Designing Effective Logos

Maggie Macnab has been recognized as an innovative visual communicator for over three decades. She teaches design theory at the University of New Mexico, The Institute of American Indian Arts, Santa Fe Community College, and Santa Fe University of Art and Design, and is past president of the Communication Artists of New Mexico. Macnab speaks at conferences (she's a two-time speaker for TEDx), guest lectures and gives workshops for schools and groups, and consults on developing cohesively strategic and creative identities with clients. Macnab is the author of Design by Nature (Peachpit Press, 2012), which was the recipient of the 2012 New Mexico-Arizona Book Award for Non-Fiction. She lives in Santa Fe, New Mexico.

Title 1: Peachpit Logo Video Series
 
DESIGNING EFFECTIVE LOGOS
with
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)