Help! my logo sucks!

Help! My Logo Sucks!

July 11, 2014

@juliareich

2Help! My Logo Sucks! • 7-11-2014

Objectives

1. Elevate your knowledge of logo design

2. Give you the ammunition you need to evaluate your

logo and intelligently discuss it with others

3. Help you see if you can get away with a quick fix

versus a total logo overhaul

Agenda

• What is a logo, and why is it important to have a good one?

• Anatomy of a logo

• What makes good logo different from a bad logo?

• What not to do when creating a logo

• Before & after

• Resources

• Q & A

LogoSell sheets

Voicemail message

Email signature

Customer Service

Office/Retail Decor

Brochure

NamePowerPointPresentations

Sales pitch

Business card

Website

Anatomy of a Logo: Icon + Type

Anatomy of a Logo: Icon

Anatomy of a Logo: Icons

Anatomy of a Logo: Logotypes

Before and After Anatomy of a Logo: ColorREDPassion Energy Blood StrengthEnergy

LIGHT GREENFresh Nature Harmony Health

BROWNCalm NaturalRichnessSimplicitySeriousUtility

BLACKAuthorityClassicDistinctiveMysteryTradition

BLUEFriendly Fun

YELLOWHope Happiness Warmth Caution

PINKFemininity Innocence

PURPLEExpensive Mystery LuxurySpiritual

Before and After Anatomy of a Logo: Typefaces

Before and After Anatomy of a Logo: Images

Anatomy of a Logo: Images

BEFORE

Anatomy of a Logo: Images

Before and After Logo Evaluation Checklist

Simple Emotional Impact

Memorable Personality

Perfectly Executed Sophisticated

Meaningful Fresh

Unique Flexible

Simple✔

Memorable

Perfectly Executed

Unique✔

Personality✔

Sophisticated✔

Sophisticated

Flexible✔

Authentic✔

Before and After What not to do when creating a logo

Don't use Photoshop, Word or PowerPoint

Don't use drop shadows, bevels, glows, etc

Don't use more than two typefaces

Don't use Comic Sans or Papyrus

Don't use clip art

Before and After Examples of really bad logos

Before and After

& After Before

Before and After Before & After (1)

Before and After Before & After (2.1)

Flexible✔

Before and After Before & After (4.1) A

Before and After Before & After (5.1) B

Before & After (5.2) NYI’s Brand PositioningBrand Assets, Brand Attributes, and Tone

Warm Welcoming Authentic Personal Connections Diverse Fulfilling Peaceful Instructive

Transformative Friendly OpenInformal Supportive Urban

Spiritual Ethical Happiness Generosity Community Forgiving

Before & After (5.3)

Where Hearts & Minds Awaken

Peaceful Refuge Our center is calm and conducive to reflection

Commitment to Diversity Members, volunteers, teachers and other supporters are an eclectic, multi-cultural group

Urban Setting A Manhattan location

Welcoming Atmosphere A warm, friendly and supportive community

Transforming Lives Through the teaching and the practice

Before & After (5.4)

Before and After Before & After (5.5) A

N E W YO R K I N S I G H T B R A N D I D E N T I T Y G U I D E L I N E S

R E C O M M E N D E D C O L O R S

Primarypalette

Secondarypalette

Version 1.0 © New York Insight Meditation Center 2012 • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190

Colors are one of the most important representations of a brand as

they make an instant and emotional impact on the viewer.

Six specific colors have been approved to represent NYI’s identity

and to help establish immediate brand recognition - three in

a Primary palette, and three in a secondary palette. In order to

maintain the integrity of the brand, these eight colors must be used

consistently across printing processes and digital display. To make

this possible, the following chart has been established.

• PantoneMatchingSystem(PMS) is used for printing in spot

color when color accuracy is absolutely critical. The PMS

number should also be used for reference in matching colors

for non-traditional applications such signage, screenprinting,

embroidery, etc.

• CMYK (cyan, magenta, yellow, black, or 4-color) system is

used for full color printing, also known as Process printing.

• RGB(red, green, blue) color system is meant specifically for

screen display (ex, PowerPoint)

• Hexadecimalis the web color system and is meant specifically

for online use.

YELLOWPMS: 130CCMYK: 0/45/100/0RGB: 249/157/28HEX: f99d1c

GREENPMS: 368CCMYK: 55/5/100/0RGB: 130/186/65HEX: 82ba41

ORANGEPMS: 144CCMYK: 0/70/90/0RGB: 243/112/50HEX: f37032

AQUAPMS: 326CCMYK: 75/0/40/0RGB: 0/185/173HEX: 00b9ad

REDPMS: 201CCMYK: 0/100/70/40RGB: 158/3/42HEX: 9e032a

BEIGEPMS: 7530CCMYK: 0/10/20/30RGB: 189/172/154HEX: bdac9a

n e w yo r k i n S i G h t B r a n d i d e n t i t y G u i d e l i n e S

r e c o M M e n d e d t y P e fa c e S1 0

Version 1.0 © New York Insight Meditation Center 2012 • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190

Typefaces are an integral part of our visual identity. In order to

maintain a consistent and easily recognizable image, the following

typeface families should be used for all materials [stationery,

website, newsletters, invitations, email newsletters, etc.].

Prokyon is the preferred typeface for headlines, subheads

and captions. Prokyon can be purchased at

http://www.dutchtypelibrary.nl/Prokyon_rdrct.html

Minion is a humanist serif that is space efficient yet attractive and

is the preferred typeface for body copy. Minion can be purchased

at http://www.myfonts.com/fonts/linotype/minion/

DTL Prokyon LightabCDefghijkLmnoPqrsTuvwxyzabcdefghijklmnopqrstuvwxyz 0123456789

DTL Prokyon Mediumabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz 0123456789

DTLProkyonBoldaBcdefGhijklMnoPqrStuvwXyzabcdefghijklmnopqrstuvwxyz0123456789

Minion BookABCDEFGHIJklMNOPqRSTUVWxYzabcdefghijklmnopqrstuvwxyz 0123456789

MinionBoldaBCdefGHijKlMnoPqRStuvwxYzabcdefghijklmnopqrstuvwxyz0123456789

Resources (1)

www.underconsideration.com/brandnewwww.logolounge.com

Resources (2)

www.skillshare.comwww.bamagazine.com

What will be your next step?

Thank You!

julia@stonesoupcreative.com

facebook.com/stonesoupcreative

212.721.9764

www.stonesoupcreative.com

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