Help! my logo sucks!

Help! My Logo Sucks!
July 11, 2014
@juliareich

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Help! My Logo Sucks! • 7-11-2014

Help! My Logo Sucks! • 7-11-2014 3

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5
Objectives
1. Elevate your knowledge of logo design
2. Give you the ammunition you need to evaluate your
logo and intelligently discuss it with others
3. Help you see if you can get away with a quick fix
versus a total logo overhaul

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Agenda
•
What is a logo, and why is it important to have a good one?
•
Anatomy of a logo
•
What makes good logo different from a bad logo?
•
What not to do when creating a logo
•
Before & after
•
Resources
•
Q & A

Logo
Sell sheets
Voicemail
message
Email signature
Customer
Service
Office/Retail Decor
Brochure
Name
PowerPoint
Presentations
Sales pitch
Business card
Website
Brand

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Anatomy of a Logo: Icon + Type

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Anatomy of a Logo: Icon

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Anatomy of a Logo: Icons

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Anatomy of a Logo: Logotypes

BAenfaotorem ayn odf A af tLeorg o: Color
RED
Passion
Energy
Blood
Strength
Energy
LIGHT GREEN
Fresh
Nature
Harmony
Health
BROWN
Calm
Natural
Richness
Simplicity
Serious
Utility
BLACK
Authority
Classic
Distinctive
Mystery
Tradition
BLUE
Friendly
Fun
YELLOW
Hope
Happiness
Warmth
Caution
PINK
Femininity
Innocence
PURPLE
Expensive
Mystery
Luxury
Spiritual

BAenfaotorem ayn odf A af tLeorg o: Typefaces

BAenfaotorem ayn odf A af tLeorg o: Images

Fat

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Anatomy of a Logo: Images
AFTER
BEFORE

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Anatomy of a Logo: Images

LBoefgoore E avnadl uAaftteior n Checklist
Simple Emotional Impact
Memorable Personality
Perfectly Executed Sophisticated
Meaningful Fresh
Unique Flexible

✔ Simple
✔
✔
Memorable
Perfectly Executed

✔ Unique

✔ Personality

✔ Sophisticated

Sophisticated

Fresh
AFTER
✔
BEFORE

✔ Flexible

✔ Authentic

BWehfoatr en oant dto A dftoe wr hen creating a logo
Don't use Photoshop, Word or PowerPoint
Don't use drop shadows, bevels, glows, etc
Don't use more than two typefaces
Don't use Comic Sans or Papyrus
Don't use clip art

EBxeafomrpel easn do fA rfetaelrl y bad logos

Before and After
& After
Before

Before a&n Adf tAefrt e(1r)
AFTER
BEFORE BEFORE

Before a&n Adf tAefrt e(2r.1 )
AFTER
BEFORE

AFTER
BEFORE BEFORE

✔ Flexible

AFTER
BEFORE

BEFORE

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Before & After (5.2)
NYI’s Brand PositioningBrand Assets, Brand Attributes, and ToneWarm Welcoming Authentic Personal Connections Diverse Fulfilling Peaceful Instructive Transformative Friendly OpenInformal Supportive Urban Spiritual Ethical Happiness Generosity Community Forgiving

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Where Hearts & Minds Awaken
Peaceful Refuge
Our center is calm and conducive to reflection
Commitment to Diversity
Members, volunteers, teachers and other supporters are an eclectic, multi-cultural group
Urban Setting
A Manhattan location
Welcoming Atmosphere
A warm, friendly and supportive community
Transforming Lives
Through the teaching and the practice

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AFTER
BEFORE

NEW YORK INSIG HT BR AND ID ENTITY GUID ELINES
RECOMMENDED C OLORS
Primary palette
Secondary palette
9
Version 1.0 © New York Insight Meditation Center 2012 • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190
Colors are one of the most important representations of a brand as
they make an instant and emotional impact on the viewer.
Six specific colors have been approved to represent NYI’s identity
and to help establish immediate brand recognition - three in
a Primary palette, and three in a secondary palette. In order to
maintain the integrity of the brand, these eight colors must be used
consistently across printing processes and digital display. To make
this possible, the following chart has been established.
• Pantone Matching System (PMS) is used for printing in spot
color when color accuracy is absolutely critical. The PMS
number should also be used for reference in matching colors
for non-traditional applications such signage, screenprinting,
embroidery, etc.
• CMYK (cyan, magenta, yellow, black, or 4-color) system is
used for full color printing, also known as Process printing.
• RGB (red, green, blue) color system is meant specifically for
screen display (ex, PowerPoint)
• Hexadecimal is the web color system and is meant specifically
for online use.
YELLOW
PMS: 130C
CMYK: 0/45/100/0
RGB: 249/157/28
HEX: f99d1c
GREEN
PMS: 368C
CMYK: 55/5/100/0
RGB: 130/186/65
HEX: 82ba41
ORANGE
PMS: 144C
CMYK: 0/70/90/0
RGB: 243/112/50
HEX: f37032
AQUA
PMS: 326C
CMYK: 75/0/40/0
RGB: 0/185/173
HEX: 00b9ad
RED
PMS: 201C
CMYK: 0/100/70/40
RGB: 158/3/42
HEX: 9e032a
BEIGE
PMS: 7530C
CMYK: 0/10/20/30
RGB: 189/172/154
HEX: bdac9a
new york inSiGht Br and identity Guid elineS
recoMMended t yPefaceS
10
Version 1.0 © New York Insight Meditation Center 2012 • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190
Typefaces are an integral part of our visual identity. In order to
maintain a consistent and easily recognizable image, the following
typeface families should be used for all materials [stationery,
website, newsletters, invitations, email newsletters, etc.].
Prokyon is the preferred typeface for headlines, subheads
and captions. Prokyon can be purchased at
http://www.dutchtypelibrary.nl/Prokyon_rdrct.html
Minion is a humanist serif that is space efficient yet attractive and
is the preferred typeface for body copy. Minion can be purchased
at http://www.myfonts.com/fonts/linotype/minion/
DTL Prokyon Light
abCDefghijkLmnoPqrsTuvwxyz
abcdefghijklmnopqrstuvwxyz 0123456789
DTL Prokyon Medium
abcdefghijklmnopqrstuvwxyz
DTL Prokyon Bold
aBcdefGhijklMnoPqrStuvwXyz
Minion Book
ABCDEFGHIJklMNOPqRSTUVWxYz
Minion Bold
aBCdefGHijKlMnoPqRStuvwxYz

Resources (1)
www.logolounge.com www.underconsideration.com/brandnew

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Resources (2)
www.skillshare.com
www.bamagazine.com

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What will be your next step?

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Thank You!
julia@stonesoupcreative.com
facebook.com/stonesoupcreative
212.721.9764
www.stonesoupcreative.com

Help! my logo sucks!

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Help! my logo sucks!