LOGO DESIGN

Creating a logo for Year 2 Game Studio -

I have been assigned the task of designing our game studio name and logo as well as organising the online arcade event, which will require promotional material and advertising.

During Semester 1, we had a lecture taught by James based on Logo types and how to judge the effectiveness of a logo. I will be using this workshop as well as online resources to assist my research into this and to eventually design my own.

SEMESTER 1 RESEARCH - https://ep3g19.wixsite.com/emiliapoyiadgi/post-1/logos

What are the different logo types?

Monogram (Letter marks) - Combinations of single letters, acronyms and anagrams. Use of positive and negative space, often black and white.

Wordmarks - The full title for the game/studio. Use of 'uncommon typefaces' to define the look of the game and communicate it. Would be the same for the game studio, reflect the type of people you work with/the type of studio you are.

Pictorial marks - Images that represent the game, recognisable/memorable images. Image can represent something in/relevant to the game. Often use symmetry. For the purpose of a game studio they must represent the studio through an image of some sorts. I could brainstorm keywords first and create ideations from this.

Mascots - Use of characters closely associated to the game/studio. In this case there isn't an appropriate mascot that would represent us as a studio therefore this type of logo wouldn't be as effective as a wordmark or pictorial mark.

Combination - This logo type combines different styles. Both pictorial and wordmarks are combined. Often use negative space however can become very busy and cluttered. The logo type must be kept simple and effects to 'the bare minimum'. In my case the combination of logo types would be the studio name and a pictorial mark related to this name and/or the studio in general.

In order to come to this conclusion I will brainstorm studio name possibilities and begin sketching possible pictorial marks. I will experiment with logo types however I think the most appropriate type for this logo will be the combination of both pictorial and wordmarks.

The game studio logo requirements

• Memorable

• Unique

• Recognisable

• Convey something about the studio itself/team

• In our case, fun and playful, not too sophisticated

Designing a memorable and unique logo

• Distinct Shapes

• Unique

• Simple is better

• Highlight intentions, what are you trying to convey and how can I do this visually?

WHAT TO TAKE INTO CONSIDERATION BEFORE DESIGN:

• I should analyse competition beforehand to understand the type of logos within a similar field.

• Key word study - List words related to game studio, the location we are based in, who we are etc in order to generate a studio name.

• Mood-board existing game studio logos to compare to competitors and gain inspiration.

"THE 7 MOST BASIC RULES TO LOGO DESIGN"

RESEARCH LINK: https://zevendesign.com/how-to-design-a-logo/

My own notes -

COMMUNICATION

A logo must communicate a message, whether this is an idea, a story, emotion or mood. This message is usually a representation of a product or brand. In this case the logo must communicate our studio 'message' or represent us as a studio overall. Logos can communicate what they brand is about as well the brand name. For example Burger King is a visual representation of what they do as a brand and their core service. Logos can also present a mood or feeling related to the brand - this can be through the use of a unique typeface e.g. Toys R Us have a playful typeface which would appeal to a younger audience.

RELEVANCE

The problem with some logos is that there logo has no relevance or relation to the product, service or brand itself. Often we see logos with no association to the purpose of the brand at all - this doesn't communicate anything about what the brand does or is about and therefore is an ineffective logo. The logo must be relevant to our game studio, the message we convey or our service. (Game development)

MEMORABLE

"An element that works well in creating a memorable logo is to build into it something which gives it an 'aha-moment'". These are some great examples of this:

• Hidden messages

• Simple pictorial marks

• "Hidden surprises"

• "Aha-moment"

TIMELESS

"Good logos are based on elements that will be around for a long time"

"Logos designed based on contemporary items will quickly date"

This is something to think about for our game studio, maybe it's best to not include a pictorial image of something so obvious such as a controller or game icon. This allows us to over time develop our 'business' and not particularly stick to doing one thing.

NEEDLESS ELEMENTS

“It seems that perfection is attained not when there is nothing more to add,

but when there is nothing more to remove.” — Antoine de Saint Exupéry

The simpler the logo, the easier it is to remember, recognise and also explain. For example Mcdonalds, Nike and Apple. All of which use a simple colour palette and the use of negative space. However Coca Cola is an example of a more complex yet memorable logo which was just as effective.The purpose of this is to remember to not include pointless elements to the logo! A simple logo can still retain its meaning.

BLACK AND WHITE

A logo should always work in black and white. This makes it possible for:

• Engraving

• Metal badges

• Embroidery

• Icons

To begin designing a logo it should be done in black and white first, and experimented with colour after. A great logo should be recognisable wherever it is placed. An example of this is the 'Jordan' Jumpman logo which was initially designed in black and white, and when changed in colour and scale, still retains its message and is still just as recognisable as before. Microsoft on the other hand, is known for its colour - without it, it just becomes a simple looking font.

HOW WILL I USE THIS IN MY WORK? MY PLAN:

This research has influenced my process for beginning with logo design. I will take into consideration the effectiveness of a logo and all the elements around it, as well as conveying our studio message or brand. In order to do this to the best of my ability I will brainstorm keywords, look into existing logos, experiment with typefaces and create a variety of different logo concepts before finalising an idea.

PLAN

1. Mood-board existing logos

2. Keyword brainstorm for words related to studio

3. Generate studio name from this

4. Poll vote via Slack to decide on final studio name

5. Begin brainstorming things related to this name

6. Sketch ideas and things that come to mind

7. Experiment with colour and composition

8. Experiment with typefaces/fonts

9. Build logo concepts

10. Idea generation and choose final logo!

This will be documented and found here: Marketing > Windie Games