Logo, Branding, and Identity
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What is a Brand?
- Brand is a perceived emotional corporate image as a whole, it is the reputation both claimed and perceived
What Is Branding?
- An organization’s brand is essential to their public image
- A designer can create framework for a brand colors, fonts, artwork, style but the audience completes the brand
Branding Example
- Apple is an IT company that projects a humanist image, positive corporate ethics and support of good causes
- When people use the products they connect to the brand emotionally
What is Identity?
- Corporate Identity is comprised of the visual aspects that form the brand
- Close attention is paid to executing a consistent experience for the viewer
What is Identity Design?
- The corporate identity includes strict usage of colors, font families, graphic elements and other guidelines, usually detailed in a corporate identity guide
- The identity can include the logo, logo variations, business cards, labels, envelopes, letterhead stationary, advertisements, packaging etc…
What is a Logo?
- A logo is for identification
- logos is the simplest way a company or organization can represent itself, through the use of a mark or icon
Why Vector Art?
- We create logos as vector art because it is flexible, powerful and easily edited, this is important when clients want to make changes.
- Vector art can be scaled up infinitely without losing quality!
Pencil to Vector
- Creating a logo design requires many phases
- Many meetings and review sessions are required to arrive at a design that works
- Converting a simple pencil sketch to vector art requires establishing graphic style, color, line shape and typography
Final Art: Graphic Style
- Will it be sleek, technical
- Will it be bold, simple
- Will it be high tech 3D
- There is a wide range to choose from
- Choose what fits your concept
Color Matters:
- Color makes a huge difference, use colors that are appropriate for your design
Logo Design Rules:
- Describable
- Effectibve without color
- Memorable
- Scalable
- Appropriaet for brand
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