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CMO SE CONSTRUYE UN LOGO CONCEPTOS Y ASPECTOS A TENER EN CUENTA PARA UN BUEN BRANDING

marzo 15, 2012, 1:21 pm Archivado en: Diseo | Etiquetas: branding, como se hace un logo, diseo de logos, identidad corporativa

3 Votes

Cuando construimos la identidad corporativa de una empresa, el proceso de construccin de un logo es algo que no debe dejar paso a la improvisacin. Dependiendo de la empresa , marca o persona que represente, su contexto histrico y social, su competencia y lo que quieren comunicar y en lo que quieren diferenciarse, debemos hacer una cosa u otra para conseguir un buen trabajo de branding. Los aspectos previos a la hora de realizar una marca que deben considerarse son: el target al que va destinado, (nios, adultos, poder adquisitivo, pas, sexo, gustos)dnde se ver el logo (web, papelera, publicidad exterior). Todo esto para, finalmente, transmitir emociones y comunicaciones memorables sobre lo que hace la empresa. Otro aspecto que hay que tener en cuenta tambin es lo que comunica el logo. Y esto se estructura en dos niveles. Por un lado tenemos el nivel es semntico: el significado determinado del logo en si mismo, que inmediatamente enlaza con una cadena de significados. Por otro lado esta el nivel esttico: lo que comunica la forma del logotipo en si misma.

A estas alturas debemos tener claro que el proceso de diseo no es algo en donde el azar deba tener peso alguno. No hablamos de arte puro, si no de un diseo que debe cumplir la funcin para la que estaba destinado: Comunicar de manera correcta diferentes aspectos de la empresa, entidad o persona que representa.

Resumiendo conceptos, una marca debe ser: Simple, fcil de escribir. Prctica, apropiada para insertarla en diferentes medios. Consistente, fiel reflejo de la comunicacin la compaa nica, diferenciada de la competencia. Memorable, que se grabe en la mente del consumidor. Un reflejo de los valores de la marca.

Adaptable a distintos medios, a los cambios del target. Defendible lo largo del tiempo. No debe quedar obsoleta al poco tiempo. Todos estos factores deben ser una gua para crear marcas inmejorables. Tras este proceso previo en el que debemos tener claro que hacer y cmo hacerlo, viene el proceso de construccin de la imagen en si mismo. El trabajo debera comenzar utilizando lpiz y papel para plasmar todas las cosas relacionadas con la idea o el naming de la empresa. Hacer un brainstorming en papel podra ser un resumen de esta parte del trabajo, agotando todas las vas posibles generando cientos de ideas. Despus de este paso, que se supone largo, comenzamos a filtrar y descartar las ideas que no nos parecen apropiadas.

Tras esto, debemos de aplicar estos datos al trabajo que realizamos en el ordenador. Este no es un proceso fcil, ya que representar en vectores lo que previamente hemos construido en papel, pasar un boceto al medio digital, es un trabajo mas metdico de lo que la gente suele pensar. El trabajo comienza por realizar distintas combinaciones con los conceptos anteriormente seleccionados, con sus tipografas y formas. Descartamos las combinaciones de color hasta la etapa final del proceso. Aqu solo utilizaremos blanco y negro, focalizando nuestro trabajo en la forma y lo que comunica. En este momento tambin podemos seguir descartando hasta encontrar el concepto, la idea que en su forma represente y comunique lo que la marca represente. Ya solo quedara aplicar el color segn la informacin que disponemos, y quedarnos con la propuesta que creamos que es mas fiel a lo que la marca necesita.

Finalmente, la gente de DKNG studios, nos ensea como se construye un logo. A pesar no aparecer en el video el proceso de bocetaje previo, podemos ver el montaje, paso a paso en Illustrator. Un ejercicio tremendo para aprender y valorar el trabajo de los diseadores.

Creative Brainstorming: 50 Examples of The Logo Design Process


By Aquil Akhter Posted in DESIGN


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Everyone knows how important a logo is to your identity and brand. Every business, online and offline, requires a logo. A logo represents your company and products to potential customers. Almost any designer can create a good logo, but it wont necessarily be perfect. Creating an extraordinary logo requires a thorough design process. It should involve brainstorming ideas (either on paper or in digital format), incorporating standard logo elements, choosing appropriate typography, using colors correctly andmost importantlymaking a few versions of the proposed logo in different fonts, colors and styles. Points of comparison will help you see which one is perfect. In this post, weve compiled a list of businesses that have shared a peek inside their fascinating logo design process with the public. We hope it will get you started on your own. [Note: Have you already pre-ordered your copy of our Printed Smashing Book #3? The book is a professional guide on how to redesign websites and it also introduces a whole new mindset for progressive Web design, written by experts for you.]

The Logo Design And Development Process


The Bounty Bev Logo Design Process A bounty is a reward given to those who seek the best, and BountyBev brings you the

reward of American Craft Beer. Our brands are steeped in history, tradition, and countless stories that should be shared with those who are worthy and paired with flavorful foods.

Grooveshark | Case study Grooveshark is an international peer-to-peer music platform, built behind a social network online. Its users are able to stream their own composed fulllength songs, build playlists, share music and make friendsall for free.

Logo Design Process: Homespun Chili Homespun Chili uses local and international ingredients to create one-ofa-kind meat and vegetarian chili creations. The Logo was supposed to be clean, smart, quirky, mainstream with a little Martha Stewart!

Siah Design Rebrand Process The Siah Design logo shows a hand with index finger showing direction with the bottom part of the hand being the pencil. The icon suggests giving direction to creativity. The significance of the finger pointing up is that it is pointing up to God giving Him any credit for his design work. Being a Christian creative director Josiah Jost is very open about his faith. Siah Design specializes in logo design, has won various awards for its work and has been published in multiple design books. Siah Design serves a local, national and international clientele.

Artistic Expression: Logo Design From Start to Finish Vero offers restaurants, cafs and hotels an eco-friendly bottled water alternative. The company uses the latest in microprocessor-controlled water-purification technology to purify, chill and (if needed) carbonate tap water at the point of use.

Dache.ch Logo Design Process Dache is the portfolio of David Pache, where he also describes his selfbranding. Hes a creative consultant and brand and identity designer in Switzerland who works with clients all over the globe to design logos, websites and more.

The Logo Development Process: New England Breeze Case Study New England Breeze sells and installs wind turbines and solar panels for commercial and residential customers.

Step by Step Logo Design Project The idea behind myNiteLife is to provide an online organizer and planner for nightlife in the city of Sheffield, where bars, restaurants and clubs, among other venues, are listed, along with user reviews and ratings.

Logo Design Process and Walkthrough for Vivid Ways Vivid Ways is a new blog that focuses on personal development and colorful living. It aims to inspire and encourage readers by offering ideas and tips on how to live an amazing life.

Giacom Brand Identity Design Giacom is a leading provider of Internet services in the private and public sectors of the UK, Europe and beyond. Giacoms portfolio includes scalable Internet hosting and outsourced message filtering and archiving systems.

Henri Ehrhart Brand Identity Design Henri Ehrhart is a French wine producer in the Alsace region. The company, in operation for more than 50 years, focuses on standard and

medium-range wines distributed mainly in supermarkets. It sold 4.5 million bottles in 2008.

VISSUMO Brand Identity Design VISSUMO is a provider of next-generation touch technologies for industrial, architectural, retail, transportation, instructional and entertainment applications. The company has recently undergone a name change, from Infini Touch to VISSUMO, and this designers task was to create the new brand identity and stationery.

Ecometrica Brand Identity Design Ecometrica is a provider of carbon-footprint services as well as land-use change monitoring. The company is also a source of information on business and climate change.

Tammy Lenski Brand Identity Design Tammy Lenski LLC is a business that deals with conflict resolution in the workplace. The new logo was expected to be simple and clean, inspiring and inviting.

Troove Logo Design Process Troove is a company based in Mountain View, California. It originally started out as a search engine for finding structured business applications to download, hence their name (a variation of the French word trouve,

which means to find). The new logo was inspired by the phrase finders, keepers.

Logo Design Process for Just Creative Designs Award Winning Logo In this article, Jacob Cass talks about how he decided on the name for his freelancing business, Just Creative Design, and the process he used to design the award-winning logo.

Logo Design Case Study JMR Insurance Group is an insurance company based in Florida. Their new logo was created around the phrase Protecting Your World.

Berthier Associates Brand Identity Design Berthier Associates is a Tokyo-based architecture firm with extensive experience in designing corporate office interiors, creating innovative workplaces, improving corporate image and fostering individual performance.

A-List Blogging Bootcamps Identity Design A-List Blogging Bootcamps is a website that offers a series of short, live online training courses for bloggers.

Metro Aviation Logo Design Process Metro Aviation is a helicopter transport company.

Creating a Business Logo UserScape is the company behind HelpSpot, a market-leading, Web-based help-desk software solution.

Case Study: Brokers Logo Design Process Brokers runs stock market simulations, reality contests for college students of finance. A team of five members receives a portfolio of $1 million in virtual money to make trades in the Mexican stock market and the foreign exchange market. Principal message to be portrayed by the new logo? A fresh, impacting brand style but still giving the professional image of the event.

Kicks Logo Design Process Kick is a chic womens boutique with throwback glam dcor. It is located in a progressive and growing downtown area. It aims for the distinguished in taste and style.

Blackberry Creeks Logo Design Process Blackberry Creek Community Church needed a logo

Logo Design Process For Fitucci Fitucci is a source for custom doors and windows. It specializes in luxury residential and commercial projects and supplies state-of-the-art doors and windows.

Sponsr Logo Design Process Sponsr is a Web company in Orlando, Florida, that connects sponsors to event promoters, venues and producers. The visual identity was to be more end-user driven than b2b oriented.

LatitudeSouths Creative Process LatitudeSouth is a new enterprise that offers a fresh approach to outsourcing legal services. Important objective: Its New Zealand origins are important to the company, though it works with clients all over the world.

HotBox Studios Logo Design Process HotBox Studios is a company based in southeast England that specializes in creative animation and design.

Mindberrys Logo Design Process Mindberry GmbH is a company based in Vienna that offers consulting and project management services. It has established the business in Austria and is looking to expand service to the rest of Europe and the US. The Brand wants to target a young/trendy audience as well as more conservative companies.

Design Process of Undersea Productions Undersea Productions is a team of underwater image specialists run by Josh Jensen and Liz Harlin, a husband-and-wife and video-and-photo duo with years of experience in all aspects of underwater imaging. They are truly passionate about the underwater world.

Design Process of Dimitrovi & Co. Founded in the early 90s in the city of Pleven and focused on delivering heavy machinery services (excavators, bulldozers and heavy trucks), Dimitrovi & Co. is now one of the largest construction companies in north Bulgaria.

The Logo Design Process From Start to Finish Uke sells unique arrangements of chocolate as an alternative to gift baskets. It targets an upscale market.

The Logo Design Process: From Concept to Completion eLIFELIST is an online community dedicated to acknowledging and fulfilling its members life goals.

Identity Design Process for Butterfield Photography Butterfield Photography is run by Maria and Robert Butterfield, who each focus on a different area of photography: wedding and family photography, and commercial and sports photography. One of the constraints: The logo had to be usable across a broad range of businesses.

Logo Design: From Start to Finish DANZK is a soon-to-be-launched lifestyle blog that focuses on culture, food, art and design from Denmark. The blog aims to expose the Danish way of life to locals and foreigners who are interested in the country. It recommends and reviews Danish products related to food, design and music. Problem: Come up with ideas free of clichs!

Process: Branding Ian Matteson This brand and identity development project is for photographer Ian Matteson, an action and commercial-based photographer out of Salt Lake City, Utah. Along with Ians action and commercial work, he shoots a lot of film and fine art. The Logo was to compliment his style.

Dezeen Watch Store The Dezeen Watch Store identity brief was initially small in scope, but the outcome has remarkable underlying complexity. Watch Store is Dezeens first retail venture. It specializes in watches by famous designers and boutique brands. The outcome: a dynamic clock identity!

Visual Identity: Sabienzia Sabienzia is a dynamic and international enterprise. Its team has more than 20 years of experience in the area of teleworking, unified communication, virtualization, advanced analytics and green IT.

IBBTs Logo Redesign The Interdisciplinary Institute for Broadband Technology, a Flemish research institute, creates highly competent human capital through interdisciplinary, demand-driven basic research that targets ICT and broadband services in collaboration with companies and government.

Brokers Direct Identity Design Brokers Direct is an online insurance company that offers quick, friendly and low-cost insurance for landlords, tenants, owners of vacant property, homeowners, students and owners of commercial properties.

A Guide to Creating Professional Quality Logo Designs Here are some general rules of logo design and guidelines we should stick to in order to make high-quality logos. The author also explores how to put them into practice to create a logo design that works in the real world.

WebMYnd Logo Design Process One of WebMYnds products is a browser plug-in that turns your Webbrowsing history into an extension of your own memory. It allows you to keep a copy of everything you look at on the Web and search actual page images and text when you need to remember or find something.

Branding Fixel Fixel is a small design agency that puts out top-shelf work. Its team of designers, developers and creative thinkers aims to help companies unlock the potential of their brand.

Apple & Eve Identity Development This logo process post is for a company tantalizingly called, Apple & Eve.

Funcrumb Logo Design Process Funcrumb, currently under development, is an online community that helps make your social life more active and stimulating. It makes it easy to find people who share your hobbies and interests, find romantic connections or establish new business contacts.

Green Candys Logo Design Process Designing a logo is no easy task; a lot of thought is required to achieve the best possible design solution for the client. Here is the process for Green Candy.

Articles And Resources


10 Principles of the Logo Design Masters The veterans of the logo design industry have achieved success for a

reason. Sure, its partially due to years of practice, blood, sweat, tears and inky fingers, but its mainly because they stuck to the 10 solid-gold principles of world-class logo design.

Brand New Brand New shares opinions about corporate and brand identity work.

Trademarkia Trademarkia is promoted as the ultimate research tool for logo designers. Steps in a Successful Logo Design Process To design a memorable logo, the designer progresses through various stages of listening, research, development, feedback and changes. (rb)

THE LAWS OF LOGO DESIGN


Here are the so far definitive laws of logo design that I practice. Are these and industry standard? Hardly. Should they be? Perhaps. As I have over 15 years of professional logo and design experience, there is a lot of thought and effort that has gone in to defining these rules. That being said, I am still doing my best to refine them and I would love to get your help and input to assist in that refinement. The fact is, as every logo is supposed to be unique and memorable, so too are the rules that guide their creation. The goal here is a general set of foundational axioms that, depending on a given project, should be applied with various weight. In other words, the importance of each of these rules is specific to each unique logo. A logo that is heavily dependent on text, for example, might find that the most important rule is one related to letter space and kerning. A logo that is more iconic may very well find its foundational aspects to be more color or line-weight specific. When designing logos the important thing to always remember is simple: A truly unique mark requires a unique approach. here are the laws of logo and brand identity as I have so far refined them: 1. THERE SHOULD BE A REASON FOR EVERYTHING. The line widths and thicknesses, the colors, the font styles the shapes, the spacing the overall shape of occupied space, the negative space all of this needs to have a reason. 2. EVERY ELEMENT EXISTS IN RELATION TO EVERY OTHER. THEY NEED TO BE CREATED WITHIN CONTEXT. - we have to think beyond the context of the logo itself here we have to co0nsider its current and future usage, its various potential applications, etc., etc.. 3. CREATE A SET OF RULES THAT GUIDE THE GENERATION OF EVERY LOGO. FOLLOW THEM PRECISELY. - As each logo is unique, each requires a specific approach. Create guidelines that will help you get to your final destination in a strategic, organized manner. 4. IF THE RULES COMPROMISE THE EFFECTIVENESS OR READABILITY OF THE LOGO, CHANGE THE RULES. - Sometimes, as we go through the process of development, new question and/or concerns arise. DO NOT IGNORE THESE! Embrace them, and alter your design strategy accordingly. 5. EMBRACE THE CLIENTS PERSPECTIVE AS ANOTHER CHALLENGE TO THE FINAL DESIGN NOT AS A ROADBLOCK TO YOUR CREATIVE PROCESS this one is often

the most difficult to embrace. However, if you do in fact have a strategy and a reason for all aspects of what you are doing, you can easily and effectively justify the choices you are making. In doing so you educate the client in the process, the result of which is at least better rapport with a better educated client. The more important results of this is a better educated client a client that will make informed decisions rather then emotional subjective ones. 6. THE RESULT SHOULD BE A FINISHED PRODUCT. - What I mean by this is, the final logo should address all the questions and concerns of the client, the designer and the marketplace. As this blog has readily suggested, there are a lot of good ideas and good directions that are not taken through the important steps of refinement and finalization. The unfortunate result of this is potentially less impact on a exponential scale. If the final details are left incomplete, then you have not finished your job and have done a disservice to both your own integrity and your client.

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