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In a logo, everything from color to type to composition serves to tell the story of a company. Color often serves to underscore emotion. Type embraces the form or spirit of the company. Composition endeavors to reveal symbolically the underlying structure of a company.
A logo redesign process is a delicate balance, updating the visual appearance yet still keeping its overall feel accessible and trustworthy to its established audience. Because during a logo redesign, color, type, and composition often will change, it is very important to define the underlying character qualities that a logo must represent so that those qualities can stay constant.
When redesigning a logo, the following five considerations should be taken into account:
Keep it Simple
Remember the logo must be recognizable in a variety of sizes and contexts thus overly intricate illustrations or color gradients should be avoided.
Don’t Mix Styles
A logo is the visual representation of a company. Therefore, it must present a cohesive voice and vision of what the company is all about. Mixing styles in font, color, or imagery often result in a confused message to the consumer.
Don’t be Swayed by Showy Typefaces
Though purely typographic, wordmark logos are often a very effective and flexible way to show a company’s identity. It is important to remember that typefaces themselves carry character traits and can unknowingly contribute to logo perception. Though a typeface might be unique and unexpected, it is always best to ruthlessly evaluate its readability and underlying visual message to be sure it is in visual agreement with the overall message.
Often logos will need to work in a variety of settings and in a variety of layouts. For example, a primarily vertical logo must also have a horizontal variation. Conversely, a primarily horizontal logo must also have a vertical variation. As the designer, you must make sure that the message remains consistent regardless of the logos orientation.
It Doesn’t Need an Obvious Connection
Though it is tempting to use a visual illustration, icon or graphic to represent the industry in which a company is located often the cleverest logos are those that are highly abstracted and have a little literal tie to the industry. When designing a logo consider how you can capture the spirit of the company’s character.
For the first two weeks of this class, you will be engaged in a logo redesign project. This week you will choose a client from the five selections found within this folder and begin the design process. In week two, you will finalize the logo and show it in use within a corporate identity structure.
Week 1 Project
This week you will choose a client from the list provided and create both rough sketches and black and white computer drafts of the logo. If you have an existing logo you would like to redesign for this assignment, you may use it with pre-approved permission from the instructor.
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