There is no prescribed process to design a logo. There is, however evidence of how people see them. When designing a logo it is important to have both a strong concept as well as execution of the concept.
Ingredients for a Strong Logo
Regarding execution of a concept, it is important that the logo be rendered in a way that the Shape, Color, & Content all have memorable attributes. When isolated, these three elements should stand on their own, and serve as strong assests that are revisited and incorporated into the broader Identity system.[e.g. the McDonald’s ‘M’ logo, red and yellow colors, and logotype create a strong logo together, and when sparated, are used in other mediums to distingush the brand independent of each other. (monotone burger wrappers- logo only, bathroom soap dispensers logotype only, t.v. ads and restaruaunt interiors: colors only)]
The Perception of a Logo
A sucessful logo needs to be a representation of a larger experience. A logo doesn’t need to define a company’s products and does not need to illustrate all of it’s products or services.Logos are simple representations of bigger virtues and characteristics that, when used within a meaningful and successful Corporate Identiy system, communcate a specific perception – and establish an expectation – of an experience.
The Logo Process
When working with a client, the process of making a logo is often a long one; a constant revision process to translate the clients vision and perception of their own business, product, or idea.Graphic Designer: Paul Rand
Paul Rand’s long career established many of the definitions of the term “graphic designer”.Paul Rand designed a group of logos for important American institutions. These adhered to principles of simplicity, ease of recognition, and absolute appropriateness to their subject matter. Many of them, though decades old, are still in use. These include logos for Westinghouse, UPS, ABC, Next Computer, Yale University, Cummins Engine, and the ubiquitous IBM.
Paul Rand on wit, ‘I do not use humour consciously, I just go that way naturally. A well known example is my identity for United Parcels Service: to take an escutcheon – a medieval symbol which inevitably seems pompous today – and then stick a package on top of it, that is funny.’
See: Paul Rand Logos
Read: Logos, Flags, and Escutcheons, by Paul Rand
Read: Paul Rand’s last Lecture
Watch: A Tribute to Paul Rand
Class Reading: Pages 34 – 69
Assignments: 340 Assignment #2
← 06: Identity Systems: Paper | 05: Color Systems →
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00: Overview
01: What is a Corporate ID
02: Trademarks
03: Corporate Logos
04: More on Logo Design
05: Color Systems
06: Identity Systems: Paper
07: Business Card & Stationary
08: Envelopes & Mailing Design
09: Business Forms
10: Other Collateral
11: Company Advertising
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