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Tutorial: Logo Design


 

There are some different ways to approach designing effective logos. Each approach focuses on creating a unique image to represent the client.

Logo examples courtesy of Klündt | Hosmer

1. Wordmarks

A logotype, or wordmark consists of the company or product name depicted in a unique style. Strategies for creating unique or original designs might include:

  • expressive typography—type forms which have been altered or manipulated to create visual interest or impact.
  • unique letterformshand-lettered or drawn characters.
  • accents—symbols or images incorporated in a logotype.


  wordmark01

This mark combines a symbol with the letterforms along with manipulated strokes and added embellishments.


  wordmark02

This logo incorporates symbols which represents something about the business. Since it replaces a part of the letterform, it becomes a visual analogy.

wordmark03

The symbol shape uses the same visual characteristics of the letterforms.

2. Symbols

A symbol logo is a strong, simple image which represents a company or product. For symbols to be effective as logos, they should:

  • be easily and quickly recognizable.
  • be memorable.
  • be designed to work in one color without tints.
  • remain clear when reproduced in small sizes.

Symbols can be pictorial: containing an image or images which represent objects, or abstract: non-representational images which represent the company or product.

 

symbol02

The pictorial symbols in this logo contain an initial in the negative space.

symbol02

This logo incorporates a visual analogy to symbolize both children and growth.

 

3. Initials

Logo designs based on company initials help the audience remember the company name. In order to be a memorable, initial logos are made distinct or unique by:

  • incorporating a symbol.
  • using a visual analogy.
  • being redrawn or altered in a meaningful way.

 

initial01

This initial designs uses manipulated characters to make them distinctive.

initial02

In this logo, the letterform contains a visual analogy in its counter space.

 

initial03

The characters' appearance symbolize diversity.

4. Seals

A seal is a logo design in which all elements are enclosed in a shape.

seal01

The most common seal shapes are circles and ovals. There is typically type running around the inside edge.

seal02

Seals can incorporate more than one enclosing shape.

 

seal03

Seals can contain ornaments/embellishments along with the basic shape.


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