FA27_DL Digital Design Professor Tom Klinkowstein January 2018 fatik@hofstra.edu Course Blog: https://fa27january2018.wordpress.com/ Assignment Four Designing a logo in Illustrator, applied as wearable promotion. Software Illustrator Deliverables Exercises files and logo-related files placed in your slide presentation and embedded in your blog via slideshare. Goals Become aquatinted with introductory Illustrator skills and elemental design approaches appropriate needed to create a logo. Prototype how the created logo would appear on a promotional t-shirt. Complete related exercises. Start and Due Dates Starts January 10, 9:00 am Due January 15, 9:00 am (Send me an email when this assignment is finished and posted; use FA27 as a header; include your own blog address in the body of the message.)
Deliverables PowerPoint presentation with the following added to your presentation and embedded in your blog via slideshare: -Illustrator exercises -Naming process -Logo design -T-Shirt with logo and image Part 1) Illustrator Exercises Do the following exercises and post to the slide file, one exercise per slide. There is a simple open-source tutorial url associated with most exercises. Note that some of the tutorials may show an older version of Illustrator than you are using. While the appearance of the software interface may vary a bit, the action will be essentially the same. Do the exercises in the order below (they progress in difficulty). You may also search YouTube and Vimeo for other tutorials regarding tools or tasks. Work on all exercises at 4 x 4 inches (File>New>Width 4 inches, Height 4 inches and will indicate Custom>OK). Save all exercise files as Adobe pdf. After you complete each exercise, place that file in the PowerPoint file with the appropriate sub-header in the upper left-hand corner as in the example below. One exercise image per slide with appropriate sub-header. Place the completed exercise as large as possible without crowding the sub-header (the sub-header is the name of the exercise).
Example slide: -- Exercises: *Rectangle Tool Create a square box (hold down the shift key). http://www.youtube.com/watch?v=uovnw1kbcnk
*Fill Color and Stroke Color Change fill and stroke color in the square. http://www.youtube.com/watch?v=tx-i8pvxctc *Selection Tool (black arrow) Show proportional change in the square (hold down the shift key). (No tutorial provided.) *Direct Selection Tool (outlined arrow) Grab a point (anchor) in an object (the box for instance) and manipulate that point. http://www.youtube.com/watch?v=z6lvihjd4ou *Eraser Tool Cut up an object with the Eraser Tool and assign a different color to each element. http://www.youtube.com/watch?v=efhc3uxfvma&list=pl58b3b602755904f8 *Line Tool Draw a straight line http://www.youtube.com/watch?v=unkdkc8mlf0 *Scissors Tool Cut segments from a line that was drawn with the Line Tool. Use the Direct Selection Tool to move segments. http://www.youtube.com/watch?v=5ng-w-ljvxm *Knife Tool Slice a piece of an object off (a rectangle, etc.)., then, double click that piece to move it away from the other parts of the object using the Selection Tool. http://www.youtube.com/watch?v=j5budiyzpya&playnext=1&list=pl73a4672d88e88e 44&feature=results_video *Text Tool and Text on a Path
Type your name on a straight line and on a curved path in 72pt. type from one of the recommended fonts (see course blog). http://www.youtube.com/watch?v=rdqb-itftsk *Blob Brush Tool Place a simple silhouetted photo on the art board and brush around the primary form. http://www.youtube.com/watch?v=ijrnvtus4f4 *Image Trace Tool Make a simple sketch with a thin Sharpie or similar thin felt tip pen on paper. Or bring in a photo to Illustrator to trace. For tracing a Sharpie sketch: scan the sketch using the scanner (or make a photo of it with your smartphone). Use Image Trace to trace the scanned felt pen sketch and convert to a path. If tracing a photo: file>place to bring the image into an Illustrator artboard (work area in Illustrator). https://www.youtube.com/watch?v=oiansi_j36q *Gradient Tool Add a gradient to a box. http://www.youtube.com/watch?v=ugrxwvyalhy *Pen Tool Use Add Anchor Point tool to add an anchor point in the middle of one of the vertical paths in a box or other object. Use the Direct Selection tool to pull this anchor point inward, creating a triangular shaped element. (No tutorial provided.) *Use the Covert Anchor Point tool to make a triangular shaped path and make it a concave curve. (No tutorial provided.)
*Using the Delete Anchor Point tool to remove an angle or other feature from the object just created, restoring the path to its original configuration. http://www.youtube.com/watch?v=42ifgtyvoja *Shear Tool Create a Trapezoid from a box using Shear. http://www.youtube.com/watch?v=hicw7itbgt0 *Effects Round the corners of an object. Effects>Stylize>Round the Corner *Pathfinder *Combine two paths (two objects) http://www.youtube.com/watch?v=onid4bch-ou Part 2) Logo Naming -Create a name for an organization (profit or non-profit) that relates to the personal, social or civic issue you identified in assignment two. To do this, combine words from existing products or services with words from any of your research sites. Place three names of existing products and three words from your research sites on one slide. Label this slide, Words to Create Organizational Name.
Example: On a second slide, show how you combined two or more of these and altered it in any other way to create a suitable name. Write one phrase of sentence that justifies the appropriateness of the new name. Label this slide, Created Organizational Name.
Example: Reference Images and Shapes -Find three images relating to your theme where there is a common shape (diagonal, circle, grid, rectangle, arc, etc.). Choose reference images more based on shape rather than what they mean in and of themselves. That is, you should be more interested in finding shapes that are connotative (suggestive) rather than denotative (literal, specific and factual). Connotative shapes tend to lead to richer results. Don t choose cartoons or existing logos. Label this slide, Reference Images.
In my example, I choose rectangle shapes that are monitors and one piece of African art that is more or less in the shape of a monitor. Example: Logo Sketching -Make six hand drawn sketches for a simple logo (logo) based on your reference images. Think about the tone and purpose of the organization you are making the logo for. Try to suggest the character of the brand without being literal. Combine elements of your reference images and alter as needed; don t just replicate the reference images.
Use a thin felt tipped pen or pencil, not a ballpoint pen. Make photos of the sketches with your phone, crop them in Photoshop and put all six on one slide. Label this slide, Logo Sketches (I m not proving an example for this slide, but you should create it using the layout example of the previous slide and place that slide right after the Reference Images slide.) Examples of Logos Logos can have many personalities. There is no one aesthetic solution for all logos, but in general, they have little or no detail and will work small or large. You will know a logo is right when you can t take away anything else. Designers always create a logo first in black and white (and sometimes gray) and add color later. Example logos Referential (the tree refers to the what this organization does; in this case, a paper company).
Metaphorical (the eye is a metaphor for visual media; TV, Web, etc. of the CBS company) Abstract (the interleaving look of these shapes refer indirectly, or abstractly to how textiles are made).
Free Form (this is for an advertising agency; the scribbles are free form but relate to what the agency does).
Whimsical (Twitter s funny bird logo) Logo Creation Use your sketch(es) as a basis for a new logo. Use the same 4x4 inches artboard (the working space in Illustrator) as your file setup). Make the logo 75-90% of the width of the artboard. You may start by placing (File>Place) one or more of your reference images into Illustrator and tracing over it, or simply looking at the reference images and sketches and creating something inspired by them. Make three iterations (versions), and pick one.
When you have chosen a final design, do File>Save for Web. This saves it with a transparent background, making it possible to overlay it on the t-shirt image (see below). In the first version, I used the monitor/screen reference images as a starting point, then made the four monitor-like shapes with the rectangle tool and rounded the corners. I added a rhino silhouette inside one of the quadrants. I rejected this version as too literal. Label this slide, Logo, Version 1 -- I then worked with Effect?Modify>Scribble to make one of the monitor shapes irregular, referencing the irregular shaped edges of the African art in one of my reference images.
I judged this to be successful, but too busy (complicated). Label this slide, Logo, Version 2 -- I finally decided to eliminate three of the four shapes, leaving only the irregular shaped form. Label this slide, Final Logo. Adding a Color Most logos use only one color. Choose your color based on the appropriateness to your organizational purpose. I picked a red based on a color I saw in some of the images I saw in my Diigo urls from Assignment Two.
Label this slide, Logo with Color and in 7 words or less, justify your choice of color. Adding a Logotype A logotype includes letters, logo does not. They both perform a similar function: to be part (often the most important part) of the visual branding program of a company or organization. They are, the face or a corporation / organization. A logotype can stand alone or be paired with a logo. In this case, you will be adding appropriate typography to the logo already created. Choose an appropriate font for the organizational name. Place the name near the logo. In general, it is best to start with the, classic fonts. These are the 20 or so fonts (out of tens of thousands) that are most commonly used by professionals. See posted examples of preferred serif and sans-serif type fonts. The reason these fonts are so successful is that they are elegant, highly readable, work in a large variety of sizes and media (TV, Video, Web, Print, etc.), and do not compete visually with the logo. You may try other fonts as well.
In my example, I used Rockford Bold, because it is strong and contemporary, attributes that would conceivably be right for an organization about technology in developing countries. Label this slide, Logo with Typography and in seven words or less; justify your choice of type. 3) Applying the Logo to a T-shirt simulation Make photo of yourself from just above the waist up wearing a white t-shirt, one facing the camera and one from the back. Natural light on an overcast day is preferable. Set the camera (smartphone camera or digital camera) to highest quality / largest file size. Do not use a flash. You may have someone help you in making the photo. --
Take the background off the image using the techniques you learned in Assignment 3 and replace it with a light gray one you make with the Paint Bucket tool don t see the Paint Bucket, click and hold on the Gradient Tool, where it sometimes sits behind. In Illustrator or Photoshop, place the logo/logotype on the front facing photo. Place the logo/logotype where the pocket would be (upper left on the t-shirt). Example: Label this slide, Front of T-shirt with Logo.. If you
Place the final image from Assignment 3 on the back of the t-shirt (the photo of you with your back to the camera). Size the photo, so it takes up approximately 50-65% of the width of the rear-facing t-shirt area. It is often useful to blur the edges of the placed image in Photoshop to give the photo a more natural appearance, simulating it was printed on the t-shirt. It is often also useful to use the blur filter (Filter>Blur>Blur), once or twice, so that the image from Assignment 3 appears to have a similar quality to the t-shirt image you are combining it with. (Just do this for the image on the back, not the logo on the front of the t-shirt). Example:
Label this slide, Back of T-shirt with Manipulated Image. Related Links to Read http://www.logodesignlove.com/all-about-paul-rand http://www.paul-rand.com/ http://www.designboom.com/design/michael-bierut-interview/