Logos

Logotype:

• a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition

• also known as logo

• numerous inventions and techniques have contributed to the contemporary logo

• the arts expanded in purpose- from expression and decoration of an artistic, storytelling nature, to a differentiation of brands and products that the growing middle class consumed

• printing costs decreased and literacy rates increased, visual styles changed, the Victorian decorative arts lead to an expansion of typographic styles and methods of representing businesses

• in 1950s modernism spread its roots as an avant- grade artistic movement in Europe and expanded internationally

• less is more

• logo design is an important area of graphic design, and one of the most difficult to prefect, because logos are meant to represent companies' brands

• real people in real life situations do not stare at and analyze logos

• logos need to be simple but have enough personality that it stands out in a crowd

• less is more

5 Principles of Effective Logo Design:

1. Simple: easy to recognize, unique but not over done, unexpected
2. Memorable: recognizable
3. Timeless: still effective in 10- 20 years
4. Versitale: works for a variety of medias and applications. is it effective in color? reverse color? in different sizes? 
5. Appropriate: appropriate for audience, client, and consumer; not for you. 

Four Color Process vs. Spot Color:

Four color process:
Cyan Magenta Yellow K(black)

Spot color: 

a method of printing where each color is printed with its own ink.  Spot color is effective when the printed matter contains only 1, 2, or 3 colors.

- Pantone Matching System: (PMS) system that makes ink colors for every single printer

Choosing Color:

• Color plays an important role in logos
• Color can emanate different feelings and emotions from the audience
• Color needs to be appropriate for age, gender, and cultural demographics
• Color follows trends.  be careful about using trendy colors.  new vibrant companies may want to use trend colors.  companies that last a long time will use a conservative color pallet.
• Keep color pallets to a maximum of 3, normally 1 or 2. this is because the more colors you use the more expensive printing will be also it will cause a chaotic design.

Types of Logos:

• Combination Mark: includes text and a visual that are integrated
• Iconic/ Symbolic: uncomplicated images, abstract, no text
• Word mark/ lettermark:  just text, full compony name vs. initials