Art 444: Paula DiMarco
Week 12
Mon. 11-09
Challenge 02: How To


Final Design Phase:
Presentation today

It must be uploaded to basecamp.


Look at SWOTs


Lecture about Brand Project: Challenge #3 A Brand


Talk about Logo types:

Pictorial Symbol
Abstract symbol
Combination mark

Watch these Videos that show logos

Logo Designs - Vol 1
Best Logo Designs - Vol 2


Difference between:

good (effective) design
bad (ineffective) design


A brand Image:
A brand is not a logo. But a logo is the visual marker of a brand.
Color in Brands


Mobile Apps or Responsive websites for mobile viewing:

Best mobile app icons
App interfaces
10 websites for App icons

How will your logo look on a mobile app?
how will it look on a smart phone or tablet?

HOMEWORK - Due Mon. 11-16 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Read about Design Audits:

Begin to gather all your visual material to audit the competitors' brands

  • Logo research
  • App research
  • Icons for social media
  • Typeface research
  • Graphics and color research
  • Websites, posters, social media, all visual communication
  • take pictures, go out in the field, do not rely on what is online only.

Read the chapter 7 from a great book about Logos. (the link is below)
Logo Design Love by David Airey

Begin to create 10-15 logo ideas for your product




1. Watch all videos and read all websites
listed above

2. Begin to develop a brand image starting with the Logo/ identity

  • Develop a series of idenitity marks that will work with your brand image.
  • Show several really strong ideas
  • Think about if this will be a wordmark, logo mark, letter mark, or combination mark.
  • Think about if it will be seen on packaging or on a website or mobil device.
  • Will you have a app icon as well as a logo? Look at your research.

Work on sketches in your sketchbook, (use tracing paper and the computer to generate ideas)
All sketch ideas should be clean and refined. All typefaces should fit the product and brand as well as work against the competitors. Links to samples of hand done ideas: 01 | 02 | 03 | 04 | 05 | 06

I do not want rough sketches that do not show type treatment.

This is what I want to see:

Here are examples of high quality (A grade) presentation of logo/ identity ideas: 01 | 02 | 03

Ask yourself:

  • What typeface fits best within your competitors?
  • Will you need to have the logo on a mobile device or for social media?
  • How the brand mark look on your product?
  • Is the mark adaptable?
  • Are the colors working with what your target audience would like?
  • Is easily identifiable?
  • Can it work without words?
  • Does it require letters in the stand alone mark?




Art 444: Paula DiMarco
Wed. 11-11
Challenge #3 A Brand

No class