Logo Notes

  • What is a Brand?
    • Brand is the “perceived” emotional corporate image as a whole, it is the reputation both claimed and perceived
  • What is Branding?
    • An organization’s brand or branding is essentially their public image
    • A designer can create the framework for a brand, colors, fonts, artwork, style… but the audience completes the brand through an emotional reaction with it
  • Branding Example
    • Apple is an IT company that projects a humanist image, positive corporate ethics and support of good causes
    • When people use the products they connect to the brand emotionally
  • What is Identity?
    • Corporate Identity is comprised of the visual aspects that form the brand
    • Close attention is paid to executing a consistent experience for the viewer
  • What is Identity Design?
    • The corporate identity includes strict usage of colors, font families, graphic elements and other guidelines, usually detailed in a corporate identity guide
    • The identity can include the logo, logo variations, business cards, labels, envelopes, letterhead stationary, advertisements, tv commercials, packaging etc…
  • What is a Logo?
    • A logo is for identification
    • A logo is the simplest way a company or organization can represent itself, through the use of a mark or icon
  • Why Vector Art?
    • We create logos as vector art because it is flexible, powerful and easily edited, this is important when clients want to make changes.
    • Vector art can be scaled up infinitely without losing quality!
  • Pencil to Vector
    • Creating a logo design requires many phases
    • Many meetings and review sessions are required to arrive at a design that works
    • Converting a simple pencil sketch to vector art requires establishing graphic style, color, line shape and typography
  • Final Art: Graphic Style
    • Deciding what your “graphic style” will be
    • Will it be bold, simple and cute? Or sleek, technical and sedate?
    • There is a wide range of styles to choose
    • Choose what fits your concept and market
  • Final Art: Line Quality
    • Line Quality refers to the smoothness and precise nature of your lines
    • We use the Pen Tool to create perfect smooth lines
    • Take your time with this part
  • Color Matters!
    • Color makes a huge difference, use colors that are appropriate for your design
  • Logo Design Rules
    • Describable
    • Effective without color
    • Memorable
    • Scalable
    • Appropriate for the brand

Helvetica Movie Writing

  1. Helvetica originated at the Haas Type Foundry in Switzerland.
  2. Helvetica means Switzerland in Latin.
  3. It was created in 1957.
  4. Helvetica brought Swiss design  into world wide popularity.
  5. 3 different design styles: modernism, high modernism, grunge typography.
  6. I learned that design can help make the viewer think different things about media. Helvetica is pretty neutral so it is more up to interpretation.




1. Wim Crouwel is a Dutch graphic designer, type designer and typographer. He is known for planning out his typography on a system of grids to make type look very ordered.  http://veerle.duoh.com/design/article/wim_crouwel_a_graphic_odyssey



2.Neville Brody is an English graphic designer, typographer and art director. He is well known for his work in The Face magazine.




3.Hermann Zapf was a German typeface designer and calligrapher. He is best known for making the Palatino and Zapf Dingbats fonts.