Read Chapter 7: Texture & Chapter 16: Style.plus (online) Comprehensive Guide to the Type Tool
Complete Training Videos for Ai chapters 13-18.
Due: Logo Prep (thumbnails for A#4 & matrix).
Work on Logo (A#4/5 points) in class
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Assignment #4:
Logo
Logo
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| Logo by Catherine Johns
(5 points)
In this project you will create a trademark and logo for a business, product, or organization you choose.
You can use the pen tool, shapes, shapebuilder, and other Ai tools along with stroke and fill in Adobe Illustrator (AI) to create both a black and white and a color version of a logo and trademark (a company or product name designed to work together with accompanying defining object/representational image).
When you design the logo in black and white (which can include grayscale in the final rendering) think of it as it might be used in a newspaper ad or other poor quality printing venue (not too much detail and with the application of heavy strokes). Remember, too, logos are used as small as business card art, so make display fonts readable at the smallest likely size (print it out postage stamp size and test it with your eyes.) You do not have to design your own typeface--you may use existing fonts--but you should fix kerning and leading (no professional uses foundry fonts "as is" in display text). Pay attention to spacing and elegance in your use of fonts. If you download a font, you must include a copy of it in your folder for me to download to my PC).
For the trademark in the logo (the object design) try not to stop at simple line art but stretch yourself and figure out how to effectively incorporate negative space as well as color and or value. (But beware--gradients can "break-down" or "band" and are sensitive to sizing and printing conditions. Same goes for textures. If you decide to use these in your design keep them simple and have two versions of the color logo to present—with and without detail. Keep use of values/tones to the minimum necessary for your marketing intent.)
Before creating your artwork in Illustrator, you must turn in an Adjective Matrix, Thumbnails, and Mock-Up in marker or pencil as discussed in class (download the handout "Assignment #5 Backup Materials w/Adjective Matrix for Your Logo" below). You should hand-sketch at least 6 thumbnails to be presented in class before you begin the project.
Simplicity is your goal, but also capturing identity, interest, and unique appeal (simple should not equal boring). You should also pay attention to how the logo would be used and adapt your design accordingly.
IMPORTANT: Use negative space efficiently and don’t clutter your graphic. A large part of your grade on this will be how effectively you use negative space and can indicate line and form with just a few strokes. Because of their apparent simplicity and ability to distill identity into a unified graphic, logos are deceptively hard to do well. And, because they get used in everything from stationery to product labeling to websites to semi-trucks, the art must offer a practical multi-purpose design. That’s why logo design is good practice for sharpening your design skills. Vector software applications like Illustrator are best to use for logos, because the finished art can be easily scaled-up (or down) without loss of detail, printed at any resolution, and easily manipulated and edited into other designs while file sizes are kept small. Vector graphics stay sharp and clean while the type remains razor-sharp. Pay attention to clean pathwork and detail in your AI file!
The criteria you are graded on will include:
• Design & Composition Choices
• Overall Aesthetics/Symoblism/Interpretation
• Fulfillment of Assignment Requirements/Preproduction
• Effective use of Negative Space
• Contrast/Value Choices
• Appropriate Complexity of Work/Demonstration of Software Skill • Clarity/Skill with vector paths/Attention to Detail/Finesse • Use of Pen Tool, Shapes, and Fills • Use of Typography/Appropiate application of strokes • Application of Color
Upload the final AI file with your paths intact to your server folder before class on the day of critique. If you continue to work on your art after the critique email a PDF of the final revised images to me to let me know it is ready for re-evaluation. As with all Art 109 projects, be sure your name is somewhere in the file name or it may not be accepted.
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RESOURCES
For Thursday:
- Assignment #5 Backup Materials w/Adjective Matrix for Your Logo
- Vital Tips for Effective Logo Design
- About Logos PPT (with student examples)
- More student examples
- Effective Negative Space PPT
For Thursday:
(Mar 19) Read Chapter 18 on Typography.
Due/end of class: LOGO, A#4
Start on Word Art Project (#A5)
Next Week's Quiz (On Tuesday) Covers:
Next Week's Quiz (On Tuesday) Covers:
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