Designing Effective Logos: Principles and Practices

• Graphic Design
• Higher Education (degree)

Designing Effective Logos:

DESIGNING EFFECTIVE LOGOS

Principles and Practice

Learning Objectives:

By the end of todays lesson you will be able to:

1. Describe the core principles of effective logo design 
2. Analyse the effectiveness of contextual, peer and own logo designs.
3. Create an appropriate logo using the core principles of logo design based on client brief provided.

Introduce the learning objective to the students and explain what they will be able to do by the end of the lesson.

What do you consider the
core principles of good
logo design?

Simplicity: 

• Simple, uncluttered, with minimal visual elements and noise.
  
• Easy to identify and remember, even at a quick glance.
  
• Scalable and versatile for different mediums and sizes.
  
  
• Avoid overcomplicated, over detailed and busy logos.

The original Apple logo, designed by Ronald Wayne in 1976, shows an image of Isaac Newton reading a book under a tree.

Timelessness:

• Designed to last for years to come, without needing frequent updates or changes. 
• Memorable to make a lasting impression and gain a lifelong customer.
  
  
• Avoid focusing on design trends! They never last. 

Carolyn Davidson created a simple design that is fluid and conveys motion and speed.  The logo is also said to symbolize the wing of the Greek goddess of victory, Nike.

She was paid only $35 for her work :(

Relevance: 

• Relevant to the business or organization it represents. 
  
• Convey a clear message about the company's values, mission, or products.
• Brand Guidelines, including core values are key to developing a successful logo, and selling to your audience.
  
  
• Being too literal can be limiting. Instead, try to create a design that is both appropriate to the brand and open to interpretation.
  

 

The spoon is at the lower part of the 'e' in Fedex. “ You see the owner was obsessed about moving forward, so he snuck an arrow between the E and x. 

He was also dedicated to tracking every-thing, so he snuck a measuring spoon in the tail of the “e”.

Consistency: 

• Consistent in its design elements, such as colour, typography, and overall style.
  
• Build brand recognition and trust over time.
• Stick to the design principles, and let your logo lead the way.
  
  
• Using too many colours can make a logo look busy and confusing. Stick to 4 colours max!

The dedicated team of 'doodlers' has created over 5,000 designs for google homepages around the world.

Designing Effective Logos:

Have Your Say...
Yey or Ney? 

😒🙁😐🙂😃

Designed by Wolff Olins at an expenditure of £400, 000, 2012's Olympic logo was the biggest flop to date.... Not great for a country made on its design abilities :(

OLD

NEW

Rebrand created by KOTO studios- Check our their process here- https://koto.studio/work/fanta/ 

😒🙁😐🙂😃

Designing Effective Logos:

So Lets See If You Can Fix The Mess I Have Made.. 

Your Brief:

The powers that be have requested that you take the existing logo designs for HND Graphic Design and reinvent them to match the updated aesthetic and identity since the E3 Studios rebrand.

The new logo should capture the modern, sleek and minimalist aesthetic of the new E3 Studios and the creative courses it offers, whilst still capturing the individual subject area and specialisms/ knowledge you have all gained in your 2 years with us.

Mandatory elements-
All logos must contain either 'HND Graphic Design' or 'HNDGD' and some indication of association with Belfast Metropolitan College. All other creative choices are up to you.

Your Task:

Download your provided .ai file via the teams group you have been added to.

Establish  potential improvements that could be made to the existing logo using principles discussed.

Create suitable industry standard logo, using client brief and principles established.

Upload completed logo file as PNG file to teams group you have been added to, in preparation for feedback and critique.

Time Limit: 20 Minutes!

Time To Evaluate...

In your assigned groups, I want you to come together and discuss the logos created across your teammates.

Please use your established learning on providing effective feedback to your peers to establish amongst your team what the most effective logo created is to present to the class, based on the key logo principles discussed.

Ensure all voices are heard, and constructive criticism is provided throughout.

TEAMS:

Time Limit: 10 Minutes!

• Natalie Leneghan
• Katelyn Harvey
• John Dennis
• Ethan Hayden

1

• Kelly Turner
• Catherine Hendron
• Mark Simpson
• Orlagh Smyth

2

• Caitlin McIlwrath
• Arnas Birsan
• Aidan Larkin
• Richie Malcolm

3

Review your team selected logos here.... What improvements have been made?

Reviewing Learning Objectives:

After todays sesson you should be able to:

1. Describe the core principles of effect logo design 
   
   
2. Analyse the effectiveness of contextual, peer and own logo designs.
   
   
3. Create an appropriate logo using the core principles of logo design based on client brief provided.

Introduce the learning objective to the students and explain what they will be able to do by the end of the lesson.

Finally, please upload your own logo file, with written justification of how the specific 4 key principles of design have been applied.