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