Chapter 6 Logos/Symbols/Pictograms - PowerPoint PPT Presentation

Chapter 6 logos symbols pictograms l.jpg
Download
1 / 29

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.

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.

Download Presentation

Chapter 6 Logos/Symbols/Pictograms

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Chapter 6 logos symbols pictograms l.jpg

Chapter 6Logos/Symbols/Pictograms


Objectives 1 of 3 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

Types of Logos (6 of 6)

  • Combination mark

    • A combination of words and symbols

Logo Design firm: Liska + Associates Inc.


Logo and visual identity l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

Major Concerns

  • Concept

  • Expression

  • Graphic design


Symbol 1 of 2 l.jpg

Symbol (1 of 2)

  • An essential (uncomplicated) visual that represents something else – an idea, concept, or another thing – by association


Symbols 2 of 2 l.jpg

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 l.jpg

Pictograms

  • A simple picture denoting an object, activity, place, or person


Wayfinding signs l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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.


  • Login