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Logotypes

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Kylie Dayton

on 9 March 2017

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Transcript of Logotypes

Logotype
a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition
most commonly referred to as a LOGO
numerous inventions and techniques have contributed to the contemporary logo
including logographic languages,
such as Egyptian Hieroglyphics ...
coats of arms, watermarks and the development of the printing technology
as the industrial revolution developed in the 18th and 19th centuries, photography, and lithography (an early method of printing) contributed to the boom of an advertising industry that integrated typography and imagery together on the page.
at the same time, typography itself was undergoing a revolution of form and expression that expanded beyond the modest, serif typefaces used in books
the arts were expanding in purpose—from expression and decoration of an artistic, storytelling nature, to a differentiation of brands and products that the growing middle classes were consuming
consultancies and trades-groups in the commercial arts were growing and organizing; by 1890 the US had 700 lithographic printing firms employing more than 8,000 people
playful children’s books, authoritative newspapers, and conversational periodicals developed their own visual and editorial styles for unique, expanding audiences
as printing costs decreased, literacy rates increased, and visual styles changed, the Victorian decorative arts lead to an expansion of typographic styles and methods of representing businesses
by the 1950s, Modernism had shed its roots as an avant-garde artistic movement in Europe to become an international, commercialized movement in the United States and elsewhere
the visual simplicity and conceptual clarity that were the hallmarks of Modernism as an artistic movement formed a powerful toolset for a new generation of graphic designers
less is more
modernist-inspired logos proved successful in the era of mass visual communication ushered in by television, improvements in printing technology, and digital innovations
Logo design is an important area of graphic design, and one of the most difficult to perfect.
this is because logos are meant to represent companies' brands or corporate identities and foster their immediate customer recognition
real people in real life situations do not stare at and analyze logos
they just “see” it ... and a quick glance will not be enough to get all the details in a complex logo
why?
a logo needs to be simple, but have enough personality that it stands out in a crowd
What makes a good logo?
A good logo is distinctive, appropriate, practical, graphic and simple in form, and it conveys the owner’s intended message. A concept or “meaning” is usually behind an effective logo, and it communicates the intended message. A logo should be able to be printed at any size and, in most cases, be effective without color. A great logo essentially boils down to two things: great concept and great execution.
5 logo tips
1. SIMPLE
Simplicity makes a logo design easily recognizable, versatile and memorable. Good logos feature something unexpected or unique, without being “overdrawn.”
2. MEMORABLE
Following closely on this principle of simplicity is that of memorability. An effective logo design should be memorable, which is achieved by keeping it simple yet appropriate.
3. TIMELESS
An effective logo should be timeless. Will yours stand the test of time? Will it still be effective in 10, 20 or 50 years?
4. VERSATILE
An effective logo works across a variety of media and applications. For this reason, logos should be designed in vector format, to ensure that they scale to any size.
Ask yourself, is your logo still effective if it is printed…

In one color?
In reverse color (i.e. light logo on dark background)?
The size of a postage stamp?
As large as a billboard?

One way to create a versatile logo is to begin designing in black and white. This allows you to focus on the concept and shape, rather than color, which is subjective in nature. Also keep in mind printing costs: the more colors you use, the more expensive it will be for the business over the long term.
5. APPROPRIATE
How you “position” the logo should be appropriate for its intended audience. For example, a child-like font and color scheme would be appropriate for a logo for a children’s toy store, not so much for a law firm.
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