principles-of-logo-designPPT课件

.,1,principlesoflogodesign,communicationtechnology,.,2,Haveyouevernoticedhowcertainlogodesignsstandoutfromthecrowd?Take,forexample,thelogosforcompanieslikeCoca-Cola,Microsoft,Toyota,Sears,KelloggsandNike.Thesecorporatelogosalsohavecertaininnatequalitiesthatmakethemmorememorableandeasiertodistinguishfromothercorporatesymbols.Hereisalistofthesequalitiesandshortdescriptionsastohowtheyworktogethertocreatealogodesignthatsbothoriginalandunforgettable:,principlesoflogodesign,.,3,simplicitySimplicityisoneelementalleffectivelogodesignshaveincommon.Peoplearedrawntoclean,unclutteredlogodesignsthatcaneasilyberecognizedataglance.Busy,crowdedlogos,suchasdesignsfeaturingmanyintricatedetails,imagesorpicturesaredistractingtotheviewerandtendnottobeaswellrecognizedascleanerdesigns.,principlesoflogodesign,.,4,.,5,.,6,.,7,.,8,proportionalityIdeally,alogoshouldfunctionasadiscreteunitwithawidthnotmuchgreaterthanitsheight(thinkofshapesthatcanfitinasquareorcircle).Rememberthatalogodesignshouldworkwellonanythingfromabusinesscardtoabillboard,andlogosthataretoolongortootallbecomedifficulttoreadwhentheyarereducedorenlarged.,principlesoflogodesign,.,9,.,10,smallcolourpaletteItisnocoincidencethat80%oftheworldsmostwidelyrecognizedlogosuseeitheroneortwocolours.Fewgoodlogodesignsusemorethanthreecolours;thisisbecauseusingmorethanthreecoloursusuallyturnsalogotomud.Abasiccolourpaletteofonetothreecolours(whichmayormaynotincludeblack)keepsthingssimpleandallowstheselectedcolourstoclearlyconveyamoodoremotion.UseCONTRASTINGCOLOURSforvisualimpact.,principlesoflogodesign,.,11,.,12,.,13,easy-to-readfontsCreatingalogodesigninelaboratescriptfontsmaylookclassy,butwhatgoodisalogoifnobodycanreadit?Yourbestbetistochooseafontthatisdistinctivebutstilleasytoread.FYI2/3ofmostlogosaredesignedwithsansseriffonts,suchasArialandHelvetica,withtheother1/3designedinseriffontssuchasTimesNewRomanandGaramond.,principlesoflogodesign,Asansserifvs.Aserif,.,14,.,15,practical&adaptableWhatthismeansisthatalogodesignshouldbepracticallydesignedsoitcanbeaffordablyandeasilyusedinavarietyofmediums.Forexample,alogo:Shouldntbedesignedwithsomanycoloursthatitcostsyouaminteverytimeyouwanttoprintbusinesscardsorletterhead.Shouldntbedesignedwithagradient(suchasapicture),whichisdifficulttoreproduce.Shouldbecreatedsoitcanbeeasilyconvertedtoblack-&-white.ShouldbecreatedusingWeb-safecolourssoyouronlinelogolooksthesameasyourprintedlogo.,principlesoflogodesign,.,16,originalityAprimarytaskofalogodesignistoclearlydistinguishacompanyfromitscompetitors,whichmeansalogodesignshouldbeunique,one-of-a-kindand“ownable”-meaningthecompanyshouldbeabletotrademarkthelogowithinCanada.Thismeansitcannot“borrow”tooheavilyfromexistinglogodesigns.Thisiscopyrightinfringement.,principlesoflogodesign,.,17,workswithinindustryconventionsOftenthereareconsistenciesamonglogosincertainindustries,andfollowingtheseconventionscanhelpcustomersmoreeasilyidentifywhatyoudoorwhatyousell(suchasmanycarcompaniesusingcircularshapesfortheirlogosnameafew!).Thisdoesntmeanyoushouldsacrificeoriginality,butitdoesmeanyou(orthefirmcreatingyourlogodesign)shouldbeawareofpatternsamonglogosinyourindustryandsomehowincorporatetheseconsistenciesintoyourdesign.,principlesoflogodesign,.,18,.,19,.,20,theprocessStartWithouttheComputer:Thecomputercanbeawonderfultoolfordesigning.Youcanworkuptenvariationsofadesigninamatterofminutes,oftendesignsthatmightnothaveevenoccurredtoyouwithouttheflexibilityofacomputer.Designingwithoutthecomputerreallyforcesyoutofocusonthejobathand.Insteadofjustgrabbingtherectangleorellipsetool,youbegintoreallythinkaboutwhatthatrectangleorcirclesaysaboutthecompany.,principlesoflogodesign,.,21,theprocessStartWithouttheComputer(contd.):Youdonthavetoshowanyoneyourinitialsketches.Itonlymattersthattheyhavemeaningtoyou.Sketches,orthumbnails,arethevisualequivalentofbrainstorming.Besuretomakesomenotesonyourscribblessoyourememberwhereyouweregoingwiththatidea.Makeasmanysketchesaspossible,thenlookthemoverandpickthebesttodevelopfurtheronthecomputer.,principlesoflogodesign,.,22,theprocessStartWithouttheComputer(contd.):Thethumbnailprocessservesanotherfunction:itsaturatesyourbrainwiththelogoyoureworkingon,andvisualimagesareoftenmorepowerfulthanwords.Youmayverywellhaveoneofthoseaha!momentswhenyousitdownatyourcomputer:suddenlythelogojustcomestogether.Thatsbecauseyourbrainhasbeenworkingonitsubconsciouslyfromthetimeyoustartedmakingsketchestothetimeyousatinfrontofyourcomputer.,principlesoflogodesign,.,23,theprocessStartDesigninginBlack&White:Itseasytochangeablackandwhitelogointocolour,butthereverseisnotnecessarilytrue.Inaddition,mostcompaniesneedablackandwhiteversionoftheirlogoforfaxorcopyingpurposes.Doyourselfafavour,begindesigninginblackandwhite.,principlesoflogodesign,.,24,theprocessK.I.S.S.KISSstandsforkeepitsimple,stupid.Thebestlogostendtobesimplelogos.ThinkIBM,AT&T,Apple.Ifyouveusedtwographicsinthelogo,canyougetthesameimpactwithonegraphic?Doyouneedgraphicsatall,orwillasimpletexttreatmentbeeye-catching?Willonetypefacebebetterthantwo?,principlesoflogodesign,.,25,theprocessUseAppropriateColours,Fonts&Shapes:Seriffontstendtobetraditional:youduseaseriffontforalawyeroradoctor,forinstance.Sansseriffontstendtobemodern:computerandtechcompaniesoftenusesansseriffonts.Handwritingfontstendtobeusedforcompaniesthatcatertokids,suchasdaycareorchildrenssoftware.Scriptfontscanbeviewedasfeminine,andsometimestraditional,too.,principlesoflogodesign,.,26,theprocessUseAppropriateColours,Fontstheywanttoknowwhatpsychologicalconnotationsithas.Thenextslidediscussessomecommoncolourassociations,principlesoflogodesign,.,27,theprocessUseAppropriateColours,Fonts&Shapes(contd.):Blue:trust,loyalty,water,relaxing,power,dignityYellow:energy,joy,light,hopePink:calming,feminineGreen:life,growth,money,jealousy,nature,fertility,principlesoflogodesign,.,28,Formorepsychologyofcolour,http:/visual.ly/color-psychology-logo-design,.,29,.,30,theprocessUseAppropriateColours,Fonts&Shapes(contd.):Purple:richness,power,love,sophisticationBrown:credibility,stabilityWhite:purity,cleanliness,innocenceRed:heat,passion,danger,power,principlesoflogodesign,.,31,theprocessUseAppropriateColours,Fonts&Shapes(contd.):Theshapeofthelogocanalsoeffectthecompanysimage.Belowaresomeoftheassociationswemakewithcommonshapes:Circle:connection,community,movement,safetyRectangle:solid,securityTriangle:exciting,powerful,aggression,principlesoflogodesign,.,32,afewsamplesforinspiration,principlesoflogodesign,.,33,afewsamplesfori