julianna kunstler logo
Logo Design

by JuliannaKunstler.com

So... what are the differences between fine art and design?

There are fundamental differences between fine art and design:

Design is all about serving a client, getting their ideas across to others, and not strictly self-expression but, rather, resolving a problem.

Examples of graphic design: websites, logos, printed materials, t-shirts, etc.

Logos are used to represent a specific organization, product, or brand.

Successful logos may inspire trust, recognition, and respect for what they represent.

Students will: learn the fundamental differences between fine art and design; understand the basic design process and objectives of logo design; translate verbal ideas into visual images; develop and refine logo designs; apply their previous knowledge of using Adobe Illustrator to create a graphic design.
Essential questions:
What is the process to create a successful logo?
How to brainstorm a design idea?
How to design a logo?
How to use Adobe Illustrator to create a logo?

How to design a logo


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Find a client or choose from the companies provided.

Design a logo, that would be effective. Be prepared to defend each aspect of your design. Every choice you make should support the general concept and the goal.

You will submit your work:

  • after step 3 (research)
  • after step 5 (thumbnails)
  • final presentation

step 1

Research the company's history, their philosophy, products, etc.

Write down all the "why?"s.

step 2

Once you have a general direction - research.

Who is your target audience? What age? Status?

Look for logo designs to inspire.

Search for competitors' logos and industry logos. You will use that information to make your logo stand out!

step 3

Word brainstorm. Put some time into that step. This will help you with figuring out the direction you should take.

Submit your research.

1. Company name

2. Product / Service

3. Company goal (other than making $$$ :)). The "why" - how do they want to be percived by customers.

4. Target audience

5. Competitors' logos

6. Word search results. Narrow down to 5-10

step 4

Sketching thumbnails.

The more the better!!!!!! At least 30.

Use Gestalt principles!!! You will have to list them and explain.

These small sketches should only be used to plan out designs, you do not need to worry about rendering imagery perfectly. Focus on the major issues: where the text will go, where the images will go, where large areas of lights and darks will be placed.

step 5

Identify your three best ones.

Sketch another 5-10 thumbnails based on these ideas.

Refine your best sketches. Work on shapes and the message.

Simplify as much as possible, but keep the shapes attention grabbing.

Answer the questions:

  • Does the logo satisfy your (a client’s) goals?
  • Does the logo clearly represent your personality (client's brand)?
  • Does the logo work in a large and small scale?
  • Does the logo work in color and black and white?

A critical part of the design process is evaluation. Ask other students what they think about your design. Use their suggestions, comments, wishes (if you think they are appropriate).


Submit your sketches.

1. Submit your initial sketches.

2. What Gestalt principles did you use? Show (mark) them.

3. What are your best 3 concepts?

4. Refined best solutions.

step 6

Time to use your sketches and convert them into vector graphics.

You will continue to go through the process of further refinement of shapes and details.

Create a new document in Adobe Illustrator. Focus on shapes.

Choose the design concept. You will have to be able to explain how your design addresses your goals through their choice of font, color, image, etc

step 7

Choose colors!

No more that 3, unless necessary.

Be prepared to defend your color choice.

Use color wheel (color schemes) when determining color choices.

Does it work in black-and-white version?

Try different backgrounds.

step 8

Choosing the right typeface is important!

Make sure it is appropriate for the goal.

step 9

Execute your logo.

Suggest a few variations, based on different backgrounds or applications.

Include color swatches with color names.

Include a small-scale logo (business card application) and a large version to view details.

Include font's details.

Put everything together on a letter-size document, save it as PDF and submit.