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Help! My Logo Sucks! 
July 11, 2014 
@juliareich
2 
Help! My Logo Sucks! • 7-11-2014
Help! My Logo Sucks! • 7-11-2014 3
4 
Help! My Logo Sucks! • 7-11-2014
5 
Help! My Logo Sucks! • 7-11-2014 
Objectives 
1. Elevate your knowledge of logo design 
2. Give you the ammunition you need to evaluate your 
logo and intelligently discuss it with others 
3. Help you see if you can get away with a quick fix 
versus a total logo overhaul
6 
Help! My Logo Sucks! • 7-11-2014 
Agenda 
• 
What is a logo, and why is it important to have a good one? 
• 
Anatomy of a logo 
• 
What makes good logo different from a bad logo? 
• 
What not to do when creating a logo 
• 
Before & after 
• 
Resources 
• 
Q & A
Help! My Logo Sucks! • 7-11-2014 7 
Logo 
Sell sheets 
Voicemail 
message 
Email signature 
Customer 
Service 
Office/Retail Decor 
Brochure 
Name 
PowerPoint 
Presentations 
Sales pitch 
Business card 
Website 
Brand
8 
Help! My Logo Sucks! • 7-11-2014 
Anatomy of a Logo: Icon + Type
9 
Help! My Logo Sucks! • 7-11-2014 
Anatomy of a Logo: Icon
10 
Help! My Logo Sucks! • 7-11-2014 
Anatomy of a Logo: Icons
11 
Help! My Logo Sucks! • 7-11-2014 
Anatomy of a Logo: Logotypes
Help! My Logo Sucks! • 7-11-2014 12 
BAenfaotorem ayn odf A af tLeorg o: Color 
RED 
Passion 
Energy 
Blood 
Strength 
Energy 
LIGHT GREEN 
Fresh 
Nature 
Harmony 
Health 
BROWN 
Calm 
Natural 
Richness 
Simplicity 
Serious 
Utility 
BLACK 
Authority 
Classic 
Distinctive 
Mystery 
Tradition 
BLUE 
Friendly 
Fun 
YELLOW 
Hope 
Happiness 
Warmth 
Caution 
PINK 
Femininity 
Innocence 
PURPLE 
Expensive 
Mystery 
Luxury 
Spiritual
Help! My Logo Sucks! • 7-11-2014 13 
BAenfaotorem ayn odf A af tLeorg o: Typefaces
Help! My Logo Sucks! • 7-11-2014 14 
BAenfaotorem ayn odf A af tLeorg o: Images
Help! My Logo Sucks! • 7-11-2014 15 
BAenfaotorem ayn odf A af tLeorg o: Images
Help! My Logo Sucks! • 7-11-2014 16 
BAenfaotorem ayn odf A af tLeorg o: Images 
Fat
17 
Help! My Logo Sucks! • 7-11-2014 
Anatomy of a Logo: Images 
AFTER 
BEFORE
18 
Help! My Logo Sucks! • 7-11-2014 
Anatomy of a Logo: Images
Help! My Logo Sucks! • 7-11-2014 19 
LBoefgoore E avnadl uAaftteior n Checklist 
Simple Emotional Impact 
Memorable Personality 
Perfectly Executed Sophisticated 
Meaningful Fresh 
Unique Flexible
Help! My Logo Sucks! • 7-11-2014 20 
LBoefgoore E avnadl uAaftteior n Checklist 
✔ Simple 
✔ 
✔ 
Memorable 
Perfectly Executed
Help! My Logo Sucks! • 7-11-2014 21 
LBoefgoore E avnadl uAaftteior n Checklist 
✔ Unique
Help! My Logo Sucks! • 7-11-2014 22 
LBoefgoore E avnadl uAaftteior n Checklist 
✔ Personality
Help! My Logo Sucks! • 7-11-2014 23 
LBoefgoore E avnadl uAaftteior n Checklist 
✔ Sophisticated
Help! My Logo Sucks! • 7-11-2014 24 
LBoefgoore E avnadl uAaftteior n Checklist 
Sophisticated
Help! My Logo Sucks! • 7-11-2014 25 
LBoefgoore E avnadl uAaftteior n Checklist 
Fresh 
AFTER 
✔ 
BEFORE
Help! My Logo Sucks! • 7-11-2014 26 
LBoefgoore E avnadl uAaftteior n Checklist 
✔ Flexible
Help! My Logo Sucks! • 7-11-2014 27 
LBoefgoore E avnadl uAaftteior n Checklist 
✔ Authentic
Help! My Logo Sucks! • 7-11-2014 28 
BWehfoatr en oant dto A dftoe wr hen creating a logo 
Don't use Photoshop, Word or PowerPoint 
Don't use drop shadows, bevels, glows, etc 
Don't use more than two typefaces 
Don't use Comic Sans or Papyrus 
Don't use clip art
Help! My Logo Sucks! • 7-11-2014 29 
EBxeafomrpel easn do fA rfetaelrl y bad logos
Help! My Logo Sucks! • 7-11-2014 30 
Before and After 
& After 
Before
Help! My Logo Sucks! • 7-11-2014 31 
Before a&n Adf tAefrt e(1r) 
AFTER 
BEFORE BEFORE
Help! My Logo Sucks! • 7-11-2014 32 
Before a&n Adf tAefrt e(2r.1 ) 
AFTER 
BEFORE
Help! My Logo Sucks! • 7-11-2014 33 
Before a&n Adf tAefrt e(2r.2 )
Help! My Logo Sucks! • 7-11-2014 34 
Before a&n Adf tAefrt e(2r.3 )
Help! My Logo Sucks! • 7-11-2014 35 
Before a&n Adf tAefrt e(3r.1 ) 
AFTER 
BEFORE BEFORE
Help! My Logo Sucks! • 7-11-2014 36 
Before a&n Adf tAefrt e(3r.2 ) 
✔ Flexible
Help! My Logo Sucks! • 7-11-2014 37 
Before a&n Adf tAefrt e(4r.1 ) 
AFTER 
BEFORE
Help! My Logo Sucks! • 7-11-2014 38 
Before a&n Adf tAefrt e(4r.2 )
Help! My Logo Sucks! • 7-11-2014 39 
Before a&n Adf tAefrt e(5r.1 ) 
BEFORE
40 
Help! My Logo Sucks! • 7-11-2014 
Before & After (5.2) 
NYI’s Brand PositioningBrand Assets, Brand Attributes, and ToneWarm Welcoming Authentic Personal Connections Diverse Fulfilling Peaceful Instructive Transformative Friendly OpenInformal Supportive Urban Spiritual Ethical Happiness Generosity Community Forgiving
41 
Help! My Logo Sucks! • 7-11-2014 
Before & After (5.3) 
Where Hearts & Minds Awaken 
Peaceful Refuge 
Our center is calm and conducive to reflection 
Commitment to Diversity 
Members, volunteers, teachers and other supporters are an eclectic, multi-cultural group 
Urban Setting 
A Manhattan location 
Welcoming Atmosphere 
A warm, friendly and supportive community 
Transforming Lives 
Through the teaching and the practice
42 
Help! My Logo Sucks! • 7-11-2014 
Before & After (5.4)
Help! My Logo Sucks! • 7-11-2014 43 
Before a&n Adf tAefrt e(5r.5 ) 
AFTER 
BEFORE
Help! My Logo Sucks! • 7-11-2014 44 
Before a&n Adf tAefrt e(5r.6 ) 
NEW YORK INSIG HT BR AND ID ENTITY GUID ELINES 
RECOMMENDED C OLORS 
Primary palette 
Secondary palette 
9 
Version 1.0 © New York Insight Meditation Center 2012 • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190 
Colors are one of the most important representations of a brand as 
they make an instant and emotional impact on the viewer. 
Six specific colors have been approved to represent NYI’s identity 
and to help establish immediate brand recognition - three in 
a Primary palette, and three in a secondary palette. In order to 
maintain the integrity of the brand, these eight colors must be used 
consistently across printing processes and digital display. To make 
this possible, the following chart has been established. 
• Pantone Matching System (PMS) is used for printing in spot 
color when color accuracy is absolutely critical. The PMS 
number should also be used for reference in matching colors 
for non-traditional applications such signage, screenprinting, 
embroidery, etc. 
• CMYK (cyan, magenta, yellow, black, or 4-color) system is 
used for full color printing, also known as Process printing. 
• RGB (red, green, blue) color system is meant specifically for 
screen display (ex, PowerPoint) 
• Hexadecimal is the web color system and is meant specifically 
for online use. 
YELLOW 
PMS: 130C 
CMYK: 0/45/100/0 
RGB: 249/157/28 
HEX: f99d1c 
GREEN 
PMS: 368C 
CMYK: 55/5/100/0 
RGB: 130/186/65 
HEX: 82ba41 
ORANGE 
PMS: 144C 
CMYK: 0/70/90/0 
RGB: 243/112/50 
HEX: f37032 
AQUA 
PMS: 326C 
CMYK: 75/0/40/0 
RGB: 0/185/173 
HEX: 00b9ad 
RED 
PMS: 201C 
CMYK: 0/100/70/40 
RGB: 158/3/42 
HEX: 9e032a 
BEIGE 
PMS: 7530C 
CMYK: 0/10/20/30 
RGB: 189/172/154 
HEX: bdac9a 
new york inSiGht Br and identity Guid elineS 
recoMMended t yPefaceS 
10 
Version 1.0 © New York Insight Meditation Center 2012 • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190 
Typefaces are an integral part of our visual identity. In order to 
maintain a consistent and easily recognizable image, the following 
typeface families should be used for all materials [stationery, 
website, newsletters, invitations, email newsletters, etc.]. 
Prokyon is the preferred typeface for headlines, subheads 
and captions. Prokyon can be purchased at 
http://www.dutchtypelibrary.nl/Prokyon_rdrct.html 
Minion is a humanist serif that is space efficient yet attractive and 
is the preferred typeface for body copy. Minion can be purchased 
at http://www.myfonts.com/fonts/linotype/minion/ 
DTL Prokyon Light 
abCDefghijkLmnoPqrsTuvwxyz 
abcdefghijklmnopqrstuvwxyz 0123456789 
DTL Prokyon Medium 
abcdefghijklmnopqrstuvwxyz 
abcdefghijklmnopqrstuvwxyz 0123456789 
DTL Prokyon Bold 
aBcdefGhijklMnoPqrStuvwXyz 
abcdefghijklmnopqrstuvwxyz 0123456789 
Minion Book 
ABCDEFGHIJklMNOPqRSTUVWxYz 
abcdefghijklmnopqrstuvwxyz 0123456789 
Minion Bold 
aBCdefGHijKlMnoPqRStuvwxYz 
abcdefghijklmnopqrstuvwxyz 0123456789
Help! My Logo Sucks! • 7-11-2014 45 
Before a&n Adf tAefrt e(5r.7 )
Help! My Logo Sucks! • 7-11-2014 46 
Resources (1) 
www.logolounge.com www.underconsideration.com/brandnew
47 
Help! My Logo Sucks! • 7-11-2014 
Resources (2) 
www.skillshare.com 
www.bamagazine.com
48 
Help! My Logo Sucks! • 7-11-2014 
What will be your next step?
49 
Help! My Logo Sucks! • 7-11-2014 
Thank You! 
julia@stonesoupcreative.com 
facebook.com/stonesoupcreative 
212.721.9764 
www.stonesoupcreative.com

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Help! my logo sucks!

  • 1. Help! My Logo Sucks! July 11, 2014 @juliareich
  • 2. 2 Help! My Logo Sucks! • 7-11-2014
  • 3. Help! My Logo Sucks! • 7-11-2014 3
  • 4. 4 Help! My Logo Sucks! • 7-11-2014
  • 5. 5 Help! My Logo Sucks! • 7-11-2014 Objectives 1. Elevate your knowledge of logo design 2. Give you the ammunition you need to evaluate your logo and intelligently discuss it with others 3. Help you see if you can get away with a quick fix versus a total logo overhaul
  • 6. 6 Help! My Logo Sucks! • 7-11-2014 Agenda • What is a logo, and why is it important to have a good one? • Anatomy of a logo • What makes good logo different from a bad logo? • What not to do when creating a logo • Before & after • Resources • Q & A
  • 7. Help! My Logo Sucks! • 7-11-2014 7 Logo Sell sheets Voicemail message Email signature Customer Service Office/Retail Decor Brochure Name PowerPoint Presentations Sales pitch Business card Website Brand
  • 8. 8 Help! My Logo Sucks! • 7-11-2014 Anatomy of a Logo: Icon + Type
  • 9. 9 Help! My Logo Sucks! • 7-11-2014 Anatomy of a Logo: Icon
  • 10. 10 Help! My Logo Sucks! • 7-11-2014 Anatomy of a Logo: Icons
  • 11. 11 Help! My Logo Sucks! • 7-11-2014 Anatomy of a Logo: Logotypes
  • 12. Help! My Logo Sucks! • 7-11-2014 12 BAenfaotorem ayn odf A af tLeorg o: Color RED Passion Energy Blood Strength Energy LIGHT GREEN Fresh Nature Harmony Health BROWN Calm Natural Richness Simplicity Serious Utility BLACK Authority Classic Distinctive Mystery Tradition BLUE Friendly Fun YELLOW Hope Happiness Warmth Caution PINK Femininity Innocence PURPLE Expensive Mystery Luxury Spiritual
  • 13. Help! My Logo Sucks! • 7-11-2014 13 BAenfaotorem ayn odf A af tLeorg o: Typefaces
  • 14. Help! My Logo Sucks! • 7-11-2014 14 BAenfaotorem ayn odf A af tLeorg o: Images
  • 15. Help! My Logo Sucks! • 7-11-2014 15 BAenfaotorem ayn odf A af tLeorg o: Images
  • 16. Help! My Logo Sucks! • 7-11-2014 16 BAenfaotorem ayn odf A af tLeorg o: Images Fat
  • 17. 17 Help! My Logo Sucks! • 7-11-2014 Anatomy of a Logo: Images AFTER BEFORE
  • 18. 18 Help! My Logo Sucks! • 7-11-2014 Anatomy of a Logo: Images
  • 19. Help! My Logo Sucks! • 7-11-2014 19 LBoefgoore E avnadl uAaftteior n Checklist Simple Emotional Impact Memorable Personality Perfectly Executed Sophisticated Meaningful Fresh Unique Flexible
  • 20. Help! My Logo Sucks! • 7-11-2014 20 LBoefgoore E avnadl uAaftteior n Checklist ✔ Simple ✔ ✔ Memorable Perfectly Executed
  • 21. Help! My Logo Sucks! • 7-11-2014 21 LBoefgoore E avnadl uAaftteior n Checklist ✔ Unique
  • 22. Help! My Logo Sucks! • 7-11-2014 22 LBoefgoore E avnadl uAaftteior n Checklist ✔ Personality
  • 23. Help! My Logo Sucks! • 7-11-2014 23 LBoefgoore E avnadl uAaftteior n Checklist ✔ Sophisticated
  • 24. Help! My Logo Sucks! • 7-11-2014 24 LBoefgoore E avnadl uAaftteior n Checklist Sophisticated
  • 25. Help! My Logo Sucks! • 7-11-2014 25 LBoefgoore E avnadl uAaftteior n Checklist Fresh AFTER ✔ BEFORE
  • 26. Help! My Logo Sucks! • 7-11-2014 26 LBoefgoore E avnadl uAaftteior n Checklist ✔ Flexible
  • 27. Help! My Logo Sucks! • 7-11-2014 27 LBoefgoore E avnadl uAaftteior n Checklist ✔ Authentic
  • 28. Help! My Logo Sucks! • 7-11-2014 28 BWehfoatr en oant dto A dftoe wr hen creating a logo Don't use Photoshop, Word or PowerPoint Don't use drop shadows, bevels, glows, etc Don't use more than two typefaces Don't use Comic Sans or Papyrus Don't use clip art
  • 29. Help! My Logo Sucks! • 7-11-2014 29 EBxeafomrpel easn do fA rfetaelrl y bad logos
  • 30. Help! My Logo Sucks! • 7-11-2014 30 Before and After & After Before
  • 31. Help! My Logo Sucks! • 7-11-2014 31 Before a&n Adf tAefrt e(1r) AFTER BEFORE BEFORE
  • 32. Help! My Logo Sucks! • 7-11-2014 32 Before a&n Adf tAefrt e(2r.1 ) AFTER BEFORE
  • 33. Help! My Logo Sucks! • 7-11-2014 33 Before a&n Adf tAefrt e(2r.2 )
  • 34. Help! My Logo Sucks! • 7-11-2014 34 Before a&n Adf tAefrt e(2r.3 )
  • 35. Help! My Logo Sucks! • 7-11-2014 35 Before a&n Adf tAefrt e(3r.1 ) AFTER BEFORE BEFORE
  • 36. Help! My Logo Sucks! • 7-11-2014 36 Before a&n Adf tAefrt e(3r.2 ) ✔ Flexible
  • 37. Help! My Logo Sucks! • 7-11-2014 37 Before a&n Adf tAefrt e(4r.1 ) AFTER BEFORE
  • 38. Help! My Logo Sucks! • 7-11-2014 38 Before a&n Adf tAefrt e(4r.2 )
  • 39. Help! My Logo Sucks! • 7-11-2014 39 Before a&n Adf tAefrt e(5r.1 ) BEFORE
  • 40. 40 Help! My Logo Sucks! • 7-11-2014 Before & After (5.2) NYI’s Brand PositioningBrand Assets, Brand Attributes, and ToneWarm Welcoming Authentic Personal Connections Diverse Fulfilling Peaceful Instructive Transformative Friendly OpenInformal Supportive Urban Spiritual Ethical Happiness Generosity Community Forgiving
  • 41. 41 Help! My Logo Sucks! • 7-11-2014 Before & After (5.3) Where Hearts & Minds Awaken Peaceful Refuge Our center is calm and conducive to reflection Commitment to Diversity Members, volunteers, teachers and other supporters are an eclectic, multi-cultural group Urban Setting A Manhattan location Welcoming Atmosphere A warm, friendly and supportive community Transforming Lives Through the teaching and the practice
  • 42. 42 Help! My Logo Sucks! • 7-11-2014 Before & After (5.4)
  • 43. Help! My Logo Sucks! • 7-11-2014 43 Before a&n Adf tAefrt e(5r.5 ) AFTER BEFORE
  • 44. Help! My Logo Sucks! • 7-11-2014 44 Before a&n Adf tAefrt e(5r.6 ) NEW YORK INSIG HT BR AND ID ENTITY GUID ELINES RECOMMENDED C OLORS Primary palette Secondary palette 9 Version 1.0 © New York Insight Meditation Center 2012 • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190 Colors are one of the most important representations of a brand as they make an instant and emotional impact on the viewer. Six specific colors have been approved to represent NYI’s identity and to help establish immediate brand recognition - three in a Primary palette, and three in a secondary palette. In order to maintain the integrity of the brand, these eight colors must be used consistently across printing processes and digital display. To make this possible, the following chart has been established. • Pantone Matching System (PMS) is used for printing in spot color when color accuracy is absolutely critical. The PMS number should also be used for reference in matching colors for non-traditional applications such signage, screenprinting, embroidery, etc. • CMYK (cyan, magenta, yellow, black, or 4-color) system is used for full color printing, also known as Process printing. • RGB (red, green, blue) color system is meant specifically for screen display (ex, PowerPoint) • Hexadecimal is the web color system and is meant specifically for online use. YELLOW PMS: 130C CMYK: 0/45/100/0 RGB: 249/157/28 HEX: f99d1c GREEN PMS: 368C CMYK: 55/5/100/0 RGB: 130/186/65 HEX: 82ba41 ORANGE PMS: 144C CMYK: 0/70/90/0 RGB: 243/112/50 HEX: f37032 AQUA PMS: 326C CMYK: 75/0/40/0 RGB: 0/185/173 HEX: 00b9ad RED PMS: 201C CMYK: 0/100/70/40 RGB: 158/3/42 HEX: 9e032a BEIGE PMS: 7530C CMYK: 0/10/20/30 RGB: 189/172/154 HEX: bdac9a new york inSiGht Br and identity Guid elineS recoMMended t yPefaceS 10 Version 1.0 © New York Insight Meditation Center 2012 • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190 Typefaces are an integral part of our visual identity. In order to maintain a consistent and easily recognizable image, the following typeface families should be used for all materials [stationery, website, newsletters, invitations, email newsletters, etc.]. Prokyon is the preferred typeface for headlines, subheads and captions. Prokyon can be purchased at http://www.dutchtypelibrary.nl/Prokyon_rdrct.html Minion is a humanist serif that is space efficient yet attractive and is the preferred typeface for body copy. Minion can be purchased at http://www.myfonts.com/fonts/linotype/minion/ DTL Prokyon Light abCDefghijkLmnoPqrsTuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 DTL Prokyon Medium abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 DTL Prokyon Bold aBcdefGhijklMnoPqrStuvwXyz abcdefghijklmnopqrstuvwxyz 0123456789 Minion Book ABCDEFGHIJklMNOPqRSTUVWxYz abcdefghijklmnopqrstuvwxyz 0123456789 Minion Bold aBCdefGHijKlMnoPqRStuvwxYz abcdefghijklmnopqrstuvwxyz 0123456789
  • 45. Help! My Logo Sucks! • 7-11-2014 45 Before a&n Adf tAefrt e(5r.7 )
  • 46. Help! My Logo Sucks! • 7-11-2014 46 Resources (1) www.logolounge.com www.underconsideration.com/brandnew
  • 47. 47 Help! My Logo Sucks! • 7-11-2014 Resources (2) www.skillshare.com www.bamagazine.com
  • 48. 48 Help! My Logo Sucks! • 7-11-2014 What will be your next step?
  • 49. 49 Help! My Logo Sucks! • 7-11-2014 Thank You! julia@stonesoupcreative.com facebook.com/stonesoupcreative 212.721.9764 www.stonesoupcreative.com