Scholarly article on topic 'How to Design a Logo'

How to Design a Logo Academic research paper on "Mechanical engineering"

CC BY-NC-ND
0
0
Share paper
OECD Field of science
Keywords
{"airport signage system" / pictogram / "the 6stages scheme" / "colours code"}

Abstract of research paper on Mechanical engineering, author of scientific article — Victor Adîr, George Adîr, Nicoleta Elisabeta Pascu

Abstract This paper talks about the implementation of a lot of graphic elements to design such a special structure known as logo. To design a logo is important to have very good knowledge in graphics, the management of colours, geometric shapes, communication etc. A logo has to talk a lot in a few elements. It is not a symbol to describe the business. It is an identify element which reflects the attitudes and values of a company. It is difficult to build only a method to design a logo. There are two levels, first, the research level and, second, the design level. For the first level there are necessary a lot of information concerning the company, the market, the players in this market, the “target-people”. The second one needs graphic elements, colours, images, symbols in an harmonious concept. By knowing these elements (theory and graphics) someone may create interesting logos. Also, we have tried to realize a small part of a logo design book related to a graphic strategy.

Academic research paper on topic "How to Design a Logo"

Available online at www.sciencedirect.com

ScienceDirect

Procedía - Social and Behavioral Sciences 122 (2014) 140 - 144

2nd World Conference on Design, Arts and Education DAE-2013

How to design a logo

Victor Adir,a*, George Adira, Nicoleta Elisabeta Pascua

aPolitehnica University, 313, Splaiul Independentei,Bucharest, Romania

Abstract

This paper talks about the implementation of a lot of graphic elements to design such a special structure known as logo. To design a logo is important to have very good knowledge in graphics, the management of colours, geometric shapes, communication etc. A logo has to talk a lot in a few elements. It is not a symbol to describe the business. It is an identify element which reflects the attitudes and values of a company. It is difficult to build only a method to design a logo. There are two levels, first, the research level and , second, the design level. For the first level there are necessary a lot of information concerning the company, the market, the players in this market, the "target-people". The second one needs graphic elements, colours, images, symbols in an harmonious concept. By knowing these elements (theory and graphics) someone may create interesting logos. Also, we have tried to realize a small part of a logo design book related to a graphic strategy.

© 2013 TheAuthors.PublishedbyElsevier Ltd.

Selectionandpeer-reviewunderresponsibilityof AcademicWorld Education and Research Center. Keywords: airport signage system, pictogram, the 6stages scheme, colours code.

1. What is a logo? What is a design guide book?

What about a logo. It is a graphic element to identify a company/service/product. A logo is like a "signature". It is a very interesting challenge to put in work a lot of constituent elements. A logo means a graphic and visual representation in a desired original concept. Elements as images, words, shapes or colours, make possible a logo in a harmonious combination which may convey attitudes and values of the company. A designer knows that this work is a creative one and for this purpose he is obliged to have knowledge in communication, psychology, graphics etc. In a few words, a logo is a special graphic representation. A design guide book is like a creative "check list" related to the use of elements to describe a graphic representation. It is not possible to show all the developed steps in this activity and we have tried to put together some ideas for someone who intends to draw logos, to fortify him in an interesting and wonderful work. We have read many books talking about logos, but

* Corresponding Author: Victor Adir. Tel.: +40-744-212-824 E-mail address: adirvictor@yahoo.com

1877-0428 © 2013 The Authors. Published by Elsevier Ltd.

Selection and peer-review under responsibility of Academic World Education and Research Center. doi:10.1016/j.sbspro.2014.01.1316

only a small part of them speaks about the creative process of logos. That is why is difficult to make a universal guide to design logos.

2. Logo typology

There is interesting to analyze a typology concerning logos, because signs and symbols, colours and images, words, letters or figures compose a different representation. When the designer wants to draw a logo is important for him to set what a logo is representative for the company. The figure 1 represents this typology and the characterization of logos. In a communication strategy a logo has its special place. The logo's functions (contact, explain, denotative, identification, signification, translation and esthetics) assure the reception and the translation of the message to the people. Its functions are rational and feeling. These functions allow to perceive, to process, to translate and to action. In Latin language a logo means "multum in parvo", namely a lot in a few elements. A logo is an impact graphic element.

Fig. 1. The typology of logos

About logotype, it is very important to know a few writing styles to define such logos. Table 1 is suggestive in this case.

Table 1. Writing typology

Writing typology Writing typology

Running hand writing Rotating writing

Horizontal stripes writing Decorated writing

Linked writing Symmetrical writing

Modular writing Combined writing

Associated writing Breaking writing

Writing 3 D Ilustrative writing

"Cord" writing Twisted writing

Angular writing Interwined writing

Typographical writing Emphasized writing

Writing into geometric shapes Circle arc writing

3. Pictogram features

A good logo has to be: simple, relevant, distinctive, memorable, adaptable, reproducible, legible and coherent.

In a few words we shall try to explain these features:

Simple - easy to be recognized, it means a simple and attractive design;

Relevant - appropriate to identify the company;

Distinctive - special design in front of others logos to be recognized from the competition; Memorable - easy to be remember; Adaptable - to be set on different supports;

Reproducible - to be realized in different sizes (from small to huge) without loss of details; Legible - to be understood; Coherent - a very clear message.

4. An airport signage map

As we have already told, it is not quite simple to put in work a logo design. That is why, some steps are necessary and some phases are obliged in this activity to realize the features of a logo. Nevertheless the problem is to find such simple graphic elements and colours in an attractive and eloquent drawing. For the beginning, the two stages of a guide book to design logos allow to understand and to try to finish wonderful logos. In figure 2 there are two levels, first the research and the second, the graphic one.

The research level

1. What is the theme?

2. What about the activity of the company and what is their position in the market?

3. What is the competition in the market?

4. What is the organization culture of the company?

5. What is the target-public?

The graphic level

1. The analysis of the logos in the market related to a same activity as our clientcompany;

2. To make sketches for the required logo;

3. Brainstorming to identify 2-3 variant of logos;

4. The analysis together with the client to select only one logo to be multiplied;

5. Computer graphic design for the selected logo;

Fig. 2. The two levels in a design guide book

In this figure someone can see the two important works: theory and graphics. There are only a few indications about stages for logo design. Different logo design businesses have their policy and may have more stages. These are the main ones and related to them everyone may develop them. It is important to see the market competition and to see their logos? The answer is YES, because the respect for the design property has to be respected. The designer has to know about a lot of things concerning the company to be in a good position to draw an interesting and attractive design for logos. It is very important for the designer to visualize in his mind the graphic representation of a logo. He is obliged to put himself some questions: what graphic elements are possible to use, what are the necessary colours, which is the main colour for the company, if it is necessary to use letters or a

letter from the name of the company etc. Another question is about the necessity to write a tagline together with the logo. It is known that a tagline helps to see what is about, in many circumstances it improves the people's action. A logo is not a devoted representation concerning the activity domain of the company. In figure 3 we have developed logos related to a railway company, where we have used a graphic representation (the railway) and a tagline speaking about this. There are different logos of the same company using different shapes and various typefaces.

Your way to the future

i | | the fastest railway

A railway continent

your way to the future

Fig. 3. (a); (b); (c); (d); (e); (f) Different logos for the same company

The second example is about a company which realizes market studies, business plans or soundings market. There are various graphic representations so easy to draw and to be quickly understood. The figure 4 is eloquent in this case.

MARKET PLAN

MARKET

O o ADIR MARKET PLAN

A|M I P

ADIR MARKET PLAN

Fig. 4. (a); (b); (c); (d) Different logos for the same company

A third example talks about an ecological building company. In figure 5 is a simple graphic representation of a house and the name Eco Building House. It is a suggestive logo.

Eco Building Company Eco Building

Fig. 5. (a); (b); (c) Eco Building Company logo

And the fourth is a logo having drawings into a text related to a company, as it shows in figure 6.

PJsh-a

Fig. 6. (a); (b); (c) Eco Building Company logo

Acknowledgements

To design a logo is an interesting challenge for a designer. It is a complex activity and there is necessary knowledge in communication, marketing, graphics, sociology, psychology, design, the science of colours etc. This is a small part of a very huge area of design. In a future paper we shall develop the management of colours in logo design and how important is to use different geometric shapes and a 3 D representation to realize a wonderful lesson of style and beauty. That is why there are designers who love to create logos. Because with their mind, hands and a pencil they put in work images, words, shapes, colours to beauty this world.

References

Evamy,M.(2007). Logo, London, Laurence King Publishing.

Drew, J.,T., Meyer, S., A. (2008). Colour Management for Logos, Lausanne, Rotavision SA. Heilbrunn, B. (2006). Logo-ul, Bucuresti, Comunicare.ro.

Macario, J., W. (2009). Graphic Design Essentials: skills, softwareand creative solutions, London, Laurence King Publishing Ltd. Airey, D. (2010). Logo Design Love - a guide to creating iconic brand identities, Berkeley, New Riders.

Wheeler, A. (2009). Designer Brand Identity — an essential guide for the whole branding team, Hoboken, John Wiley & Sons Inc. Morioka, A. (2004). Logo Design Work Boook - a hands on guide to creating logos, Beverly, Rockport Publishing Inc.