1 / 23

Identity Design

Identity Design. Recognition is what every company wants. An identity must encapsulate everything the client wants to be. [ “ take a minimal amount of material and a minimal amount of effort-nothing wasted-to achieve maximum impact. ” ] Lou Danzinger.

hoang
Download Presentation

Identity Design

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Identity Design Recognition is what every company wants. • An identity must encapsulate everything the client wants to be. [“take a minimal amount of material and a minimal amount of effort-nothing wasted-to achieve maximum impact.”] Lou Danzinger

  2. Identity Design Three Strategies of Identity Design • Abstract: Nike Wing • Iconocize: Red Cross + • Combine visual elements: IBM GOAL: to create an ideal memorable fast reading graphic representation.

  3. Branding • Perception: Positive association • Image: real or abstrated • Representation: of client or product • Words: slogan has an emotional connection

  4. lettermark

  5. symbol

  6. logo

  7. pictograms

  8. combination mark

  9. MARK STYLES • Logo:words (company name) in type. • Symbol: Marks used without type. • Pictogram: Generic pictures that tell a story. • Lettermark: letters (acronym) form the name in type. • Combination Mark: symbol & type identify the company.

  10. LOGO or Logotype • While it is common to mix up these terms or use them interchangeably, a logotype is an identity that features a word or multiple letters, often with an icon or illustration embedded within the letterforms. A logo is a nonverbal iconographic identity. Some identities consist of one or the other; others incorporate both.

  11. Traits of a Good Symbol • Positive association: show the companies good side. • Easy Identification: reads quickly, is remembered and recognized. • Closed Gestalt: the eye flows toward the center, not away. • Abstraction level: hit the level of the audience. • Reduction: do not lose parts of the lines in the smaller symbol. • Black line Art: the drawing style used to create a design. • Negative (white) Space: is essential to designing an effective mark. Negative space is the figure/ground relationship. • Symbol Weight: should be heavy. • Flow: allow white space to exit the symbol. • Direction: point up and right. Forward = positive.

  12. Gestalt • Similarity: objects look similar, grouped • Equilibrium: visual balance • Isomorphic correspondence: represents an emotion or association • Closure: perceive the whole by filling in the missing information • Continuation: move through one object • Proximity: elements are placed close together • Figure Ground: the eye differentiates an object from its surrounding area

  13. Process to Identity Design • Distill • Translate • Formulate • Simplify

  14. Distill • Consider all the possible images and icon that might represent the client and weed out the ones that are no as strong. • Accomplished through: • Sketching • Contemplation/brainstorming team • Client discussion

  15. Translate Working to graphically transform the selected elements and /or letterforms into an ideal representation of the client. Accomplished Through: • Illustration techniques • Type experiments • Forms • Figure-ground • Line-weights

  16. Formalize Visual Consistency Bring all parts of the identity into visual agreement. With one another. • Forms • Line weight • Size • Fonts • Icons

  17. Simplify The final design should be a graphically simple as appropriate. • Works well large or small. • Will reproduce in color or Black & White. • Remove small dots, thin lines, fine textures. • Read large and/or small. • Serifs do not fall apart.

  18. Hinsdale Central • Marks from • different groups. • What are the • Strengths? • 2. What are some • weaknesses?

  19. Assignment Exercise: • Brainstorm ideas for HC Gym to redesign a mark. • Identify the client’s audience. • Fill out the Slogan Development Doc. • Draw icons/symbols that could represent HC. • Use the design process to get five mark versions. • HONORS: Draw examples of HC’s existing marks. Project: 1. Traditionally illustrate the final version with marker. 2. Design an application for the gym floor with your logo/logotype. 3. Check sizes for appropriate application. • HONORS: create a presentation for the client using Prezi.

  20. Assignment Place Gestalt samples here • Identify each sample by mark type, Gestalt principle, and traits of a good symbol.

  21. HONORS Logo • Write a Design Brief on your client. • 50 similes for your company. • 25 sketches for your company’s identity. • Similar companies logo research

  22. HONORS Presentation • Use Prezi or keynote to present your brief, slogan, designs. • Presentation attire is required. (guys wear a tie). • Practice your presentation. • 8 minutes in length. • Allow for questions.

More Related