Logo Design with Brief at Design Lab

Objective

We will develop a logo for a company based on a creative brief. Developing a logo forces one to consider the importance of identity to the success if its company. It is the graphic representation of a company’s product and service or an organization’s value and philosophy. It can visually stimulate people to feel or react in a way that establishes a cultural relationship. Although it certainly doesn’t ultimately determine the success of a company, it is often the first impression – created by a visual identity – that determines whether the viewer takes an interest.

Instructions

After being given your company brief, you will begin any research necessary to start your project. Creative briefs vary from project to project, and sometimes aren’t provided. To be able to properly approach the design of a logo, you may need to do some research on the company or type of company that you are designing for, beyond what is provided.

Companies

Specs

Document size: 6×6 inches
Logo Size: 2×2 inches
Mounted version: 6×6 print centered on 10×10 black board

Step 1: Preliminary Sketching / Research

Begin sketching ideas for your logo, and creating word lists to help make connections that you can express visually (For example, “Tree + Woman”). You should list at least 10-15 words (anything that comes to your head), and you must sketch at least (15) distinct thumbnails of your design. To get 15 distinct logo ideas, you will necessarily draw more than 15 sketches. These sketches should be fast expressions, intuitive, low in fine details and most importantly, very different from each other. The size of these sketches should be 2×2 inches or smaller to insure they are more expressive. After you have sketched your initial thumbnails, present them to me so that I may discuss them with you. Together we will select your top 3 sketches. (at least 15 sketches – 2×2 inches)
Due: Class after assignment (8-27)

Step 2: Exploring Your Best Ideas

Re-sketch the 3 chosen logos 5 times each. In this stage you are making substantial variations, experimenting and building on the initial idea of each logo. Present your thumbnails to me and we will decide which one is your strongest sketch for each of the 3 concepts (at least 15 sketches – 2×2 inches).
Due: Following class

Step 3: Working Comps

Once we’ve decided on your chosen directions (3) for your concepts, you will create working comps of these in Illustrator using only black and white. You do not need to finalize the mark yet, but you need to explore how your sketches will translate into working marks. You will present these to your instructor and peers, who (in the role of client) will choose which direction you will move forward with. For this reason, it’s important not to present something that you wouldn’t want to have to work with on other materials. (Make your document sizes 6×6 inches with your logo centered and occupying no more than 2×2 inches.)
Due: Following class

Step 4: Making it Happen

Now that we have identified the mark you will move forward with, begin making final revisions to the mark and finessing it. Clean up your curves and address the detail elements of the mark, like typographic refinement, stroke weights, and ways to make your mark more adaptable.

Step 5: Fine-Tuning Your Mark

When the black and white logo is created, you and I will sit down and discuss topics such as craftsmanship and detail elements. After I have approved the quality of the logo, you may incorporate up to 2 spot colors into the logo. If you do not add color, you must provide a solid, logical reason why incorporating color into your logo (and its eventual identity) is not appropriate.

Step 6: Preparing Your Files and Submitting

As discussed in class, we will not be presenting in the way listed below. I’ve left this intact because it is still my base project, but we’re doing it differently this time. You will present each of your three comps that we’ve been discussing in black and white, spaced out evenly on a letter-sized paper, each being no more than 2 inches in either dimension. No mounting is required.

Physical/Mounted Version

You only have to mount one version. Mount your 6×6 print on a 10×10 black matting board. You may choose your color version or black and white version to mount. The margin of error for matting will be approximately 1/16 inch, as 1/8 inch or more error shows less attention to detail than required. This should be ready for presentation before the beginning of class.

Digital Version

When complete, save a single pdf copy including both color and black & white versions of your logo (6×6 inches). Place your project pdf and your working files into the same folder labeled with your last name and first name initial + project-1 (EX. jones_m_project-1). Place your folder into the DIGITAL PUBLISHING (#) DROPBOX by the beginning of class on critique day.

Logo Design with Brief