TAILIEUCHUNG - Logo Design Guide

Design is a slippery subject. Much of good design is a matter of taste, and tastes, like fashions, change. But leaving out the question of fashion in design, some tastes are better than others. You would expect someone who has studied design and has created what others consider good design to have better taste in design than the ordinary person. But some ordinary people have better design taste than others. How do they achieve this better design sense? By observation, simple observation. We are surrounded by examples of good design; all we have to do is take the time to look closely at what we take. | Logo Desig n Guide Arts Letters. LOGO DESIGNER Arts Letters Corporation Arts Letters Logo Design 2 Preface Design is a slippery subject. Much of good design is a matter of taste and tastes like fashions change. But leaving out the question of fashion in design some tastes are better than others. You would expect someone who has studied design and has created what others consider good design to have better taste in design than the ordinary person. But some ordinary people have better design taste than others. How do they achieve this better design sense By observation simple observation. We are surrounded by examples of good design all we have to do is take the time to look closely at what we take for granted. Many commercial artists maintain files of designs that they like you can do something similar. Take a few minutes to thumb through magazines. Cut out examples of logos that appeal to you and study them before you begin to create your own logo. For example do Black Decker and Calvin Klein use such a simple typeface in their logos Why do Coca-Cola and Del Monte use more ornate designs fflk Calvin Klein There are no firm answers to either of those questions. In general sans serif typefaces have a more contemporary feel while the look that Coca-Cola and Del Monte are striving for is traditional. Once you begin to get a feel for what appeals to you and figure out why you like it you will find that creating a logo of your own is much easier than you ever thought possible. Important Notice The corporate logos included in this User s Guide are trademarks of the respective companies. They are provided only as examples and you should contact the companies regarding the use of their marks in any cooperative advertising or joint promotional activities. The sample logos provided in electronic format are subject to the same guidelines. They are provided so that you can display them on screen to view the logos in color and to test the principles discussed in the

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