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Brand 3
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2.3 PROJECT: Finishing Up the Logo and Icon

Hi guys. So let's pick up where we left off with our logo design. So here you have your main logo. Great work, it's looking really fantastic, but there's something missing still. What is it? So do you remember when we talked about symbolism in logo design? Symbolism is a really important part of making logos memorable, transforming them into pictograms which get lodged in people's memories. This logo's looking lovely and it's got a strong shape and style that's going to make a great face for the brand. But we can add an iconic element to the design that's going to make a logo more symbolic. This iconic element can also be lifted from the main logo and used in isolation. Let's look at our Google example again and watch the last part of the video. Okay, do you see that? That multi-colored G is Google's icon is lifted from the main logo design with the uppercase G and all the colors of the full logo. But it's got a more symbolic simple quality. It doesn't actually read Google but you look at it and nonetheless you see Google. So that's what we're going to do with our first logo. Let's go back again to your sheet of sketched ideas from right at the beginning of the process. What symbolic elements can you pick out from there? Is there anything that would work seamlessly alongside a type-based logo? Is there anything that you think has really strong, memorable symbolism that communicates the name of the company without the need for text? For me, that's got to be this ultra simple honeycomb graphic. It really is as simple and symbolic as you can get. One honeycomb shape isolated is recognizable enough to function on its own. It communicates the of the studio, the busy working bees producing something creative and stylish. And it's very evocative of the name Buzz. What I would like you to do is [INAUDIBLE] take an idea from your own sketches to add something symbolic to your own logo design and take that it in the same way that we did for the main logo. And integrate it into your logo design in a creative way. Or you can do as I do and create the honeycomb icon alongside me and use the techniques that I do. So it's really up to you. Let's get started. Okay, so first let's do what we did before. Scan the sketch in, improve the contrast of the scanned image in Photoshop and then place that edited JPEG into Illustrator. You can work with it in the same logo file that we've been using so far or like I prefer, create a new fresh document for now and we can merge the two together later. Let's keep the sketch as a reference. You can do as we did earlier and set the sketch on the lot layer and then use the pen tool to trace the edges. But, for this sort of design where it's very simple and geometric, we can create this using the shape tools available to us in Illustrator. Let's head over to the rectangle tools menu on the tools panel and choose the polygon to hold down shift and draw a perfect polygon onto the OP board now. Right click if you're on a PC or control click if like me on a Mac and go to transform and rotate. Let's type in 90 degrees and then click OK. It's looking much more like that honeycomb shape now. Now let's set the fill to black and then second the Brush Libraries Menu and choose Artistic and Artistic Ink. Let's apply one point stroke to the shape. Set it to a black color and choose calligraphy one for the brush effect which is this one here. Just to give it a slightly rougher more hand on look or same. Okay, so here we have our icon. Now we want to look at ways of integrating this symbolic element into our main logo. I've had to play around with a few ideas here. So I've tried setting the type logo into the honeycomb shape as a background frame. I've played around with isolating the B in the shape, but I don't think this is quite clear enough. I like this idea of the trio of honeycomb shapes above the type. But I also sort of feel like it's got more of a pharmaceutical feel in this layout. And I think it's also a little bit lazy. It doesn't bring the two elements together in a very creative way. Now this design with the honeycomb set in the bowl of the bee feels much more right to me. It's got more gravitas, it's more stylish, it just feels a lot stronger. So once I have the design that I like, I then copy and paste the design onto a new illustrated paste board. And here I can start experimenting a bit with color. Now there are whole books on the influence of color on how audiences perceive brands. But that's for another course and another day. If you're looking for color inspiration for your own logos, it's best to take a look at the sort of colors that are used on logos in the same industry or even in logos that you just admire. For design studios, I tend to like bold color combinations that feel a bit in your face. They suggest creativity and a strong opinion which I think kind of suits this field. So I've used a strong orange and black combination which also has the benefit of looking a bit bee-like without being the obvious yellow and black combination. Just having these two colors gives more flexibility about how the logo can look. We can render the logo in just black for where we need it to be more simple, but we can also highlight the honeycomb in orange or reverse the color way to get the logo a slightly softer feel. This last design might work really well across social media marketing for example, because it has more of an open friendly feel to it. Once you've decided on colors, your logo is ready to save. Isolate each cutaway on its own art board and save each one individually as an EPS file. This is going to make them really easy for others to use and scale whatever software they're using. So there we have it, a simple straightforward process to designing a logo for your brand. Let's recap the steps. So first you need to get brainstorming, use pencil and paper and sketch out lots of brief ideas. Some of the more tight based emphasis and other ideas with more symbolic handle. Secondly, identify your strongest type-based design and scan this into your computer. Use Photoshop to improve the contrast in the scan making it ready for tracing. Next, place the edited scan into Illustrator and trace around the outlines of the design manually. Then you can use the image trace window on the compound power function to bring back in some of your original sketchy texture into the design. Then, take a look back at your sketches and identify a strong symbolic design that would work well as an icon on its own. Repeat the vectorization process, then look at ways of integrating this icon into your original type logo design. You'll end up with both a main logo and a more flexible icon. That's really fantastic with guys. For now, I want to just save all of your drafts and final vectorized logos, put them into a project folder on your computer. We're going to combat them a bit later in the course and look at absorbing them into a style guide for the whole brand. In the next lesson, we're going to move on to looking at how making choices about type faces can make a really big impact on the personality of your brand. So stick around, and I'll see you in just a moment.

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