Logotype- a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. (LOGO)
- Numerous inventions and techniques have contributed to the contemporary logo including logographic languages, such as Egyptian Hieroglyphics, coats of arms, watermarks and the development of the printing technology.
- As the industrial revolution developed in the 18th and 19th 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. At the same time, typography itself was undergoing a revolution of form and expression that expanded beyond the modest, serif typefaces used in books.
- The art were expanding in purpose- from expression and decoration of an artistic, storytelling nature, to a differentiation of brands and products that the growing middle classes were consuming.
- Consultancies and trade-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 and expansion of typographic styles and methods of representing businesses.
- By the 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 hallmarks of Modernism as an artistic movement formed a powerful toolset for a new generation of graphic designers.
- LESS IS MORE
- Modernist inspired logos proved successful in the era of mass visual communication ushered in by television improvements in printing technology. And digital innovations.
- 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 costumer recognition.
- Why is less more?
- Real people in real life 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 to stand out in a crowd.
5 Principles of logo design
- Simplicity: It has to be easily recognized
- Memorable: Keeping it simple yet appropriate makes it easy to remember.
- Timeless: Will it look good in 20-30 years?
- Versatile: Work across a variety of media and application. Still effective in different colors.
- Appropriate: You have to design for the audience and not for your own personal interest.
Four color process v. Spot color
- Four color printing is made up in CMYK color mode.
- Spot color is a method of specifying and printing colors in which each color is printed with its own ink.
Iconic/symbolic
- Icons are compelling yet uncomplicated images that are emblematic of a particular company or product.
- Instantly recognizable
- memorable
- clarity when reproduced
WordMark- A logo, commonly known in the design industry as a "word mark", incorporates the name of the company or industry in a uniquely styled type font.
Pantone Matching System
- The system is set up like paint at a store. There are different colors and each has its own number.
- Color can elicit different emotions from audiences.
Letter Head- most should be nearly completely blank, so that the paper can be used to write on. (memos).
Envelope- standard #10- this packaging contains a letter, typically includes three things. The company name, logo, and address in the top left corner.
9.5x4.125 horizontal or vertical, must leave room for stamp, and recipients address, check for accuracy, check for unity, continuity among other pieces.
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