Logo
Design Techniques 4
Example
7
CHARACTERISATION
A
combination of images (bulb + smiley face) adds
a bright personality to our light bulb logo.
This
variation on the theme adds some humour to the idea with
a light bulb hairdo that could be used to suggest a range
colored bulbs.
OVERLAPPING
IMAGES
Overlapping
our light bulb image not only creates a harmonious visual
effect with transparent colors but also says something about
the nature of the object.
A
SPARK OF INSPIRATION
The technique of overlapping images can provide the spark
of inspiration needed to generate an idea. Two of our images
were overlapped and framed by a hexagon (suggesting
the outline of a box) to create a logo for a graphic
design company - 'Lightbox Design' (a lightbox is a
tracing frame used by graphic designers).
DEVELOPING
THE IDEA
Once you get the basic idea for a design, you need to refine
it to maximise its communication and impact. Therefore,
a grey backdrop was added to increase the brightness of
the image while the jagged 'Matisse' font was used
to echo the points of the spark.
ADDING
REFINEMENTS
Graduated
tone was then used to generate the form of the bulb and
to suggest the glow of light. The outlines of the box and
light bulb were changed from black to white to brighten
the image while the outline of the font was substituted
by a drop shadow to lighten its weight.
ARRIVING
AT A SOLUTION
Finally,
color was applied to the design making the backdrop redundant.
Two tones of blue were used to represent the transparency
of glass (a material common to the light bulb and the
lightbox) while a counterchange of red and yellow illuminated
the spark of inspiration. The colours of the typography
were borrowed from the image to unify the design.
Example
8
STAND
OUT FROM THE CROWD
Good
graphic design stands out from the crowd. By merely adjusting
one of our stacked cups, this simple image forms a visual
metaphor that expresses deeper ideas about attitudes or
behaviour.
A
COUNTERCHANGE OF TONES
Shading
techniques, such as a counterchange
of graduated tones (light against dark changing
to dark against light) can add a spatial elegance and
depth to the most minimal shapes.
A
COUNTERCHANGE OF SHAPES
To
create a 'Morning Coffee' logo for a café, our equation
demonstrates a counterchange of shapes that are then shaded
and colored like the squares on a checkerboard.
A
SIMPLE LAYOUT
To
develop the idea further, the image was framed with a background
that suggested a tray or a café window. The 'Cooper
Black' font, chosen for its gently curved corners which
harmonise with the design, was added to complete a simple
layout.
AN
INTERGRATED LAYOUT
Don't
be satisfied with your first design - try different layouts.
In order to integrate the typography
with the image, the layout was altered to include the text
within the design. This also removed any ambiguity about
the frame which now looks more like a window with the cup
of coffee sitting comfortably in the foreground.
AN
APPROPRIATE CHOICE OF TYPOGRAPHY
Always
test different examples of typography in a design. Here
the type has been swapped for a less formal 'Brush Stroke'
font whose calligraphic strokes set a more relaxed tone.
The decision as to what works best is usually down to the
personal preference and experience of the designer.
| Logo
Design Techniques |
In
this lesson we use the images below to demonstrate a range of composition
techniques that are helpful in developing ideas for logo designs.
Once
you have studied these examples you can use our free Image
Resources to adapt what you have learned to create your own logo
ideas.
Click
on the images below to see how they are developed into ideas for
logo designs.
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