Visual Identity: Beginning Graphic Design Terms and Logos

A company's logo...

• helps people understand what the company does

• tells people who the company is

• shows people what's important to the company

• help people recognize the company easily

The FOUR parts of a logo's design are...

• Font, feel, frame, and funding

• Business name, address, phone number and Website address

• Typography, imagery, color, and context

• Style, sound, movement, and speed

Typography in a logo includes...

• words

• letters

• fonts

• images

Thing you can see in a logo (pictures, symbols, and lines) fall into which component of logo design?

• Typography

• Context

• Color

• Imagery

The purposeful use of color in a logo is important because...

• Everyone has a favorite color, so why not use it?

• Colors communicate feelings and meaning.

  People might also associate certain colors with a business (like Coke = red and white)

• Colors add excitement (because black and white logos are boring, boring, boring)

• A company wants their business to appear to be successful.

What component of a logo shows where or how it will be used? (We won't be discussing this much)

• Context

• Typography

• Imagery

• Color

Amazon's arrow means...

• Show me the way to go home

• Look at me—I'm so cute!

• We have everything from A to Z!

• A smile to create happy feeling (there's even a dimple at the end of the arrow)

A LOGO is...

• a symbol made up of text and images that represents a business.

• the next big online game geared at teens ages 13-18

• a computer language from the 1970s

• an unimportant part of a marketing plan for a business

In order to stand out from the competition...

• You should study your competitors' logos and then make yours special or different

• You should give away free stuff

• You don't really need to worry about this if your product is good enough

• Llama

In addition to "up north" colors, a specialty display typeface, and a sans serif typeface, the Caribou logo...

• Has very little to do with actual coffee, so it's kinda confusing

• Has a hidden bear in the logo (if you look carefully)

• Has a lot of little images that make up the big one, like the spoons, the bean, the cup, and the steam

• Has a "siren" character in it (so it gets easily confused with the Starbucks logo)