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8/2/2019 CMO SE CONSTRUYE UN LOGO
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CMO SE CONSTRUYE UN LOGO CONCEPTOS Y ASPECTOS A TENER EN CUENTA PARA UN
BUEN BRANDING
marzo 15, 2012, 1:21 pmArchivado en:Diseo| Etiquetas:branding, como se hace un logo,diseo de logos,identidad corporativa
3 Votes
Cuando construimos la identidad corporativa de una empresa, el proceso deconstruccin de un logo es algo que no debe dejar paso a la improvisacin.Dependiendo de la empresa , marca o persona que represente, su contexto histrico y
social, su competencia y lo que quieren comunicar y en lo que quieren diferenciarse,debemos hacer una cosa u otra para conseguir un buen trabajo de branding.
Los aspectos previos a la hora de realizar una marca que deben considerarse son: el targetal que va destinado, (nios, adultos, poder adquisitivo, pas, sexo, gustos)dnde se verel logo (web, papelera, publicidad exterior). Todo esto para, finalmente, transmitiremociones y comunicaciones memorables sobre lo que hace la empresa.
Otro aspecto que hay que tener en cuenta tambin es lo que comunica el logo. Y esto seestructura en dos niveles. Por un lado tenemos el nivel es semntico: el significadodeterminado del logo en si mismo, que inmediatamente enlaza con una cadena designificados. Por otro lado esta el nivel esttico: lo que comunica la forma del logotipo en si
misma.
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A estas alturas debemos tener claro que el proceso de diseo no es algo en donde el azardeba tener peso alguno. No hablamos de arte puro, si no de un diseo que debe cumplirla funcin para la que estaba destinado: Comunicar de manera correcta diferentesaspectos de la empresa, entidad o persona que representa.
Resumiendo conceptos, una marca debe ser:
Simple, fcil de escribir.
Prctica, apropiada para insertarla en diferentes medios.
Consistente, fiel reflejo de la comunicacin la compaa
nica, diferenciada de la competencia.
Memorable, que se grabe en la mente del consumidor.
Un reflejo de los valores de la marca.
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Adaptable a distintos medios, a los cambios del target.
Defendible lo largo del tiempo. No debe quedar obsoleta al poco tiempo.
Todos estos factores deben ser una gua para crearmarcas inmejorables. Tras esteproceso previo en el que debemos tener claro que hacer y cmo hacerlo, viene el procesode construccin de la imagen en si mismo.
El trabajo debera comenzar utilizando lpiz y papel para plasmar todas las cosasrelacionadas con la idea o el naming de la empresa. Hacer un brainstorming en papelpodra ser un resumen de esta parte del trabajo, agotando todas las vas posibles generandocientos de ideas. Despus de este paso, que se supone largo, comenzamos a filtrar ydescartar las ideas que no nos parecen apropiadas.
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Tras esto, debemos de aplicar estos datos al trabajo que realizamos en el ordenador. Esteno es un proceso fcil, ya que representar en vectores lo que previamente hemos construidoen papel, pasar un boceto al medio digital, es un trabajo mas metdico de lo que la gentesuele pensar.
El trabajo comienza por realizar distintas combinaciones con los conceptos anteriormenteseleccionados, con sus tipografas y formas. Descartamos las combinaciones de color hastala etapa final del proceso. Aqu solo utilizaremos blanco y negro, focalizando nuestro trabajoen la forma y lo que comunica. En este momento tambin podemos seguir descartandohasta encontrar el concepto, la idea que en su forma represente y comunique lo que lamarca represente. Ya solo quedara aplicar el color segn la informacin que disponemos, y
quedarnos con la propuesta que creamos que es mas fiel a lo que la marca necesita.
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Finalmente, la gente deDKNG studios, nos ensea como se construye un logo. A pesar no
aparecer en el video el proceso de bocetaje previo, podemos ver el montaje, paso a paso enIllustrator. Un ejercicio tremendo para aprender y valorar el trabajo de los diseadores.
http://www.dkngstudios.com/http://www.dkngstudios.com/http://www.zooproot.com/notes/wp-content/uploads/2010/09/contexts_2.jpghttp://www.dkngstudios.com/8/2/2019 CMO SE CONSTRUYE UN LOGO
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Creative Brainstorming: 50 Examplesof The Logo Design Process
ByAquil Akhter Posted in DESIGN 61 commentsAdvertisment
Everyone knows how important a logo is to your identity and brand. Every business,
online and offline, requires a logo. A logo represents your company and products to potential
customers.
Almost any designer can create a good logo, but it wont necessarily be perfect. Creating an
extraordinary logo requires a thorough design process. It should involve brainstorming ideas
(either on paper or in digital format), incorporating standard logo elements, choosing
appropriate typography, using colors correctly andmost importantlymaking a few
versions of the proposed logo in different fonts, colors and styles. Points of comparison will
help you see which one is perfect.
In this post, weve compiled a list of businesses that have shared a peek inside their
fascinating logo design process with the public. We hope it will get you started on your own.[Note: Have you already pre-ordered your copy of ourPrinted Smashing Book #3? The book
is a professional guide on how to redesign websites and it also introduces a whole new
mindset for progressive Web design, written by experts for you.]
The Logo Design And Development Process
The Bounty Bev Logo Design Process
A bounty is a reward given to those who seek the best, and BountyBev brings you the
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reward of American Craft Beer. Our brands are steeped in history, tradition, and countless
stories that should be shared with those who are worthy and paired with flavorful foods.
Grooveshark | Case studyGrooveshark is an international peer-to-peer music platform, built behind a
social network online. Its users are able to stream their own composed full-
length songs, build playlists, share music and make friendsall for free.
Logo Design Process: Homespun Chili
Homespun Chili uses local and international ingredients to create one-of-
a-kind meat and vegetarian chili creations. The Logo was supposed to beclean, smart, quirky, mainstream with a little Martha Stewart!
http://www.helveticbrands.ch/blog/grooveshark_identity/http://www.brandclay.com/blog/logo-design-process-homespun-chili/http://www.helveticbrands.ch/blog/grooveshark_identity/http://blog.centresource.com/2010/02/03/the-bounty-bev-logo-design-process/http://www.helveticbrands.ch/blog/grooveshark_identity/http://www.brandclay.com/blog/logo-design-process-homespun-chili/8/2/2019 CMO SE CONSTRUYE UN LOGO
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Siah Design Rebrand Process
The Siah Design logo shows a hand with index finger showing direction
with the bottom part of the hand being the pencil. The icon suggests givingdirection to creativity. The significance of the finger pointing up is that it is
pointing up to God giving Him any credit for his design work. Being a
Christian creative director Josiah Jost is very open about his faith. Siah
Design specializes in logo design, has won various awards for its work and
has been published in multiple design books. Siah Design serves a local,
national and international clientele.
Artistic Expression: Logo Design From Start to Finish
Vero offers restaurants, cafs and hotels an eco-friendly bottled water
alternative. The company uses the latest in microprocessor-controlled
water-purification technology to purify, chill and (if needed) carbonate tap
water at the point of use.
http://siahdesign.com/archives/760http://layersmagazine.com/artistic-expression-logo-design-from-start-to-finish.htmlhttp://siahdesign.com/archives/760http://www.brandclay.com/blog/logo-design-process-homespun-chili/http://siahdesign.com/archives/760http://layersmagazine.com/artistic-expression-logo-design-from-start-to-finish.html8/2/2019 CMO SE CONSTRUYE UN LOGO
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Dache.ch Logo Design Process
Dache is the portfolio of David Pache, where he also describes his self-
branding. Hes a creative consultant and brand and identity designer in
Switzerland who works with clients all over the globe to design logos,
websites and more.
The Logo Development Process: New England Breeze Case Study
New England Breeze sells and installs wind turbines and solar panels for
commercial and residential customers.
http://www.helveticbrands.ch/blog/evolution_of_dache_logo/http://www.visiblelogic.com/blog/index.php/2009/10/the-logo-development-process-new-england-breeze-case-study/http://www.helveticbrands.ch/blog/evolution_of_dache_logo/http://layersmagazine.com/artistic-expression-logo-design-from-start-to-finish.htmlhttp://www.helveticbrands.ch/blog/evolution_of_dache_logo/http://www.visiblelogic.com/blog/index.php/2009/10/the-logo-development-process-new-england-breeze-case-study/8/2/2019 CMO SE CONSTRUYE UN LOGO
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Step by Step Logo Design Project
The idea behind myNiteLife is to provide an online organizer and planner
for nightlife in the city of Sheffield, where bars, restaurants and clubs,
among other venues, are listed, along with user reviews and ratings.
Logo Design Process and Walkthrough for Vivid Ways
Vivid Ways is a new blog that focuses on personal development and
colorful living. It aims to inspire and encourage readers by offering ideas
and tips on how to live an amazing life.
http://www.blog.spoongraphics.co.uk/tutorials/logo-design-project-step-by-step-walkthroughhttp://www.blog.spoongraphics.co.uk/tutorials/logo-design-process-and-walkthrough-for-vivid-wayshttp://www.blog.spoongraphics.co.uk/tutorials/logo-design-project-step-by-step-walkthroughhttp://www.visiblelogic.com/blog/index.php/2009/10/the-logo-development-process-new-england-breeze-case-study/http://www.blog.spoongraphics.co.uk/tutorials/logo-design-project-step-by-step-walkthroughhttp://www.blog.spoongraphics.co.uk/tutorials/logo-design-process-and-walkthrough-for-vivid-ways8/2/2019 CMO SE CONSTRUYE UN LOGO
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Giacom Brand Identity Design
Giacom is a leading provider of Internet services in the private and public
sectors of the UK, Europe and beyond. Giacoms portfolio includes
scalable Internet hosting and outsourced message filtering and archiving
systems.
Henri Ehrhart Brand Identity Design
Henri Ehrhart is a French wine producer in the Alsace region. The
company, in operation for more than 50 years, focuses on standard and
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medium-range wines distributed mainly in supermarkets. It sold 4.5 million
bottles in 2008.
VISSUMO Brand Identity Design
VISSUMO is a provider of next-generation touch technologies for industrial,
architectural, retail, transportation, instructional and entertainmentapplications. The company has recently undergone a name change, from
Infini Touch to VISSUMO, and this designers task was to create the new
brand identity and stationery.
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Ecometrica Brand Identity Design
Ecometrica is a provider of carbon-footprint services as well as land-use
change monitoring. The company is also a source of information on
business and climate change.
Tammy Lenski Brand Identity Design
Tammy Lenski LLC is a business that deals with conflict resolution in the
workplace. The new logo was expected to be simple and clean, inspiring
and inviting.
Troove Logo Design Process
Troove is a company based in Mountain View, California. It originally
started out as a search engine for finding structured business applicationsto download, hence their name (a variation of the French word trouve,
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which means to find). The new logo was inspired by the phrase finders,
keepers.
Logo Design Process for Just Creative Designs Award Winning Logo
In this article, Jacob Cass talks about how he decided on the name for his
freelancing business, Just Creative Design, and the process he used to
design the award-winning logo.
Logo Design Case Study
JMR Insurance Group is an insurance company based in Florida. Their
new logo was created around the phrase Protecting Your World.
http://justcreativedesign.com/2008/04/24/logo-design-process-of-just-creative-design/http://www.brianyerkes.com/logo-design-case-study-jmr-insurance-group/http://justcreativedesign.com/2008/04/24/logo-design-process-of-just-creative-design/http://www.helveticbrands.ch/blog/troove_logo/http://justcreativedesign.com/2008/04/24/logo-design-process-of-just-creative-design/http://www.brianyerkes.com/logo-design-case-study-jmr-insurance-group/8/2/2019 CMO SE CONSTRUYE UN LOGO
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Berthier Associates Brand Identity Design
Berthier Associates is a Tokyo-based architecture firm with extensive
experience in designing corporate office interiors, creating innovative
workplaces, improving corporate image and fostering individual
performance.
A-List Blogging Bootcamps Identity Design
A-List Blogging Bootcamps is a website that offers a series of short, live
online training courses for bloggers.
http://www.davidairey.com/berthier-logo-design-process/http://justcreativedesign.com/2009/09/09/blog-logo-design/http://www.davidairey.com/berthier-logo-design-process/http://www.brianyerkes.com/logo-design-case-study-jmr-insurance-group/http://www.davidairey.com/berthier-logo-design-process/http://justcreativedesign.com/2009/09/09/blog-logo-design/8/2/2019 CMO SE CONSTRUYE UN LOGO
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Metro Aviation Logo Design ProcessMetro Aviation is a helicopter transport company.
Creating a Business Logo
UserScape is the company behind HelpSpot, a market-leading, Web-based
help-desk software solution.
http://www.ideabook.com/tutorials/logo_design/stepbystep_logo.htmlhttp://www.userscape.com/blog/index.php/site/comments/creating_a_business_logo/http://www.ideabook.com/tutorials/logo_design/stepbystep_logo.htmlhttp://justcreativedesign.com/2009/09/09/blog-logo-design/http://www.ideabook.com/tutorials/logo_design/stepbystep_logo.htmlhttp://www.userscape.com/blog/index.php/site/comments/creating_a_business_logo/8/2/2019 CMO SE CONSTRUYE UN LOGO
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Case Study: Brokers Logo Design Process
Brokers runs stock market simulations, reality contests for collegestudents of finance. A team of five members receives a portfolio of $1
million in virtual money to make trades in the Mexican stock market and the
foreign exchange market. Principal message to be portrayed by the new
logo? A fresh, impacting brand style but still giving the professional image
of the event.
Kicks Logo Design Process
Kick is a chic womens boutique with throwback glam dcor. It is located in
a progressive and growing downtown area. It aims for the distinguished in
taste and style.
http://www.helveticbrands.ch/blog/case_study_brokers_logo_design_process/http://www.allgraphicdesign.com/graphicsblog/2008/04/14/logo-design-creation-process-from-start-to-finish-by-expert-graphic-designer-angela-ferraro-fanning/http://www.helveticbrands.ch/blog/case_study_brokers_logo_design_process/http://www.userscape.com/blog/index.php/site/comments/creating_a_business_logo/http://www.helveticbrands.ch/blog/case_study_brokers_logo_design_process/http://www.allgraphicdesign.com/graphicsblog/2008/04/14/logo-design-creation-process-from-start-to-finish-by-expert-graphic-designer-angela-ferraro-fanning/8/2/2019 CMO SE CONSTRUYE UN LOGO
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Blackberry Creeks Logo Design Process
Blackberry Creek Community Church needed a logo
Logo Design Process For Fitucci
Fitucci is a source for custom doors and windows. It specializes in luxury
residential and commercial projects and supplies state-of-the-art doors and
windows.
http://www.allgraphicdesign.com/graphicsblog/2008/07/22/logo-design-creation-process-from-start-to-finish-by-expert-graphic-designer-mark-misenheimer/http://justcreativedesign.com/2008/11/27/logo-design-process-fitucci/http://www.allgraphicdesign.com/graphicsblog/2008/07/22/logo-design-creation-process-from-start-to-finish-by-expert-graphic-designer-mark-misenheimer/http://www.allgraphicdesign.com/graphicsblog/2008/04/14/logo-design-creation-process-from-start-to-finish-by-expert-graphic-designer-angela-ferraro-fanning/http://www.allgraphicdesign.com/graphicsblog/2008/07/22/logo-design-creation-process-from-start-to-finish-by-expert-graphic-designer-mark-misenheimer/http://justcreativedesign.com/2008/11/27/logo-design-process-fitucci/8/2/2019 CMO SE CONSTRUYE UN LOGO
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Sponsr Logo Design Process
Sponsr is a Web company in Orlando, Florida, that connects sponsors toevent promoters, venues and producers. The visual identity was to be more
end-user driven than b2b oriented.
LatitudeSouths Creative Process
LatitudeSouth is a new enterprise that offers a fresh approach to
outsourcing legal services. Important objective: Its New Zealand origins are
important to the company, though it works with clients all over the world.
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HotBox Studios Logo Design Process
HotBox Studios is a company based in southeast England that specializes
in creative animation and design.
Mindberrys Logo Design Process
Mindberry GmbH is a company based in Vienna that offers consulting and
project management services. It has established the business in Austria
and is looking to expand service to the rest of Europe and the US. The
Brand wants to target a young/trendy audience as well as more
conservative companies.
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Design Process of Undersea ProductionsUndersea Productions is a team of underwater image specialists run by
Josh Jensen and Liz Harlin, a husband-and-wife and video-and-photo duo
with years of experience in all aspects of underwater imaging. They are
truly passionate about the underwater world.
Design Process of Dimitrovi & Co.
Founded in the early 90s in the city of Pleven and focused on delivering
heavy machinery services (excavators, bulldozers and heavy trucks),
Dimitrovi & Co. is now one of the largest construction companies in north
Bulgaria.
http://siahdesign.com/archives/948http://www.behance.net/gallery/Dimitrovi_Co-Identity-process/329015http://siahdesign.com/archives/948http://www.helveticbrands.ch/blog/mindberry_process/http://siahdesign.com/archives/948http://www.behance.net/gallery/Dimitrovi_Co-Identity-process/3290158/2/2019 CMO SE CONSTRUYE UN LOGO
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The Logo Design Process From Start to Finish
Uke sells unique arrangements of chocolate as an alternative to gift
baskets. It targets an upscale market.
The Logo Design Process: From Concept to Completion
eLIFELIST is an online community dedicated to acknowledging and
fulfilling its members life goals.
http://justcreativedesign.com/2009/02/04/the-logo-design-process-from-start-to-finish/http://www.blueglass.com/blog/the-logo-design-process-from-concept-to-completion/http://justcreativedesign.com/2009/02/04/the-logo-design-process-from-start-to-finish/http://www.behance.net/gallery/Dimitrovi_Co-Identity-process/329015http://justcreativedesign.com/2009/02/04/the-logo-design-process-from-start-to-finish/http://www.blueglass.com/blog/the-logo-design-process-from-concept-to-completion/8/2/2019 CMO SE CONSTRUYE UN LOGO
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Identity Design Process for Butterfield Photography
Butterfield Photography is run by Maria and Robert Butterfield, who each
focus on a different area of photography: wedding and family photography,
and commercial and sports photography. One of the constraints: The logo
had to be usable across a broad range of businesses.
Logo Design: From Start to Finish
DANZK is a soon-to-be-launched lifestyle blog that focuses on culture,
food, art and design from Denmark. The blog aims to expose the Danish
way of life to locals and foreigners who are interested in the country. It
recommends and reviews Danish products related to food, design andmusic. Problem: Come up with ideas free of clichs!
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Process: Branding Ian Matteson
This brand and identity development project is for photographer Ian
Matteson, an action and commercial-based photographer out of Salt Lake
City, Utah. Along with Ians action and commercial work, he shoots a lot of
film and fine art. The Logo was to compliment his style.
Dezeen Watch Store
The Dezeen Watch Store identity brief was initially small in scope, but the
outcome has remarkable underlying complexity. Watch Store is Dezeens
first retail venture. It specializes in watches by famous designers and
boutique brands. The outcome: a dynamic clock identity!
http://blog.wanken.com/2010/02/branding-ianmatteson/http://identitydesigned.com/dezeen-watch-store/http://blog.wanken.com/2010/02/branding-ianmatteson/http://www.chopeh.com/blog/logo-design-start-to-finish/http://blog.wanken.com/2010/02/branding-ianmatteson/http://identitydesigned.com/dezeen-watch-store/8/2/2019 CMO SE CONSTRUYE UN LOGO
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Visual Identity: SabienziaSabienzia is a dynamic and international enterprise. Its team has more
than 20 years of experience in the area of teleworking, unified
communication, virtualization, advanced analytics and green IT.
IBBTs Logo Redesign
The Interdisciplinary Institute for Broadband Technology, a Flemish
research institute, creates highly competent human capital through
interdisciplinary, demand-driven basic research that targets ICT and
broadband services in collaboration with companies and government.
http://www.behance.net/gallery/Visual-identity--Sabienzia/823175http://www.bene.be/blog/comments/the_redesign_process_of_the_ibbt_logo/http://www.behance.net/gallery/Visual-identity--Sabienzia/823175http://identitydesigned.com/dezeen-watch-store/http://www.behance.net/gallery/Visual-identity--Sabienzia/823175http://www.bene.be/blog/comments/the_redesign_process_of_the_ibbt_logo/8/2/2019 CMO SE CONSTRUYE UN LOGO
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Brokers Direct Identity Design
Brokers Direct is an online insurance company that offers quick, friendly
and low-cost insurance for landlords, tenants, owners of vacant property,
homeowners, students and owners of commercial properties.
A Guide to Creating Professional Quality Logo Designs
Here are some general rules of logo design and guidelines we should stick
to in order to make high-quality logos. The author also explores how to putthem into practice to create a logo design that works in the real world.
http://imjustcreative.com/logo-process-brokers-direct-insurance-logo-design/2010/11/08/http://www.blog.spoongraphics.co.uk/articles/a-guide-to-creating-professional-quality-logo-designshttp://imjustcreative.com/logo-process-brokers-direct-insurance-logo-design/2010/11/08/http://www.bene.be/blog/comments/the_redesign_process_of_the_ibbt_logo/http://imjustcreative.com/logo-process-brokers-direct-insurance-logo-design/2010/11/08/http://www.blog.spoongraphics.co.uk/articles/a-guide-to-creating-professional-quality-logo-designs8/2/2019 CMO SE CONSTRUYE UN LOGO
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WebMYnd Logo Design Process
One of WebMYnds products is a browser plug-in that turns your Web-
browsing history into an extension of your own memory. It allows you to
keep a copy of everything you look at on the Web and search actual page
images and text when you need to remember or find something.
Branding Fixel
Fixel is a small design agency that puts out top-shelf work. Its team of
designers, developers and creative thinkers aims to help companies unlock
the potential of their brand.
http://www.webdesignerwall.com/tutorials/dache-logo-design-process/http://www.brandclay.com/blog/branding-fixel/http://www.webdesignerwall.com/tutorials/dache-logo-design-process/http://www.blog.spoongraphics.co.uk/articles/a-guide-to-creating-professional-quality-logo-designshttp://www.webdesignerwall.com/tutorials/dache-logo-design-process/http://www.brandclay.com/blog/branding-fixel/8/2/2019 CMO SE CONSTRUYE UN LOGO
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Apple & Eve Identity Development
This logo process post is for a company tantalizingly called, Apple & Eve.
Funcrumb Logo Design Process
Funcrumb, currently under development, is an online community that helps
make your social life more active and stimulating. It makes it easy to find
people who share your hobbies and interests, find romantic connections or
establish new business contacts.
http://imjustcreative.com/apple-eve-logo-process/2010/06/12/http://pixelactic.com/2009/09/04/funcrumb-logo-design-process/http://imjustcreative.com/apple-eve-logo-process/2010/06/12/http://www.brandclay.com/blog/branding-fixel/http://imjustcreative.com/apple-eve-logo-process/2010/06/12/http://pixelactic.com/2009/09/04/funcrumb-logo-design-process/8/2/2019 CMO SE CONSTRUYE UN LOGO
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Green Candys Logo Design Process
Designing a logo is no easy task; a lot of thought is required to achieve the
best possible design solution for the client. Here is the process for Green
Candy.
Articles And Resources
10 Principles of the Logo Design MastersThe veterans of the logo design industry have achieved success for a
http://inspirationfeed.com/2010/11/logo-design-process-of-green-candy/http://vector.tutsplus.com/articles/web-roundups/10-principles-of-the-logo-design-masters/http://inspirationfeed.com/2010/11/logo-design-process-of-green-candy/http://pixelactic.com/2009/09/04/funcrumb-logo-design-process/http://inspirationfeed.com/2010/11/logo-design-process-of-green-candy/http://vector.tutsplus.com/articles/web-roundups/10-principles-of-the-logo-design-masters/8/2/2019 CMO SE CONSTRUYE UN LOGO
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reason. Sure, its partially due to years of practice, blood, sweat, tears and
inky fingers, but its mainly because they stuck to the 10 solid-gold
principles of world-class logo design.
Brand New
Brand New shares opinions about corporate and brand identity work.
Trademarkia
Trademarkia is promoted as the ultimate research tool for logo designers.
Steps in a Successful Logo Design Process
To design a memorable logo, the designer progresses through various
stages of listening, research, development, feedback and changes.
(rb)
http://www.underconsideration.com/brandnew/http://www.pageplane.com/basic_design/the_ultimate_research_tool_for.htmlhttp://www.thedesigncubicle.com/2009/05/11-steps-of-a-successful-logo-design-process/http://www.underconsideration.com/brandnew/http://vector.tutsplus.com/articles/web-roundups/10-principles-of-the-logo-design-masters/http://www.underconsideration.com/brandnew/http://www.pageplane.com/basic_design/the_ultimate_research_tool_for.htmlhttp://www.thedesigncubicle.com/2009/05/11-steps-of-a-successful-logo-design-process/8/2/2019 CMO SE CONSTRUYE UN LOGO
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THE LAWS OF LOGO DESIGN
Here are the so far definitive laws of logo design that I practice. Are these and industry
standard? Hardly. Should they be? Perhaps. As I have over 15 years of professional logo
and design experience, there is a lot of thought and effort that has gone in to defining
these rules. That being said, I am still doing my best to refine them and I would love to get
your help and input to assist in that refinement.
The fact is, as every logo is supposed to be unique and memorable, so too are the rules
that guide their creation. The goal here is a general set of foundational axioms that,
depending on a given project, should be applied with various weight. In other words, the
importance of each of these rules is specific to each unique logo. A logo that is heavily
dependent on text, for example, might find that the most important rule is one related to
letter space and kerning. A logo that is more iconic may very well find its foundational
aspects to be more color or line-weight specific.
When designing logos the important thing to always remember is simple: A truly unique
mark requires a unique approach.
here are the laws of logo and brand identity as I have so far refined them:
1. THERE SHOULD BE A REASON FOR EVERYTHING. The line widths and
thicknesses, the colors, the font styles the shapes, the spacing the overall shape ofoccupied space, the negative space all of this needs to have a reason.
2. EVERY ELEMENT EXISTS IN RELATION TO EVERY OTHER. THEY NEED TO BE
CREATED WITHIN CONTEXT. - we have to think beyond the context of the logo itself
here we have to co0nsider its current and future usage, its various potential
applications, etc., etc..
3. CREATE A SET OF RULES THAT GUIDE THE GENERATION OF EVERY LOGO.
FOLLOW THEM PRECISELY. - As each logo is unique, each requires a specific approach.
Create guidelines that will help you get to your final destination in a strategic, organized
manner.
4. IF THE RULES COMPROMISE THE EFFECTIVENESS OR READABILITY OF THE
LOGO, CHANGE THE RULES. - Sometimes, as we go through the process of
development, new question and/or concerns arise. DO NOT IGNORE THESE! Embrace
them, and alter your design strategy accordingly.
5. EMBRACE THE CLIENTS PERSPECTIVE AS ANOTHER CHALLENGE TO THE FINAL
DESIGN NOT AS A ROADBLOCK TO YOUR CREATIVE PROCESS this one is often
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the most difficult to embrace. However, if you do in fact have a strategy and a reason for
all aspects of what you are doing, you can easily and effectively justify the choices you
are making. In doing so you educate the client in the process, the result of which is at
least better rapport with a better educated client. The more important results of this is a
better educated client a client that will make informed decisions rather then emotional
subjective ones.
6. THE RESULT SHOULD BE A FINISHED PRODUCT. - What I mean by this is, the final
logo should address all the questions and concerns of the client, the designer and the
marketplace. As this blog has readily suggested, there are a lot of good ideas and good
directions that are not taken through the important steps of refinement and finalization.
The unfortunate result of this is potentially less impact on a exponential scale. If the final
details are left incomplete, then you have not finished your job and have done a
disservice to both your own integrity and your client.