Fundamentals of Logo Design
Logos... Because first impressions last
Logos are the front line—the identity of a company. They are ubiquitous, and they are vital. But how many of us understand the philosophy and process behind designing a logo?
In this logo design online course, learn the importance of corporate identity, and how to design logos that will strengthen the visual image of your own or your client's company.
This course explores the development of logos through a series of case studies and real-life design tips. Each exercise combines a written, conceptual component with hands-on opportunities for creating an effective logo. This course is for anyone interested in pursuing a career in visual identity, from a design or a marketing perspective.
Tuition: $450 US
Course Instructor(s):
Requirements:
- Computer with Internet connection (56 Kbps modem or faster).
- Adobe Illustrator (recommended) or Adobe Photoshop
- Basic experience in the software packages needed for this course.
Prerequisites:
Course Objectives:
- Develop an understanding of the origins of logo design, including the original purpose of logos in conveying ownership, origin, and social rank or status.
- Develop an understanding of the main aspects of the research stage of logo design: communicating with clients, pricing, researching competitors, and researching typography.
- Research and critique logo designs in a specific business area.
- Create three basic type-only logos for a chocolate shop based on researched typography.
- Develop an understanding of the three stages of a professional logo design process.
- Brainstorm and write up three concepts for investment bank logos.
- Create three preliminary logos demonstrating each of the three investment bank concepts.
- Develop an understanding of how a visual concept for a logo design is developed and honed.
- Analyze and critique the strengths and weaknesses of different logos.
- Develop an understanding of the importance of simplicity, shape, and positive/negative space in logo design.
- Present an informed commentary explaining why a logo design is effective or ineffective.
- Fine-tune and finalize an investment bank logo including three rules for its usage.
Course Outline
LESSON 1 The Research Stage
Lesson One begins with a brief history of logo types, looking at some of the historical influences on logo design. Then we'll move on to a discussion of research, and the important role it plays in logo design. You'll begin to explore our course case study, a real project with some interesting twists. In the exercise, you'll explore the client interview and research process and create three type-based logo concepts.
LESSON 2 The Design Stage
Lesson Two explores both what you need to think about as a logo designer and what tools you'll need. You'll gain a sense of what the necessary aspects of a logo are, by examining the strengths and weaknesses of sample logos. Part two of the case study moves by example through the design process, illustrating many of the points discussed in the lesson. The exercise focuses on concept development and creation of three preliminary logo designs.
LESSON 3 The Finalization Stage
Fine-tuning and the manipulation of positive and negative space makes up the majority of Lesson Three. We also discuss how aspects of logo design make for strong brand recognition, and how to make a brand manual containing rules for logo usage. The case study takes an interesting turn, proving that each project is unique, then the final project focuses on building your critiquing skills and finalizing one of your preliminary logo concepts.
Logo concept series by student Phyllis Utter
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