LogoTypes

Logotype

-a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition
-most commonly referred to as a LOGO

-numerous inventions and techniques have contributed to the contemporary logo--including logographic languages, such as Egyptian Hieroglyphics, coat of arms, watermarks, and the development of the printing technology

~Logo design is an important area of graphic design, and one of the most difficult to perfect; this is because logos are meant to represent companies' brands or corporate identities and foster their immediate customer recognition

~LESS IS MORE: real people in real life situations do not stare at and analyze logos; they just "see it: ... and a quick glance will not be enough to get all the details in a complex logo

~A logo needs to be simple, but have enough personality that it stands out in a crowd

~Modernism = Clear and simple :)

History

-as the industrial revolution developed in the 18th and 18th centuries photography, and lithography (an early method of printing) contributed to the boom of an advertising industry that integrated typography and imagery together on the page

-as the same time, typography itself was undergoing a revolution of form and expression that expanded beyond the modest, serif typefaces used in books

-the arts were expanding in purpose--from expression and decoration of artistic, storytelling nature, to a differentiation of brands and products that the growing middle classes were consuming, consultancies and trades-groups in the commercial arts were growing and organizing; by 1890 the US had 700 lithographic printing firms employing more than 8,000 people

-Playful children's books, authoritative newspapers, and conversational periodicals developed their own visual and editorial styles for unique, expanding audiences

-As printing costs decreased, literacy rates increased, and visual styles changed, the Victorian decorative arts lead to an expansion of typographic styles and methods of representing businesses

-By 1950s, Modernism had shed its roots as an avant-garde artistic movement in Europe to become an international, commercialized movement in the United States and elsewhere; the visual simplicity and conceptual clarity that were the hallmarks of Modernism as an artistic movement formed a powerful toolset for a new generation of graphic designers

-Modernist-inspired logos proved successful in the era of mass visual communication ushered in by television, improvements in printing technology, and digital innovations 

Designing a Logo

5 Principles of Effective Logo Design

1. Simple

• Simplicity - makes a logo design easily recognizable (ex. Nike swoosh)

2. Memorable

•  Memorability - an effective logo design should be memorable, which is achieved by keeping it simple yet appropriate (ex. McDonald's M)

3. Timeless

• Will yours stand the test of time?
• Will it still be effective in 10, 20, 50 years?

4. Versatile

•  Variety and Media Applications- logos should be designed in vector format, to ensure that they scale to any size
• Needs to be able to look good on anything

5. Appropriate

• The position of the logo and the design should be appropriate for its intended audience (ex. Toys 'R' Us - logo has a child-like font and color scheme would be appropriate for a logo for a children's toy store, not so much for a law firm)
  

Ask yourself:

• Is your logo still effective if it is printed...

• in one color?
• reverse color? (i.e. light logo on dark background?)
• the size of a postage stamp?
• as large as a billboard?

PRiNTiNG

CMYK

• a technique for printing with full color
• the four colors reproduce all colors of the spectrum when mixed in the proper proportion

Spot Color

• method of specifying and printing colors in which each color is printed with its own ink
• spot color printing is effective when the printed matter contains only one to three different colors, but it becomes prohibitively expensive for more colors

• Pantone Matching System
• a system by the company "Pantone"
  

Color Importance

• Color plays an important role in logo design
• Color can illicit different feelings and emotions from the audience
• Interpretation of color may vary depending on age, gender, and cultural demographics
• Color should be carefully considered based on your target audience (ex. USA patriotic colors are different to other countries)
• Colors also tend to follow trends
• Keep your color palette to two or three
• Too many colors will increase your cost of production and may cause a chaotic design
•  

Logo types

Combination mark - graphics with both text and a symbol/icon that signifies that brand image that you wish to project for your company or organization

Iconic/symbolic - icons and symbols are compelling yet uncomplicated that are emblematic of a particular company or productive; use imagery that conveys a literal or abstract representation of your organization; symbols are less direct than straight text


Wordmark/lettermark - a logotype, commonly known in the design industry as a "word mark", incorporates your company or brand name into a uniquely styles type font treatment