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What logos do And how they do it?

[Архивашка], Усанов А., 1999-2004г. из материалов к дизайнерским семинарам в "Интерньюс", г.Москва.

What logos do And how they do it?


Always begin a design in black and white
, to refine shapes before adding color. Color masks flaws in form. Since most logos will appear in black and white at some point in their use, it's better to spot weak points during the creative process than after implementation.

To test the shape of a design, turn it upside-down. This allows you to see it freash and spot hidden flaws.

You've probably heard that form follows function. In logo design, this means that you can't create or judge a logo until you know what it's supposed to do. A logo is only effective if it represents that which it's means to represent. Without accurate conveyance, it's worthless.

Get opinions. A logo is a visual representative. Its purpose is to communicate. While it may speak to you, unless you're the entire target market, it's important to find out if it'll speak to other people as well.

Don't be afraid to use elements you've seen applied in other people's work. Many of today's great designs have their roots in yesterday's great designs. This is no coincidence. Originality comes as much from reinterpretation and reinvention as it does from new beginnings.

Size matters! Get to know your design by viewing it as large and as small as possible and at increments in between. Most important, you know your finished treatment most commonly will be seen in certain sizes. Review each version carefully and often during the development process.

Experiments. Try every ideas in model or mockup form. Sometimes the best solutions come from the most unlikely beginnings. You can't judge a logo until you've seen it in place.

No designer has ever been faulted for sketching too much. When ideas present themselves, sketch them immediately. When they don't present themselves, stop sketching and work on something else.
Give your mind a chance to refresh itself.

What logos do And how they do it
in PDF and Russian...

Graphics Design Sources. Design Process.

1. Define icon as compared to symbol, cliche, and archetype.

2. Sketch icons that are key to your topic area. First sketch an iconic image of the given object from memory, attempting to I represent the object in its essence. The goal is the greatest possible simplicity, unquestionable recognition, and good positive and negative form. The image should be devoid of distracting stylistic mannerisms or eccentric overtones. Use a pencil or brush and ink inla 4"x 4" format for first sketches, in black and white only. Do not use templates or rulers. Make fast multiple versions to compare before focusing on one.

3. Compile a key word set (verbs, adjectives, nouns) to function as criteria for the icon image.

4. Refine the visual quality of the icon, building on your skills in drawing, letter forms, design systems, and communications. Test your icon against the form of real objects. Your drawing will be discussed in a group session for feedback. Your final black-and-white line drawing must fit within an 8" square. A version drawn on the computer will be required for subsequent phases.

5. Transform the icon, adjusting it necessary. After you have sketched the first variations, correct newly revealed defects in the icon.

6. Begin a search for texts related to your topic area.

7. Develop a format to present the icon and its variants using the following guidelines:
a. an external format of 8.5" x 11".
b. an internal format of a 6" square to the placed and marked in a unique way derived from or contrasting with the icon's visual character.
c. "home" location of icon in internal format. ("Home" is a default location I upon which to build.)
d. "home" location and typographic character of text messages.

8. Experiment with dynamic coupling of texts and visual variations in the format.

9. Edit your studies to satisfy these criteria: meaning, interest, formal structure, and sequential rhythm. In your final series, use only those studies that contribute to your series concept.

10. Bring the series to a consistently high craft level. See for more illustrations and examples in Sources.