.Read Chapter 7: Texture
Quiz 3 on Mod 2 and Chapters 3, 4, 5, 7, 16 Taken in Class
work on Logo and Word Art Projects
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.THURSDAY...Mar. 7
.Read (online) Comprehensive Guide to the Type Tool
.Due: A4. Logo (5 points)
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Spring Break is March 9-17
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 of your choice
For this assignment you must use the pen tool, shapes, 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 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--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.
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 (see handout below). You should hand-sketch at least 5 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. Use negative space efficiently and don’t clutter your graphic. 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 AI file with your paths intact to Server 8 before class on the day of critique, PLUS have printed/mounted copies of your work (both B&W and Color) to show in class. Email a PDF of the final images to me after the critique to let me know it is ready for evaluation. You should briefly discuss in your email (3-5 sentences) what you were attempting to communicate with the logo, what kind of business or product it represents, and what tools you used in the software to create it. As with all Art 109 projects, when you send a file by email be sure your name is somewhere in the file name or it may not be accepted.
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