Designing a Logo

Notes

A logo is a shorthand brand identifier for a company or organisation. It might consist of just image (e.g. the Nike “Swoosh”), just text (e.g. Coco-Cola) or a combination of the two.

A successful logo needs to be

Original: Created personally by a particular artist, writer, musician, etc.; not a copy.

Simple: Easily understood or done; presenting no difficulty.

Versatile: Able to adapt or be adapted to many different functions or activities.

Memorable: Worth remembering or easily remembered, especially because of being special or unusual.

Timeless: Not affected by the passage of time or changes in fashion.

Meaningful: Communicating something that is not directly expressed.

Task 1

Research logos: symbols, logos, signs, corporate identity and semiotics. You will work to develop logos for at least two of the following of your choice:

  • Midwest, a high street bank
  • Miracle Pictures, an independent television production company specialising in religious programming
  • Green Goddess, a vegetarian café
  • Fireworks, a web design company
  • D. Carruth & Sons, funeral directors
  • Dislekzya, a rapper

Mind-map ideas considering the following issues: Who is the target audience? What kind of imagery and fonts do these names suggest? How might they be combined with maximum impact? How literal should you be in your interpretation? Do the names and/or organisations suggest a formal or informal approach? Can you use visual puns? Are there opportunities to use negative space or otherwise hide information? Does it look too much like anything else? Which colours, and why? Will it scale?

Research

Chosen companies:

  • Midwest, a high street bank.
  • Miracle Pictures, an independent television production company specialising in religious programming.

Midwest: High Street Bank

Who is the target audience?

The logo would target Millennials alongside middle-aged males and females, situated in America due to the “Midwest” title. With Smartphone finance increasing, clean, geometric shapes would create an impression of tech-friendliness and modernity.

What kind of imagery and fonts do these names suggest?

Midwest Definition:

 midwest-map
The Midwestern United States, also referred to as the American Midwest, Middle West, or simply the Midwest, is one of four geographic regions defined by the United States Census Bureau. It occupies the northern central part of the United States of America.

 

Midwest: MW (High Street Banking)

The Midwest landscape has low, flat to rolling terrain. As a result, prairies cover most of the Great Plains states. Iowa and much of Illinois lie within an area called the prairie peninsula, an eastward extension of prairies that borders conifer and mixed forests to the north, and hardwood deciduous forests to the east and south.

The logo could represent greens, blues and yellows. Bright shades could be incorporated to enhance the fresh and clean design.

How might they be combined with maximum impact?

The logo could be combined with images of the Midwest landscape alongside the colour green and blue to help aid the depiction of what the company represents; loyalty, stability, trust, wisdom and confidence.

How literal should you be in your interpretation?

Modern bank logos are abstract using geometric shapes to represent their core values. However, logos have to be simple and memorable to convey their attributes clearly.

Do the names and/or organisations suggest a formal or informal approach?

Midwest, a high street bank suggests it should be approached formally due to its profession within society.

Can you use visual puns?

Visual puns wouldn’t be appropriate as it’s a high street bank; formal, reliable, trustworthy and thus an informal approach would contradict this.

Are there opportunities to use negative space or otherwise hide information?

Negative space could be integrated to convey the professional and clean outlook within society.

Midwest_High_Street_Bank_Moodboard_02

Sketches

20180108_182031

Adobe Illustrator Black/ White

Midwest_Bank_Logo_02

Adobe Illustrator Coloured

Midwest_Bank_Coloured_Logo_01

Adobe Illustrator Finished Product

Midwest_Bank_Final_Logo_02

Evaluation

Midwest is a high street bank. The Design had to appeal to Millennials alongside middle-aged males and females, situated in America due to the “Midwest” title. A formal approach was necessary in order to portray a loyal, trustworthy company whilst delivering professionalism and modernity within today’s society; Blue alongside white contrasted each other beautifully forming a flat design which enhanced its fundamental values. Furthermore, the letter “M” is symmetrical thus aiding the development of ideas and rough sketches, this, in turn, led me to the conclusion of a  Greek-style temple; each side as the pillars. Additionally, I integrated four shapes to provide simplicity. Finally, I used a “Sans” font and kerned each letter to provide a sufficient gap between each letter allowing negative space to occur.


Miracle Pictures: Independent Television Production Company Specialising In Religious Programming.

Who is the target audience?

Miracle pictures would target religious males and females aged 18 – 45 as it specialises in religious programming.

What kind of imagery and fonts do these names suggest?

Miracle Pictures depicts an extraordinary and welcome event that is not explicable by natural or scientific laws and is therefore attributed to a divine agency.

A picture is an impression of something formed from a description.

How might they be combined with maximum impact?

Miracle Pictures would be combined with both text, imagery and colour to enhance the gravitation of the film. Furthermore,  bright colours including white should be used to portray holiness and divinity.

How literal should you be in your interpretation?

Miracle Pictures logo should literally represent the definition of a “Miracle” as it will attract religious communities to watch and therefore expand the demographic to reach a wider audience.

Do the names and/or organisations suggest a formal or informal approach?

The organisation of Miracle Pictures suggests a formal approach as its supposed to target religious individuals and communities.

Can you use visual puns?

Visual puns wouldn’t be appropriate as it’s an independent television production company specialising in religious programming.

Are there opportunities to use negative space or otherwise hide information?

Negative space could be incorporated to convey a new and fresh design appealing to both younger and older audiences. Additionally, a flat design with negative space would broaden the production company for all religious communities.

Miracle_Pictures_Moodboard_01.jpg

 Miracle Pictures

Sketches

20180108_182039.jpg

Adobe Illustrator Black/ White

Miracle_Pictures_Logo_01

Adobe Illustrator Coloured

Miracle_Coloured_Logo_01

Adobe Illustrator Finished Product

Miracle_Final_Logo_01.jpg

Throughout the design process of the “Midwest” high street bank logo, I encountered a sketch which I grew fond of. It depicted three mountains (the middle being the pinnacle), although the construction of the sketch was simple, it didn’t convey the true core values of a “Bank”. However, I copied the design across on Adobe Illustrator in which I later used it as the final design for “Miracle Pictures”. Mountains are bold, powerful and magnificent structures which are naturally created throughout the progression of Earths journey. Furthermore, the simplicity of design provides a timeless and iconic logo for a religious TV programming company. Mountains are situated across the globe allowing the logo to be identified by many people thus broadening the demographic. Additionally, I used black and white as they contrast each other, enhancing the logo and allowing it to stand out. Finally, I incorporated a “Serif” typeface in which it sits aligned beneath the mountain logo, this juxtaposes the modern feel of the logo as the typeface is more traditional.


Task 2

Target audience, persona and scenario. You will research the target audience as well as persona and scenario for one of the following products:

  • “Chillax” – a men’s bubble bath
  • “Coola Cola” – a luxury, organic cola

The target audience is the group of people the product is primarily aimed at.

A persona is a consumer archetype-persona writing should be based on research, rather than assumptions, to prevent you from projecting your own goals onto the audience.

A scenario presents a plausible explanation of how and why the persona could be first attracted to the product.

Research

“Chillax” – a men’s bubble bath

Target Audience

 

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