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Designing Effective Logos: Learn by Video

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Designing Effective Logos: Learn by Video

Student Supplement

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  • Copyright 2015
  • Dimensions: 5-3/8" x 8-1/4"
  • Edition: 1st
  • Student Supplement
  • ISBN-10: 0-13-385593-7
  • ISBN-13: 978-0-13-385593-7

The DNA of a strong business identity is its logo, making effective logos key to the success and longevity of any business. In this six-hour video, educator, author, and award-winning logo designer Maggie Macnab explores how to create powerful logos that are meaningful, effective, and substantial enough to scale over time and beyond trend.

Macnab pulls from her 30 years of experience as a designer and educator to reveal the secrets to making your logos memorable, aesthetic, and immediate through universal principles and shapes. She explains the basic principles of successful logo designs (balance and proportion, symmetry, the 5 Gestalts, etc.) and the importance of visual storytelling as you conceive your logo designs. She also offers practical business approaches to sourcing clients, strategies for designing what you’re drawn to, advice on how to draft a successful proposal to land the job, and guidance on how to legally protect your work–the essentials of logo business–along with the fun stuff of finding inspiration, exploring software tools, and developing your creative skills as the basis of logos that truly work.

In this video, you will learn about:

  • Different types of logos, from symbolic to literal
  • The business of logo design: contracts and legal considerations
  • Logo design principles such as gestalt, negative/positive space, visual storytelling, scaling, and economy
  • Secondary logo design considerations: color, typography, and technique
  • Creating identity guidelines to maintain the integrity of the brand and to support your client’s future brand

This video course comes with review mini-tests and exercises to help gauge your progress and understanding of the material. The video is wrapped in a unique interface that allows you to jump to any topic and also bookmark individual sections for later review. The popular “Watch and Work” mode shrinks the video into a small window to allow you to work alongside the instructor, practicing what you learn and reinforcing freshly gained knowledge.

System Requirements
Mac OS X 10.6, Microsoft Windows XP, or higher
GHz processor or higher
2 GB RAM or higher
1 GB Free HD Space (does not include lesson files)

Please note that this DVD can be viewed only on a computer. It will not work in DVD-Video player software or a DVD set-top player.

Sample Content

Table of Contents

Title 1: Peachpit Logo Video Series
Maggie Macnab
1.   About Designing Effective Logos
      1.1 Introduction/Welcome
      1.2 Why Are Effective Logos Important?
      1.3 Working with the Exercise Files
      1.   Test Yourself (recap points of effectiveness)
2.   Different Types of Identity Design
      2.1 Vocabulary (logo, identity, logotype, wordmark, icon, logo extensions and brand)
      2.2 A Brief History of Logos
      2.3 What to Use When
      2.   Test Yourself (recap vocabulary)
3.   Finding Clients
      3.1 Put Your Best Work Out There (displaying your work in online and hardcopy portfolios)
      3.2 Be Different, Be True
            3.3       Initiating Contact and Networking
      3.4 Pro Bono Work
      3.   Test Yourself (recap getting work)
4.   The Business of Identity Design
      4.1 Negotiating a Contract (communication skills)
      4.2 Logo Ownership
      4.3 Business Documents (Proposal/Invoice scheduling, payment and agreement terms)
      4.4 Protect Your Work and the Client’s Interests (copyright, trademark)
      4.5 Your Work’s Future Value
      4.   Test Yourself (recap business practices)
5.   Start the Process
      5.1 A Structural Approach to the Design Process
      5.2 Interviewing the Client and Conducting Research
            5.3       Open Sky Thinking
      5.4 Problem Solving Styles
      5.5 Presentation
      5.6 Revisions and Finalizing
      5.   Test Yourself (recap Design Process)
6.         Logo Design Principles
            6.1       Balance and Proportion
            6.2 Scaling
            6.3       Economy and Elegance
            6.4       Black and White First
            6.5       Making Something Out of Nothing (negative/positive space)
            6.6       Symmetry
            6.7       The 5 Gestalts
            6.         Test Yourself (recap principles)
7.         The Importance of Visual Storytelling
            7.1 Create a Relationship with the Audience
            7.2       Developing the Concept
            7.3       Perfecting the Design
            7.         Test Yourself (recap visual storytelling)
8.         Fit the Design to the Client
            8.1 Metaphoric and Symbolic Logos
            8.2       Literal Logos
            8.3       Style vs. Substance
            8.         Test Yourself (recap Fit)
9.         Using Pattern and Shape for Meaning
            9.1 Communicating to your Audience with Universal Shapes and Patterns
            9.2       Patterns of Movement (Lines, Waves, Meanders/case study)
            9.3       Patterns of Connection (Spirals and Weaves/case study)
            9.4       Patterns of Containment (Enclosed Angled Shapes/case study)
            9.5       Wholeness and Community (circles/case studies)
            9.6       Relationship and Cooperation (intersection of opposites/case study)
            9.7       Inspiration and Looking Beyond (Triangles and other pointing indicators/case study)
            9.8       Stability and Security (Squares and Other Four-Sided Figures/case study)
            9.9       Creativity and Regeneration (Spirals/case study)
            9.         Test Yourself (recap shape/pattern characteristics)
10.       Secondary Logo Characteristics
            10.1  Color
            10.2  Typography/Modifying a Typeface
            10.3  How and When to Add Textures and Techniques
            10.4  Unifying the Components
            10.          Test Yourself (recap characteristics)
11.       Creating Identity Guidelines
            11.1  The Importance of Establishing Consistency
            11.2  Color Palettes, Formats and Considerations
            11.3  Vector vs. Raster Considerations
            11.4  Typographical Guidelines
            11.5  Defining Space and Orientation
            11.       Test Yourself (recap ID Guidelines)
12.       Extending the Logo into a Brand
            12.1 What is a Brand?
            12.2  Prep for Brand Thinking
            12.3  First Things First: Business Papers
            12.       Test Yourself (recap Logo to Brand)


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