Learn how to pick a brand aesthetic that aligns with your research, discovery, and strategy, that will engage the intended audience.
- [Narrator] In a previous movie, we covered deducted ideation. And in this movie we're going to keep using that method of thinking to assist us in picking an appropriate style for our logo project. There are many different styles. One could choose from to use on any given logo design. I picked a flat line style when I designed this logo for a restaurant. And it's the style that came to mind, when I first thought of the Elevated Culture project. I also did more research to get the vibe of this style firmly established in terms of its aesthetic. When Omar sent me the mood board he put together for Elevated Culture, there was a moment of design happenstance. He had included an image along the same styling I had in mind. This one, so I knew I had to pursue this as one of the design directions I would present. As I mentioned in a previous movie, drawing is the context deductive ideation works best in to sketch out and capture potential ideas. You can use to create a logo design. Here are some of my initial thumbnail drawings thinking in this style. I like to use a pen a lot when I draw thumbnail sketches because you're mining at this stage. You're not refining. I'll then draw it out again, more precisely as shown in this refined sketch which all then use as a roadmap to build out my vector art. When most people think of logo design, they tend to think of graphic symbols like these. But logos can be handled in a lot of various styles. A symbol is one way as seen in Target's logo, but you can also get more illustrated as seen in Starbucks logo. Let's take a look at a variety of businesses and the style used for each. So I previously showed you that whole grid of graphic symbols that was for this project OraCoins. They're at cryptocurrency and they're all circular to represent the idea of a coin. This was the final direction they chose. Here's an architectural firm based out of Las Vegas. They designed the environments of casinos, which are entertainment-based. So we played off of an aperture as the focus of what they designed. The Chisholm Trail Heritage Center, documents the cowboy lifestyle in the late 1800's on cattle drives. This works perfect for their business. My former high school, Timberline High School, this was the mascot branding we designed for them. I brand the local TEDx events and one of their previous themes was called revolutions. So I used a graphic kind of propagandash theme for that. Children's Hospital in New Orleans. This exploration captured the essence, and fun, and engagement that a child would have towards an entity. Therefore, it's cute and impactful. This is a hazelnut farm here in Oregon, so it has a nice approachable aesthetic with a classic flair. Here's the importer in Texas called Teaback teas. So we use the form and styling of leaves to form the graphic motif. Lorain County Ohio Tourism Board, hired me to create this graphic to brand an annual event called Waist High in Walleye. We kept the styling graphic and iconic. So it could work in one color and make printing t-shirts and merchandise easier. Here's a software developer called Awmous. They create unique software. So we created a hand lettered logo type along with the brand mark that goes with their slogan work wisely. New Orleans Recreation Department, had me design a logo for their department and the culture in New Orleans is lively, colorful and we reflected that in the design we created. OISF is part of a conference for cyber security. So we utilized a graphic symbol to represent that. Street2Street is a youth outreach. They put on basketball camps to get kids off the street and engage in positive activity. So we played off of the graffiti and street art. You would find in the New York area Virginia Community Healthcare Association, helps people find the best healthcare that they could have. We captured the essence of a cardinal, which is the State bird and use the direction that he's looking because that's what this company does. It directs people in the right location to find the health care they need. Allurmadillo Marketing was a brand exploration for a marketing firm in Oklahoma. One of the directions I gave them was this and it was playing off the fact that the animals in that area, in this case an armadillo could be easily used to create a brown mark. Ultimately, they went in a different direction, but I love this design. Noodle Girl is Asian noodle products. So we played of that concept with the custom logo type and the styling of the brand mark. Dungeons & Dragons is probably the world's most famous role-playing game. And we created the most famous ampersand of this dragon for them. BAF had as their initial brand design, a mule looking back that the originator and founder of the company owned. We updated that to be contemporary and work in one color on their lighting products. Also found on their fans. Logo design is probably my favorite creative project to work on. It involves learning new industries, understanding businesses, marketing and creating a design that will interact with thousands. So the style I pick is critical to reflect the personality of the brand it's representing.