Designing a Logo

1. Designing a Logo A Visual Representation of a Company Online Lecture by Debbie Dunning

2. Designing a Logo A talented logo design takes time, and skill to be effective.

3. Designing a Logo A good logo is essential to brand identity and has significant value.

4. Lesson Topics: Simple is stronger. Don’t take it “literally”. Size Matters – Make it scalable. Be iconic with or without text. Match the business’s personality. Plan colors wisely. Be unique. Consider carefully when redesigning a logo. Remember: Repetition is key to branding. Good logos have instant impact.

5. June 15, 2016 ResMed 9001 Spectrum Center BoulevardSan Diego, CA 92123 Dear ResMed Team; I’ve just relocated back to California to be closer to friends and family and to pursue my life and career goals. I left being an Adjunct at Richland College and my part time job in Media Monitoring as an Internet Researcher, and also my freelance videographer position. I moved from Dallas, Texas, and made a new home four miles from the beach in Oceanside. I have been an Adjunct Instructor teaching multimedia courses in Animation, Video, Storyboarding and Computer Graphics Design on both the Mac and PC for the last several years in Texas. I also was working as a part-time Internet Media Researcher, and a contract videographer and editor. Previous to doing those things, I was a Computer Animator and Artist for the leading animation companies in the Dallas metroplex before the tech crash. I’ve been wanting to get back into the world of instructional technical support with a company like ResMedl. I’ve picked up a lot of skills along the way. I can shoot in HD; edit in Premier Pro and add effects in After Effects; whip up some graphics in Photoshop or Illustrator; and output it all to an MP4 or compressed QT video. Want to replace the background behind some green screen footage? I can set up the lights, and knock out the perfect chroma key using Keylight and combine it with live footage or a virtual background. I can design the text and on-screen graphics and then render the final animation with the edited video. I can even optimize it for streaming and upload it to a server for inclusion on a website using Dreamweaver and some CSS and HTML. I‘ve been dreaming of a company where I can use both my experience in education, multimedia and animation. Check out my website http://www.animdiva.com where you will find samples of my motion graphics and animation; my design and drawing portfolio; samples of my editing using Premiere Pro; and instructional videos using Camtasia. I realize you have had this ad out for a while, but if you still find yourself needing someone with my eclectic combination of experience and knowledge, please feel free to contact me. Sincerely, Debbie Dunning Oceanside, CA 92058 debbied60@gmail.com 214-564-1453 website: www.animdiva.com MOTION GRAPHICS ANIMATOR WITH A CHARACTER ANIMATION & EDUCATION BACKGROUND Simple is Simply Better • Industrial Light and Magic became iconic. • Creating an icon with optional text.

6. Logos Don’t Have to be Literal • Apple and Dell don’t have a computer in their logos.

7. Logos Don’t Have to be Literal • Name recognition shouldn’t require a picture or redundancy for understanding. • Eliminate superfluous detail and give greater impact to your design.

8. Size Matters: Make it Scalable • Complex logos won’t be legible small on a business card. • Effective logos scaled large on the side of a truck will still be visually compelling. • Unnecessary details ruin scalability.

9. Icon with Text or Without • It should work as an icon alone or with text.

10. Match Image to Your Company • Fit the logo to the type of business. • Optometrist to children or media company?

11. Match Image to Your Company • Fit the logo to the type of business. • Crooked logo, crooked bank?

12. Match Image to Your Company • Fit the logo to the type of business. • Clever use of CMYK and ink drops to pixels. • Lower case is more casual, and themodern font seems more contemporary.

13. Match Image to Your Company • Fit the logo to the type of business. • A conservative bank logo can still be modern and iconic.

14. Colors Plus Black & White • A single spot color is economical to print. • Match company colors with Pantone Inks. • Print more than 3 colors as CMYK. • Colored logos should translate to grayscale when photocopied.

15. Be Unique • Stand out in a cluttered marketplace by being different. • “Honey, could you pickup the kids up from their new pre-school today?”

16. Don’t Ever Change . . . Or Change Very Carefully!!! • Logo changes mean a new website, ads, product packaging, stationary, employee ids and uniforms, plus signs on buildings and vehicles. Click Gap Logo to Watch Video.

17. Don’t Ever Change . . . Or Change Very Carefully!!! • Changing your logo is expensive.

18. Redesigning a Logo • Create an iconic and appealing look. • Convey the essence of the business. • Make the text legible.

19. Redesigning a Logo • Appealing use of logo with text. • Graphic of hot dish visualizes topic. • Text is easy to read and appealing.

20. Bad Logos • Don’t get so tied up in your design that you can’t see the logo as others do.

21. Repetition is Key • the media • packaging • signage • We remember logos because of exposure in: • and uniforms. Improv imposters fooled customers and store employees with a blue shirt and similar logo.

22. Good Logos Have Instant Impact • A simple, iconic logo repeated many times in advertising makes it recognizable. • See if you can name these company logos minus their text:

25. Lesson Topics Review: Simple is stronger. Don’t take it “literally”. Size Matters – Make it scalable. Be iconic with or without text. Match the business’s personality. Plan colors wisely. Be unique. Consider carefully when redesigning a logo. Remember: Repetition is key to branding. Good logos have instant impact.