"It’s very easy to be different, but difficult to be better."
– Jonathan Ive, Apple Design Director
– Jonathan Ive, Apple Design Director
The Personal Logo Assignment Specs:
SPECIFIC PROJECT OBJECTIVES
1. To combine two letters into a cohesive visual form that functions clearly at large and small sizes (if it is scaled for posters or business cards.)
2. To convey 2 keywords through choices of color, typeface, line weight, position, orientation, and 2d design principles such as figure/ground, balance, and contrast.
GENERAL PROJECT OBJECTIVES
1. To engage in a thorough process of exploration, evaluation and refinement.
2. To present a well-crafted design and visually articulate an effective solution.
3. To manage project constraints and requirements such as deadlines and project parameters.
FOR CRITIQUE
• Final lettermark at two sizes (B/W and Color Version)
• Each final logo printed on 12”x18” or 11"x17" mounted
Past Examples of Student Logos/Marks:
1. To combine two letters into a cohesive visual form that functions clearly at large and small sizes (if it is scaled for posters or business cards.)
2. To convey 2 keywords through choices of color, typeface, line weight, position, orientation, and 2d design principles such as figure/ground, balance, and contrast.
GENERAL PROJECT OBJECTIVES
1. To engage in a thorough process of exploration, evaluation and refinement.
2. To present a well-crafted design and visually articulate an effective solution.
3. To manage project constraints and requirements such as deadlines and project parameters.
CONSTRAINTS/REQUIREMENTS
Logo 1: Typographic
Use typefaces that you feel can best represent yourself/ideals/goals/life; research them with accurate sketches. Logos should be void of greys or gradients of color.
Logo 2: Illustrative
Create drawn or constructed letters which can take any form, but must read clearly
• Form is limited to 2 letters and a simple background shape (optional); use solid colors only (no gradients, shadows, etc.)
• Do not begin any computer work until sketches have been discussed/approved in class
• Do not distort the letters of the typeset logo – maintain the original proportions
• Work in Illustrator
Logo 1: Typographic
Use typefaces that you feel can best represent yourself/ideals/goals/life; research them with accurate sketches. Logos should be void of greys or gradients of color.
Logo 2: Illustrative
Create drawn or constructed letters which can take any form, but must read clearly
• Form is limited to 2 letters and a simple background shape (optional); use solid colors only (no gradients, shadows, etc.)
• Do not begin any computer work until sketches have been discussed/approved in class
• Do not distort the letters of the typeset logo – maintain the original proportions
• Work in Illustrator
FOR CRITIQUE
• Final lettermark at two sizes (B/W and Color Version)
• Each final logo printed on 12”x18” or 11"x17" mounted
STARTING POINT:
1. Develop a list of 25+ words; denote the strongest two.
2. Construct the two strongest logos in Illustrator, in B/W.
3. Once you have your B/W logo ready then move on to the color versions.
4. Color is important because it denotes your personality/mood/influence/self.
Typeface Characteristics
Each typeface has its own DNA or personality. Choosing one that matches your concept is a key aspect of every design project. Are your keywords formal? Bold? Nuanced? Playful? There is not only a typeface, but a way of using the typeface, to convey
any of these terms.
2d Principles
Graphic design is an application of the same 2d principles taught in foundations courses. In design, however, the components of a composition are typically typography, colors, shapes, and imagery (photos, illustrations, or other graphics). 2d principles govern the cohesion of a design, its visual and intellectual impact, and also lead the viewer through the hierarchy (reading order) of the content.
Color
Throughout this and any other design class, careful consideration of and experimentation with colors can transform a mediocre solution into an excellent one.
Be wary of typical colors (red, black, grey, white). Try a deep hue instead of black. Run through the array of color relationships to discover surprising new combinations. www.adobe.kuler.com and other online palettes can be helpful.
Primary
Secondary Complimentary
Split Complimentary Analagous Monochromatic
(Tints & Shades) Triad
Diad Tetrad
1. Develop a list of 25+ words; denote the strongest two.
2. Construct the two strongest logos in Illustrator, in B/W.
3. Once you have your B/W logo ready then move on to the color versions.
4. Color is important because it denotes your personality/mood/influence/self.
SUGGESTIONS & CONSIDERATIONS
Wordlist Brainstorming
The purpose of creating an extensive list of words is similar to photography – shoot
an enormous amount of frames, anticipating that a handful will be strong enough to work with. If you only shoot 5 frames, the ‘best’ will probably not be very strong at all (esp. while you’re learning photography).
Focus on synonyms, because subtle variations of word meaning can create exciting and compelling visual distinctions. Question how useful the most ‘common’ terms actually are. For instance, ‘creative’ is a frustratingly vague term. How do you show creative with two letters? But if you can hone in on how your creativity differs from others, it may lead you to combine the letters in certain ways that are more illuminating to your audience.
Wordlist Brainstorming
The purpose of creating an extensive list of words is similar to photography – shoot
an enormous amount of frames, anticipating that a handful will be strong enough to work with. If you only shoot 5 frames, the ‘best’ will probably not be very strong at all (esp. while you’re learning photography).
Focus on synonyms, because subtle variations of word meaning can create exciting and compelling visual distinctions. Question how useful the most ‘common’ terms actually are. For instance, ‘creative’ is a frustratingly vague term. How do you show creative with two letters? But if you can hone in on how your creativity differs from others, it may lead you to combine the letters in certain ways that are more illuminating to your audience.
Typeface Characteristics
Each typeface has its own DNA or personality. Choosing one that matches your concept is a key aspect of every design project. Are your keywords formal? Bold? Nuanced? Playful? There is not only a typeface, but a way of using the typeface, to convey
any of these terms.
2d Principles
Graphic design is an application of the same 2d principles taught in foundations courses. In design, however, the components of a composition are typically typography, colors, shapes, and imagery (photos, illustrations, or other graphics). 2d principles govern the cohesion of a design, its visual and intellectual impact, and also lead the viewer through the hierarchy (reading order) of the content.
Color
Throughout this and any other design class, careful consideration of and experimentation with colors can transform a mediocre solution into an excellent one.
Be wary of typical colors (red, black, grey, white). Try a deep hue instead of black. Run through the array of color relationships to discover surprising new combinations. www.adobe.kuler.com and other online palettes can be helpful.
Primary
Secondary Complimentary
Split Complimentary Analagous Monochromatic
(Tints & Shades) Triad
Diad Tetrad
ASSIGNMENT EVALUATION/GRADING
– weak/needs improvement • acceptable/okay
+ particularly strong
OBJECTIVES IN GRADING
Cohesion & clarity
Convey keyword
Process
Presentation
Project Management
A Lettermark is a type of logo, which is an image used to represent something else (usually
a business or individual). While some logos have pictorial elements with supporting text, a lettermark is an acronym of the business name; the letters themselves are the representational image.
Examples of corporate lettermarks include:
DC Comics
HP (Hewlett-Packard)
IBM (International Business Machines)
CNN (Cable Network News)
– weak/needs improvement • acceptable/okay
+ particularly strong
OBJECTIVES IN GRADING
Cohesion & clarity
Convey keyword
Process
Presentation
Project Management
A Lettermark is a type of logo, which is an image used to represent something else (usually
a business or individual). While some logos have pictorial elements with supporting text, a lettermark is an acronym of the business name; the letters themselves are the representational image.
Examples of corporate lettermarks include:
DC Comics
HP (Hewlett-Packard)
IBM (International Business Machines)
CNN (Cable Network News)
Past Examples of Student Logos/Marks:
No comments:
Post a Comment