1. Background. You’re going to watch the video “Craft a Logo Using Negative Space” in which the speaker will give the example of using negative space in designing a logo for the ice cream company. Work in pairs and discuss the questions.
1. Have you ever tried to design a logo? What is the first step in logo design?
2. What is negative space in design? How can negative space be used in logo design?
3. If you were asked to create a logo for an ice cream company what design would you suggest?
2. Key words. Read the sentences (1-9). The words in bold are used in the video. First guess the meaning of the words. Then match the words with their definitions (a-i).
1. During first concepts we explored the use of lips with their obvious connotations of sensuality.
2. And of course legibility was really important; we needed to make sure that all three elements of the logo were really easy to read.
3. In the rough we found that there were certain characters that were especially tricky.
4. Letters flow into each other to fill up any gaps that were appearing.
5. He sent us his initial sketches which showed the lettering becoming more curvaceous, more organic.
6. We had the idea of creating a small lip-sized rubber stamp.
7. Here you can see the development from the original crude rough logo to the interim version and the refined final one.
8. Using a rubber stamp is a very simple immediate and effective way of branding items.
9. We explored the idea of blind embossing.
a) a letter or number used in printing
b) a small device made of rubber used for printing the name of organisation on documents
c) possibility to read
d) simple, not carefully made
e) an idea or meaning associated with a thing
f) having attractive curves
g) decorating with letters leaving impressions in the paper
h) empty space between things
i) marking to show ownership
3. Watch the video. Put the sentences from the talk in order (1-3).
a) So to see if this idea could work, we did some quick sketches and tracings and overlay the various elements to see how well they can fit together.
b) And finally we created an initial set of stationery to launch a new business.
c) We identified the challenges and problems with various letter forms.
4. Watch the video. Are the sentences true (T) or false (F)?
1. Mister Cooper makes ice cream for grownups with alcoholic tastes.
2. The first design showed ice cream cone as the symbol of fun.
3. Designers and the client had only one meeting about the logo design.
4. The logo design used lettering and included four words: Mister, Cooper, Cool, Ice-cream.
5. Designers used Sans Serif style for the letters.
6. Designers drew the logo, then scanned it in and worked in Illustrator.
7. Designers needed help from the specialist in type and lettering.
8. Letter space was not important for this logo.
5. Watch the video. Choose the correct option to complete the sentences.
1. So this is definitely not one for the kids and our identity/colours needed to reflect that.
2. For consistency/simplicity we had to ensure that the letters/lines that appeared more than once within the logo were treated in the different/same style.
3. And in dealing with the balance of black/negative and positive/white space, we found that certain characters could flow into/contrast each other.
4. We wanted to make the corners a bit more pointed/ smoother to accentuate the mouth shape/ curvaceous shape.
6. Read the sentences. Then watch the video and complete the sentences with one word per space.
1. We had the idea of creating this mark entirely from ____ with ‘Mister’ as the upper lip, ‘Cooper’ for the lower lip, and ‘ice cream’ appearing in the ____ space between the two other words.
2. During first concepts we explored the use of lips as a ____ of ____, sensuality and of course ____.
3. We wanted to look more on the negative ___ above and below the line here to make sure that the logo’s _____.
4. The ____ space needed to be balanced and consistent.
5. We also explored the idea of embroidering the ___ as a ____ mark on the collar of ___.
7. Discuss the questions in pairs or in small groups.
1. Can you think of any logo that effectively used negative space? What did you like about the use of negative space? Get ready to bring the example of this logo to discuss it in the classroom.
2. Can you think of any logo that failed to make use of negative space? How can that design be improved? Get ready to bring the example of this logo to discuss it in the classroom.
3. Think of the company you like or your own (future) company. Design a logo for the company using negative space. Get ready to bring the example of this logo to discuss it in the classroom.
1. Have you ever tried to design a logo? What is the first step in logo design?
2. What is negative space in design? How can negative space be used in logo design?
3. If you were asked to create a logo for an ice cream company what design would you suggest?
2. Key words. Read the sentences (1-9). The words in bold are used in the video. First guess the meaning of the words. Then match the words with their definitions (a-i).
1. During first concepts we explored the use of lips with their obvious connotations of sensuality.
2. And of course legibility was really important; we needed to make sure that all three elements of the logo were really easy to read.
3. In the rough we found that there were certain characters that were especially tricky.
4. Letters flow into each other to fill up any gaps that were appearing.
5. He sent us his initial sketches which showed the lettering becoming more curvaceous, more organic.
6. We had the idea of creating a small lip-sized rubber stamp.
7. Here you can see the development from the original crude rough logo to the interim version and the refined final one.
8. Using a rubber stamp is a very simple immediate and effective way of branding items.
9. We explored the idea of blind embossing.
a) a letter or number used in printing
b) a small device made of rubber used for printing the name of organisation on documents
c) possibility to read
d) simple, not carefully made
e) an idea or meaning associated with a thing
f) having attractive curves
g) decorating with letters leaving impressions in the paper
h) empty space between things
i) marking to show ownership
3. Watch the video. Put the sentences from the talk in order (1-3).
a) So to see if this idea could work, we did some quick sketches and tracings and overlay the various elements to see how well they can fit together.
b) And finally we created an initial set of stationery to launch a new business.
c) We identified the challenges and problems with various letter forms.
4. Watch the video. Are the sentences true (T) or false (F)?
1. Mister Cooper makes ice cream for grownups with alcoholic tastes.
2. The first design showed ice cream cone as the symbol of fun.
3. Designers and the client had only one meeting about the logo design.
4. The logo design used lettering and included four words: Mister, Cooper, Cool, Ice-cream.
5. Designers used Sans Serif style for the letters.
6. Designers drew the logo, then scanned it in and worked in Illustrator.
7. Designers needed help from the specialist in type and lettering.
8. Letter space was not important for this logo.
5. Watch the video. Choose the correct option to complete the sentences.
1. So this is definitely not one for the kids and our identity/colours needed to reflect that.
2. For consistency/simplicity we had to ensure that the letters/lines that appeared more than once within the logo were treated in the different/same style.
3. And in dealing with the balance of black/negative and positive/white space, we found that certain characters could flow into/contrast each other.
4. We wanted to make the corners a bit more pointed/ smoother to accentuate the mouth shape/ curvaceous shape.
6. Read the sentences. Then watch the video and complete the sentences with one word per space.
1. We had the idea of creating this mark entirely from ____ with ‘Mister’ as the upper lip, ‘Cooper’ for the lower lip, and ‘ice cream’ appearing in the ____ space between the two other words.
2. During first concepts we explored the use of lips as a ____ of ____, sensuality and of course ____.
3. We wanted to look more on the negative ___ above and below the line here to make sure that the logo’s _____.
4. The ____ space needed to be balanced and consistent.
5. We also explored the idea of embroidering the ___ as a ____ mark on the collar of ___.
7. Discuss the questions in pairs or in small groups.
1. Can you think of any logo that effectively used negative space? What did you like about the use of negative space? Get ready to bring the example of this logo to discuss it in the classroom.
2. Can you think of any logo that failed to make use of negative space? How can that design be improved? Get ready to bring the example of this logo to discuss it in the classroom.
3. Think of the company you like or your own (future) company. Design a logo for the company using negative space. Get ready to bring the example of this logo to discuss it in the classroom.
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