For teachers
Curriculum subjects: Technologies / Expressive Arts
Responsibility of all: Literacy
Curriculum level: Third level
Design a logo
The landscape architect Charles Jencks has used Scottish themes and the Scottish landscape to inspire a logo for his Fife Earth project. There are themes to represent the
physical nature of the Scottish landscape in miniature, the effect Scottish people have had on the rest of the world, the emigration of Scottish people, and the symbolic
representation of pre historic rock art. The themes are brought together in a Mappa Mundi which is a theoretical map used for explaining cultural ideas.
Charles Jencks experiments with the ideas, lines and shapes in the Mappa Mundi in order to develop a project identity or logo. He believes that it is important to develop a
distinct, recognisable visual identity and an appropriate, memorable name to reflect the ideas and character of his work and its setting. You can see how the identity for Scot
Loch has been developed in Marks on the Landscape - Designing Scot Loch.
Learners can research and identify key themes within the Fife Earth Project, which will help them to design a distinctive logo. During the development stage pupils will have
opportunities to experiment and manipulate the key visual elements by using graphics software packages. Pupils should also consider how their logo will appear on a range of
different types of media such as letterheads, web banners, posters and Wikis.
By arranging the pupils into teams to work as a design company this learning context brings a realistic perspective to the classroom, as learners see how this type of work is
carried out in industry. A visit from a practising graphic designer will enhance the experience.
Reflection
• What is a logo?
• What makes an effective/memorable logo?
• How do you incorporate themes into your logo?
• How do you use a logo to communicate feelings
or messages?
Experiences and outcomes
Responsibility of all
LIT 3-09a: When listening and talking with
others for different purposes, I can:
Art and design
EXA 3-02a: I have experimented with a range of media and technologies
to create images and objects, using my understanding of their
properties.
Technologies
TCH 3-15a: Having explored graphical techniques and their application, I
can select, organise and represent information and ideas graphically.
www.educationscotland.gov.uk/marksonthelandscape
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communicate information, ideas or
opinions
explain processes, concepts or ideas
identify issues raised, summarise findings
or draw conclusions.
Themes across learning
Enterprise
Creativity
For teachers
The design process
The design process can be complex depending on the specific industry. For the purposes of this resource it has been simplified into the three sections below: Research, Create,
Evaluate. The sub-headings suggest the types of transferable skills and experiences that may be relevant to the design challenge although the lists are not exhaustive. The
sample activities relate to the specific challenge but they should be expanded as part of the collaborative planning process with pupils. The experiences and outcomes provide a
starting point for discussions with learners to identify learning intentions and success criteria.
Research
Create
Evaluate
investigate the theme, manage information
Ask questions, generate ideas, use
imagination, identify solutions, develop the
design, solve problems, take risks
Ask questions, revisit the brief, judge value,
modify, communicate, present
Sample activities
Sample activities
Sample activities
Within their groups pupils should:
• Devise a list of success criteria for their
logo, for example some may choose just
to use a graphic, some may wish to use
lettering.
• List the key ideas you want to represent
within your logo.
• Brainstorm and design a range of
graphics/images that they wish to use.
• Experiment with the use of text within the
logo. Font, sizes and colour should all be
considered.
• Using success criteria select the most
effective graphic and/or text.
• Plan the layout of your logo by sketching
• Create the design using a computer based
graphic
package
e.g
Coreldraw,
Photoshop, Wix, Fireworks
Devise questions to help you decide how effective
your design is, for example:
Define
the problem, analyse the brief,
Sample
activities
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Discussion around logos, their purpose
and features.
Research different types of logos.
Discuss what makes an effective logo,
which are most popular and why.
Invite a Graphic Designer into the
classroom to explain the design processes
involved in creating a logo.
Investigate the key themes surrounding
the Fife Earth Project, e.g. regeneration,
coal industry, science. (Learners should
consider these themes when planning
their design).
Establish who the key audience for the
logo should be.
www.educationscotland.gov.uk/marksonthelandscape
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Does it fulfil the success criteria and the
remit of the brief?
Does your design express the themes
surrounding the Fife Earth Project?
Is it imaginative?
Could it be improved in any way?
Will its target audience understand the
logo?
After peer and self assessment pupils should have
the opportunity to reflect and modify their logo.
For pupils
The Design Brief
Create a logo that represents the Fife Earth Project. The finished design
will be used for branding on all promotional material, including the
project website and all printed materials such as letters, posters and
merchandise, such as mugs. Your logo should have visual impact and
convey key information to your audience.
Working as part of a design team, discuss what will make your design
successful. You may want to consider:
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What main themes or ideas from Fife Earth you will represent
Who your main audience will be
What styles, colour schemes or fonts will be best for
communicating your ideas
How the logo will look when it is scaled up or scaled down
Resources
Marks on the Landscape - Fife Earth
This section of the website provides background information on the Fife Earth project
Designing a Logo
A video clip from BBC Learning Zone, discussing the requirement for a company logo
and a range of merchandise
Developing a corporate image
A video clip from Clipbank Scotland Business, describing how a new a corporate image
must work across all media, not just the printed page (Glow log in required)
London 2012 Logos
A sample of logos designed for the London 2012 Olympics.
Work with your team to decide who will undertake the main tasks and
how you will manage your project and work with one another.
Font Wall
A sample of various types of fonts
The design process should involve:
- Researching a range of different themes
- Researching different types of logos and understanding what
makes an effective one
- Determining the success criteria for your logo
- Planning your design process
- Creating your final logo using a computer application
- Evaluating and modifying your logo.
You may find it helpful to use a ‘design process’ template to develop your
ideas.
Samples of Logos
www.educationscotland.gov.uk/marksonthelandscape
Samples of logos including images and/or text