Graphic Design Portfolio-Builder [Electronic resources] : Adobe Photoshop and Adobe Illustrator Projects نسخه متنی

Chapter 7. Logo Design

What's in a name? Everything, if you're a logo designer. An effective logo represents much more than a company, product, or service. From Des Moines to Dubai, logos fly the flag of an increasingly global business world, setting off emotions, triggering desires, creating identities, and (occasionally) sparking riots.

Logo work is a challenging and specialized niche for a graphic designer. Successful logos achieve a balance between clear communication and flexibility. This requires a simplicity that's hard to achieve but essential to the solution of corporate identity.

In the following chapter, you'll explore some important concepts that every logo designer should have under his or her belt. You'll learn about the role of fundamental shapes and symbols, get tips on the professional design process, and explore some typography basics.

COURSE DEVELOPER: THOMAS MCKENNA

This chapter is based on a lesson developed by Thomas McKenna, the owner and senior creative director of Flatiron Industries LLC, a graphic/multimedia design firm in New York City.

In this chapter you will:

Learn some of the principles of logo design.

Discover how the field of logo design evolved.

Learn how to identify three classic logo design genres.

Gain insights into the professional logo design process.

Explore important typography concepts for logo design.

Learn how to manipulate text in Illustrator for your logo design projects.

Tackle a challenging logo project: designing a record label.