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Logo Design Framework, Evaluating a Logo, Foundations of a Logo, Designing…

- - - - Is there hierarchy?
        
        Is there balance?
        
        Is the geometry intentional?
        
        Is the composition coherent?
        
        Is there visual harmony?
- - - - Nature (What a Logo Is)
        
        Not a Description
        
        • Most Often doesn't describe products/services
        
        • Most Often doesn't need literal symbolism
        
        • Most Often doesn't explain the business
        
        Doesn't explain values, mission, vision, story etc
        
        An Identifier(may it be any Kind)
        
        • Identifies a single source
        
        • Creates association with a brand
        
        Logos are recognized instantly, not analyzed.
      - A Logo's Stance in a Brand Identity System
        
        A Primary Identifier of the Brand in the Brand's Visual Identity System
        
        Most often The First Visual Identifier of the Brand
        
        *Remember A logo has little inherent meaning. Brands create meaning through consistent & repeated exposure to actions, experiences
    - - Ultimate Objective of a Logo
        
        What Recognition Does
        
        • Mental Availability
        
        • Association
        
        with what the Brand Does
        
        with Brand's Products/Services
        
        with the Brand's Feeling & Character
        
        through/with Brands Experience
        
        • Identification
        
        • Long-term Recall
        
        How Recognition Works
        
        Exposure
        ↓
        Attention
        ↓
        Identification
        ↓
        Association
        ↓
        Memory Formation
        ↓
        Long-Term Recall
        ↓
        Supports Mental Availability
        ↓
        Repeat for Stronger
        Recognition & Associtaion
        
        Its a Cyclic Process and Gets Stronger with Each Cycle of Exposure
        
        Objective
        
        Ultimate Objective of a Logo is to create RECOGNITION -> Contribute to create a Distinctive Place in Consumer's Mind
        
        What is Recognition
        
        Recognition is the ability to quickly and accurately identify a brand through its visual assets.
        
        How Recognition is Built
        
        Consistent & Repeated Exposure of Brand Visual Assets
        
        Use Fundamental Principles of an Effective Logo to build Recognition
      - 3.
        
        Fundamental Principles of an Effective Logo
        
        Strategic
        
        Distinctive
        
        • Legally Protectable
        
        The degree to which a logo is visually differentiated from competing identities and capable of becoming uniquely associated with one brand.
        
        • Ownable
        
        • Visually & perceptually Different from competitors
        
        Appropriate
        
        • Fits the industry
        
        • Fits the audience
        
        • Fits the positioning
        
        The extent to which the logo aligns with the brand's positioning, audience, industry, and intended perception.
        
        Fits Contextually & Culturally
        
        Expresses Brand Character
        
        • Premium
        
        • Friendly
        
        • Innovative
        
        • Bold
        
        • Traditional
        
        More Traits
        
        Determines what the logo should represent.
        
        Cognitive
        
        Optimized for Human Perception
        
        • Easy to process
        
        • Easy to remember
        
        • Optimal complexity
        
        How to Optimize for Human Perception
        
        Distinct Figure
        ↓
        Clear Hierarchy
        ↓
        Gestalt Harmony
        ↓
        Optimal Complexity
        
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        The optimization of visual structure to reduce cognitive effort while maximizing recognition and memory.
        
        • Easy to distinguish
        
        Determines how easily the logo is perceived and remembered.
        
        Operational
        
        Functional
        
        Technical Intrinsic Properties
        
        • Reproducible
        
        • Accessibilty
        
        • Scalable
        
        • Versatile
        
        Consistency of Reproduction
        
        Contextual Application
        
        • Works across context
        
        • Works in every medium
        
        Determines whether the logo works reliably in real-world use.
- - - - 3.
        
        IV. Visual Design Elements & Variables (Execution Tools)
        
        Visual design elements and variables are the tools through which strategic decisions are translated into a recognizable visual identity.
        
        Visual Primitives
        
        St. Lines
        
        Open Curves
        
        Closed Curves
        
        Closed Shapes
        
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        Point
        
        Primary Design Elements
        
        Color
        
        Typography
        
        Shape
        
        Structural Variables
        
        Geometry
        
        Proportion
        
        Symmetry
        
        Alignment
        
        Hierarchy
        
        Spacing
        
        Grids
        
        Perceptual Variables
        
        Contrast
        
        Negative Space
        
        Line Weight
        
        Rhythm
        
        Figure-Ground
        
        Scale
        
        White Space
        
        Expressive Variables
        
        Texture
        
        Motion
        
        Depth
        
        Organic Quality
        
        Illustration
        
        More To Do
        
        What All these Influence
        
        Add purpose for Each One 1st Branch
        
        4.
        
        5.
        
        Common Design Trade Offs
        
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        Element Justification Framework
        
        Does it Create or Add Value ?
        
        What does this Contribute to in the Logo ?
        
        Does this improve functionality?
        
        Does this improve appropriateness?
        
        Does this improve distinctiveness?
        
        Does this improve recognition?
        
        Element Justification Framework
        
        9 more items...
        
        Does it improve human Perception
        
        Does it Improve Functionality
        
        More to do
        
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      - Translating Strategy into Visual Identity
        
        Identity Structure
        
        Purpose
        
        Q : What form best carries that memory?
        
        Determines the architecture.
        
        Supports
        
        Appropriateness
        
        Distinctiveness
        
        Options
        
        Wordmark
        
        Lettermark
        
        Monogram
        
        Abstract Mark
        
        Combination Mark
        
        Emblem
        
        Mascot
        
        Pictorial Mark
        
        Primary Recognition Anchors
        
        Purpose
        
        Q : What should people remember?
        
        Helps : Creates the memory target
        
        Supports
        
        Recognition
        
        Mental Availability
        
        Options
        
        Name
        
        Initials
        
        Symbol
        
        Character
        
        Shape
        
        Construction System
        
        Supports
        
        Human Perception
        
        Functionality
        
        Purpose
        
        Q : How should it be built?
        
        Optimizes perception, reproduction, and execution.
        
        Options
        
        Typography
        
        Iconography/Symbolic
        
        Modular
        
        Hybrid
        
        Visual Language
        
        Options
        
        Organic
        
        Geometric
        
        Minimal
        
        Elegant
        
        Playful
        
        Technical
        
        Luxury
        
        Bold
        
        Soft
        
        Dynamic
        
        Classic
        
        Modern
        
        Expressive
        
        Illustrative
        
        Purpose
        
        Q : How should it feel?
        
        Helps Expressing character
        
        Supports
        
        Brand Character
        
        Appropriateness
        
        More To Do
        
        Add Decision trees/Matrix
        
        What to Choose Where
        
        Add Definitins & Examples
        
        Cross Check Supports
        
        Connect With Design Brief
        
        Integrate Fedback for itretaion
    - - Understand Market
        
        Industry
        
        Competitors
        
        Category Conventions
        
        Audience & Perceptions
      - Design Strategy Brief
        
        Objectives
        
        Character & Personality
        
        Recognition Strategy & Goals
        
        Functional Requirements
        
        Constraints
        
        Evaluate Brand Name Constraints & Risks
        
        Priortize
      - Understand Business
        
        Purpose
        
        Products
        
        Vision
        
        Positioning
        
        Strategy
        
        Values
      - Client Preferences
        
        Preferences
        
        Existing assets
        
        Things to avoid
        
        Internal politics