Logotype

• Logotype is a graphic mark or emblem commonly used by commerical enterprises. organizations, and even individiuals to aid and promote instant public recognition.
• referred to commonly as logo
• inventions and techniques that have contributed to the contemporary logo: Egyptian Hieroglyphics, coats of arms, watermarks, and the development of printing technology
• During the Industrial Revolution (18th and 19th centuries), photography and lithography contributed to the boom of the advertising industry. Typography was also undergoing a revolution of form and expression.
• Consultancies and trades-groups in the commercial arts were growing and organizing. By 1890, the USA had 700 lithographic printing firms employing more than 8,000 people.
• As printing cots decreased, literacy rates increased, and visual styles changes.
• By the 1950s, Modernism had shed its roots as an avant-grade artistic movement in Europe to become an international, commercialized movement in the United States and elsewhere.
• LESS IS MORE
• Real life people don't have enough time to analyze logos
• 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.

5 Principles of Effective Logo Design

1. Simple
2. Memorable
3. Timeless
4. Versatile
5. Appropriate (think about audience)

Will it look good in different kinds of media? In black and white? Reversed? Small? Large?
Focus on shape; color is subjective.

Color

Four Color Process
technique for printing with full color
CMYK


Spot Color
- a method of specifying and printing color in which each color is printed with its own ink
- cost effective when the printed matter only contains 1-3 colors, becomes expensive with more colors
- Pantone Matching System



Color selection should be based on audience.
Pay attention to color trends
Use 2-3 colors


Combination Mark- combining text of company name and visual together (graphics + text)

Iconic/Symbolic- just a symbol, very simplified (graphic only)

Wordmark- the whole name of the company (text only)

Lettermark- use initials (text only)