Logos
Logo
A mark that embodies individualism,
pride, and ownership.
In a company, it emphasizes competitiveness
and can serve to remind the public of a business’s
assets and ultimate message.
The Golden Rule In Graphic Design/Advertising:
KNOW YOUR AUDIENCE
What do know about them?
What should you find out about them?
Can you imagine how they will interpret
a specific visual message?
Consumer Influences
a.k.a. Demographics
Coins
Coins often carried representations of rulers, god,
goddess, and animals. This served to reinforce their
value, while promoting the image and power of that
state wherever it was accepted.
This was one of the earliest forms of mass-produced
graphic media.
Watermarks/Family Crests
The origins of these marks may have been taken from
established family crests.
Their use was to lend respectability to commercial
ventures. Some still remained popular, in this form,
in some parts of the world.
Paper Watermark
Family Crest
Logo Definition Types
Wordmark:
A freestanding acronym, company name, or product
name.
Logo Definition Types
Letterforms:
A design that uses one of more letterforms that allows
for easy visual association.
Logo Definition Types
Emblems:
A design in which the company name is integrated
with a pictorial element or shape.
Logo Definition Types
Pictorial Marks
A literal representation that is simplified
and is easily recognizable.
Logo Definition Types
Abstract/Symbolic Marks
A symbol the communicates an idea that embodies the
mission of the company.
Mind Mapping
Lots of (Thumbnail) Sketches!
Typography
Good typography is central to successful logo design.
Keep it simple and legible. Consider the words that
you’re depicting
Typography
Match the qualities of the font to that of the what
the logo is representing.
Keep it simple. Restrict yourself to just one or two
typefaces if you want your logo design to be clear and
uncluttered.
Negative Space
Use negative space effectivity.
Color
Color is just window dressing. Do not solely color to
define your logo. It should be able to stand on it’s
own in black in white first.
Size Does Matter
A well designed logo should be able to standup to
being scaled down to a half an inch, and scaled up
to fit a billboard.