Vis com chapter 11 logos

Letter mark examples

IBM HBO CNN NASA A&E

Logo creation

Identify your clients product or business and distinguish it from competition Unique, memorable, recognizable Create a logo that will stand up to the test of time

Logo consistency

Important to use in consistent manner Keystone of any graphic design plan

Stationary

The design- the arrangement of the elements, the creation of a visual hierarchy, the use of a logo, and the selection of colors and typefaces is usually consistent within the parts Continuity Consistent color palette Could have slight variations in color

Branding

The entire development process of creating a brand, brand name, and brand identity

What is the hardest idea to perfect?

The logo

Concept

What you are depicting and how- print or media Should be based on strategy

Differentiation

With such a huge glut of products and services, it is the brand name, visual identity, branding and brand experience that serve to differentiate a brand or group

types of logos

Word mark Letter mark Symbol mark Combination mark

Nike symbol background

- created by Carolyn Davidson - 1971 - Portland state university - Phil knight- teacher - she did freelance for his company blue ribbon sports - he told her "didn't love it, but it will grow in him" - paid $35 - he gave her a ring and Nike stock 1995- swoosh stands alone

Logo

A unique identifying symobo, also called a brandmark, mark, identifier, logotype, or trademark

Nonrepresentational symbol

A visual which is a non pictorial visual that symbolizes the brand or social cause Doesn't relate to anything Ex. Parker brothers, Pontiac, Mitsubishi

Type of symbols

Abstract symbol mark Nonrepresentational symbol Pictorial symbol

Word mark

Also called logotype, the name spelled out in unique typography or lettering

Symbol mark

An abstract of nonrepresentational visual or a pictorial visual

Expression

Clearly express a voice, communicate an essence, be engaging, be unique, and differentiate the brand, social cause, organization, or company in the mind of the viewer

Combination mark

Combination of words and symbols

Logo design points

Concept Expression Design Visual identity Letterhead Stationary Choosing a font for a logo

Letter mark

Created using initials of the brand name

What does a logo represent?

Embodies everything a brand or group signifies; it also provides immediate recognition

Choosing a font for a logo

Every font and visual element carries a heritage and connotative meaning

Logo practicality

Since they are used from application to letterheads to websites to tv commercials, it is critical to understand how a logo will work in different applications Vector based apps are preferred for logo creation

Combination mark examples

KFC Atari Pringles Jaguar Adidas NBC

Brand management

Maintaining a brand Making the product or service relevant to the target audience

Symbol mark examples

Mercedes symbol- Pearce sign Apple symbol

Word mark examples

Mobil Subway Kellogg's Koolaid Johnson and Johnson

Letterhead

Most designers position information as the head or top of a page Leaves ample room for correspondence Use higerarchy

Logo appropriateness

Must be designed in terms of style, type, shapes, and symbols What might be appropriate for a business might not be for an amusement park Should express the spirit or personality of the product, service, or organization

Pictorial symbol

Representational image that symbolizes the brand or social cause Relates to an identifiable person, activity, or object Have humanistic quality Ex. Polo, apple, cbs eye, hooters

Abstract mark symbol

Representational visual with an emphasis on the intrinsic form, an extraction relating to a real object modified with an abstract emphasis Ex. Nike

Identity standards manual

Sets up guidelines for how the low is to be applied to numerous apps from business cards to point of purchase materials to vehicles to websites Colors, area of isolation, signatures, and placement are all part of the specifications

Brand

The sum total of all functional and emotional assets that differentiate it among the competition Personality that identifies a product The way we perceive a product

Visual identity

The visual and verbal articulation of a brand or group, including all pertinent design applications such as letterhead, business cards and packaging, among many other applications Master plan that coordinates every aspect of graphic design material in order to attain and sustain an identifiable image and status: brand name, logo, letterhead, business cards, packaging, website

Design

The visual design of the idea should hold together as a whole, stable unit