The Logo
Project

The Logo is the quintessential graphic design project.

While seemingly simple, a good logo actually accomplishes a range of challenging design goals.

A logo should strive to be:

  • Unique (not derivative or easily mistaken for another logo)

  • Refined (crafted with an iconic, essential simplicity in mind)

  • Evocative (relates the personality, product or experience of a company’s services or products)

  • Attractive (rendered in a style that resonates with the intended audience)

Yep - accomplishing all four of these goals at the same time can be tricky. (But as with many things in life, a real sense of pride is only attained when one figures out something that is truly hard.) So embrace the challenge - and get ready to make a high-quality logo.

Mockups

As a way of showcasing your logo on physical objects, we will use Adobe Dimension to generate mockups. If you plan to create a clothing brand, you might make use of these clothing 3D models (hoodie, hat, and t-shirt). If you are creating a sport-based log, you might explore these sports 3D models (soccer kit, hockey helmet, FB helmet, and FB uniform).

Assessment

As with all Pro Projects, keep in mind that your work will be assessed by:

  • Professionalism - Project is done "to spec", follows directions, and fulfills all requirements.

  • Craftsmanship - Project exhibits an admirable application of design principles, an aesthetic style, and use of app workflows.

  • Challenge - There is producible evidence that the final design underwent the entire design process and was significant challenging.

  • Originality - Project content is unique (not copied, derivative, a template, AI generated in part or whole, or a reproduction of a tutorial).

Process

1. Communicate

With the logo project, start by imaging you are launching your own company. This means you’ll give yourself the client questionnaire - and form a personal design brief.

Here are the essential, logo-specific question you need to clarify:

  • What product or service do you provide?

  • What’s the personality of your company and your audience?

  • What is the exact name/spelling of your company?

  • What type of logo best suites your needs? (Note: no solo “pictorial marks” without the logotype included.)

2. Research

Based on your design brief, visit the following websites and conduct some related searches:

Google Images
Dribbble
Behance
Logobook
Dafont
Google Fonts
Adobe Fonts

If a font, logo, image, etc resonates with you, screen grab it (CMD+Shift+4 on a Mac, Win + Shift + S on a PC). After you have 20 or more, drop the collective images into gomoodboard.

3. Ideate

Based on your moodboard, grab your sketchbook and draw at least 6 possible logo solutions.

From these initial 6 solutions, selected one. Flip the page over and draw 6 new variations based on the initial solution you selected.

From this second round of 6, pick your top solution.

Before you fully commit, get some feedback from classmates, family, . . . anyone you can. Listen to learn - and be open to suggestions - you might come up with an even better solution with some outside feedback.

4. Formalize

Using Illustrator, either draw from scratch or import/trace your top solution. Paying close attention smooth curves, aligned edges and other professional standards (see “Specs and Standards” below).

 

Specs and
Standards

 

Your logo can be either a combination mark in “full lockup” layout (with both the mark and logotype in horizontal or vertical arrangement) - or - as an emblem/shield style logo. Set up your file in Ai with the following specs:

  • 1200px X 1200px

  • RGB

  • .ai file format

Your logo should be turned in with these specs:

  • 1200px X 1200px

  • .jpg file format

  • Black graphic on white background (color version optional)

  • Logo centered and with 1/3 spacing in mind

  • As with all course projects, keep in mind that your work will be assessed by:

    • Professionalism - project is done "to spec", follows directions, and fulfills requirements.

    • Craftsmanship - project exhibits an admirable application of design principles and use of tools.

    • Originality/Effort - content is unique (not copied or derivative) and the solution is challenging.

 

Issues and
Guidlines

Did I mention logos can be tricky?

Here are some common challenges and helpful guidelines that a logo designer should consider.

 

ABSTRACT, NOT LITERAL

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A logo should express a feeling/experience abstractly rather than a limiting/literal representation of a product.

BLACK & WHITE, SIMPLIFIED

Artboard 6.jpg

While color can help define a brand, a logo should still work in black and white. The mark (symbol) should be iconic, not complex or illustrative.

CLEAR & UNIFIED

Artboard 6 copy.jpg

A logo should be clear at a distance or scaled down. Avoid thin lines and tiny elements. Keep strokes consistent for unity.

LEGIBLE & PROPORTIONAL

Artboard 6 copy 2.jpg

The mark (symbol) and logotype (type) should be scaled in relationship to each other. Avoid putting one inside the other and awkward type angles.