Personal Logo: Analyzing Logos

By Stephanie Mulvihill, August 30, 2006

Grade Level

  • High School


  • Graphic Design

Subject Area

  • Arts

Lesson Time

Two or three fifty-minute class periods


Students will analyze common logos they see daily and will use association to describe what the logos bring to mind. They will then redesign a company logo incorporating the company's philosophy into their sketches. The students will present their findings and redesign to the class.

National Standards

Visual Arts
Standard 1. Understands and applies media, techniques, and processes related to the visual arts
Standard 3. Knows a range of subject matter, symbols, and potential ideas in the visual arts
Standard 5. Understands the characteristics and merits of one's own artwork and the artwork of others

Common Core Standards

Anchor Standards for Writing:

Production and Distribution of Writing:

CCSS.ELA-LITERACY.CCRA.W.4 Produce clear and coherent writing in which the development, organization, and style are appropriate to task, purpose, and audience.

CCSS.ELA-LITERACY.CCRA.W.9 Draw evidence from literary or informational texts to support analysis, reflection, and research.

Range of Writing:

CCSS.ELA-LITERACY.CCRA.W.10 Write routinely over extended time frames (time for research, reflection, and revision) and shorter time frames (a single sitting or a day or two) for a range of tasks, purposes, and audiences.

Anchor standards for Speaking and Listening:

Comprehension and Collaboration:

CCSS.ELA-LITERACY.CCRA.SL.1 Prepare for and participate effectively in a range of conversations and collaborations with diverse partners, building on others' ideas and expressing their own clearly and persuasively.

CCSS.ELA-LITERACY.CCRA.SL.3 Evaluate a speaker's point of view, reasoning, and use of evidence and rhetoric.

Presentation of Knowledge and Ideas:

CCSS.ELA-LITERACY.CCRA.SL.6 Adapt speech to a variety of contexts and communicative tasks, demonstrating command of formal English when indicated or appropriate.

Anchor standards for Language:

Conventions of Standard English:

CCSS.ELA-LITERACY.CCRA.L.1 Demonstrate command of the conventions of standard English grammar and usage when writing or speaking.


Students will:
  • discuss reactions to common logos
  • discuss the purpose of logos
  • analyze one common logo as a group
  • present findings to the class


handout or projected images of different logos


  • printed out images of common logos
  • chart paper
  • markers
  • notebooks/journals
  • pencils/pens
  • scissors
  • glue


graphic organizer slogan corporate identity


Set-up: Have students take out their notebooks, sketchbooks, or journals. Project, or if you don’t have a projector, show, images of common logos. The logos chosen should be a combination of common and uncommon logos. The uncommon logos should be strong enough visually to represent the company or organization they represent. Motivation: When you see this logo, what do you think of? Procedure: 1. Have students continue to look at several common logos and some not so common. For each logo, instruct them to quickly write a list (of at least five items) of what they immediately associate with each logo. 2. Discuss two or three logos as a class and have students discuss their immediate associations with each logo. 3. Bring up the fact that logos are images we see almost everyday. Brainstorm with the class about the following questions: What is the purpose of a logo? Who uses a logo? List the answers on the board. 4. Break students into small groups of 3 or 4 and have each group analyze a common logo. Give the students the following questions to answer. After answering each question, they will brainstorm possible redesigns of their logo. The final step will be to write their findings/ideas on a chart paper (see below). Questions: Describe the image you see. What do you think the image means? A logo represents the philosophy of an organization or company. Based on what you see here, what do you think this organization/company’s philosophy or purpose is? What about the image tells you this? Do you think this logo accurately represents the purpose or image of the company? 5. On chart paper, have the students create a graphic organizer to show the following information: 1. Name of company 2. Image of logo (paste on provided image) 3. Philosophy of company/company’s slogan if known 4. Sketches for a redesign of the company’s logo. Redesigned logos should show the company’s philosophy.
6. Have each group present their logo and redesigns.


Each group should:
  • clearly provide necessary information about their assigned logo
  • create a well-composed and neatly made chart
  • show at least 2 thoughtful sketches of a redesigned logo.
  • create a redesigned logo that demonstrates something about the philosophy of the company
  • work cooperatively with all members contributing equally

Teacher Reflection

During the discussion part of this lesson, I found that my students needed a lot of leading to think beyond the obvious interpretations of common logos. I also realized that it's important to find logos that visually represent the company or organization, as well as their philosophy.

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