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Chapter 6 Logos/Symbols/Pictograms

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Chapter 6 Logos/Symbols/Pictograms. Objectives (1 of 3). Learn the definition of a logo and the types of logos. Realize the logo as keystone of a visual identity. Address the spirit of the brand, group, or social cause. Design logos with relevance to an audience in mind.

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objectives 1 of 3
Objectives (1 of 3)
  • Learn the definition of a logo and the types of logos.
  • Realize the logo as keystone of a visual identity.
  • Address the spirit of the brand, group, or social cause.
  • Design logos with relevance to an audience in mind.
  • Choose fonts appropriately and creatively.
  • Understand the use of a logo in letterhead and stationery applications.
objectives 2 of 3
Objectives (2 of 3)
  • Become acquainted with practical considerations of logo application.
  • Learn historical periods and connotative meaning as applied to choosing fonts for logo design.
  • Become familiar with fundamental ways of depicting logos.
  • Develop a logo design concept with major considerations in mind.
  • Study the definition and potential meaning of a symbol.
objectives 3 of 3
Objectives (3 of 3)
  • Recognize the various possible configurations of a symbol.
  • Grasp how professionals utilize design nomenclature.
  • Learn the definition and purpose of a pictogram and pictogram system.
  • Communicate meaning through logo, symbol, and pictogram design.
  • Convey information through pictograms.
  • Design an elemental visual.
  • Skillfully combine type and visuals into a coherent unit.
  • Design logos, symbols, and pictograms.
definition of logo
Definition of Logo
  • A logo is a unique identifying symbol.
  • A logo also is called a brandmark, mark, identifier, logotype, or trademark.
types of logos 1 of 6
Types of Logos (1 of 6)
  • Logos can take the form of a wordmark.
    • Wordmark (also called logotype) is the name spelled out in unique typography or lettering.

Logo Designer: Martin Holloway

types of logos 2 of 6
Types of Logos (2 of 6)
  • Logos can take the form of a lettermark.
    • The logo is created using the initials of the brand name.

Logo Design firm: Bernhardt Fudyma Design Group

types of logos 3 of 6
Types of Logos (3 of 6)
  • Logos can take the form of a symbol mark -- an abstract or non-representational visual or a pictorial visual.
    • An abstract symbol mark is a representational visual with an emphasis on the intrinsic form, an extraction relating to a real object modified with an abstract emphasis.

Logo Design firm: Red Flannel

types of logos 4 of 6
Types of Logos (4 of 6)
  • A non-representational or non-objective symbol mark is a visual which is a non-pictorial visual that symbolizes the brand or social cause, one that does not relate to a person, place, activity, or an identifiable object.

Logo Design firm: Segura Inc.

types of logos 5 of 6
Types of Logos (5 of 6)
  • A pictorial symbol mark is a representational image that symbolizes the brand or social cause; it relates to an identifiable person, place, activity, or object.

Logo Design agency: Kessels Kramer

types of logos 6 of 6
Types of Logos (6 of 6)
  • Combination mark
    • A combination of words and symbols

Logo Design firm: Liska + Associates Inc.

logo and visual identity
Logo and Visual Identity
  • A logo plays a key role in the visual identity of a brand, social organization, or company.
  • A visual identity is the visual and verbal articulation of a brand or organization including all pertinent design applications, such as, letterhead, business card, and packaging, among many other possible applications.

Visual Identity Design firm: Ideograma

identity standards manual
Identity Standards Manual
  • Sets up guidelines for how the logo is to be applied to numerous applications, from business cards to point-of-purchase materials to vehicles to web sites
applications for a logo
Applications for a Logo
  • A logo should work for all necessary applications.
    • Packaging
    • Stationery (letterhead, business card, envelope)
    • Signage
    • Advertisements
    • Clothing
    • Posters
    • Shopping bags
    • Menus
    • Forms
    • Covers
stationery
Stationery
  • A staple of any visual identity is stationery/letterhead.
  • Most designers position information at the head, or top, of the page, which is why we call it letterhead.

Stationery Designer: Tommy Ratliff

practical considerations for stationery design 1 of 3
Practical Considerations for Stationery Design (1 of 3)
  • The weight of the paper is very important because the letterhead and envelope must stand up to typewriters, computer printers, pens, and markers.
  • Letterhead must be sturdy enough to withstand being folded.
  • A business card is usually inserted into one’s wallet and therefore must be a heavier weight paper than the letterhead.
practical considerations for stationery design 2 of 3
Practical Considerations for Stationery Design (2 of 3)
  • When choosing paper, think also about:
    • Texture
    • How the color of the paper will work with the ink’s color
    • Whether the shape will fit into a standard envelope
practical considerations for stationery design 3 of 3
Practical Considerations for Stationery Design (3 of 3)
  • Papers and envelopes come in standard sizes.
  • A business card should be of a size and shape that fits into a wallet.
  • Know about printing processes; visit a good printer.
font choices
Font Choices
  • Choosing a font for a logo should be based on:
    • Both form and expression
    • Denotative meaning of the font and the connotative meaning (heritage, voice, expressive meaning)
depicting logo shapes
Depicting Logo Shapes
  • Fundamental ways of depicting shapes or forms to make form-making easily comprehensible:
    • Elemental form: Line or flat tone used to reduce an image or subject to stark simplicity
    • High contrast: Depiction of forms based on extreme contrast of light/shadow falling on a three-dimensional form
    • Linear: Line used as the main element to depict or describe shape or form
    • Texture or pattern: Line or marks used to suggest form, light, texture, pattern, or tone using hatch, cross-hatch, cross-contour, dots, smudges, etc.
major concerns
Major Concerns
  • Concept
  • Expression
  • Graphic design
symbol 1 of 2
Symbol (1 of 2)
  • An essential (uncomplicated) visual that represents something else – an idea, concept, or another thing – by association
symbols 2 of 2
Symbols (2 of 2)
  • A symbol may be designed in any of the following configurations.
    • Pictorial symbol: representational image of an object or objects
    • Abstract symbol: an emphasis on the intrinsic form of a representational image, an extraction relating to a real object but modified with an abstract emphasis
    • Non-representational symbol: a non-objective or non-pictorial visual
    • Typographic symbol: letter(s) or word(s)
pictograms
Pictograms
  • A simple picture denoting an object, activity, place, or person
wayfinding signs
Wayfinding Signs
  • Wayfinding signs and systems are used internationally to assist and guide visitors and tourists to find what they are looking for in museums, airports, zoos, and city centers.
summary 1 of 4
Summary (1 of 4)
  • A logo represents and embodies everything a brand or company signifies, providing immediate recognition.
  • Logos can take the form of a wordmark, a lettermark, a symbol mark, or a combination mark.
  • A logo plays a key role in the visual identity of a brand, social organization, or company.
    • A visual identity is the visual and verbal articulation of a brand or organization, including all pertinent design applications.
summary 2 of 4
Summary (2 of 4)
  • A standard manual is a guide to the use of the logo, ensuring recognition and guarding the logo’s value.
  • There are some fundamental ways of depicting shapes or forms.
  • A logo must be designed appropriately in terms of style, type, shapes, and symbols to express the spirit or personality of the product, service, or organization.
  • Learning historical periods and connotative meaning as applied to choosing fonts for logo design allows for greater expression.
summary 3 of 4
Summary (3 of 4)
  • A symbol is an essential visual that represents something else – an idea, concept, or another thing – by association. A symbol may be designed in a number of configurations.
  • Though nomenclature varies among design professionals and clients, most designers might agree that a symbol carries greater connotative and associative meaning than a sign.
summary 4 of 4
Summary (4 of 4)
  • A pictogram is a simple picture denoting an object, activity, place, or person; it is purely visual, non-verbal communication.
  • Wayfinding signs and systems are used internationally to assist and guide visitors and tourists to find what they are looking for in museums, airports, zoos, and city centers.
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