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
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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
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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
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Anatomy of a Logo: Icons
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Anatomy of a Logo: Logotypes
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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
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BAenfaotorem ayn odf A af tLeorg o: Typefaces
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BAenfaotorem ayn odf A af tLeorg o: Images
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BAenfaotorem ayn odf A af tLeorg o: Images
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BAenfaotorem ayn odf A af tLeorg o: Images
Fat
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Help! My Logo Sucks! • 7-11-2014
Anatomy of a Logo: Images
AFTER
BEFORE
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Help! My Logo Sucks! • 7-11-2014
Anatomy of a Logo: Images
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LBoefgoore E avnadl uAaftteior n Checklist
Simple Emotional Impact
Memorable Personality
Perfectly Executed Sophisticated
Meaningful Fresh
Unique Flexible
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LBoefgoore E avnadl uAaftteior n Checklist
✔ Simple
✔
✔
Memorable
Perfectly Executed
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LBoefgoore E avnadl uAaftteior n Checklist
✔ Unique
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LBoefgoore E avnadl uAaftteior n Checklist
✔ Personality
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LBoefgoore E avnadl uAaftteior n Checklist
✔ Sophisticated
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LBoefgoore E avnadl uAaftteior n Checklist
Sophisticated
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LBoefgoore E avnadl uAaftteior n Checklist
Fresh
AFTER
✔
BEFORE
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LBoefgoore E avnadl uAaftteior n Checklist
✔ Flexible
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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
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Before a&n Adf tAefrt e(1r)
AFTER
BEFORE BEFORE
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Before a&n Adf tAefrt e(2r.1 )
AFTER
BEFORE
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Before a&n Adf tAefrt e(2r.2 )
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Before a&n Adf tAefrt e(2r.3 )
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Before a&n Adf tAefrt e(3r.1 )
AFTER
BEFORE BEFORE
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Before a&n Adf tAefrt e(3r.2 )
✔ Flexible
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Before a&n Adf tAefrt e(4r.1 )
AFTER
BEFORE
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Before a&n Adf tAefrt e(4r.2 )
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Before a&n Adf tAefrt e(5r.1 )
BEFORE
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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
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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
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Help! My Logo Sucks! • 7-11-2014
Before & After (5.4)
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Before a&n Adf tAefrt e(5r.5 )
AFTER
BEFORE