Logo Design What Makes a Good Logo?

Iconic Logos have 5 important design elements. They are: Describable Memorable Effective without colour Scalable i.e. work when just two centimetres in size Relevant to the industry in question Points one and two go hand-in-hand, because if you can’t describe what a logo looks like then how will you be able to remember it? Point number three is important because colour is secondary to the shape and form. Some designers leave colour to the end of the design process, because if the mark doesn’t work in black only, no amount of colour will rescue it. THIS IS IMPORTANT FOR CORPORATE DESIGN BUT NOT NECESSARILY PERSONAL LOGO DESIGN Point number four is vital for collateral, such as office stationery (pens, pin badges etc.)—all those little things that can easily be overlooked. CORPORATE DESIGN ONLY Lastly, the design must be relevant for the business it identifies. This is accomplished through in-depth research into the industry involved, and helps to differentiate from closely associated competitors FOR PERSONAL LOGOS MAKE SURE THE LOGO SAYS SOMETHING ABOUT YOU From http://www.davidairey.com/what-makes-a-good-logo/

The Open University Logo Design There are a number of text layout variations, which gives greater freedom for those reproducing the logo in different formats. For example, the top right mark wouldn’t fit on the side of a pen as well as the centre right version . The strength of this design is the simplicity (the ‘O’ inside the ‘U’). The OU logo has evolved over the years, and didn’t always have the ‘glass’ effect—a common trend amongst today’s logos. It’s important to remember, however, that trends don’t last, and by designing using the latest fad, your logo will become dated, fast.

The Open University Logo Design The typography leaves a little to be desired, but the same distinctive, memorable, scalable, describable, reproducible mark was used to set the Open University apart from its competitors. From http://www.davidairey.com/what-makes-a-good-logo/ This is how the OU logo appeared in the past

Types of Logo Wordmark logo – mainly uses text and typeface to create its message, though other elements might be included e.g. Google Lettermark logo – similar to a wordmark but consists of initials or abbreviations e.g. monograms like the one used by Yves St Laurent Brandmark logo – a graphic symbol usually simple but powerful, that comes to represent the company in an abstract way e.g. Nike, Apple A combination mark logo – (also called an iconic logotype) combines a wordmark with a brandmark, communicating both a company’s identity and its purpose e.g. British Airways, Bank of America, Audi From: http://www.logomojo.com/logo-design/types-of-company-logo-designs

Coca Cola (Wordmark Logo) 1885 version of the logo. The Coca-Cola logo was first advertised in the Atlanta Journal in 1915 and also appeared on the display of Pemberton’s pharmacy. The first Coca-Cola logo was created by John Pemberton's partner and bookkeeper, Frank Mason Robinson, in 1885. Thinking that the two Cs would look well in advertising, it was Robinson who came up with the name and chose the logo’s distinctive cursive script. The typeface used, known as Spencerian script, was developed in the mid 19th century and was the dominant form of formal handwriting in the United States during that period. The red and white coloured scheme in the Coca-Cola logo was kept simple and distinctive to lure young minds The Coca-Cola logo was registered as a trademark in 1887 and has since then become the brand’s corporate identity.

IBM (Lettermark Logo) 1924 version of the logo 1956 1948-56 1972

Apple (Brandmark Logo) The first Apple logo was designed by Jobs and Wayne in 1976, featuring Isaac Newton sitting under an apple tree. It was inspired by a quotation by Wordsworth that was also inscribed into the logo that said: “Newton… a mind forever voyaging through strange seas of thought” with ‘Apple Computer Co.’ on a ribbon banner ornamenting the picture frame. That Apple logo was immediately changed by designer Rob Janoff into a multicoloured apple with a bite taken out off its right side, better known as the “rainbow apple”. This was done to commemorate the discoveries of gravity (the apple) and the separation of light (the colours) done by Isaac Newton and possibly to tribute the ‘fruit of the Tree of Knowledge’ in Adam and Eve’s story. Even the term ‘Macintosh’ refers to a particular variety of an apple. But certain speculations exist about the proper meaning of the Apple logo. Some believe that the ‘rainbow coloured’ Apple logo was used to advertise the colour capability of the Apple II computer. Others, like author Sadie Plant of Zeroes and Ones, considers the Apple logo as homage to Alan Turning, the father of modern computing, who committed suicide using a cyanide-laced apple. For the last few years, the Apple logo has appeared in various colours (aqua colour scheme was famous among all). But now Apple has discontinued the use of bright colors in the Apple logo, instead opting for white and raw-aluminium colour schemes. The polished chrome logo seems to fit ideally. The silvery chrome finish in the new Apple logo is consistent with the design scheme and freshens up the icon. For whatever reason Apple Inc. had to revamp its logo, the new Apple logo got a hearty endorsement by the customers and critics around the world. It can widely be seen on all Apple products and retail stores; and has become one of the world’s most renowned brand symbols. The first Apple logo 1976

Burger King (Combination mark Logo) 1969 version of the logo In 1969, Burger King established its famous Burger King “bun halves” logo that lasted till early 1990s. It was created to signify the eatery’s association with hamburgers. The earlier version of Burger King logo featured the name “Burger King” in orange placed in-between two ochre semi-circular buns By 1994, Burger King modernized its old Burger King logo by giving it a smoother typeface with rounded edge. This graphical tightening of the font replaced the obsolete “bulging” font to suit the advertising needs. Again in 1999, Burger King modified the Burger King logo that is a revised version of the original Burger King logo. The colour of the restaurant’s name in the new Burger King logo was changed from ochre to orange. A blue swirl was added in the new Burger King logo which wrapped the burger, giving the Burger King logo a circular appearance. The new Burger King logo also tilts the bun halves and the font on an axis making it contemporary and at the same time relevant. Though not instantly but gradually, in 2001, the new Burger King logo got endorsed by all of the Burger King outlets established throughout the country. New version of the logo