WEEK 2: Trademarks & Logo Sprints

Hand in homework from week 1.

Lecture: Review the different categories for trademarks. We'll review sample trademarks and as a class, we will deconstruct the trademarks using everything we know from design history influences & gestalt principles to use of typography and color theory.

In class sprint: Trademark category #1: Monograms/Lettermarks
Random classmate name draw. Use the Brand Deck to help determine your classmates visual language. Then do a brain dump of 30 sketches exploring letter combinations for 1-2-and/or 3 initial lettermarks. Choose top 3 and show your classmate. Narrow choice down to one option. Then create another 30 sketches experimenting with iterations in style/tone. Choose your top 3 and present them to your partner.

Click here for a sketch checklist pdf when you run out of sketches from your brain dump.

Skillshare: Refine your initial mark:
George Bokhua—Logo Design with Grids: Timeless Style from Simple Shapes

 

Break

In class sprint: Trademark category #2: Abstract marks
Using a stack of post-it notes and a thick sharpie, research & sketch iterations for your given topic (ologies). Then use the PDF link: Techniques for Brandmarks (pdf) /mind maps to help generate a variety of logo ideas.

Abstract Mark Sprint Process.pdf

http://alwayswithhonor.com/ICONAUT-Workshops

https://www.instagram.com/explore/tags/iconaut/
http://blog.buchino.net/post/86937031453/iconaut

Skillshare: Refine your abstract mark:
George Bokhua—Mastering Logo Design: Gridding with the Golden Ratio

 

Homework:

Part 1: Either working solo or with your team member, generate at least 40-75 sketch ideas for your logo (40–50 ideas if you are working alone and 50-100 if you are working on a team). Use the 5 trademark categories and short, timed sprints to generate a variety of approaches to your trademark. Then use the PDF link: Techniques for Brandmarks (pdf) to help generate more trademark ideas. If you have a partner, trade your original sketches and iterate off of their ideas/sketches. If nothing inspires you so far, watch any of the video links below. Bring in all of your sketches next week. (estimated time ~1–1.5hour per person)

Part 2: Print out and bring in to class next week: Your tonal territories (images/colors/type/graphic elements and or illustration style). (estimated time ~4–4.5hours per person)

Part 3: Finish your 3 brand character words and mission statement. Finish your brand positioning, key benefit and brand promise. Let me know which territory your client primarily inhabits. Print out all of this information and hand it in next week for me to read over/give feedback. (estimated time ~30–45minutes total)

Part 4: Next week we will be sharing our demographics research with each other. (This is the deomographics research you already completed from over the break.) It will be casual. There is nothing to hand in and no formal presentation, just sharing information so that others can take notes and we can discuss what we've found. (Should be completed already)

Click these Links:

Types of Brandmarks (pdf)
Techniques for Brandmarks (pdf)

SKILLSHARE VIDEOS:

Skillshare: Brand Identity: Design Adaptable Branding Systems (Paula Scher)

Aaron Draplin takes on a logo design challenge (video)

Skillshare: Logo Design the Draplin Way: Building with Shape, Type, and Color (video)


George Bokhua—Logo Design with Grids: Timeless Style from Simple Shapes

George Bokhua—Mastering Logo Design: Gridding with the Golden Ratio

 

 

 

 

 

 

RESOURCES

Asye Birsel Quote (pdf)

Quarter Timeline (pdf)

Quarter Deliverables (pdf)

Final Presentation Template (pdf)

What is a brand? (pdf)

Company Character (pdf)

Positioning & Promise (pdf)

Types of Brandmarks (pdf)

Lettermark Sprint Checklist (pdf)

Abstract Mark Sprint (pdf)

Techniques for Brandmarks (pdf)

 

 

SITES OF INTEREST

What they don't teach you in design school...

Paula Scher on brand

 

The planning of a brand experience

The consumer decision journey

The brand touchpoint matrix

 

Finding your brand’s emotional truth

Creating Value Propositions

 

Sample brand style guides

 

Famous Logos
CreativBloq: many branding articles

 

Brand Quarterly Magazine

Branding Magazine

 

Thinkmap’s Visual Thesaurus

Skillshare: Brand Identity: Design Adaptable Branding Systems (Paula Scher)

Aaron Draplin’s logo design challenge

Skillshare: Logo Design the Draplin Way

George Bakhua: Logo Design with Grids

George Bokhua—Mastering Logo Design: Gridding with the Golden Ratio

 

Brand Trends

Big Brands to Watch Out for in 2018

Trendwatching (Asia & US/Europe)

Trendwatch 2018

Packaging: 7 Key Brand Trends

Marketing Trends 2018

1 Graphic Design Trends 2018

2 Graphic Design Trends 2018

3 Graphic Design Trends 2018


Popular Brand Stories of 2017

Slideshare: The Future of Retail

Forbes — The 62 Brands Young Americans Love Most

 

Pantone: Color Trend Forecasting 2018

WGSN: Infuential Trends for S/S 18

 

Case Studies: How Brands are innovating on YouTube

Case Studies: 30+ Instagram Brands, Campaigns

1 Brands and Snapchat

2 How Brands are using Snapchat

1 Brands and Twitter

2 Brands and Twitter

3 Brands and Twitter

Case Studies: Brand Ambassadors

Brands and Influencers

Forbes: Brands and MicroInfluencers rates

 

 

Brand Case studies

Brooklyn Fare

Fred Hutch

Apple ”Think Different” Steve Jobs

Apple ”Think Different” Ads

Apple "Think Different" Commercial

The Story behind Apple ”Think Different” Campaign Ad

Nike ”Just Do It” Campaign

 

Brand of the day

Rei

 

 

 

Brand agencies


The Brand Union

Lippincott

Chermayeff and Geismar and Haviv

Ogilvy and Mather

Pentagram

Wolff Olins

Landor Associates

Interbrand

Switch

Liquid Agency

Wieden + Kennedy

Total Identity

MetaDesign

siegel + gale

Starter list of Brand Agencies

 

Seattle Brand agencies

Methodologie

Hornall Anderson

Girvin

Teague

Turnstyle

Tether

Phinney Bischoff

Hum

Civilization

Wildren

 

BookS

Designing brand identity

Building better brands

The brand gap

Zag

Brand Bible

Logo design workbook

Logo design love

The logo brainstorm book

How Brands Become Icons: The Principles of Cultural Branding

Unbranding: 100 Branding Lessons for the Age of Disruption