The document discusses the key elements and considerations for developing a logo, including: - A logo needs both a logotype (textual representation of the name) and may include a symbol to be considered a true logo rather than just an icon. - Variations of the logo should be developed for different uses including positive/negative, color/grayscale, and at different scales. - When presenting logo concepts to a client, the designer should include their recommended solution that best meets the client's needs, as well as other options that may better meet client expectations or be a compromise. - A logo must be legible, versatile, simple, and pertinent to represent the company across different uses.

1. The Logo
The nature of the logo
The technical specification and parts
Logo vs icon
The logo submission
A case study
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2. name
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3. name
a company needs a name
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4. name
a company needs a name
fot itself and for its products
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5. name
a name that gets represented visually
to specifically describe what the company is about
and how the company stands in the market according to its mission
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6. name logo>
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7. a visual representation of a name
logo
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8. a visual representation of a name
logo
visible leggible
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9. a visual representation of a name
logo
visible leggible
logotype
the textual part of the logo
it’s necessary
else it’s not a logo but an icon
symbol
the symbol can be implicit in the
way the logotype is represented
i.e. the Coca Cola, FedEx, Facebook logo
the symbol can be a separeted yet
coordinated element
i.e. the Nike, Target logo
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10. symbol
(icon)
logotype
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11. logotype
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12. symbol
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13. logo
leggible versatile simple pertinent
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14. logo
leggible versatile simple pertinent
it’s a name! scalable
(vectorial)
small in a business card
big format on a billboard
should be represented
on a dark/light/photo
background
few colours
few elements
short
pertinent to the
commercial field
it fits into
i.e. the Sony logo is
pertinent for technology,
it would not be pertinent
for the food industry
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15. technology
monothematic
music
food
travel
fitness
...
eclectic
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16. logo vs icon
a logo is a name
it needs a textual part (logotype)
and should be leggible
the symbol element
that can be part of the logo
can turn into an icon
an icon is a merely
visual sign
it doesn not represent a name,
it is not enough to define a logo
© Fabio Arangio - Graphic designer & instructor

17. logo vs icon
a logo is a name
it needs a textual part (logotype)
and should be leggible
the symbol element
that can be part of the logo
can turn into an icon
an icon is a merely
visual sign
it doesn not represent a name,
it is not enough to define a logo
© Fabio Arangio - Graphic designer & instructor

18. how to
develop a logo
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19. logo
positive negative
the original version
how it looks on a white/light background
an adaptation
how it looks on a black/dark
or coloured background
the variations should be
as minimal as possible in
order to keep it graphically
consistent with its positive
version
* only the colour scheme is affected not the
number, type or position of the elements
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20. ®
positive
negative
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21. logo
colour grayscale*
the original version
how it looks in its original colours
an adaptation
how it looks when printed
or represented with a only
black&white device
* if the colour logo is originally just in black
or gray, of course there is no difference
between the two versions
positive negative positive negative
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22. ®
grayscale positive
grayscale negative
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23. logo
small scale large scale
as small as it would appear on a
business card
bigger, as least 3 times the
small scale dimensions
remember the same logo may be
represented on a 6x3 meters billboard
the logo should be always leggible and
and proportioned at any scale
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24. ®
small scale
large scale
®
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25. how to
present a logo
to the client
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26. logo proposals
what the client
needs
3rd choice
the best solution to fulfill
the client needs
...”your” solution
3
what the client
expects
a good solution but with a
compromise, trying to please
the client expectations
...in case the client is
super stubborn
when the client clearly lets you know that he
wants a certain colour or sign or idea
an ok proposals, good to
be able to compare with
the previous two
...the “weaker” solution
we appreciate things better when we
compare something to something
worse...
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27. the importance
of a logo
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