Logo Design and Corporate Identity †Free Samples to Students

Question: Discuss about the Logo Design and Corporate Identity. Answer: Introduction: The 2 elements I used mainly are letters and shapes. Letters used indicate the name of the restaurant and are placed at the bottom of the logo. Shapes were used to show the figure of a person holding a cup. This figure is a representation of a customer which gives viewers a sense of comfort. Shapes and curves were used to create the key objects in the map which include the cup, hands, and other parts of the main figure. Two principles of design considered in the logo are unity and emphasis. The elements of the logo from the logo art to the letters are organized in a manner that evokes a feeling of harmony between the elements which shows the completeness of the logo. Based on how the logo elements are connected especially the link between the person holding the cup and the coffee, viewers can perceive the unity of the logo. The logo incorporates emphasis as it uses contrasting colors which make one area to stand out from the rest. For example, the text on the logo has an orange color while the background has a white color. The contrast between the two makes the text stand out in the logo. Also, the cup has a dark brown color and is displayed against a bright orange background and is adjacent to an element with a light brown color. The color contrast between these elements embodies the emphasis aspect of design which is used to grab viewers attention (Lidwell, 2010). Color Theory The logo incorporates different colors which are defining factor in human response. The colors are meant to infer a meaning of the logo. The colors used in the logo include brown, and orange. Each of these colors has an implication on the design as they play an instrumental role in enhancing specific logo elements and convey the overall message of the logo (Chapman, 2010). Based on the logo design, bright colors are used to grab viewers attention while dark colors reinforce visibility of the logo elements. The main colors used carry different connotations which convey the meaning of the logo to the target audience. Different shades of the orange color are used to highlight different elements in the logo. A light shade of orange is used for the text color and a slightly dark shade is used for clothing on the main figure on the logo. Orange color which is seen the color of communication. In this context, it represents the uniqueness of beverages sold at the restaurant. It also indicates affordability which could be the perception that the designer wants the audience to have. A white color to highlight the steam from the cup. It contrasts the light brown background which make the steam more visible. In the logo design, white color is associated with simplicity (Agoston, 2013). The white background makes the logo elements stand out. Different shades of brown are used to highlight different logo elements including cup, hair, and color skin. The color brown is considered to a friendly color that relates to comfort hence convey the service offered. The color combination in this logo design creates a contrasting outlook which makes the elements more visible. These associations also give the logo a unique meaning which aligns with the brand identity. The color choice is perfect and has an overall impact on the design particularly influencing interaction between shapes and text elements in the logo. Propottions AMD Ratios The foremost principle considered in the logo design is the size of the logo elements (Ad, 2012). The text indicating the name of the restaurant has a large font and is easily readable. Proportions of the logo elements are large enough to be visible. Within the bounds of the elements, there is space allocated which enhances the design. For example, the text element is separated from the logo art by a narrow white spacing. Looking at the text, it is apparent that it is united with the other logo elements despite the space. The couple of letters in the text have less space between them which is a good idea as it keeps them together. Also, the size of the letters balances the design. The letter size used is the best text proportion, where both the logo art and text can be of equal importance. The logo design aligns with the rule of thirds. When divided into three sections horizontally and vertically, lines highlight key visual elements in the logo. When rule of thirds grid are used, the logo is indicated to have an asymmetrical appearance which enables it to feel balanced. The logo also aligns with golden ratio. The bottom of the main figure in the logo is an arc. The hair outline is also created by two separate arcs with different radii and a midpoint is visible. Since the curves are almost circular, circles can be used to create the logo. Reference List Ad, G., Adr, V., Pascu, N. E. (2012). Logo design and the corporate identity.Procedia-Social and Behavioral Sciences,51, 650-654. Agoston, G. A. (2013).Color theory and its application in art and design(Vol. 19). Springer. Chapman, C. (2010). Color theory for designers, part 1: The meaning of color.Smashing Magazine. Kaukab Yaseen. (2015, Nov 2). Illustrator Tutorial | Coffee Cup Illustration. Retrieved from: https://www.youtube.com/watch?v=Oksaqp9zzCU Lidwell, W., Holden, K., Butler, J. (2010). Universal principles of design: 125 ways to enhance usability, influence perception, increase appeal make better decisions, and teach through design.Beverly, MA: Rockport Publishers.