Principles of Visual Design 2720

Principles of Visual Design LCC 2720Instructor: Brian Schrank

Logos

Principles of Visual Design 2720

A Brief History of Logos…

Principles of Visual Design 2720Ancient Mesopotamia

Symbols representing a Story, Notary

Principles of Visual Design 2720

Ancient Greece

Symbols representing a Person, Place, Coin Value

Principles of Visual Design 2720

Ancient Greece

Lettersrepresenting a Person, Place, Coin Value

Principles of Visual Design 2720

1200s - 1700sLetterforms as

Trademarks

• Masons• Nobility• Goldsmiths• Paper makers

Principles of Visual Design 2720Industrial Revolution

Mass Production leads to Mass Distribution leads to

BetterTrademarks

Principles of Visual Design 2720America 1900-1950

Mass Production leads to Mass Distribution leads to

Competition leads to

Brands

Principles of Visual Design 2720

3 Types of Logos…

Principles of Visual Design 27203 Types of Logos:

Abstract Mark

Logotype

Pictorial Mark

Principles of Visual Design 2720

Abstract Mark

Principles of Visual Design 2720

Pictorial Mark

Principles of Visual Design 2720

Do You Remember theBasic Rules of Design?

Principles of Visual Design 2720

Basic Rules of Design:

•Contrast•Repetition•Alignment•Proximity

Principles of Visual Design 2720

Basic Rules of Design:

•Contrast•Repetition•Alignment•Proximity

Principles of Visual Design 2720

Tools for Contrast

sizevalue hue orientationtexture shape position

Principles of Visual Design 2720

What makes for a

Successful Logo?

Principles of Visual Design 2720

Design

Art

Principles of Visual Design 2720

State your design PROBLEM

Design

Principles of Visual Design 2720

Design

1. What are you conveying?

2. Who are you conveying it to?

Principles of Visual Design 2720Successful logos are:

•Distinct (from other logos, simple)•Innovative (clever use of line, shape, text)

•Versatile (can be used in real world)

•Evocative (of company’s concepts/emotions)

Principles of Visual Design 2720Successful logos are:

•Distinct (from other logos, simple)•Innovative (clever use of line, shape, text)

•Versatile (can be used in real world)

•Evocative (of company’s concepts/emotions)

Principles of Visual Design 2720Successful logos are:

•Distinct (from other logos, simple)

Principles of Visual Design 2720

Distinct

Principles of Visual Design 2720

Distinct

Principles of Visual Design 2720

Distinct

Principles of Visual Design 2720

Distinct

…is it so BAD it’s GOOD?

Principles of Visual Design 2720

Distinct

Principles of Visual Design 2720

Distinct

Principles of Visual Design 2720Successful logos are:

•Distinct (from other logos, simple)

•Innovative (clever use of line, shape, text)

Principles of Visual Design 2720

Innovative

Principles of Visual Design 2720

Innovative

Principles of Visual Design 2720

Innovative

Principles of Visual Design 2720Successful logos are:

•Distinct (from other logos, simple)

•Innovative (clever use of line, shape, text)

•Versatile (can be used in real world)

Principles of Visual Design 2720

Versatile

Principles of Visual Design 2720

Versatile

Principles of Visual Design 2720

Versatile

Principles of Visual Design 2720Successful logos are:

•Distinct (from other logos, simple)•Innovative (clever use of line, shape, text)

•Versatile (can be used in real world)

•Evocative (of company’s concepts/emotions)

Principles of Visual Design 2720

Evocative

Principles of Visual Design 2720

Evocative

Principles of Visual Design 2720

Evocative

Principles of Visual Design 2720

Evocative

inspiration

innovationknowledge

Principles of Visual Design 2720

Evocative

inspiration

innovationknowledge

Antique

Antique

OldOld

Principles of Visual Design 2720

Evocative

inspiration

innovationknowledge

Antique

Antique

OldOldBe careful not to be too

cerebral.

Principles of Visual Design 2720

Evocative

Principles of Visual Design 2720

Evocative

seductionknowledge“byte”individual

Principles of Visual Design 2720

Evocative

millennialfuturistictransparentminimalismcontroversial

Principles of Visual Design 2720

Evocative

Principles of Visual Design 2720

Make sure to play in the process…

Principles of Visual Design 2720Play with Doodling

Principles of Visual Design 2720

Play withletterforms

Principles of Visual Design 2720

Play with Symbols + Letters

Principles of Visual Design 2720

Get Inspiration: