Big Ben in Your Hometown

Logos and Ligatures

Who designed the Nike swoosh, and what does it mean? Why is it so effective?

Why does the CNN logo have a white strip in the middle?

Why does the McDonald’s logo work?

How and why do brands change their logos?

When you look at a company’s logo, what do you think about?

What makes a good logo?

As a graphic designer, you will explore the answers to these and many more questions on logo design and company branding. You will also be faced with the task of designing a company logo, so you will need to know all the components in designing relevant, fresh, and timeless logos.

A good logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message.

There are five principles that you should follow to ensure that this is so…

An effective logo is (in no particular order):

• Simple
• Memorable
• Timeless
• Versatile
• Appropriate

Developing a logo is an important step for any company. This one simple graphic will represent a company and give the public a first impression of who that company is from now on.

You have been assigned the task of designing a corporate logo using your initial. As the president of the firm, you must identify exactly what your company sells, the attitude of the company, and what your logo should convey about your company. Remember to use the Elements and Principles to help you make decisions about the logo’s design.

Project Requirements:

You must complete all aspects of the Problem Based Learning experience, including video tutorials.

1. Introduction to Typographical Design - Quiz
2. Typographical design – video/podcast
3. Changing shapes of letters – Using Illustrator, print one design illustrating changing shape of letters after viewing podcast
4. Creating and Formatting text – Using Illustrator, print one sample.
5. Text on path Present one sample
6. View Understanding Logo Design (pdf slideshow)
7. Identify and explain 5 elements of good logo design. Locate 3 text logos and evaluate, using 5 elements of good logo design. (See chart on next pages and print completed chart.)

1. Logo Design mistakes - Identify 3 mistakes to avoid and explain why. (See chart on next pages and print completed chart.)
2. Olympic Logo designs packet (See link)
3. Analyze use of color and meaning behind colors. . (See chart on following page. Print completed chart.)
4. Know your brand name – play one game identifying logos at
5. Comprehend 11 synectic triggers and applies knowledge by providing an example of each using and definition for each.
6. Understand the difference between negative and positive space View (See chart on next pages and print completed chart.)
7. How-to Use Envelope Distortion. Provide one sample.
8. 10 different logos, using all the techniques learned above. Each logo must be in color and converted to grayscale.
9. Create 3 business card designs using your logo

Logos/Ligatures Specifications:

• The logos/ligatures must be designed using Adobe Illustrator.
• The logos/ligatures must use the initials of your name.
• You must develop 10 different logos/ligatures ideas using your initials.
• Each logos/ligatures must illustrate the principles of good logo design;
• The ten logos/ligatures must illustrate at least 6 principles of synectic triggers;
• Each of the ten logos/ligatures must be presented in both color and grayscale;
• The logos/ligatures must use effects from Illustrator – warping, textures, etc.;
• At least one logo/ligature must use the Envelope Distort;
• At least one logo/ligature must use negative space;
• Logo colors reflect attitude of business;
• All logos/ligatures must be original designs;

Elements of Good Logo Designs

In the chart below, copy and paste the logo in the first column. In the next columns, explain how the logo qualifies for each of the elements of a good logo. Be specific in your explanations.

Mistakes to Avoid when Designing

Color Analysis Chart

(continued below)
Color Analysis Chart (page 2)

(continued on next page)

Logos and Ligatures Rubric

• Poor use or no thought given to the elements and design principles. Applied limited aspects of synectic triggers

• Acceptable thought given to the elements and design principles. Applied some aspects of synectic triggers

• Exceptional planning & thought given to the elements and design principles. Applied all aspects of synectic triggers

• all of Practitioner plus adds graphic or text that does not take over the power of the ligatures and applied all aspects of synectic triggers

• No original concepts and limited thought given to the personality of the business

• Original and interesting concepts in ligatures, and most reflect the personality of the business

• Original and exceptionally exciting concepts, easy to read, and reflects the personality of the business

• all of Practitioner plus offers more than one exceptional original, creative design

• Fair choice of colors, graphics and design; accurately represent the company image

• Good choice of colors, graphics and design; accurately represents the company image

• Excellent choice of colors, graphics and design; exceptional representation of the company image

• all of Practitioner, plus includes 2 added effects beyond the tutorials.

• Handed in on time but only completed 75% of the assignment
• Did not request assistance

• Handed in on time and completed all parts of the assignment
• Requested assistance occasionally

• Handed in early and completed all parts of the assignment
• Requested assistance when needed

• all of Practitioner, plus worked on extra logos and helped other students

• Needs work; appears incomplete, or under developed (three or more errors noted)
• Designs are very basic and do not reflect new learning

• Good job; Completed task, developed with some thought (only one error noted)
• Many designs are interesting, but some do not reflect new learning

• Flawless, exceptional work! Completed task, well-developed and thought out
• All designs are interesting and reflect new learning

• all of Practitioner plus asked for feedback throughout entire project and reflect new learning beyond the tutorials

How to Envelope Distort

Type your initials

Make your initials a fat font (Myriad Pro Bold works) and 24 pt.

Warp text

Using direct select tool, select text and go to Effects>Warp>Bulge and make bend 100%

Draw a circle

Draw a circle over the initials. Be sure circle has no fill and a black border.

Select the circle

Go to Object>Arrange>bring to front

Select both objects

Using direct select tool, hold the shift key down, select both the circle and the text.

Envelope Distort

With both objects selected, go to Object>Envelope Distort>Make with Top Object

Text will fill the circle

Brand Alphabet Game

Identify the brand for each logo