O'Reilly logo

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Designing Effective Logos: Learn by Video

Video Description

The DNA of a strong business identity is its logo, making effective logos key to the success and longevity of any business. In this six-hour video, educator, author, and award-winning logo designer Maggie Macnab explores how to create powerful logos that are meaningful, effective, and substantial enough to scale over time and beyond trend. Macnab pulls from her 30 years of experience as a designer and educator to reveal the secrets to making your logos memorable, aesthetic, and immediate through universal principles and shapes. She explains the basic principles of successful logo designs (balance and proportion, symmetry, the 5 Gestalts, etc.) and the importance of visual storytelling as you conceive your logo designs. She also offers practical business approaches to sourcing clients, strategies for designing what you’re drawn to, advice on how to draft a successful proposal to land the job, and guidance on how to legally protect your work–the essentials of logo business–along with the fun stuff of finding inspiration, exploring software tools, and developing your creative skills as the basis of logos that truly work. In this video, you will learn about: Different types of logos, from symbolic to literal The business of logo design: contracts and legal considerations Logo design principles such as gestalt, negative/positive space, visual storytelling, scaling, and economy Secondary logo design considerations: color, typography, and technique Creating identity guidelines to maintain the integrity of the brand and to support your client’s future brand

Table of Contents

  1. Why Effective Logos Are Important
    1. Welcome 00:02:44
    2. How we process information 00:03:41
    3. Universal information and logos 00:02:38
    4. Materials needed for this video 00:01:52
    5. Working with exercise files 00:00:32
  2. Different Parts and Types of Identity Design
    1. Introduction 00:00:35
    2. Vocabulary 00:02:24
    3. How logos communicate 00:02:54
    4. Trademark: Predecessor to the logo 00:01:05
    5. When to use what 00:01:41
  3. An Overview of the Process
    1. Let's get started 00:00:58
    2. A Step by Step Guide to the Design Process 00:06:08
    3. Interviewing the Client and Doing Research 00:01:51
    4. Structure and Flow in Design 00:04:12
    5. Design Flow 00:04:50
    6. Problem-solving Styles 00:01:24
  4. The Principles of Basic Black
    1. The Principles of Basic Black 00:01:36
    2. Flexibility 00:01:11
    3. Logo Scalability 00:01:47
    4. Scaleability in Logotypes 00:00:33
    5. Letterspacing Logotypes 00:02:46
    6. The Power of Empty Space 00:01:33
    7. Economy and Elegance 00:03:04
  5. Proportion
    1. Introduction to Proportion 00:00:29
    2. Proportion Basics 00:01:51
    3. The Golden Ratio as Aesthetic 00:02:03
    4. The Golden Ratio as Structure 00:02:31
    5. How to Create the Golden Section Spiral in Illustrator 00:04:11
    6. Golden Ratio Tools 00:08:46
    7. The Fibonacci Sequence 00:01:57
  6. Symmetry
    1. Introduction to Symmetry 00:01:23
    2. The Three Basic Symmetries 00:02:55
    3. How to Create the Three Symmetries in Illustrator 00:07:55
    4. Refelection Symmetry Exercise: Create a Name Totem 00:03:57
    5. Rotation Symmetry Exercise: Create a Mandala 00:05:31
    6. Tessellations 00:04:03
    7. How to Create a Simple Tessellation 00:04:25
    8. How to Create a Complex Tessellation 00:10:59
  7. Good Gestalt
    1. Introduction to Gestalt 00:01:33
    2. Figure/Ground 00:01:08
    3. Closure 00:02:14
    4. Continuance 00:00:43
    5. Similarity 00:01:23
    6. Proximity 00:01:09
    7. All the Gestalts in One Design 00:01:07
  8. The Importance of Visual Storytelling
    1. The Importance of Visual Storytelling Introduction 00:01:09
    2. Create a Relationship with the Audience 00:03:21
    3. Develop the Concept 00:01:48
  9. Choosing a Creative Strategy for the Logo
    1. Choosing a Creative Strategy for the Logo Introduction 00:00:59
    2. Individualize the Cliché 00:03:45
    3. Symbolic Logos 00:05:50
    4. Metaphoric Logos 00:02:08
    5. Literal Logos 00:03:29
    6. Style and Substance 00:03:00
  10. An Introduction to Patterns in Logos
    1. An Introduction to Patterns in Logos 00:01:42
  11. Patterns of Movement: Branching
    1. Patterns of Movement: Branching 00:01:42
    2. How to Use the Branching Pattern 00:01:49
    3. How to Integrate the Branching Pattern 00:03:21
  12. Patterns of Movement: Meanders
    1. Patterns of Movement: Meanders 00:02:11
    2. Choosing and Using a Meandering Pattern 00:01:49
  13. Patterns of Creativity: Spirals
    1. Patterns of Creativity: Spirals 00:00:53
  14. Patterns of Cooperation: Helices
    1. Patterns of Cooperation: Helices 00:01:28
    2. How to Use the Helix in Logos 00:02:12
    3. Process of Selection: Helix 00:02:12
  15. Patterns of Security: Stacking and Packing
    1. Patterns of Security: Stacking and Packing 00:02:04
    2. How to use Stacking and Packing Patterns in a Logo 00:02:22
  16. An Introduction to Shapes in Logo Design
    1. An Introduction to Shapes in Logo Design 00:03:44
  17. Circles: Wholeness
    1. Circles: Wholeness 00:03:24
    2. How to Use Circles in Logos 00:01:58
    3. Process: The Circle in Logos 00:02:23
  18. Intersecting Lines: Relationships
    1. Intersecting Lines: Relationships 00:02:03
    2. How to Use Intersecting Lines in a Logo 00:02:21
    3. Process: Interstecting Lines in Logos 00:00:54
  19. Triangles: Inspiration and Transformation
    1. Triangles: Inspiration and Transformation 00:02:14
    2. How to Use Triangles in Logos 00:03:21
    3. Process: Triangles in Logos 00:02:59
  20. Four-Sided Figures: Stability
    1. Four-Sided Figures: Stability 00:00:55
    2. How to Use a Four-sided Shape in a Logo 00:01:31
    3. Process: Four-sided Shapes in Logos 00:02:02
  21. Spirals and Stars: Creativity and Excellence
    1. Spirals and Stars: Creativity and Excellence 00:01:50
    2. Spirals and Starts in Everyday Experience 00:04:25
    3. Process: Spirals in Logos 00:02:22
  22. Secondary Logo Characteristics
    1. Secondary Logo Characteristics 00:01:33
    2. About Color 00:05:53
    3. Color Associations 00:03:07
    4. Modifying a Typeface to Accompany a Logo 00:01:44
    5. The Value and Challenge of Lines 00:01:43
    6. When to Add a Style of Technique 00:02:53
    7. Unifying the Components 00:02:41
  23. Presenting the Logo to your Client
    1. Presenting the Logo to your Client 00:01:38
    2. Preparing for a Successful Presentation 00:06:05
    3. Digital Presentations 00:00:58
    4. Hardcopy Presentations 00:02:31
  24. Finalizing the Artwork
    1. Finalizing the Artwork 00:01:19
    2. Vector versus Raster Considerations 00:02:31
    3. Final Production of the Logo Artwork 00:05:03
    4. Color Format and Printing Considerations 00:03:44
    5. Prepping a Business Card for Digital Press 00:03:53
  25. The Importance of Establishing Consistency
    1. The Importance of Establishing Consistency 00:01:32
    2. Creating an Identity Standards Guideline Brief for the Client 00:01:06
    3. Creating an Extensive Identity Standards Guideline Document 00:02:24
    4. Providing Final Files for the Client 00:02:28
  26. Extending the Logo into a Brand
    1. Extending the Logo into a Brand 00:00:33
    2. What is a Brand? 00:01:06
    3. Prep for Brand Thinking 00:01:29
    4. Process: Putting the Brand into the World 00:02:20
  27. The Business of Identity Design
    1. The Business of Identity Design 00:00:36
    2. Negotiating a Contract 00:07:28
    3. Logo Ownership 00:04:23
    4. How to Copyright Your Work Online 00:09:46
    5. The Logo Designer's Business Documents 00:12:31
    6. Your Work's Future Value 00:01:33
  28. Finding Clients and Getting Work
    1. Finding Clients and Getting Work 00:00:26
    2. Put Your Best Work Out There 00:04:40
    3. Initiating Contact and Networking 00:03:53
    4. Pro Bono versus Spec Work 00:02:02
    5. Design as a Way of Life 00:02:17