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Logodesign Guide
1. Logo design Introduction
History
Archetypes
Symbolism of Motion
Cultural Differences
History of Writing
Chronology
Picture Writing
Origin of the Alphabet
Defining Terms
Pictogram
Symbol
Signet
Character
Icon
Emblem
Cachet
Trademark
Logo
The logo designer
2. Basic principles
Rules and Principles
Law of proximity
Law of closeness
Law of similarity
Law of experience
Distinction Figure/Ground
Composition
Combinations
Variations
Contours
Contrasts
Hatchings
3. Basic logo elements
Triangles
Squares and Rectangles
Hexagons
Circles
Crosses
Arrows
Lines
Characters
4. Logo composition
Format
Proportions
Symmetry
Combination
Colours
Distortion
Spatial design
5. Types of Logos
Character marks
Wordmarks
Figurative marks
Combinations
Types of brands
Add-on: Key visual
6. Idea generation
The Briefing
Creative Methods
Humour & Exaggeration
Abstract elements
Recombination
7. Creativity training
The idea book
Brainstorming
Brainwriting
Mind Mapping (R)
Finding Associations
Buzz Word Technique
Reversion method
8. Updating Logos
The course of time
Reasons for Modernization
Social values
Corporate Structure
Technical Requirements
Market Satiety
Improve retentivity
Multinationality
9. Logo Evaluation
A logo should...
attract attention
have a clear statement
be comprehensible
be easily memorable
be inventive
be customer-oriented
have a clear shape
be reproducible
be timeless
Proceedings of evaluation
Eye tracking
Recall test
Tachistoscopic test
Logo examination
Logodesign checklist
Simple recall test
10. Techn. Background
Printing problems
Colours / Spot colours
Pixel- / Vector format
Gauge-pin difficulties
Include Fonts
Very Thin Lines
Embroidered Logos
File formats
EPS - Encapsulated PS
PS - PostScript
FH - Macromedia Freehand
PSD - Photoshop Document
PDF - Adobe Acrobat
QXD - QuarkXPress
TIF - Tagged Image File
Typography in a Nutshell
1. History of Writing
Definition of Typography
History of Writing
The Formation of Writing
Picture Writing
Origin of the Alphabet
2. The Character
Typology of Fonts
The Character
Font Metrics
The Serifs
Type Styles
Font weight
Character Width
Font Style
Font Quality
3. Classification of Fonts
Old-Style Antiqua
Garalde
Transitional
Didone
Slab Serif
Sans Serif
Antiqua Variants
Cursive Scripts
Cursive Antiqua
Gothic Scripts
Foreign Scripts
Modern Scripts
4. Typography Basics
Title composition
The Headline
The Subtitle
The Intertitle
The Column Title
Paragraph Structure
Highlighting
Alignment
Justification
Ragged setting
Centered setting
5. Typographic Measures
The Fournier System
The Didot System
The Pica System
6. Bookwork Composition
The Type Area
Page number
Footnotes
Marginal Notes
Aides
Highlighting
Front matter
Colours!
1. Colour Introduction
Physical Definition
Important Terms
Hue
Saturation
Lightness
2. Additive / Subtr. Colours
Additive Colours
Subtractive Colours
3. Colour Systems
The RGB System
The CMYK System
The CIE System
4. Colorimetry
The Densitometer
The Spectral Photometer
Design Knowledge
Paper Sizes / Standards
DIN A Series
DIN B Series
DIN C Series
Machine Formats
Untrimmed Sheet Formats
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