Logo Design
Your brand identity shall identify you and only you. Your aim is to be recognisable across all marketing channels to achieve good brand visibility and awareness.
Text Hierarchy
I am using two examples to outline a method I use when designing logos from scratch. Starting off with a base font (Arial), I look for text hierarchy: the parts which take precendence over the rest.
Fig 2.1 J&P Building - text hierarchy.
Fig 2.2 TMF Couriers - text hierarchy.
Logo Structure
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J&P Building
Primary: J&P (Partners initials)
Secondary: Building (Business type)
Fonts: Blocktastic, Carbon, Trebuchet -
TMF Couriers
Primary: TMF (Owners initials)
Secondary: Couriers (Business type)
Fonts: Montalban, Robotica
SVG/Outlines
It is common practice to convert your logo to a scalable vector graphic. The result is clean crisp print quality and visual quality regardless of the logo's scale. To spice things up - once in vector format you can modify the logo's appearance using Transform tools such as Distort, Skew, Perspective and Warp allowing for endless variations in styling.
Fig 2.3 Transformed using skew.
Fig 2.4 Added vector art.
Styling Outlines
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J&P Building
Transformed using Skew to create a 2D block encapsulating perspective and vanishing points representative of buildings. -
TMF Couriers
Added a really cool piece of vector art to set this logo off. Iconography is great to use for identification and descriptive purposes.
Logo Design Services
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File Formats
SVG, PDF, EPS, PNG, JPG -
Business Identity
Business Cards (3.5" x 2.0")
Letter Head (8.27" x 11.69" - A4)
Slips (8.3" x 3.9") -
Software
Adobe Photoshop/Illustrator
Business Identity
Your brand identity shall look even more awesome when printed onto products, clothing, vehicles and that all important stationary package.
Borgo Box
Boxing Club
Print:
Boxing gloves
TMF Couriers
Logistics
Print:
Vehicle livery
J&P Building
Property Development
Print:
Office signage
Le Bon Cafe
Moroccan Cuisine
Print:
Takeaway cups
BabyUSB
Branded Tech Geeks
Print:
Office stationary
Thermos
Glass vacuum technology
Animation:
Product promotion
Colour Scheme
There is great diversity in the use of colour and their associative meanings between cultures and individuals. Choosing colours can be a long process, but it's worthwhile if you have a brand strategy.
Fig 2.5 J&P Building colour selection.
Fig 2.6 TMF Couriers colour selection.
Colour meaning
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J&P Building
Orange: Enthusiasm, Pleasure, Creativity, Optimism
Grey: Stability, Maturity -
TMF Couriers
Green: Life, Environment, Relaxation, Freshness, Solution
Grey: Stability, Maturity
