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