- 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)
- the industrial revolution developed in the 18th and 19th centuries, photography and lithography (early method of printing) contributed to the boom of an advertising industry that integrated typography and imagery together on the page.
- the arts were expanding in purpose- from expressing and decoration of an artistic, storytelling nature, to a differentiation of brands and products that the growing middle classed 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
- as the printing cost went down, literacy rates increased, and visual styles changed, the Victorian decorative arts lead to an expansion of typographic styles and methods of representing businesses
- by the 1950s, avant-garde artistic movement in Europe became international, commercialized movement in the Us 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
- LESS IS MORE
- modernist- inspired logos proved successful in the era of mass visual communication ushered in by TV, improvements in printing technology, & 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 customer recognition
- Why? Because 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
- Simplicity
- Makes a logo design easily recognizable, versatile, and memorable. Good logos feature something unexpected or unique without being "overdrawn"
- Memorable
- Following closely on this principle simplicity is that of memorability. An effective logo design should be memorable, which is achieved by keeping it simple yet appropriate.
- Timeless
- An effective logo should be timeless...
- Versatile
- An effective logo works across a variety of media and applications. For this reason, logos should be designed in vector format, to ensure that they scale to any size.
- Is your logo still effective if it is printed.....
- in one color?
- in reverse color?
- the size of a postage stamp?
- as large as a billboard?
- Appropriate
- How you "position" the logo should be appropriate for its intended audience.
Four Color Process
- technique for printing with full color. The four colors reproduce all colors the spectrum when mixed in proper proportion. Also called full color printing.
- CMYK
- 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 conins only one to three different colors, but it becomes prohibitively expensive for more colors.
- Pantone Matching System
- Color plays an important role in logo design.
- Interpretation of color may vary depending on age, gender, and cultural demographics. So color should be carefully considered based on your target audience.
- Colors tend to follow trends, just like fashion. So a new vibrant company may want to follow current trends, whereas a bank may choose to stay with a more conservative color palette.
- Keep color palette to two or three. Too many colors will increase your cost of production. As well, it may cause a chaotic design.
Combination Mark
- are both graphics with text and symbol that signifies the brand image that you wish to project for your for your company or organization
- Should be able to stand on its own.
- Goal is not to fill up the entire document size
- Goal is to make the text integrated
Iconic/Symbolic
- are compelling yet uncomplicated images that are emblematic of a particular company or product.
- Use imagery that conveys a literal or abstract representation of your organizations.
- Icons are less direct then straight text
Wordmark/Lettermark
- incorporate your company or brand name into a uniquely styled type fonts treatment.
- Wordmark: text alone
- Lettermark: initials only
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