Deliberate Design – Creating Meaningful Logos
Advanced Graphic Design and Illustration
Arts, Audio/Visual Technology, and Communications
Lesson Plan
Performance Objective
 Upon completion of this lesson, the student will understand how to identify the effectiveness of
existing logos and be able to create appropriate, functional logos that represent the entity in a
meaningful, memorable, and powerful way.
Specific Objective
 Students will be able to discuss what constitutes a logo.
 Students will be able to identify logos that are confusing, as well as logos that are informative.
 Students will be able to use brainstorming methods for creating logos.
 Students will be able to apply good design principles to create a meaningful and relevant logo.
 Students will be able to generate relevant and appropriate slogans.
 Students will be able to present and defend their design choices.
Terms
 Logo - a graphic mark, emblem, or symbol commonly used by commercial enterprises,
organizations, and even individuals to aid and promote instant public recognition
 Tone – the personality of the company, such as professional, fun, serious or edgy
 Vector - design created using mathematical locations, formulas and functions
 Rasters - use tiny points of color called pixels, the amount dependent on the resolution
 Pixels – short for picture element and is a small point of color which makes up the resolution
 Jaggies – also known as pixelated edges, which result if a picture is scaled too far
 Thumbnails – small, quick sketches of a design idea
 Approach - method of gaining attention, such as use of humor, color, or emotional appeal
 Defend – to explain design choices and the purposes they serve creatively
 Slogan - very brief yet descriptive phrase that further clarifies a logo
Time
When taught as written, this lesson should take approximately three weeks (15 days) to teach.
AAVTC: Advanced Graphic Design and Illustration: Deliberate Design – Creating Meaningful Logos
Copyright © Texas Education Agency, 2014. All rights reserved.
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Preparation
TEKS Correlations:
This lesson, as published, correlates to the following TEKS. Any changes/alterations to the activities
may result in the elimination of any or all of the TEKS listed.
130.88. (c) Knowledge and skills.
(1) The student applies academic knowledge and skills in art and design projects. The student is
expected to:
(A) apply English language arts knowledge and skills by demonstrating use of content,
technical concepts, and vocabulary; using correct grammar, punctuation, and
terminology to write and edit documents; and composing and editing copy for a
variety of written documents such as brochures, programs, posters, flyers, and
magazine covers; and
(B) apply mathematics knowledge and skills by identifying whole numbers, decimals,
and fractions applied to measurement and scale; demonstrating knowledge of
arithmetic operations; using conversion methods such as fractions to decimals and
inches to points; and applying measurement to solve a problem.
(8) The student applies ethical decision making and complies with laws regarding use of technology in
art and design. The student is expected to:
(B) apply copyright laws;
(11) The student develops an advanced understanding of graphic design and illustration. The student is
expected to:
(A) interpret, evaluate, and justify design decisions;
(B) participate in oral or written critiques of designs by:
(i) applying a critical method of evaluation; and
(ii) communicating an oral or written defense;
(C) apply art elements and principles to designs and illustrations; and
(D) employ a creative design process to create original two- or three-dimensional
projects by:
(i) creating designs for defined applications;
(ii) applying elements of design;
(iii) applying design principles and typography;
Interdisciplinary Correlations:
English-English I
 110.31(b)(1). Reading/Vocabulary Development. Students understand new vocabulary and use
it when reading and writing.
 110.53(b)(2)(B) employ precise language and technical vocabulary to communicate ideas clearly
and concisely
AAVTC: Advanced Graphic Design and Illustration: Deliberate Design – Creating Meaningful Logos
Copyright © Texas Education Agency, 2014. All rights reserved.
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Occupational Correlation (O*Net – www.onetonline.org/):
Job Title: Graphic Designer
O*Net Number: 27-1024.00
Reported Job Titles: Graphic Designer, Graphic Artist, Designer, Creative Manager, Desktop Publisher,
Graphic Designer/Production
Tasks:

Create designs, concepts, and sample layouts based on knowledge of layout principles and
esthetic design concepts.

Determine size and arrangement of illustrative material and copy, and select style and size of
type.

Review final layouts and suggest improvements as needed.

Prepare illustrations or rough sketches of material, discussing them with clients or supervisors
and making necessary changes.

Use computer software to generate new images.

Key information into computer equipment to create layouts for client or supervisor.
Soft Skills: Critical Thinking, Judgment and Decision Making, Reading Comprehension
Accommodations for Learning Differences
It is important that lessons accommodate the needs of every learner. These lessons may be modified
to accommodate your students with learning differences by referring to the files found on the Special
Populations page of this website.
Preparation
 Review and familiarize yourself with the terminology, website links, and information in general.
 Download or have available sample logos that demonstrate different effectiveness.
 Have materials and websites ready to go prior to the start of the lesson.
References
Dyer, Kenneth K. (2011). Logo Design: If you want to create your custom logo, then this guide to
business logo design is for you as you create a brand logo that will make your business unforgettable!
[NOOK Book]. Retrieved from http://www.barnesandnoble.com/w/logo-design-if-you-want-to-createyour-custom-logo-then-this-guide-to-business-logo-design-is-for-you-as-you-create-a-brand-logo-thatwill-make-your-business-unforgettable-kenneth-k-dyer/1111900814?ean=294001364
Oxide Design Co. (2011). Letterhead + Logo Design 12. (12th ed.). Gloucester, MA: Rockport Publishing.
AAVTC: Advanced Graphic Design and Illustration: Deliberate Design – Creating Meaningful Logos
Copyright © Texas Education Agency, 2014. All rights reserved.
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Wikepedia, the free encyclopedia. Logo. Retrieved from http://en.wikipedia.org/wiki/Logo.
Instructional Aids
 Lesson Plan: Deliberate Design - Creating Meaningful Logos
 Slide Presentation: Deliberate Design - Creating Meaningful Logos
 Project Handout: Deliberate Design - Creating Meaningful Logos
 Deliberate Design: Creating Meaningful Logos Brainstorming Worksheet
 Deliberate Design - Creating Meaningful Logos Vocabulary Quiz
 Deliberate Design - Creating Meaningful Logos Vocabulary Quiz Answer Key
 Instructor computer and projection unit
 Online websites (teacher directed)
 Deliberate Design - Creating Meaningful Logos Project Grading Rubric
Introduction
Instruct students to think of their favorite major companies – such as social media, restaurants,
shopping, automobiles, athletics or video games. Have someone write them on the board. After 15 or
20 are listed, ask the students how many of those companies have a logo they can remember.
Students can attempt to draw the logos or research them online. Have students discuss which logos
they like best and why they like them.
Ask students if they have ever thought about having their own company and if so, what kind of logo
they might create.
AAVTC: Advanced Graphic Design and Illustration: Deliberate Design – Creating Meaningful Logos
Copyright © Texas Education Agency, 2014. All rights reserved.
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Outline
MI
Outline
Instructor Notes
Introduce lesson by doing the following:
Discuss which logos students liked or
disliked and why.
Go through the Slide Presentation with
students. Discuss the following:
I. What is a logo?
II. What makes it meaningful?
III. Logo format is vector-- very important!
IV. Where to begin?
V. Let’s look at what doesn’t work
VI. Confusing messages…
VII. A little better…
VIII. Now what does work?
IX. How to start the process
X. The process continues…
XI. And finally…
XII. Perhaps we need a slogan
XIII. Importance of slogans
XIV. Revisit logos with added slogans
XV. Slogans add some clarity
XVI. Summary
Note: Students may go online
and find many resources on
logos. Even fun games that are
focused on recognizing major
corporation logos are available
and may be a fun assignment.
(Here is a current one:
http://www.logoquiz.net/)
One note of caution: When
researching logos - specifically,
what might be considered “bad
logos” - you might get more than
you want to discuss in class!
These can have overtones of
inappropriateness. Check them
out beforehand!
Multiple Intelligences Guide
Existentialist
Interpersonal
Intrapersonal
Kinesthetic/
Bodily
Logical/
Mathematical
Musical/Rhythmic
Naturalist
Verbal/Linguistic
Visual/Spatial
AAVTC: Advanced Graphic Design and Illustration: Deliberate Design – Creating Meaningful Logos
Copyright © Texas Education Agency, 2014. All rights reserved.
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Application
Guided Practice









Go through the slide presentation and discuss concepts.
Discuss the importance of logos, and show examples of different logos.
Discuss different elements of a logo, such as words, graphics, or colors.
Search online for examples of effective and ineffective logos.
As preparation work, have students use the Deliberate Design: Creating Meaningful Logos
Brainstorming Worksheet to process ideas for a graphic design company name. Then have
students develop a general design direction for the logo.
Collaborate with each student to select their best name and logo idea based on their
brainstorming.
Students will need to check with the teacher throughout the process to ensure appropriateness
of logo designs.
Teacher should determine checkpoints at which time the student gets feedback and approval
before continuing.
Reteach or assist as needed.
Independent Practice
 Go over the Project assignment handout: Deliberate Design - Creating Meaningful Logos.
 Distinguish between the elements that are required and those elements the student can select.
 Using the results of the discussion generated from the Deliberate Design: Creating Meaningful
Logos Brainstorming Worksheet, have the students create two or three thumbnails to represent
their logo.
 Students need to select and refine the thumbnail they like best before beginning the actual
computer-based design process.
 Instruct students to design a creative and meaningful logo using a vector software program. It
must visually represent their company name.
 Remind students to utilize good design principles.
 Students will need to check their design with teacher throughout the process for feedback and
direction.
 Once completed, have students upload their completed projects for the instructor to view.
 Hold a debriefing and ask students to explain the process they used to complete the
assignment.
 Ask students to share any issues or problems they encountered while completing the
assignment.
AAVTC: Advanced Graphic Design and Illustration: Deliberate Design – Creating Meaningful Logos
Copyright © Texas Education Agency, 2014. All rights reserved.
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Summary
Review concepts and teaching points and key terms from slide presentation.
Have students share with the class their logos so they can assess and critique their own work and the
class project as a whole.
Evaluation
Informal Assessment
Any and all of the following may be used as informal assessments:
 Instructor observation
 Q & A session with class
 Instructor will discuss and reteach where needed.
Formal Assessment
 Deliberate Design - Creating Meaningful Logos Vocabulary Quiz
 Deliberate Design - Creating Meaningful Logos Vocabulary Quiz Answer Key
 Student logo design project may be assessed using the Deliberate Design - Creating Meaningful
Logos Project Grading Rubric.
Enrichment
Extension


Have students find a confusing logo and remake it to be more effective.
Have students take popular logos and change the colors to see if the effectiveness is changed in
any way.
AAVTC: Advanced Graphic Design and Illustration: Deliberate Design – Creating Meaningful Logos
Copyright © Texas Education Agency, 2014. All rights reserved.
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AAVTC: Advanced Graphic Design and Illustration: Deliberate Design – Creating Meaningful Logos
Copyright © Texas Education Agency, 2014. All rights reserved.
8
Name_____________________________
Deliberate Design – Creating Meaningful Logos
Vocabulary Quiz
Match descriptions with the vocabulary words from the Word Bank. (10 points each)
______a graphic mark, emblem, or symbol commonly used by commercial enterprises, organizations,
and even individuals to aid and promote instant public recognition
______the personality of the company, such as professional, fun, serious or edgy
______design created using mathematical locations, formulas and functions
______use tiny points of color called pixels, the amount which is dependent on the resolution
______short for picture element and is a small point of color which makes up resolution
______pixelated edges which result if a picture is scaled too far
______small, quick sketches of a design idea
______method of gaining attention, such as use of humor, color, or emotional appeal
______to explain design choices and the purposes they serve creatively
______very brief yet descriptive phrase that further clarifies a logo
Word Bank
A. Approach
F. Rasters
B. Defend
G. Slogan
C. Jaggies
H. Thumbnails
D. Logo
I. Tone
E. Pixels
J. Vector
AAVTC: Advanced Graphic Design and Illustration: Deliberate Design – Creating Meaningful Logos
Copyright © Texas Education Agency, 2014. All rights reserved.
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Name_____________________________
Deliberate Design – Creating Meaningful Logos
Vocabulary Quiz
Answer Key
Match descriptions with the vocabulary words from the Word Bank. (10 points each)
___D___a graphic mark, emblem, or symbol commonly used by commercial enterprises, organizations,
and even individuals to aid and promote instant public recognition
___I___the personality of the company, such as professional, fun, serious or edgy
___J___design created using mathematical locations, formulas and functions
___F___uses tiny points of color called pixels, the amount which is dependent on the resolution
___E___short for picture element and is a small point of color which makes up resolution
___C___pixelated edges which result if a picture is scaled too far
___H___small, quick sketches of a design idea
___A___method of gaining attention, such as use of humor, color, or emotional appeal
___B___to explain design choices and the purposes they serve creatively
___G___very brief yet descriptive phrase that further clarifies a logo
Word Bank
A. Approach
F. Rasters
B. Defend
G. Slogan
C. Jaggies
H. Thumbnails
D. Logo
I. Tone
E. Pixels
J. Vector
AAVTC: Advanced Graphic Design and Illustration: Deliberate Design – Creating Meaningful Logos
Copyright © Texas Education Agency, 2014. All rights reserved.
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Name:
___________________________________________
Name of Project: Deliberate Design - Creating a Meaningful Logo
Create a logo for yourself for a career or profession pertaining to graphic design. You
can use either your name in the logo or develop a descriptive name for the business.
Make sure that the logo represents you and the type or quality of design you prefer to
use.
Be sure to use professional standard design software that will create vectors.
Requirements:
Size
Notes:
8” x 10” or 10” x 8” is a good starting size for a logo, but vary as
needed.
Resolution
Logo should be vector – resolution independent – to be scalable
without losing quality.
Directions
Using information from your Deliberate Design: Creating
Meaningful Logos Brainstorming Worksheet and feedback from
teacher, begin the process of creating a logo. Be sure that it has
the tone or personality that you want.
NOTE: Refer to
Deliberate Design –
Creating Meaningful
Logos Project
Grading Rubric for
teacher
expectations of the
logo design.
It should be clear that the logo is for a graphic design related
business.
Use a combination of graphics and text if desired.
Create two or three variations of color or text.
Logo can be a variation of colors but should also look good in black
and white.
Get feedback from peers, family, professionals, or even strangers!
Choose one logo to submit to teacher.
Print out a copy for review and proofing.
Upload as instructed by teacher.
Deliberate Design – Creating Meaningful Logos Project Grading Rubric
Criteria
Relevant and
appropriate
(20 points)
Represents tone
or character
(30 points)
Scalable and
functional
(10 points)
Creativity
(30 points)
Enduring and
timeless
(10 points)
Comments:
Exceptional
Above Average
Below Average
Unacceptable
17-20 points
9-16 points
1-8 points
0 points
Logo has high degree
of relevance and
appropriateness.
Logo has moderate
degree of relevance
and appropriateness.
Logo has little degree
of relevance and
appropriateness.
.
27-30 points
15-26 points
1-14 points
0 points
Highly represents
the quality or tone of
the graphic design
business.
Mostly represents
the quality or tone of
the graphic design
business.
Gives a partial
indication of the
quality or tone of the
graphic design
business.
Gives little or no
indication about
the quality or tone
of the graphic
design business.
9-10 points
5-8 points
1-4 points
0 points
High degree of
effectiveness small,
large or in black and
white.
Moderate degree of
effectiveness small,
large or in black and
white.
27-30 points
15-26 points
1-14 points
0 points
Makes excellent use
of font, color,
graphics, effects, etc.
to enhance the
presentation.
Makes good use of
font, color, graphics,
effects, etc. to
enhance to
presentation.
Makes use of font,
color, graphics,
effects, etc. but
occasionally these
detract from the
presentation content.
Use of font, color,
graphics, effects
etc. but these
often distract from
the presentation
content.
9-10 points
5-8 points
1-4 points
0 points
Logo is not tied to
current fads or
trends.
Logo is moderately
tied to current fads
or trends.
Logo is largely tied to
current fads or trends.
Logo is completely
tied to current
fads and trends.
Little degree of
effectiveness small,
large or in black and
white.
Logo is neither
relevant nor
appropriate.
No degree of
effectiveness
small, large or in
black and white.
TOTAL
POINTS:
Points