Logotype: A graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Referred to as a LOGO.
Often used in children's books, authoritative newspapers, and conversational periodicals developed their own visual and editorial styles for unique, expanding audiences.
Logos are meant to represent companies' brands or corporate identities and foster their immediate customer recognition.
Less is more: Real people don't take the time to analyze logos.
A logo needs to be simple, but still maintain a powerful personality that can stand out in a crowd.
Logotypes were a way to advertise once printing became available.
Modernism made logos simple, but effective.
Principles of effective logo design:
Simple: Simplicity makes a logo design easily recognizable, versatile and memorable. Good logos feature something unexpected or unique, without being overdrawn.
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.
Timeless: An effective logo should be timless. Will yours stand the test of time? Will it still be effective in 10, 20 or 50 years?
Versatile: An effective logo works across a variety of media and application. For this reason, logos should be designed in vector format, to ensure that they scale to any size.
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.
Ask yourself, is your logo still effective if it is printed:
In one color? In reverse color? The size of a potage stamp? As large as a billboard?
Four color process: Technique for printing with full color. The four colors reproduce all colors of the spectrum when mixed in proper proportion. ALso called full color printing.
Spot Color: Method of specifying and printing colors in which each color is printed with it's own ink. Spot color printing is effective when the printed matter contains only one to three different colors, but it becomes prohibitively expensive for more colors.
Color plays an important role in logo design. Color can illicit different feelings and emotions from the audience. Color should be carefully considered based on your target audience.
Colors also tend to follow trends, just like fashion. So a new vibrant company may want to follow current trends, whereas a bank may choose to stay with a more conservative color palette.
Keep your color palette to two or three. Too many colors will increase your cost of production. As well, it may cause a chaotic design.
Combination mark: Matches text and visuals together to make an effective logo.
Iconic/Symbolic: Icons and symbols are compelling yet uncomplicated images that are emblematic of a particular company or product. They use imagery that conveys a literal or abstract representation of your organization. Symbols are less direct than straight text, leaving room for broader interpretation of what the organization represents. In order for a symbol to be a truly effective logo, it should conform to these maxims.
Wordmark/lettermark: Logos that only have text. Wordmark is the whole company name while the letter mark is an acronym/initials.
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