Identity Kit

Logo Design

Ubisoft Logo History

Ubisoft has been in business making video games since 1986, it’s original logo looked like something similar to this: 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.

1988- 1993

1993-1995

1995-2003

2003- Present day

This logo fits into the fifth style because it focuses on the visual aspect more than the name of the company, likely to appeal to their target audience.  

Portfolio Cover

Box Creation Project

Logo, Branding, and Identity Notes

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

Box Template

Box To Car Project

Helvetica Writing

Helvetica originated in Switzerland, Münchenstein specifically.

The original name meant Switzerland in German.

Helvetica was created in 1957.

Helvetica brought Swiss style design.

Three types of design discussed in the film are grunge, modernism, and post modernism.

Some insight I gained included the styles and debates of modern and pre-modern design.

Some examples of Helvetica I found are:

Massimo Vignelli was an Italian designer born in the 1930s, he established multiple studios and companies, some of which became world famous and hugely popular. Some of his work includes.

Another designer was Rick Poynar, Rick has designed many works of art for magazines, schools, and businesses, he is still a large designer today but also writes literature and critics other works. Some examples of his work are:

Next designer is Witt Crouwel who practically invented Swiss design, his works paved the way for modern Swiss design. Some of his works are:

The last designer is Matthew Carter, Carter was originally a type maker but made his way to type design, after he grew fascinated with the idea of producing his own content. Some of his work is:

http://www.designishistory.com/1960/massimo-vignelli/
http://www.designersandbooks.com/commentator/bio/rick-poynor
http://design.designmuseum.org/design/matthew-carter

The most common font I use is the default font, usually Arial or Times New Roman, I don't see anything wrong with it and I can read it clearly so I just keep it as I see no reason to exchange it for a larger or smaller, cleaner, or sloppier version.

Resume Notes

ROP Career Skills
How to write a good great resume:

Your ROP Portfolio:

• A Portfolio containing three or more of your best work samples and a written explanation of each piece.
• Letter of Introduction
• Resume
• List of References
• Letter of Recommendation

Use the ROP Portfolio Handbook as a Guide

Job Seekers Trifecta:

• A solid, well written, and well designed resume.
• An equally well crafted list of references.
• A flawless handwritten jon application.

Your Resume Should Have:

• Who you are and how you can be contacted
• Your job objective
• Your level of education
• Your work history or experience 
• Your special skills and abilities

Edit and Refine your Resume:

• Take time to write your resume
• No typo's, use spellchecker
• No mistakes, look for double words, grammar errors
• No misleading information
• Format your text for east reading and searching

Resume writing tips:

• List most recent job experience first
• List most important skills first
• Leave out the obvious
• Avoid negativity
• Go with what you got: summer jobs, volunteer experience, clubs, relevant hobbies
• Don't have a degree or diploma? State your estimated date for completion, class of 201X
• Proofread! Ask at least 3 people to read your resume in detail to spot mistakes. Catch them before your interviewer does!

Style Can Vary:

• Just keep it professional, well organized and easy to read

ROP Portfolio Handbook:

• Contains tips and guides for all aspects of you portfolio
• has 2 sample resumes and a resume template to fill out so you can get started
• Link is on class blog, download the PDF file to your computer and read it thoroughly

How to get started:

• Find a program to write your resume with, such as Word, Google Docs, or Pages
• Think of what your ideal job might be this summer or in the future, align your resume info and objectives to that job
• Use the Resume Template in the ROP Portfolio Handbook and list all your important details.

Type "face" Project

Typeface Project

Typography Poster

Color Theory Part C: Writing

The three primary colors are red, green, and blue. Secondary colors are created by combining two primary colors such as green. Tertiary colors are a combination of three colors, primary or secondary such as dark violet. Subtractive colors take color away to heighten the exposure where as additive colors add exposure to the color of the filter they're put through. Colors affect our perception by giving us emotional or physical statures such as sleep, hunger, pain, happiness, etc.  Colors affect each other by combining two perceptions into one, or creating a new one in it's self.

                                                                                        Monotone:





Greyscale    





                          Complimentary color

Color Theory Part B: Swatch Art

Color Theory Part A: Color Wheel

Typography Notes

Typography:

Legibility: Choose classical time-tested typefaces

Serif vs Sans Serif: Serif reads best at smaller sizes, can be complimentary

Font Variance: Too many confuse the reader.

Definition: Fonts that are too similar cause ambiguity.

Readability: Use upper and lower case letters for optimum clarity.

Alignment: Left alignment reads easiest, consider eye flow as it moves down a page.

Emphasis: Use these tools with discretion and without disturbing eye flow.
(Italics/Bold/Size/Color/Typestyle Change)

Integrity: Avoid stretching or distorting type.

Weight: Strive for a sense of balance.

The mac is not a typewriter

Kerning: The individual space between letters.

Tracking: Applying Kerning to the entire word.

Large Text Blocks: Rags

Color Theory Notes

Color Theory:

ROYGBIV:
Red, Orange, Yellow, Green, Blue, Indigo, Violet

Primary:
Pigment generated colors are derived from these primary colors: Red, Yellow, and Blue
Light generated colors are derived from these primary colors: red, Green, and Blue

Secondary:
Mixing primary colors creates other colors. For example: blue + yellow = green blue + red = violet

Tertiary and Beyond:
A secondary color wheel can expand to tertiary and beyond

Color Mixing:

RGB
Red, Green, Blue
Light Generated Model

RGY
Red, Green, Yellow
Pigment Generated Model

CYMK
Cyan, Magenta, Yellow, Black
Print Process Model

Color Modes:

Monochrome
Tints, shades and tones of a single hue

Grey Scale
Black and White only

Web Safe RGB
Hexadecimal compatible

Color Modification:

Tints
Add white to a pure hue

Shades
Add black to a pure hue

Tones
Add grey to a pure hue

Color Harmony:
Use complimentary colors
Split complementary
Analogous
Triad
Tetradic
Quadrilateral

Color palettes:
Different color palettes can invoke mood, location, and emotion

Color properties:
Cool, Warm, Bright, Dark, Saturated, Desaturated

Color Intensity:
Color Intensity changes in relation to its surrounding color

Color Intensity Illusion:
Using lighting to change shade

Color Associations:
these types of color associations are universal to all people

Cultural and Psychological Color Associations:
These color associations are generated from cultural and contemporary sources and may not be universally recognizable.

Why Color Matters:
73% of purchasing decisions are now made in-store
Catching the shopper's eye and conveying information effectively are critical to successful sales
Color increases brand recognition by up to 80%

Color Affects Appetite:
Blue is a rare occurrence in nature
We have no appetite response to blue food

Color Affects The Mind:
Pink is a tranquilizing color that drains your energy
Used in prisons, holding cells, opposing team locker rooms

The Principals and Elements Notes

Design: The Principles and Elements

What is Graphic Design?
Design elements are the basic units of a visual image.
The principles of design govern the relationships of the elements used and organize the composition as a whole.
All imagery, art, design, and photography alike, are comprised of elements that can be broken down and analyzed. This goes for web design as well.

What are the Elements and Principles?
Design and art elements are the basic units of a visual image.
The principals of design and art govern the relationships of the elements used an organize the composition as a whole.
All imagery, art, design, and photography alike, are comprised of elements that can be broken down and analyzed by it's visual components and the principles that guide them.

Design Elements:
Space/Line/Color/Shape/Texture/Value/Balance

Space:
Can exist in two dimensions or three dimensions.
It can refer to a positive space or a negative one.
It can also refer to foreground, mid, or background elements.

Line:
Line is a basic element, it can vary in thickness, texture, direction, etc.

Color:
Color consists of many pallets, and are use in different situations, depending on the project different pallets say different things.

Shape:
Shape is used for memory and keeping things in people's mind, iconic logos and shapes.

Texture:
Used to invoke people's likes and dislikes, depending on the market you wish to sell or show your product off.

Value:
Value is used to add dimension to something/anything.

Balance:
The properties of an image that allows it to be balanced/unbalanced or symmetrical/asymmetrical.

Design Principles:
Unity/Variety/repetition/Harmony/Proximity/Proportion/Functionality/Emphasis

Unity:
Unity creates a sense of order, a consistency in size and shape.
Proximity can create a sense of unity, it can also show a lack of unity.

Variety:
A sense of change yet similar colors or shapes to engage eyes in difference.

Repetition:
The use of one kind of object or color to improve upon a design.

Harmony:
The use of colors and objects blending together in a larger picture to improve upon the design.

Proximity:
The amount of space and curvature in a design to get as much information as tightly packed as possible, so the eye does not get bored.

Proportion:
The size of one or multiple objects in a design to give it more detail and/or depth.

Emphasis (Focal point):
Using color to emphasis what the user/client is supposed to be focusing on.

Functionality:
Making the design that is useful, necessary, and has a playful or comedic aspect to it.

Cookie gif

Juxtaposition project

Tree PNG Low to High

Bus PNG low to high