Graphic Design

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Graphic Design
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• Graphic design is the art of communication,
  stylizing, and problem-solving through the use of
  typography, space, and images.
• Composition (the arrangement of elements and
  principles of art such as line, space, colour) is
  key to graphic design
• TYPE IMAGES TYPE IMAGES

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Origins The Bauhaus School

• Post WWI Germany
• New applied arts school for better integration of
  art and technology for the benefit of both
• Combined the role of designer and artisan to
  create everything from architecture, to theatre,
  typography, graphic design and industrial design

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• Graphic design often involves the creation of a
  visual identity (logos and branding),
  publications (magazines, newspapers and books),
  print advertisements, posters, billboards,
  website graphics and elements, signs and product
  packaging. For example, a product package might
  include a logo or other artwork, organized text
  and pure design elements such as images, shapes
  and color which unify the piece.

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LOGOS

• A logo or trademark is a sign
• It should permit fast identification.
• Tell viewers what the nature of the product and
  company is
• A logo can add value to the product through
  advertisements and reputation
• A logo should be SIMPLE, APPROPRIATE and UNIQUE

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Function of logos

• For identification
• Branding a brand is a modern marketing term to
  mean the entire product and its unique
  properties and personality
• Used to create corporate or visual identity
• A brand is a product including its logo or
  trademark, its brand name, its reputation and the
  atmosphere built up around it.

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The Law

• The law considers a trademark to be a form of
  property
• Proprietary rights in relation to a trademark may
  be established through actual use in the
  marketplace, or through registration of the mark
  with the trademarks office
• A registered trademark confers a bundle of
  exclusive rights upon the registered owner,
  including the right to exclusive use of the mark
  in relation to the products or services for which
  it is registered.

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Logo Design

• Monogrammatic (initials or words)
• Abstract (shapes reduced to simplest forms)
• Visual (illustrative)

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Typographic Logo Design

• A typographic logo design is one that is defined
  as text/font (company name) only, with no
  accompanying decorative graphic that sits next to
  or within the text.
• A typographic logo is well suited to a
  organization that has a very descriptive company
  name, good examples of descriptive names include
  Kentucky Fried Chicken, Pizza Hut and The Royal
  Mail.

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• Those who want the simplicity of a typographic
  logo design, but do not have a descriptive
  company name, would perhaps be well advised to
  add a tagline to the logo that explains what
  services and/or goods may be on offer.

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Monogrammatic Logos
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Graphical Logo Design

• A graphical logo design is a company logo that in
  addition to the company name has a notable
  graphical image (picture) used to represent the
  company identity.
• A graphical logo is by far the most popular
  choice of logo design, and suitable for most
  business types.
• Graphical logos may be abstract or visual

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• It gives the business the opportunity to create a
  memorable graphic to associate with the company
  name, which also represents company in a visual
  way.
• Graphical icons that are used alongside the
  company name need to cover a few basic
  practicalities if they are going to be of long
  term benefit to the firm using them.

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• A strong logo should work in black and white as
  well as in colour. If it doesnt work in pure
  black and white, it should at the very least work
  well still in grayscale. Its ideal if a logo can
  work well in black and white because situations
  may arise over the company lifespan where it
  becomes beneficial to use a black only logo - for
  instance to reduce printing costs, or in
  situations where the logo is engraved rather
  than printed.
• The designer should also be aware of colour
  symbolism and brand personality

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Logo Quiz

• How many can you name?

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