Logotype is a graphic mark or emblem commonly used by commercial enterprises, organizations, and even individuals, to aid and promote instant public recognition. It is more commonly referred to as a logo. Factors that have contributed to the modern logo include logographic languages like Egyptian hieroglyphics, coats of arms, watermarks, and the development of printing technology.
The popularity of photography and lithography in the 18th and 19th centuries led to boom in advertising industry. Typography and imagery were put together frequently on the same page. Typography was going beyond the serif typefaces used in the books of that time. The arts were also being utilized in various purposes such as differentiating consumer products. Consultancies and traded-groups in the commercial arts were growing. All types of publications developed their own artistic styles. Modernism movement brought shift to simple and clear-communicated logos.
As the Victorian times came along, literacy increased and artistic visual styles varied. Visual simplicity and conceptual clarity were important for graphic designers now. The new maxim adopted by graphic designers became 'Less is More'.
Modernist-inspired logos were now more popular in the world of visual communication that was now enhanced by television, printing developments, and digital innovations.
Logos are meant to represent companies' brands or corporate identities and create instant recognition in customers. 'Less is more' is emphasized since customers don't have the time to sit down and analyze logos. In spite of all the simplicity involved, a logo has to stand out in a crowd.
5 Principles of Effective Logo Design:
The popularity of photography and lithography in the 18th and 19th centuries led to boom in advertising industry. Typography and imagery were put together frequently on the same page. Typography was going beyond the serif typefaces used in the books of that time. The arts were also being utilized in various purposes such as differentiating consumer products. Consultancies and traded-groups in the commercial arts were growing. All types of publications developed their own artistic styles. Modernism movement brought shift to simple and clear-communicated logos.
As the Victorian times came along, literacy increased and artistic visual styles varied. Visual simplicity and conceptual clarity were important for graphic designers now. The new maxim adopted by graphic designers became 'Less is More'.
Modernist-inspired logos were now more popular in the world of visual communication that was now enhanced by television, printing developments, and digital innovations.
Logos are meant to represent companies' brands or corporate identities and create instant recognition in customers. 'Less is more' is emphasized since customers don't have the time to sit down and analyze logos. In spite of all the simplicity involved, a logo has to stand out in a crowd.
5 Principles of Effective Logo Design:
- Simple- Simplicity makes logo easily recognizable. Good logos feature something unique or unexpected.
- Memorable- An effective logo should be memorable. This is done by keeping it simple yet appropriate.
- Timeless- The logo should be timeless so that they are effective in 10, 20, or 50 years.
- Versatile- The logo needs to work across a variety of media and applications. For this reason, logos should be done in vector format, so that they could be scaled to any size. Also consider if the logo is effective in one color, in reverse color, in the size of a postage stamp, or as large as a billboard.
- Appropriate- Logo should be appropriate for intended audience. Ex: child-like font and color scheme is appropriate for logo of children's store, but it would not be suitable for a law firm.
Color:
4 color process vs. spot color.
4 color produces any color of spectrum when the appropriate colors are mixed in proportion. This is the technique for printing in full color. It's called CMYK (Cyan, magenta, yellow, black).
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.
4 color process vs. spot color.
4 color produces any color of spectrum when the appropriate colors are mixed in proportion. This is the technique for printing in full color. It's called CMYK (Cyan, magenta, yellow, black).
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.
- System used for spot color process: Pantone Matching System.
Color should be chosen wisely. Colors should keep a trend. The color palette should be restricted to two or three. Too many colors will increased your cost or production and result in a chaotic design. Color interpretation varies depending on audience.
Symbols: Iconic logo. Instantaneously recognizable, memorable, clear.
Wordmark/ Lettermark: Doesn't have a visual. Only uses company's name as a whole. Example: Logos of CNN and Disney. Thick fonts represent power; thin fonts represent movement.
Symbols: Iconic logo. Instantaneously recognizable, memorable, clear.
Wordmark/ Lettermark: Doesn't have a visual. Only uses company's name as a whole. Example: Logos of CNN and Disney. Thick fonts represent power; thin fonts represent movement.
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