untether.tv/ellb/wp-content/uploads/2010/03/800px-Olympic_Rings.svg_.png
http://www.logoinn.org/wp-content/uploads/2009/01/shell-logo-t.jpg
http://www.instantshift.com/wp-content/uploads/2009/01/bcle-14.jpg
http://www.jriversdesign.com/images/_gId/fusionCafeLogo.jpg
http://triblocal.com/lisle/files/cache/2010/11/color-logo.jpg/460_345_resize.jpg
http://www.thelogomix.com/files/imagecache/v3-logo-detail/IL%20BARISTA.jpg