1、UUNITNIT 9 9 L LOGOSOGOS THATTHAT M MAKEAKE ANAN I IMPRESSIONMPRESSIONA logo is a graphic mark used by commercial enterprises, organizations or individuals for instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization(a logotype or wo
2、rdmark).Creating a logo is creating a design that will become a memory trigger for decades to come. Companies like Apple, Coca-Cola, IBM, Akzo Nobel and Yahoo are good examples of easy to remember logos. Famous logos have two things in common: distinctiveness and simplicity.Logos help customers iden
3、tify a business. The more simple a logo is, the more recognizable it becomes. The more complex a logo is, the less likely it will be that people will remember it. It must be a strong image, which can be used in a very small size (for instance on a pen) or in a big size (on a building).A logo is not
4、just an image on the screen or a business card; its a combination of well thought out ideas and creative genius.D DESIGNINGESIGNING A A L LOGOOGOThe creative process is different from artist to artist. Each designer explores the world of inspiration in their own unique way. Try to stay true to yours
5、elf as an artist. This does not mean to design logos that only you like. This means to use your creative expression to explore new worlds and dont be afraid to venture where you have not yet ventured. Be bold. Here are some helpful steps:G GETTINGETTING THETHE D DETAILSETAILSBefore you start, you sh
6、ould speak to your client and find out some information about their company. Ask questions about their intended market and people they want to reach. Keywords that help describe their business can also help a designer visualize the design. Try to gather as much information as possible so you are abl
7、e to come up with a design that shows the essence of the company.B BRAINSTORMINGRAINSTORMINGNow youre ready to start brainstorming ideas that will help make up your design. Mind maps are a great way to generate the use, style, clarity and keywords of your design. Mind mapping means brainstorming by
8、words, and linking them to other words associated to them. By doing this, you uncover words that you wouldnt normally associate with the original subject, but that may be applicable to what you are designing. Once you explore all possible avenues, you will have a clearer idea of where you want to go
9、 with your design.I INSPIRATIONNSPIRATIONWhen coming up with the greatest logo design, designers often face the challenge of getting inspired. Sometimes you may receive a brief of what the client is looking for. Sometimes the client has no direction whatsoever, they are relying on you to be the crea
10、tive genius. Most designers will be inspired by other designs. These should not ever be used to copy a design, but to provide ideas that will help you in your own process. Also you can find inspiration in everyday items like billboard ads, books, magazines or household products. Another great source
11、 of inspiration is the internet.S SKETCHINGKETCHINGYoure now ready to hit the drawing board. Dont let anyone fool you into believing that the best place to start is your computer. When you sketch freehand, opposed to using the computer, your ideas will flow more freely. You will sketch things quickl
12、y and modify and change them.D DIGITALIGITAL R RECREATIONECREATIONIts now time to refine your sketches and ideas and put it into digital form. Make a scan or a photograph of your best sketches, and trace them in a vector programme like Adobe Illustrator, so that these logos can easily be transferred
13、 to both print and web based designs in big and small size.With pixel programs like Photoshop youll bump into a resolution problem soon.F FEEDBACKEEDBACKClients are usually very anxious to view the first drafts and provide feedback on the design. Dont be discouraged if the client doesnt approve your
14、 first proof, as there is always room for improvement. By getting feedback it should help you understand your clients vision clearly.B BACKACK TOTO THETHE D DRAWINGRAWING B BOARDOARDTake the remarks and ideas provided by your client and see if it improves the design. Its usually a good idea to provi
15、de a few different styles. Its important to show examples of what the logo will look on existing stationary and websites.G GETTINGETTING F FINALINAL A APPROVALPPROVALOnce you and the client have agreed on a final design the next step is to get the files ready for distribution. Always include all the
16、 fonts used in the logo design, as well as various formats of the logo (EPS, JPG, GIF & TIFF). You should always provide the client with a black/ greyscale version of the logo as well.E EXERCISESXERCISESThink about it:1. What are the advantages of logos for a business ？2. According to the text, what
17、 are famous logos in common ？3. You may get to know some steps of designing a logo after you read the text, and what are your steps when you make it ？ Share with us if you have some nice suggestion.4. Do some research about logo examples, and show us the good ones you think as well as the bad ones.
18、Explain your reasons.V VOCABULARYOCABULARYdistinctiveness n特殊性；区别性；辨别性simplicity n简单，简易identify vt识别；认出recognizable adj可辨认的，可识别的combination n结合inspiration n灵感unique adj独特的visualize vt形象化essence n本质，实质keywords n关键词style n风格client n客户；顾客billboard ads n广告牌digital form 电子形式，数字形式scan vt扫描trace vt描绘transfer vt转移resolution n分辨率feedback n反馈format n格式
