AMC Theaters
CNN
Lord & Taylor Home Depot
Sprite
Jack in the Box Krispy Kreme
Johnson/Johnson 7 Up
United
Advil
Quaker State
Downy
Fanta
Lysol
General Mills
Motorola
Hard Rock Café Safeway
Exxon
Goodyear
Arby’s
Hilton Inn
Dunkin Donuts
Tropicana
Verizon
A logo (from the
Greek logotipos) is a
graphic element,
symbol, or icon of a
trademark or brand.
Logotype is lettering
set in a unique
typeface or arranged
in a particular way.
Logo
A typical logo is
designed to cause
immediate
recognition by the
viewer.
The logo is one
aspect of the brand
of a company, with
its unique shapes,
colors, fonts and
images, that are
different from others
in a similar market or
non economic entity.
Color is the most expressive element of art.
What colors express a mood?
What about temperatures?
The field of industrial psychology has a sub-field that studies only the
psychology of color.
These are generalized, differing by cultures.
Black: authority,
intelligence, evil,
grief
Red: energy,
speed, life,
giving
Orange:
energetic,
ambitious, nature
White:
purity, safety,
mourning,
creativity
Blue: calm,
loyal,
dependable, sad
Purple: royalty,
prosperity,
mystery, problem
solving
Gray: old age,
middle of the
road,
depression
Green: growth,
nature, money,
luck, envy, fertility
Yellow: happy,
optimism, creative
thought, cowardice
Brown: reliability, stability,
friendship, nature, mourning
Logo:
The Art of
Visual Identity
Logos have been around in one form or another for several thousand
years.
The Ancient Egyptians are known to have branded domestic animals with
hieroglyphs to mark their ownership.
The Ancient Romans and Greeks marked their pottery to identify the
manufacturer.
The great faiths of the world have all adopted symbols for ease of
recognition.
From the 12th century onwards
through medieval times, heraldic
designs (coats of arms) were used to
identify the status and property of the
nobility.
In general, however, the most common early
logos were trademarks signifying the origin or
quality of a craftsman's product. Hallmarks,
which testify to the quality of precious metals,
are a good example of this practice.
At the start of the 20th century, with
the introduction of color printing,
we see the birth of the advertising
industry.
A graphic designer is a
professional within the
graphic design and graphic
arts industry who
assembles together
images, typography or
motion graphics to create
a piece of design for published, printed or
electronic media, such as brochures and
advertising. The designer works with a client
(customer) to convey a message with words
and symbols.
A logo can be used in many different forms, sizes and
contexts. For example, the logo for a hotel could be
printed on a letterhead or menu, embroidered onto a
napkin or jacket, embossed on metal cutlery or
illuminated as a huge neon sign on the side of the
building.
The 'I Love New York' logo by Milton Glaser, one of the most reproduced logos ever, illustrates most of these basic qualities.
A logo should be simple so that it retains its clarity of
design in different contexts. If it is too complicated, its
details may be lost when it is reduced in scale. Also, a
simple logo design is faster to read, easier to remember
and consequently more instantly identifiable.
The 'I Love New York' logo by Milton Glaser, one of the
most reproduced logos ever, illustrates most of these
basic qualities.