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Week 1 Assignment – Logo Redesign Part 1
Learning Objectives CoveredDefine the impact of color, type, and composition within a logoIdentify and apply five techniques for logo redesign considerationsBackgroundIn a logo, everything from color to type to composition serves to
tell the story of a company. Color often serves to underscore emotion.
Type embraces the form or spirit of the company. Composition endeavors
to reveal symbolically the underlying structure of a company.A logo redesign process is a delicate balance, updating the visual
appearance yet still keeping its overall feel accessible and trustworthy
to its established audience. Because during a logo redesign, color,
type, and composition often will change, it is very important to define
the underlying character qualities that a logo must represent so that
those qualities can stay constant.When redesigning a logo, the following five considerations should be taken into account:Keep it SimpleRemember the logo must be
recognizable in a variety of sizes and contexts thus overly intricate
illustrations or color gradients should be avoided.Don’t Mix StylesA logo is the visual
representation of a company. Therefore, it must present a cohesive voice
and vision of what the company is all about. Mixing styles in font,
color, or imagery often result in a confused message to the consumer.Don’t be Swayed by Showy TypefacesThough purely
typographic, wordmark logos are often a very effective and flexible way
to show a company’s identity. It is important to remember that typefaces
themselves carry character traits and can unknowingly contribute to
logo perception. Though a typeface might be unique and unexpected, it is
always best to ruthlessly evaluate its readability and underlying
visual message to be sure it is in visual agreement with the overall
message.Be ConsistentOften logos will need to work in a
variety of settings and in a variety of layouts. For example, a
primarily vertical logo must also have a horizontal variation.
Conversely, a primarily horizontal logo must also have a vertical
variation. As the designer, you must make sure that the message remains
consistent regardless of the logos orientation.It Doesn’t Need an Obvious ConnectionThough it
is tempting to use a visual illustration, icon or graphic to represent
the industry in which a company is located often the cleverest logos are
those that are highly abstracted and have a little literal tie to the
industry. When designing a logo consider how you can capture the spirit
of the company’s character.PromptProject OverviewFor the first two weeks of this
class, you will be engaged in a logo redesign project. This week you
will choose a client from the five selections found within this folder and begin the design process. In week two, you will finalize the logo and show it in use within a corporate identity structure.Logo 1: Metropolitan Art GalleryWeek 1 ProjectThis week you will choose a client
from the list provided and create both rough sketches and black and
white computer drafts of the logo. If you have an existing logo you
would like to redesign for this assignment, you may use it with pre-approved permission from the instructor.Assignment Instructions:First, choose one of the companies above. Each company has provided a
vector copy of the current logo and a one-page description of the
company’s goals and overall qualities. You can download both of these by
clicking on the name of the company.Next, conduct visual research for inspiration.Complete nine preliminary black and white sketches of possible logo
concepts keeping in mind company requests and overall character. You can
complete these sketches either by hand or on the computer. If you
complete the sketches by hand you will need to scan them or take a photo
of them for assignment submission.Once you have completed your nine sketches, choose three of the most
promising directions and create a further refined black and white
version of each of these logos on the computer.Submission Instructions:When you have completed all parts of the assignment, create a multi-page PDF that includes the following:
Minimum of 9 sketches (in black and white) showing a wide range of exploration of the redesign processThe three refined best logo directions from your sketches in black and whiteInclude the original logo when presenting the three refined black and white logosList the company’s keywords as found in the company document
Name your file: DES242_Assignment1_FirstLast.pdf and submit for grading
logo1.docx
Unformatted Attachment Preview
Metropolitan Art Gallery
Company Overview
Metropolitan Art Gallery is a community art space located in Denver, Colorado. They
host a variety of weekly art classes for people of all ages. In addition, they have a
large gallery space where they feature rotating exhibits of work created by
contemporary artists from all over Colorado.
They are looking for a new logo that can be used across all of the promotional
materials and signage as well as on a line of art supplies that they sell at the gallery.
Color Requests
They are fairly open on colors but would like the overall scheme to be bright,
vibrant, and generally active and energetic.
Company Key Words
Community-Focused
Friendly
Inclusive
Process-oriented
Positive
Upbeat
Artistic
Unique
Creative
High Energy

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