Brand is the "Perceived" emotional corporate image as a whole, it is the reputation both claimed and perceived.
Branding:
- A organizations brand or branding is essentially their public image
- A designer can create the framework for a brand, colors, fonts, artwork, style... but the audience completes the bran through an emotional reaction with it
Branding Example:
- Apple is an IT company that projects a humanist image, positive corporate ethics, and support of good causes
- When people use the products they connect to the brand emotionally
Identity:
- Corporate Identity is comprised of the visual aspects that form the brand
- Close attention is paid to executing a consistent experience for the viewer
Identity Design:
- The corporate identity includes strict usage of colors, font families, graphic elements and other guidelines, usually detailed in a corporate identity guide
- The identity can include the logo, logo variations, business cards, labels, envelops, letterhead stationary, advertisements, tv commercials, packaging, etc.
Logo:
- A logo is for identification
- A logo is the simplest way a company or organization can represent itself, through the use of a mark or icon
Summary:
- Brand - The perceived emotional corporate image as a whole
- Identity - The visual aspects that form part of the overall brand
- Logo - Identifies a business in its simplest form via the use of a mark or icon
Logo Design (Using Line Quality and Graphic Style in Your Design)
Vector Art:
- We create logo's as vector art because it is flexible, powerful and easily edited, this is important when clients want to make changes
- Vector art can be scaled up infinitely without losing quality!
Pencil to Vector:
- Creating a logo design requires many phases
- Many meetings and review sessions are required to arrive at a design that works
- Converting a simple pencil sketch to vector are requires establishing graphic style, color, line shape, and typography
Final Art: Graphic Style
- Decide what your "Graphic style" will be
- Will it be bold, simple, and cute?
- Will it be sleek, technical, and sedate?
- Will it be cartoony, fun, and cool?
- Will it be High tech and 3D?
- There is a wide range of styles to chose
- Choose what fits your concept and market
Final Art: Line Quality
- Line Quality refers to the smoothness and precise nature of your lines
- We use the Pen Tool to create perfect smooth lines
- Take your time with this part, if it doesn't look right try again!
- If you have line art in your logo your line shape is important!
- Do you want an artistic look to your line? Try a custom "Art Brush" from the Brush Library in AI
- These line shapes are all created with the Stroke Palette in AI
Color Matters!:
- Color makes a huge difference, use colors that are appropriate for your design
Logo Design (General Rules and Styles for Designing Logo's)
Logo Design Rules:
- Describable
- Effective without color
- Memorable
- Scalable
Design Styles:
- Style 1: Typeface Focused. This style relies on a typeface to create the logo design, creativity is utilized in the proximity, contrast, color, customization of the letter forms
- Style 2: Mixing typefaces. This style uses 2 different type faces to create the logo design. Strive to create a balanced design, typefaces that are too similar will lack contrast in style.
- Style 3: Typeface plus graphic element. This style uses simple graphic elements in addition to the typeface to create an emphasized and balanced design. Graphic elements remain abstract
- Style 4: Typeface plus shapes/symbols. An even balance between art and typography is achieved in this style
- Style 5: Graphic focused design. In this design the graphic elements are the focus or dominant aspect of the design, the typeface plays a supporting role
The current logo differs greatly, using mostly the symbol and less of the lettering, this is because the more modern targets for video games would be younger children or teens, who remember something visually rather than having to read and remember. The only thing the new logo retained from the original is the name, which is pretty much all it could. Ubisoft hasn’t released why their logo is what it is, but the popular belief is that it correlates to the Golden Ratio, a sort of pentagram shape that has been a longtime paradigm of visual design.
