ART 120 Digital Foundations 1 PROF. Jones S2008
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Logos & Logotypes
A logo is a graphic element, symbol, or icon of a trademark or brand and together with its logotype, which
is set in a unique typeface or arranged in a particular way form an identity.
A typical logo is designed to cause immediate recognition by the viewer. The logo is one aspect of the
brand of a company or economic entity, and the shapes, colors, fonts and images associated with the
brand are usually different from others in a similar market.
Logotypes are different from logos in that they are made entirely from the form of letters, stylized to cre-
ate an expression representative of the entity it is describing.
A very good definition of what a logo is and isn’t is described ar the Wikipedia.
Remember, your designs are important, protect them. Read about how Carolyn Davidson, a Portland State Graphic Design student designed the Nike logo in
1971 for $35.
The Assignment
What you’ll do in for this
assignment:
Resources
Brands of the World–logos in vector types that you can
download and edit directly in Illustrator.
Logotypes.RU–primarily logotypes also in .ai format.
Logotypes-all about logos.
Dunkin’Donuts –press release on new ad campaign.
1. Research and present a well-known logo + logotype. You’ll need to digitize it, find out who made
it and when, discuss the history of it, identify the colors, symbols and elements of the logo and logotype.
Talk about your findings with the class. 5 minute mini-presentation using teacher’s station.
2. Re-design this logo + logotype, changing certain essential elements of the design, such as:
letterform (type), symbols, colors, size, layout (placement of the elements). You will show before and after
versions of this re-design. Redesign both the logo and logotype: two in black + white and two in full-color,
(RGB) mode. Include preliminary sketches you have made to show the creative process. Everything needs
to be digitized for view on the screen.
3. Design a new logo from scratch that is a competitor to this brand. You will present at least 10
sketches of your ideas, (these should be rough pencil or pen/ink on paper sketches that you will scan and
use in your presentation) in a addition to your final new brand. (Example: Dunkin’ Donuts is the logo you
choose. You design a new company/brand that will compete with DD. You come up with “Donut Wagon”, ok
I know it’s lame-o....show the new brand logo in both black and white and color.) Be prepared to discuss
why you made your design decisions, and what your new logo will represent to the viewer/customer.
4. Print and mount your project on black foamcore. You will have digitized versions of the original
logo and logotype. Sketches of the re-designed logo/logotype. Digital versions (illustrator files-vectors) of
the re-designed logo/logotypes. And, new sketches and new digital logos of the competitor brand you cre-
ate. Put all of these together in a presentation board. These must be printed from the lab.
Due: 2/18
Due: 3/03
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Work on In
Class 2/18
Due 2/25
