CHAPTER 5 LOGO DESIGN (PART 2) DIGITAL ILLUSTRATION TMD 1073

COURSE OUTLINE This chapter will covered : Types of logo Color selection for logo

TWO BASICS TYPES OF LOGO Typographic logos Symbolic/ Iconic logos Descriptive logos Abstract logos.

TWO BASICS TYPES OF LOGO Logo designs are of two basic types: Typographic logos Most common type of logo designs, since they consist of no-nonsense and to-the-point typography. It's a simple and straightforward way of defining a company. Symbolic/ Iconic logos consist of a symbol or icon with the company name typeset alongside which describes the business and its values

TWO BASICS TYPES OF LOGO – DESCRIPTIVE LOGO In simplest terms, a descriptive logo says "Here's what we do." The logos draw adirect correlation between their visual message and company's products and services. Such logos can represent an actual product, demonstrate the business’ area of expertise, and/or define the organization’s cause or mission. It is needless to mention that any symbol used to define the purpose of an organization have to be developed with utmost care so they do not misrepresent their message.

TWO BASICS TYPES OF LOGO – ABSTRACT LOGO In simplest terms, abstract logos are a combination of type and logo which says "Here's what we stand for". These logo designs tend to express their message through loose, figurative elements of design and play off intangible or abstract themes that relate to the company or organization's overall business and/or vision.

TYPES OF LOGO There are FIVE (5) different types of logo : Brandmark Symbol Wordmark Lettermark Combination Mark Emblem

TYPES OF LOGO – Brandmark Symbol This type of symbol represents the company in a simple but bold manner. Most often represented through an abstract design. Usually, the ideas and concept behind the logo are complex, yet are represented in the simplest form possible. The human mind can easily remember a simple form better than a complex one. It is best to use a brandmark symbol if you plan on building a global brand and have the funds to back it up. Examples of a brandmark include shell, Mercedes-Benz and apple.

TYPES OF LOGO – Brandmark Symbol

TYPES OF LOGO – Wordmark Symbol Is a uniquely styled font type that spells out the company or brand name. Technology companies usually use this type of logo, as stylized text looks best on electronics and expresses the sophistication of a company. Wordmark –Examples of a wordmark include Sony, Samsung and Microsoft. Other great examples are Facebook and Google, the world’s most visited website.

TYPES OF LOGO – Wordmark Symbol

TYPES OF LOGO – Lettermark Symbol Are exclusively typographic. The lettermark uses the company name written out, yet has a symbol representing the company through the use of its initials or the brands first letter. The best usage for this type of logo depends on many different variables such as; your initials can better graphically illustrate the company better than the full name, the name is too long, hard to pronounce, or is just not distinct enough to carry its own weight. Think HP, IBM and Honda.

TYPES OF LOGO – Combination Mark Symbol Is the combination of a symbol and a wordmark. The purpose of the combination mark is to create an identity that embodies a given company through the use of a symbol and type treatment. In certain situations and with proper investment of time & money, a strong combination mark can use its symbol to r Great examples include; Mexicana Airlines, Bank of America, 9/11 Memorial, and Rip Curl.epresent the company without the use of text.

TYPES OF LOGO – Emblem An emblem logo encases the company name within the design. Most notable emblem logos include; Harley Davidson, UPS and NFL.

COLOR SELECTION FOR LOGO The human mind is highly responsive to visual stimuli, and colour is one of the major defining factors in that response. On both a conscious and subconscious level, colours convey meaning – not only in the natural world but also within the artifice of our culture. Graphic designers need to harness the power of colour psychology to bring resonance to their designs – and in no field is this more important than that of logo design. The use of colour can bring multiple layers of meaning, from primitive responses based on millions of years of evolved instinct to the complex associations we make based on learned assumptions. Companies can use these responses to underline and accent their branding messages. And your success as a logo designer will be boosted if you have a thorough understanding of colour psychology.

WHAT DIFFERENT COLORS MEAN?

WHAT DIFFERENT COLORS MEAN? Every colour, including black and white, has implications for logo design. As a designers you need to pick your colours carefully to enhance specific elements of the logo and bring nuance to your message with the use of shade and tone. In general terms, bright and bold colours are attention-grabbing but can appear brash. Muted tones convey a more sophisticated image, but run the risk of being overlooked. More specifically, particular meanings are ascribed to different colours in society

WHAT DIFFERENT COLORS MEAN? CHARACTERISTIC OF COLOR Red implies passion, energy, danger or aggression; warmth and heat. It has also been found to stimulate appetite, which explains why it is used in so many restaurants and food product logos. Choosing red for your logo can make it feel more dynamic. Orange is often see as the colour of innovation and modern thinking. It also carries connotations of youth, fun, affordability and approachability. Yellow requires cautious use as it has some negative connotations including its signifying of cowardice and its use in warning signs. However it is sunny, warm and friendly and is another colour that is believed to stimulate appetite. Green is commonly used when a company wishes to emphasise their natural and ethical credentials, especially with such products as organic and vegetarian foods. Other meanings ascribed to it include growth and freshness, and it's popular with financial products too.

WHAT DIFFERENT COLORS MEAN? CHARACTERISTIC OF COLOR Blue is one of the most widely used colours in corporate logos. It implies professionalism, serious mindedness, integrity, sincerity and calm. Blue is also associated with authority and success, and for this reason is popular with both financial institutions and government bodies. Purple speaks to us of royalty and luxury. It has long been associated with the church, implying wisdom and dignity, and throughout history it has been the colour of wealth and riches. Black is a colour with a split personality. On the one hand it implies power and sophistication, but on the other hand it is associated with villainy and death. More mundanely, most logos will need a black and white version for use in media in which colour is not available – and there is currently a trend for bold monochrome logos and word marks. White is generally associated with purity, cleanliness, simplicity and naiveté. In practical terms, a white logo will always need to stand in a coloured field to make it show up on a white background. Many companies will choose to have a coloured version and a white version of their logos; for example, the Coca-Cola word mark appears in white on its red tins and brown bottles but is used in red when needed on a white background.

WHAT DIFFERENT COLORS MEAN? CHARACTERISTIC OF COLOR Brown has masculine connotations and is often used for products associated with rural life and the outdoors. Pink can be fun and flirty, but its feminine associations means it is often avoided for products not specifically targeted at women.

WHAT DIFFERENT COLORS MEAN?

SINGLE OR MULTIPLE COLORS? To get the maximum impact of your chosen colour's coded message, normally stick with a single colour when creating a logo design. That said, there are some very successful multi-coloured logos – think of Google, Windows or eBay. The implication of multiple colours is that these companies are offering a wide choice of products and services. The multiple colours used for the Olympic rings carry a message of diversity and inclusivity. A newly emergent trend in logo design is the use of mosaic patterns and tessellation. These naturally require several colours, ranging from contrasting brights to multiple shades of a single colour.

SINGLE OR MULTIPLE COLORS? Multiple colours are difficult to pull off, but can work such as ebay logo.