1. FA 2000 Illustrator Unit
Project

2. FA 2000 Illustrator Unit
Project

3. LOGO
- is a unique symbol or design that
represents a company
Logos are the
ultimate mark of
distinction and
everyone loves
them. We see
logos everyday
- on the
highways, on
consumer
goods, on the
Web and in the
institutions and
organizations
we support

4. A logo is a graphical element (ideogram, symbol, emblem, icon,
sign) that, together with its logotype (a uniquely set and
arranged typeface) form a trademark or commercial brand.
Typically, a logo's design is for immediate recognition. The logo is
one aspect of a company's commercial brand, or economic or
academic entity, and its shapes, colors, fonts, and images usually
are different from others in a similar market. Logos are also used
to identify organizations and other non-commercial entities.

5. Apple Logo Design
Based on its company name, they selected an apple as its main form
of branding. Initially, the logo depicted a small apple shape sitting
under a tree with Apple Computer Co set into the frame of the
picture. It is this apple that has continued to be used. The first logo
design was perceived to be a bit too complex and hard to view, so
Regis McKenna worked on the logo some years later and added a
"bite mark" to symbolize the concept of seduction of the customers
and the marketplace in general. Next, the monochrome version was
replaced with the rainbow-colored logo as a reference to the Biblical
story of Adam and Eve in which the apple represents the fruit of the
Tree of Knowledge. It brings to mind that people must pursue their
dreams. While this was not initially a deliberate goal, it did encourage
business and consumers to consider the Apple brand for the first time
and was successful in generating increased profits.

6. Allianz logo
This is the Logo of the largest European
insurance company, Alliance 0, which has
been in business since 1890. This company
uses its logo as a coat of arms. In 1923
the logo was developed into a graphical
representation of the coat of arms, and
later it was further designed into three
simple lines which represented the birds in
the same way.

7. Starbucks logo
The worldwide coffee phenomenon that is Starbucks first began
in 1971 when the founders opened their inaugural store. Now
there are more than 7,500 stores across the globe under the
brand of Starbucks Coffee Houses, serving more than 22 million
guests annually. The world famous logo represents the
environment with which the company was established in the
lakes area of Seattle, Washington. In addition, the logo
depicting the lady and the water dates back to the old sailor
tradition of transporting coffee and the coffee trade.
http://www.starbucks.com/preview

8. Create a personal logo using Illustrator's
vector tools.
Logo is a visual communication tool expressing identity of brand or
individual through graphic elements such as lines, shapes texture and
color.
For this assignment create a personal logo to express identity of your brand
(as individual, company, concept).
You can use ideas from previous assignment, photomontage and abstract
them to simple shapes and lines.
The logo design should be conceived with dynamic elements (paths that
express movement) in mind so you can use it in your next assignment as a
part of animation.

9. Step 1. Design conception.
•Write one page (double space 12 pt.) paper, describing a concept you
would like to represent with your design. Spend some time thinking what
you like to do and writing down concepts and sketching ideas for your
project.
•Having good initial sketch is useful and saves you time. Scan your sketch
and use it as a templet/guide to draw using vector.
•After finalizing your concept begin work on your log icon to represent
this concept. Start with black and white color initially to just focus on
shape and lines that represent your idea.
For this assignment use only vector Illustrator tools such as pen, pencil,
shape tools, brush or line segment tool.

10. Step 2. Add color to your B&W logo
•After you get the shape of your icon add color to your B&W logo. Use
color to support your concept.
•Color is another important element of your design.
•Your color choices should support the logos concept

11. Step 3. Add text - logotype
•Part of the logo design is also text which would support the logo. The text
should be 1 to 3 words long ( as simple as possible. For example Nike slogan
"Just do it!").
•
Pay attention to details, how every element supports each other by its
placement, size relationship, quality of lines and curves.

12. Turn in:
1.Scanned initial sketch of your logo ideas.
2.Black and white version of the logo - illustrator file.
3.Color version of your logo - illustrator file
4.The final version of your logo as a JPG file.
5.One page statement describing your concept and idea, inspiration
and process which you used to create your logo.
Create a folder with your last name and Illustrator Project and drop
it in the class drop box

13. Characteristics of good logo design
Consistency and Unity of your design elements
Memorability
Meaningfulness
Uniqueness
Professionalism and quality
Timelessness
Differentiation
Scalability, legibility

14. Student work examples

17. Q
DESIGN
Q
DES
IGN
Q
DES
IGN
Q
DES
IGN

18. Elements and Principles
of Design
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19. Composition
Piet Mondrian, Composition A
Organization and arrangement of various visual elements
in artwork (usually based on Western aesthetics).
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20. Composition
Piet Mondrian, Composition A
Organization and arrangement of various visual elements
in artwork (usually based on Western aesthetics).
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21. Composition
Organizing the various elements within the frame of the
viewfinder, page or monitor in order to create an
effective design .
We all respond to certain arrangement of visual
elements based on our cultural familiarity as
well as psychological and physiological effects
that elements of design have .
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22. Basic Visual Elements
individual parts of a composition that can be characterized

23. Basic Visual Elements
individual parts of a composition that can be characterized
Line
Shape
Form
Positive negative space
Color
Texture

24. Basic Visual Principles
arrangement the basic elements using
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25. Basic Visual Principles
arrangement the basic elements using
Unity
Balance
Rhythm
Proportion
Movement
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26. Lines
1. Implied Lines
2. Vertical Lines
3. Horizontal Lines
4. Diagonal Lines
5. Curved Lines
6. S Curves
7. Leading Lines

27. Vertical lines
Vertical lines run up and down. They help stimulate
feelings of dignity, height, grandeur and strength. You
can find vertical lines in buildings, trees, fences,
people standing up etc.

28. Vertical lines
Vertical lines run up and down. They help stimulate
feelings of dignity, height, grandeur and strength. You
can find vertical lines in buildings, trees, fences,
people standing up etc.

29. Diagonal Lines
This line gives the sensation of Force, Energy and
Motion as seen in trees bent by the wind, a runner at
the starting line or the slope of a mountain as it climbs
into the sky

30. Diagonal Lines
This line gives the sensation of Force, Energy and
Motion as seen in trees bent by the wind, a runner at
the starting line or the slope of a mountain as it climbs
into the sky

31. Diagonal Lines
This line gives the sensation of Force, Energy and
Motion as seen in trees bent by the wind, a runner at
the starting line or the slope of a mountain as it climbs
into the sky

32. Curved Lines
Here is a line of great beauty and charm and
sensual beautiful form with all its lines and curves.

33. Implied Lines
Implied lines are not actual lines
that you are used to seeing.
They are instead implied in the
picture area. They are made by
the way objects are placed within
the 4 walls of your photograph.

34. Implied Lines
Implied lines are not actual lines
that you are used to seeing.
They are instead implied in the
picture area. They are made by
the way objects are placed within
the 4 walls of your photograph.

35. Implied Lines
Implied lines are not actual lines
that you are used to seeing.
They are instead implied in the
picture area. They are made by
the way objects are placed within
the 4 walls of your photograph.

36. Shape
Shapes are the result of closed lines.
However shapes can be visible
without lines when an artist
establishes a color area or an
arrangement of objects within the
camera's viewfinder.
Some primary shapes include circles,
squares, triangles and hexagons all of
which appear in nature in some form
or another.
Space is defined and determined by
shapes and forms. Positive space is
where shapes and forms exist;
negative space is the empty space
around shapes and forms.
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37. Organic and geometric shapes
Organic shapes present natural objects, fluidity
and plasticity of objects, temporal and spiritual
values....
Geometric shapes often represent man made
structures, are more rigid, solid and stable, lasting
values, calculated relationships, and logic, .....
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38. Form and volume
Form refers to the three-dimensional quality of an object, which is due in part to
light, and dark areas. When light from a single direction (e.g. our sun) hits an
object, part of the object is in shadow. Light and dark areas within an image
provide contrast that can suggest volume.
Factors that can affect our feelings towards an image include the direction of
the light source, from above or below, and the gentleness or abruptness of the
half tones. Light coming from behind a subject can form a silhouette resulting in
object that is completely black against a lighter colored background.

39. Positive and Negative Space
Positive space is where shapes and forms exist; negative space
is the empty space around shapes and forms. In the photo below
the black area is negative space and it serves to balance the
area in which the marmot and rock occupy. Areas of a picture that
contain "nothing" are important visual elements that provide
balance in an image.
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40. COLOR
Color affects us emotionally. Colors have ability to evoke emotions through their
capacity to affect the human nervous system on physiological level.
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41. Color
The vocabulary of color includes:
Hue: refers to the names of the primary colors, red, green and blue.
Value: lightness and darkness of the color - the amount of white or black added.
Intensity: the purity or saturation of the color
Monochromatic color: use of one color where only the value of the color
changes
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42. Hue is a term used for a pure color red, green ,
yellow, ……
Tint and shade is the intensity of the hue.
Adding black or opposite color to a hue
creates darker shade. Adding white to hue
creates tint.
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43. White light consist of mixture of all the visible
colors (visible color spectrum)
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44. The human eye peaks at sensitivity equal to
wavelengths of red, green and blue light.
Mixing together red green and blue light will
produce white light. These are called additive
primary colors.
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45. Subtractive primaries are used with pigments and
dyes:
- magenta, cyan and yellow.
Using these colors in color filter you can control
(block) the amount of the opposite light that would
pass through.
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46. 3 primary colors
These
Red yellow
color
and blue
wheel
applies
to mixing
pigments
or solid
colors.
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47. 3 secondary colors
Mixing equal
amount of
primary colors
forms
secondary
colors
Also known as
complementary
colors
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48. 6 tertiary colors
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49. 12 step color wheel
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50. Similarly as with light you can create emotional
content with color.
Cool tones Warm tones
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51. Complementary color scheme
Colors that are opposite each other
on the color wheel are considered to
be complementary colors (example:
red and green).The high contrast of
complementary colors creates a
vibrant look especially when used at
full saturation. This color scheme
must be managed well so it is not
jarring.
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52. Analogous color scheme
Analogous color schemes use colors
that are next to each other on the
color wheel. They usually match well
and create serene and comfortable
designs.
Analogous color schemes are often
found in nature and are harmonious
and pleasing to the eye
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53. Triadic color scheme
A triadic color scheme uses colors that are
evenly spaced around the color wheel.
Triadic color schemes tend to be quite
vibrant, even if you use pale or unsaturated
versions of your hues.
To use a triadic harmony successfully, the
colors should be carefully balanced - let one
color dominate and use the two others for
accent
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54. Rectangle (tetradic) color scheme
The rectangle or tetradic color scheme
uses four colors arranged into two
complementary pairs.
This rich color scheme offers plenty of
possibilities for variation.
Tetradic color schemes works best if you
let one color be dominant.
You should also pay attention to the
balance between warm and cool colors in
your design
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55. Texture
Texture refers to the surface quality or "feel" of an object - smooth, rough,
soft, etc. Textures may be actual (felt with touch - tactile) or implied
(suggested by the way an artist has created the work of art -visual). Texture
is often emphasized in oblique lighting as it strikes the objects from one
side.
actual vs. implied textures
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56. Visual Attraction of design elements
Various visual element attract our attention. As image makers you
should be aware how these elements effect perception of image.
For example our eyes tend to search in images and go first to
elemets such us:
Converging lines
High contras values
Centered or large size objects
Faces or human elements
Dramatic or disturbing subjects
Strategically using these elements you can improve your composition.

57. Visual Principles
The use of design principles applied to the visual
elements is like visual grammar. Visual principles are
created by combining elements such as line, shape,
value, texture, form, color and space. The elements are
the building blocks that go together to produce visual
principles such as harmony, variety, balance,
movement, emphasis, proportion and rhythm.
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58. Visual Principles
arrangement the basic elements using
principles of:
Unity
Balance
Rhythm
Proportion
Variety
Harmony
Movement
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59. Unity - harmony
Unity refers to an ordering of all elements in an
image so that each contributes to a unified
aesthetic effect so that the image is seen as a
whole. Failing to accomplish this results in the
premature termination of the viewer's
experience - they look away. There are a
number of ways to achieve unity to attract and
keep the viewers attention.
Balance
Contrast
Emphasis
Proportion
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60. Balance
Balance implies that the visual elements within the frame have a sense of weight.
Large objects generally weigh more than small objects and dark objects weigh more
than light colored objects. The position of the elements is also critical. We
unconsciously assume the center of a picture corresponds to a fulcrum. A heavy
weight on one side can be balanced by a lighter weight on the other side if the lighter
weight is located at a greater distance from the fulcrum.
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61. Balance symmetrical
asymmetrical
radial
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62. Rhythm -Repetition
Rhythm refers to the regular repeating occurrence
of elements in the scene just as in music it refers to
the regular occurrence of certain musical notes
over time.
Rhythm is soothing and our eyes beg to follow
rhythmic patterns. To be effective, rhythm also
requires some variability - rhythm that is too similar
or perfect may be boring.
Therefore when composing your images look for
repetition with variation. For instance if you are
photographing a fence - one that is perfect will not
hold a viewers interest for long, but one in which
some of the posts are bent, broken, larger or
smaller will generate more viewer interest.
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63. Proportion
Proportion refers to the relative size and scale of the various
elements in a design.
Proportion is often discussed in terms of the context or standard
used as a relationship to human form.
Often referred to as the Canon of Proportion or
Proportions of Man, da Vinci’s Vitruvian Man can
be found in Venice, Italy in the Gallerie dell'
Accademia.
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64. Proportion
Proportion refers the size relationship of visual elements to each other and to the
whole picture.
It is the relationship between objects, or parts, of a whole.
One of the reasons proportion is often considered important in composition is that
viewers respond to it emotionally. Proportion in art has been examined for
hundreds of years.
One proportion that is often cited as occurring frequently in design is the Golden
mean or Golden ratio.
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65. Golden Ratio and Rule of Thirds
Golden Ratio: 1, 1, 2, 3, 5, 8, 13, 21, 34 etc. Each
succeeding number after 1 is equal to the sum of the two
preceding numbers. The Ratio formed 1:1.618 is called the
golden mean - the ratio of bc to ab is the same as ab to
ac. If you divide each smaller window again with the same
ratio and joing their corners you end up with a logarithmic
spiral. This spiral is a motif found frequently throughout
nature in shells, horns and flowers (and my Science & Art
logo).
The Golden Mean or Phi occurs frequently in nature
and it may be that humans are genetically
programmed to recognize the ratio as being pleasing.
Studies of top fashion models revealed that their faces have an abundance of the 1.618
ratio.
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