Week 2: Logos and Branding


This week we’ll take a look at the power and presence of a Logo. What makes a logo memorable? How does it become iconic? What design principles are at play in a successful logo? We will explore these questions and look at the process of logo design to help us create our own symbols of identity.


By the end of the second week you should be able to

  1. Differentiate branding, identity, and logos
  2. Employ the 5 principles of effective logo design
  3. Consider the psychology of logo design with respect to the elements of design
  4. Employ the 8 steps in the process of logo design


  • logos
  • branding
  • identity
  • logo design process

Lecture Notes

What is a logo?


Coat of Arms of Saskatchewan.svg
Coat of Arms of Saskatchewan” by Source. Licensed under Fair use via Wikipedia. From many peoples, strength.


McDonald's Golden Arches.svg
McDonald’s Golden Arches” by McDonald’s – It can be found on McDonald’s webpage.
Transferred from en.wikipedia; transferred to Commons by User:Tomchen1989 using CommonsHelper.. Licensed under Public Domain via Wikimedia Commons.


Gap logo.svg
Gap logo” by Original uploader was Tkgd2007 at en.wikipedia – Transferred from en.wikipedia (Original Image). Licensed under Public Domain via Wikimedia Commons.




What Next?

You’ll need to work through the lynda.usask.ca Illustrator CC Essential Training (2015) with Justin Seeley videos by the start of next weeks class.

Please watch:

(Approximate viewing time 1.5 hrs)


You need to create a logo by Friday. See the Corporate Logo Assignment details in your syllabus.