Creating a logo at its essence is simply manipulating shape and color to create meaning.
Take a look at these two well known logos. What do they mean? What do you notice about them?
To break down the meaning in these logos, hone your Visual literacy—how we read and understand images. Learn about different types of shape and their implicit meanings, the various meanings and perceptions of colors and how to choose a good color scheme.
What's most important is to make sure that everything that goes into your logo is a choice!
In order to design a good logo, you need to understand and deconstruct how images are consumed and read.
Design and Color Blindness
To design a good logo, you need to use shape and color to get Attention, evoke a Response, create Meanings, and be Memorable: the ARMM model, as explained by William Lidwell. Visit the Lynda station in Burke Library to learn from his tutorial.
How—and how well—do the Republican and Democrat logos from the beginning of the lesson get attention, evoke response, and create meanings? Are they memorable? What's good about them, and what changes would you suggest?
Imagine you're in charge of overhauling one of the logos—what would you do?
The best way further hone your logo design skills is to look at logos—both those with very strong choices and those with less strong choices. It also helps to keep informed of current logo trends and best practices (the LogoLounge trend reports are particularly illuminating)!
Get help realizing your design with Adobe Illustrator by dropping in with a Digital Media Tutor or scheduling an appointment.
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