5. Logo Re-design

Logo is an essential element of a brand which plays an important role in brand communication (Chen, 2008). The distinct and unique logo contains profound meaning. Before Re-designing my logo, I have done three logo design.

Researches

• 1. YSL – Letters. The full name of the brand is Yves Saint Laurent. It is the name of the founder of the brand. The logo looks very simple, but full of many "revolutionary" design ideas. It makes three letters which are difficult to coordinate became an organic whole (Machado, Costa & Lencastre, 2011). So I think logo design should be concise. 

• 2. Chanel – Interlocking C’s. Chanel’s logo is designed by Coco Chanel herself in 1925 (Machado, Costa & Lencastre, 2011). The logo is inspired by a love story. Interlocking C’s is concise, elegant, and classic.

• 3. Paul Smith-Signature. The signature version of the logo looks simple, but it is unique. It comes from the hand of Paul Smith’ friend that is difficult to imitate and use.

The inspiration of my logo

Therefore, inspired by these brand logos, I intend to use the combination of my letters of name to design the logo which is unique for me. The shape is like a ‘heart’ and the color is pink, because I hope my design gives people a bright and warm feeling. The composition is very simple. Below are my sketch of my initial idea.

Old Logo

Re-design idea

The design process of my logo 

Step1: I drew a logo design sketch on paper.  Then, I put it in photoshop use horizontal type tool to edit my name letters respectively. The use of number of Move Tool and Free Transform is very frequent that make the position of the letters look more harmonious. Lastly, I think a simple monogram looks very ‘heavy’, so I use Polygonal Lasso Tool to cut a triangle out of the corner of letters.

Step2: I change my Logo design like a heart shape, so I adjust the angle of the letters through rotating. And I fill it with red and stroke it with 15px .

Step3: I use Brush Tool to make the letter looks smoother. It embodies the concept of stroke sharing. Letters will become an integral logo.

Step4: I use Path Selection Tool to make further consolidation of letters, and change the colour to pink.

Conclusion

In conclusion, the logo must be clear and concise, but must be recognizable. The art of the logo is also cannot be ignored that can be remembered by people. Then, the design should conform to the object's intuitive ability to accept, aesthetic consciousness, social psychology and taboos (Small, Jevons & Ewing, 2007). My logo design goes through a careful thinking for a long time. Next, the color of the logo should be pure and bold. Before designing the logo, I have learned some art form and technique. Because the logo design is equipped with some art rules, such as decoration and order, etc. Lastly, Logo design needs to experience a process of correction. I have made many changes for graphics and color, and it is an essential stage for a satisfying logo. 

Reflection

As far as I am concerned, logo design needs a comprehensive understanding about the enterprise the design elements. There are several designing principles should be attached importance. Firstly, do not use more than 3 kinds of color, the font must be clear and easy to recognize. Design a unique logo design and layout. Thinking independently, don't listen to other people’s ideas (Machado, Costa & Lencastre, 2011). Ensure the logo design at least can attract the attention of three people. Secondly, if possible to sign a square layout, avoid the layout is difficult to understand. Reasonable layout makes text supplement each other. Use special effects and clip art can make the logo looks ugly, such as italics, shadow, reflection and radiation (Small, Jevons & Ewing, 2007). Thirdly, I think logo should inspire courage and self-confident feeling, rather than a weakness and inflexible feeling. My logo is not perfect, but the first impression is more important. My new logo has minimalist design whitch is clearer and more unique than old logo.

References:

Chen, Z. W. (2008). Research on the new trend of logo design. Packaging Engineering. http://d.wanfangdata.com.cn/Periodical/bzgc200803036

Machado, J. C., Vacas‐De‐Carvalho, L., Costa, P., & Lencastre, P. (2011). Brand mergers: examining consumers' responses to name and logo design. Working Papers De Gestão, 21(6), 418-427. http://www.emeraldinsight.com/doi/abs/10.1108/10610421211264900

Small, J., Pittard, N., Jevons, C., & Ewing, M. (2007). Aesthetic theory and logo design: examining consumer response to proportion across cultures. International Marketing Review, 24(4), 457-473. 10.1108/02651330710761026