Logotypes

Logotypes

Notes

• A logotype is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant recognition.
• With the industrial revolution of the 18th and 19th centuries, there was a boom in advertising industries using typography and imagery on a page. As well, arts were expanding from expression and decoration to differentiation of brands and products.
• With the 1950s, Modernism left its purpose as an artistic movement in Europe to become a commercialized movement in the United States.
• Modernist logos were successful in the era of mass visual communications.
• Logo designs are difficult to perfect because they are meant to bring immediate consumer recognition.
• When it comes to logos, less is more because the average person doesn't spend time looking at and analyzing them.
• A logo needs to be simple but able to stand out.

Principles for Effective Logo Design

• Simple: Simplicity makes a logo design recognizable. Good logos feature something unexpected or unique without being "overdrawn."
• Memorable: An effective logo design should be memorable which is achieved by keeping it simple yet appropriate.
• Timeless: An effective logo should be able to stand the test of time and stay effective in 10, 20, or 5o years.
• Versatile: An effective logo works across a variety of media and applications. Because of this, they should be created in vector format to ensure scaling to any size. Beginning to design in black and white allows the designer to focus on the concept and shape.
• Appropriate: The logo should be appropriate for the intended audience.

Color

• Four color process is a technique for printing with full color. The four colors reproduce all colors of the spectrum. CMYK - cyan, magenta, yellow, black.
• Spot color is a method of specifying and printing colors in which each color is printed with its own ink. This printing method is effective when the printing matter contains one to three colors.
• Pantone matching system is created by a company that is a numbered system of colors that relate to a specific color that are the same worldwide.
• Color plays an important role in logo design, they can illicit different feelings and emotions from the audience. Interpretation of color may vary depending on age, gender, and cultural demographics.
• Colors tend to follow trends. New, vibrant companies may want to follow current trends while banks may want to stay with a more conservative color palette. Keep color palette to two or three. Too many can increase cost of production and create a chaotic design.

Combination Mark: graphics with both text and a symbol/icon that signifies a brand image.
Iconic/Symbolic: abstract, simplified icon, less direct
Wordmark/Lettermark: an icon that just uses the company name/Initials