Typography for logo

Before get started a logo design project, it's very impotent to have proper knowledge about typography. today in this article I'm going to describe about typography briefly, I'll mention more advance things in typography in my future post.hope this article will be helpful for beginners to gain some knowledge about typography. 

Typography Basics

Typography is a word derived from two Greek words, roughly translating to “form” and “to write”. In abstract terms typography is a form of art. It is the art of constructing and arranging type to make the written text look beautiful and artistic, all the while maintaining its readability.

Typography is said to have been around since the 2^nd millennium BC, with many of its traces found in various places. Typography kept evolving with various times and various printing techniques as well, until computers revolutionized it completely, where artists could create typography digitally. Today, they are used in various mediums all over the world, and are considered to be a very emotional and raw form of communication. Typography also has many different arrangement types such as point size, leading, letter-spacing, kerning, line length, and of course, typefaces.

Typefaces

A term that associates well with typography is typeface or typefaces. A typeface (singular) is a specific kind of design for specific set of characters (such as all 26 letters and 0-9 numbers, etc.). These letters and numbers, in a specific type of typeface look different than they would look with another type of typeface. There are two main categories of typefaces, namely serif and sans serif. Serif typefaces are slightly decorative, making the characters seems a bit fancy and easy to read. Sans serif, as in, without serif, are the typefaces which are simple and made of basic lines.

Popular types of typefaces are Times Roman (sans serif), Courier, and Helvetica (serif). However, these are names that immediately remind one of a font, but typefaces are not the same as fonts. The main difference here is that a typeface is vast and considered a type family which covers every characteristic such as size, italics, etc., consisting of various fonts. A font is simply a part of a typeface – a family member, if your will, and is specific. However, both font and typeface have variables, which are an important aspect whenever anyone makes use of typeface.

Type Variables

Type variables are what define and differentiate a single typeface. Using various type variables, a single typeface can be used in many ways. The basic type variables are:

Case: This variable relates to the capitalization or lack of capitalization of a text using lowercase, uppercase, sentence case, toggle case, etc.

Examples: Text sample (Sentence case), text sample (lowercase), TEXT SAMPLE (uppercase), tEXTsAMPLE (toggle case)

Differentiate: This a variable that differentiates one part of the text from another by using different ways like color, space, bold/italic, tint, etc.

Examples: TextSample, Text Sample, Text Sample, Text Sample

Letterspace: The space between the letters makes us the variable of letterspacing and can be used in many ways.

Examples: Text sample, t e x t s a m p l e, TEXTSAMPLE

There are thousands of typefaces available today, with just as many fonts, with just as many variables so typeface can be use in countless different ways.

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Ten rules of logo design (part two)

I've described about first five rules in my previous post, Read it here if you didn't read it. Today in this post, I’m going to explain you about the rest five rules, before get started I’ll remind previous post briefly,

Ten rules of logo design

1. Answer who? What? Why?

2. Identify, don’t explain.

3. Understand limitations.

4. be seductive.

5. Make mnemonic value.

6. Pose a question.

7. Design for longevity.

8. Make the logo the foundation of a system.

9. Design for a variety of media.

10. be strong.

Let’s discuss about 6 to 10 rules,

Pose a question

"If you can't explain the idea in one sentence over the telephone, it won't work." - (Lou Danziger)

When we receive input from our senses, there is a question, "What is this taste?" and a response, "This is chocolate." We also do this when we watch television, listen to music, or read a book. This is part of our thinking process. The books and television programs we find the most unsatisfying are often the most predictable. If the viewer is given all the facts there is little reason for him to process the information. Alternatively, if the question is presented, and the viewer must provide an answer in his head, he will be forced to spend more time with the message and therefore become more intimate with it. There is a fine line, however, between posing a question that invites a response and asking an unsolvable one. A visual solution that takes hours to interpret, or needs accompanying text will not succeed, and will soon be resigned from usage.

Design for longevity.

Every hour we are barraged with an endless array of images and ideas. Our visual landscape is composed of billboards and signs, television commercials, magazine advertisements, messages on packaging, and other forms of visual communication. Almost every one of these messages is combined with a logo, but many of these have little impact and are quickly forgotten. The ideas that connect are the ideas that resonate with us emotionally. Style and trends may be enticing, but they rarely

have lasting emotional resonance. Marks that date quickly result from a concentration on "formal," rather than "conceptual" ideas. The logo must be able to convey its message over a long period of time and it must be able to adapt to cultural changes. It might be exciting to design a logo that is influenced by the typeface du jour, but it will quickly become embarrassing and will need to be redesigned in later years. Marks designed with a focus on current style and trends are often outdated in a short amount of time and soon become "quaint." There are very few clients who would like to be perceived as either outdated or quaint.

 Make the logo the foundation of a system.

Like the foundation of a building, the logo is the base for all other messages. When the designer is in the process of designing a logo, it will be the only item on his computer screen. Often, when presented to a client, it will be the only item on the page. This is a mistake. The audience will never see the logo in a void. It will always be in context, accompanied by other visuals and ideas. It may be seen on business

-cards. on vans, and on top of buildings. If the logo is the foundation, the visual system is, to keep the construction metaphor alive. The framing of the structure. A visual system is derived from the logo. It

does not copy the mark's form, but complements it. The visual system will include guidelines for usage of color, typography, imagery, copy style, and product usage. Without these guidelines, very bad things

can happen to the logo. Party hats could be put on it for Christmas cards, its color could be changed to something inappropriate, or it might be used as signage on the lobby floor, stepped on daily. The guidelines protect the mark and clarify the environment it occupies. This, consequently, protects the integrity of its message and the company it represents.

Design for a variety of media.

Until the 1950s most logos needed to work technically in only one medium, print. The expansion of digital, broadcast, and interactive media over the last fifty years has changed this. The logo should now be legible and clear on a one-color newspaper ad, a website, three-dimensional signage, and on television. Most clients will have a predisposed idea of the logo's usage. At the time of its inception they may only intend to use the mark in print. Given the constant evolution of media and information delivery systems, it would be very unique for the mark to exist only in one medium over its lifespan. Once again, it is the designer's responsibility to plan for the unplanned.

Be strong.

There is an often-told story about a well-known designer throwing a

leather office chair across the room when a client rejected his design.

Being strong is not about throwing chairs. That's a temper tantrum. Being strong is understanding your role, the client's role, and maintaining a clear vision. There is a fine line between intransigence and confidence, or between uncertainty and collaboration. The design process is often subjective, with

logos and identity at the core of a sense of self. A client's love of red, for example, may be irrelevant to the strategy, but rejection of that idea may become a deeply personal issue. On the other hand, the designer may fall in love with the style of a logo that is not conceptually relevant. In order to reach a solution that solves the problems with sustainability, the final logo must address the client's goals and messages. Sidestepping the emotional land mines and personal politics is one of the most challenging aspects of the design process. While every situation is different, the best solution is to maintain a clear vision and connection to the primary goal. The designer, as an outside consultant, will be able to see the larger picture without being distracted by day-to-day operations. Frequently reminding the client of the

desired outcome and central message is critical. As the design of a logo is burdened with emotional and political issues, the designer may find himself in the role of "the bad guy" to others in the company not involved in the design process. This is not a negative. No one likes change and the designer is the catalyst for change. Achieving "buy-in" from these other voices is important and can be done with updated information and patient listening to internal issues. Making people feel good, however, is not the designer's job; producing a viable and effective logo is.

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10 rules of logo design (part one)

1. Answer who? What? Why?

2. Identify, don’t explain.

3. Understand limitations.

4. be seductive.

5. Make mnemonic value.

6. Pose a question.

7. Design for longevity.

8. Make the logo the foundation of a system.

9. Design for a variety of media.

10. be strong.

01.   Answer who? What? Why?

I've described this step briefly i my previous post,if you didn't read it click here, Before start anything most critical thing you should know is “Who is the Client?” “Who is the audience?” ‘’What is needed?” A logo should grow according to those details. Rather than imposing an idea onto the problem, the problem should dictate the solution. This is a statement repeated by every design teacher, unfortunately it’s often ignored or misunderstood, if you can collect this information’s clearly, you’ll be able to get better result finally.

Brief questions you should ask,

•      Position

Compared with other companies, what is client’s current position?

•      Purpose

What is the client’s business?

What is the client’s purpose?

•      Mission

Beyond the economics, why is it worth doing? What is the client’s mission?

•      Composition

What is the client’s internal structure?

•      Culture

What are the client’s distinctive shared behaviors that best support the purpose and mission?

•      Personality

What is the client’s chosen style and manner?

•      Client goals

What are five key goals over the next year/five years?

•      Growth

What are the greatest opportunities for the growth of the client and its image?

•          Promises

What promises does the client make?

•       Current audience

Who is the client’s current audience? Who, Where, When, Why?

•      Audience Goal

Does the client wants another kind of audience? What is the desired demographic?

•      Perception

How does the client's target audience currently view the brand?

• Desired perception

How does the client want the audience to view the brand?

•      Competition

How is the client different from its competition?

•      Response

What response does the client want the target audience to take away with them?

•      Objective

What is the marketing objective?

02.   Identify, don't explain

We are identified, in good company, with names like John, Maria, or Frank.We prefer to not to be called "the guy who lives on Maple Street and works at the pharmacy" or "the woman who has a beehive hairstyle and runs a trucking company." This is long-winded, confusing, and forgettable. In the same way, a logo should not literally describe the client's business; a logo is an identifier. Many clients would like their logo to describe every aspect of their company. This is natural. they're proud of their achievement. It is problematic, however, and may lead to a restraining identity. The logo is a signpost that identifies the company and reflects its attitudes and values. There are many companies who use illustrations, but have been convinced by well meaning, but under equipped designers that these are logos. A logo is a shortcut, a visual language that is quickly recognizable and memorable.An illustration is a drawing or photograph that helps to explain text.Speaking with the most straightforward and clear voice is always more successful than the convoluted or overwrought.

03.   Understand limitations

Here is the bad news: A logo is not a magic lantern. It can't make a bad product successful or save a poorly managed corporation. This is the good news: A well-designed logo will always help a good product realize its full potential. Smart design, along with the power of repe tition, can make an enormous impact. The logo gives direction and attitude, while the product informs the meaning.

04.   Be seductive (Make more from less)

There is an enormous amount of dialog in design education and design oriented critical thinking about the irrelevance of pleasurable aesthetics. Over the past fifty years, the idea of logos as visually satisfying forms has been minimized. While this may play into fashionable cynicism, most people would prefer to be seduced by a mark than repulsed by one. The message must be the most important part of the identity's design, but the form must draw the viewer into it. Making visuals aesthetically seductive is another book, but logos are most successful when they are simple and dynamic. Unfortunately, there has never been a client who considered their company simple. Products, services, and companies are inherently complex. Multiple personalities interact, natural evolution changes the internal culture, and society at large is constantly shifting. The logo, however, must remain a clear expression of the client. Because the logo will be seen only for a moment the use of forms that are easily recognizable is important. The logo will also be subjected to abuse, either by production processes or designer creativity. A simple form will survive these violations, while a more complex form may not. Being direct is powerful. Many logos fail from their own cleverness

or overproduction. Let something be what it is.

05.   Make mnemonic value

When we deconstruct how memory is made, we find there are four critical attributes of the process:
 (1) We see shape and color. All our visual recognitions are based on this. 

Is something square and red, or round and yellow? From the way we read letterforms, to the way we identify faces, shape and color form the basis of this skill. Once the shape and color of a form have been determined, 

 (2) we position it within our understanding of historical continuity. We ask ourselves, 

"Does this look contemporary, Victorian, or Medieval?" "Does this have relevance to me at this time?"

(3) We then use the information we have from learned responses to form meaning.

 We are taught very specific ideas: blue is masculine and pink is feminine, a red light means "stop," a green light means "go." 

(4) Mnemonic value is linked seamlessly with emotional association. 

This is the "wild card." It is personal and difficult to predetermine. If a green car hit you when you were a child, you may have an aversion to green. If your mother wears Chanel No. 5, you may feel warm (or other more complicated emotions) when seeing the Chanel logo. Being aware of and utilizing these four attributes provides the tools to produce mnemonic value.

I’ll describe about rest five things in my next post. Hope this article was helpful. If It was, feel free to share this with your friends. 

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Get started with logo design.

There are few critical points to consider before starting logo design project. From this post I’m going to describe how to start your first logo design project correctly and go ahead step by step…

Before you get started, you must have good understanding about logos and the things you should consider when working with customer. Read my earlier posts to get some knowledge about those things.

Principles of good logo design.

Effective logo should be distinctive, appropriate, practical, graphic, simple and should be able to convey intended massage. There are few principle you should follow when designing a logo to get better result.

1.       It must be simple – main thing we should consider when designing a logo. Simple design always allows easy recognition and allows to be more memorable.

2.       Memorable - effective logo design should always be memorable, this can be archived from simplicity and other principles.

3.        Unique – Great logo always should be unique.so, always try to do something new, fresh and attractive.

4.       Versatile – good logo always should be able to use for various purposes, e.g. :- logo can be used for print in a paper, web use, print  in a t shirt and also be good in black and white as well as color.

      

5.       Appropriate – Logo should represent the company, and should be able to convey intended massage.  

Price your work

I've described this step on my “Creating better logo for business” post. This is very critical thing to do before starting your project, discuss with your client about budget that he/her can reserved for this task.

Write up a contract

Before get started your project, write up a contract, it adds security to you and your client and ensures that you and client both agreed about conditions and other concerns of project, it’s very critical thing to do if you intend to get paid by your project.

Use this resources to write better contract

• Contract Basics: Getting the Client to sign on the Dotted Line
• Craft a Contract for Your Desktop Publishing Business

Ask the questions

I've describe this in  my previous post too…ask buyer about his/her company type, mission, target audience, competitors and other important details. And also ask about their design ideas to get better result according to them.

Do your research

Sometimes your client will be unable to create better image on your mind about his/her company. So, Search online to collect more details about company, its mission, competitors and other details and create clear image on your mind about company and appropriate logo types.

Get Ideas from References  

Search online for related logo designs, competitor’s logo designs, and Design trends related to your field to get more ideas and reach most successful design finally.

Use resources

Conduct your search into the related resources like e books, design inspirations, trend reports etc….you’ll be able to collect more information and they’ll lead you to better result.

Follow above tings to get better knowledge about company and collect design ideas, then start sketching your ideas roughly. I recommend you to sketch 50 – 100 ideas and select best 3 – 5 of them, develop them digitally and present to the client in attractive way. I’ll describe how to sketch your ideas and how to present them to the client in better way in my future post.

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Creating Better Logo for business

Logo is a signature/mark in your brand. And it plays a vital role in marketing and promoting process of your company. Also we can introduce a Logo as a single element that can reflect your company and pass your massage in an effective way. (See my introducing logo design post for more details about logo)

When creating a logo for a company, there are few most important things to consider as a customer or a designer.in this post I’m going to explain about those steps both designer and buyer should follow.

As a designer

1. Choose a budget

  Most critical thing to consider when creating logo design is a budget.as a designer you should consider about the budget that buyer can reserve for this task. It’s better to discuss about budget with buyer before get started the project.

2.  Consider about the type of company

Once you finalize the budget, the next critical thing is to consider is the type of company that your need to create a logo. Understanding about the company type will help you to decide a logotype that most appropriate for buyers requirement.

3. Consider about the company’s target audience

This is also very critical point to consider when creating a logo design. If you can gain proper knowledge about company’s target audience, you will be able to design better Logo.

4. Discuss with a buyer about his/her Design Ideas

 It’s better to discus with buyer about his/her design ideas and other requirements they have. You can understand about their imaginations about design and make better design according to them. And make them satisfied with your result.

5. Illustrate few different ideas and let buyer to choose one.

After collect above information, Illustrate few ideas roughly and ask buyer to select one of them. (present 3 to 5 best sketches) After buyer select one, then do the final sketch and present it professionally. (I’ll tell you how to present your design in creative way in future post)

As a Customer.

1.       Discuss  With a designer about a budget.

As a buyer it’s also critical to discuss with designer about a budget. You can invite more than one designer for your project and select better one who can complete your task for acceptable price.

Then go ahead with him/her...

2.       Tell him/her about your company and target audience clearly.

If you can provide clear description about your company, designer can create more creative and effective design, so always try to provide him/her a good and clear description to create good imagination in his/her mind about design.

3.       Tell a designer about your design ideas.

Tell your design ideas to designer if you have. And also tell any other concern if you have about logo...

Following above things you'll be able to create appropriate logo for particular company.
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Introducing Logo Design

Introducing logo

Logo is a graphic mark, symbol or emblem mostly used by companies organizations or persons to promote and increase their public recognition. There are various type of logos in use these days and it has become most critical part of business and promoting industries. Good logo always should be able to get people’s attention from simplicity and memorability. In this post, I’m going to describe you about basic types of logos and what kind of businesses are using those specified types commonly.

Few famous logos. 

   

Types of Logos

There are many type of logos in use these days. I’ll mainly categorize them in to five main categories and show you some examples with each logo type.

Symbol or Icon

This is most famous logotype that use to represent the company in a simple but bold manner. In most cases, the image is abstract and stylish to give the proper meaning and recognition. Most companies that have this type of logos have very simple and minimal main logo. This type of logos are mostly appropriate for a large businesses. Many large companies use this type of logos such as Apple, Shell and Mercerize-Benz.   

   

Word mark

Some companies use stylize and unique text logos that spell out their company name, most of times they create custom fonts to use for their branding and marketing purpose. Company like Facebook, Disney and Sony Use this type of logos.

Letter mark

This type of logos use Initials of company name as symbol to represent their identity. Many companies choose this type of logos because their initials can be graphically use to symbolize their purpose. Some companies like Hewlett Packard, Green electric use this type of logos.         

Combination marks

  This type of logos are combination of symbols and word mark. Well-designed combination logo looks just as good with the elements separated as it does with together. Adidas, Sprint, Hawaiian Airlines logos are examples.

Emblem

This type of logos enhanced the company name within the design. Companies like Harley Davidson, Starbucks use this type of logo types.

Hope you get something better from this post. If you have any question or anything to say me, let me know in the comments section bellow. If you think this post was helpful, share this with your friends.

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