Logo Development

Mark, Wordmark, Symbol & Monogram 1.Mark – a recognizable symbol used to indicate ownership. Ex #1: Wordmark (a freestanding acronym, company name, or product name that has been designed to convey a brand attribute or positioning) Ex #2: Emblem (A mark in which the company name is closely connected to a pictorial element)

Mark, Wordmark, Symbol & Monogram 2.Trademark – a name or symbol is used to show that a product is made by a particular company and legally registered. 3.Symbol – is the iconic portion of the logo. Disadvantage: It might be difficult to recognize without a wordmark.

Trademarks Circle R – denotes a registered trademark, and may only be used when marks have been federally registered. TM – is used to alert the public and does not require filing federal applications. It means trademark, which is a claim of ownership for goods and packaging.

Mark, Wordmark, Symbol & Monogram 4.Monogram – a design of 1 or more letters, usually the initials of a name. “SECRET GARDEN CONSTRUCTION” Logo This logo was created for a new start-up company that focuses on exquisite, multi-leveled gardens that include features such as waterfalls, rock walls, gazebos and more.

Where Do I Start?

Answer who, what, why? 1.Who’s the client? (values, attitudes, goals) 2.Who’s the audience? (Ex: women 12-34, men who love sports) 3.How and where will the logo be used? 4.It’s the designer’s job to presuppose future needs.

Identify, don’t explain! A logo should not literally describe the client’s business. Rather it should reflect the attitude and values of the company.

Best brands stand for big ideas, a strategic position or a defined set of values. Ex: logos that use symbols Symbols engage intelligence, imagination and emotion in a way that no other learning does. CBS logo by William GoldenNike logo by Carolyn DavidsonCingular’s mark nicknamed “Jack”

Logos and Their Meaning 1. Emerges from insight into the essence of an organization: what it stands for now & in the future.

Logos and Their Meaning Coca Cola (1 of the largest bev. companies in the world) Just redesigned it’s brand. Goal was to make coke feel happy, fresh and honest again. Re-establish coke’s reputation as a design leader. They tried to concentrate on elements that made coke unique: the white script on a red bkgr, the contoured bottle and the dynamic ribbon. The new design is bold, contemporary and simple. It has confidence and flexibility to work in different environments and media. The result: new design is relevant to young generation, helped to re-connect with people who grew up with the brand + increased sales.

Logos and Their Meaning 2.Grasping the meaning of a logo is rarely immediate. Ex: American flag. Designers need to articulate the big idea behind a mark. Then the company needs to seize every opportunity to share larger meaning as a way of building the culture and the brand.

Logos and Their Meaning 3.Meaning needs time to evolve. It usually becomes amplified over time as the company and its culture become stronger. Meaning may also be redefined by customer experience, adding a new dimension. Ex: Hewlett and Packard Company

Logos and Their Meaning HP Company History: was founded in 1939 by inventors Bill Hewlett and Dave Packard in a wooden garage in Palo Alto, CA. 70 years later, HP is the 14 th largest company in the world, with more than 1 billion customers operating in more than 170 different countries. Products range from printers to mobile computers, data storage devices, servers, etc. How did they do it? -Developed a program to drive marketing excellence -Shared best practices across regions -Recognized and motivated high achievement -Turned successful projects into learning materials -Promoted the brand name consistently (slogan: invent)

The Power of Symbols 1.Diagrammatic icons are simple representations of the structure of the subject matter. Ex: The Spark logo

The Power of Symbols 2. Metaphoric icons are based on conceptual relationships.

The Power of Symbols 3.Symbolic icons are abstract images that have no clear relationship to the subject. Shape signifies energy, light, etc. It acquires meaning only with its relationship to Pabst City.

The Power of Symbols Ex: The Spark logo The process of thinking is conveyed by the * mark. Ex: Talent Agency A hat communicates trust, honesty, and old-fashioned values. It can also be a reference to the phrase: “we wear many hats” (functioning in more than 1 capacity). Ex: Pabst City (Renovation project in Milwaukee. An old brewery is converted into a new apartment complex) Sun rays or the sun can be symbolic of hope, radiant new energy, renovation and recovery.

How do we construct meaning? When we deconstruct how memory is made, we find that there are 4 critical attributes of the process: 1.Shape 2.Color 3.Historical Continuity 4.Learned Response

The sequence of cognition The science of perception how individuals recognize and interpret sensory stimuli. The brain acknowledges and remembers shapes first. Visual images can be recognized directly, while words must be decoded into meaning. H&R BLOCK

Shape We see shape first. Reading is not necessary to identify shapes. But identifying shapes is necessary to read. Color Color is the 2 nd in the sequence. It can trigger an emotion or evoke a brand association. Kodak and Tiffani have trademarked their core brand colors. Form The brain takes more time to process language, so content is 3 rd in the sequence behind shape and color.

Shape & Color We see shape first, than color. All our visual recognitions are based on this. Is something square and blue, etc.?

Implied Shapes Logos do not have to be contained within shapes. The overall form of a logo should comprise a shape. This is achieved by letterforms and icon being constrained within a shape. Alternatively, the letterforms and icon can create an implied shape.

Can You Recognize the brand?

Historical Continuity Once the shape and color have been determined, we position it within our understanding of historical continuity. Ex: Does this look contemporary, Victorian or Medieval?

Learned Response We often use the information we have from learned responses to form meaning.

Learned Response Ex: we are taught that blue is masculine & pink is feminine. Red means Stop, Green – Go. This logo on uses our knowledge of the story of Isaac Newton’s discovery of gravity when the apple fell on his head.

Emotional Resonance Mnemonic value is linked seamlessly with emotional association. It’s personal and difficult to predetermine. The set of logos designed for Much Better relies on the positive associations we have with games like Twister and the Milton Bradley Toy Company.

Pose a Question If the viewer is given all the facts there is little reason for him to process information. If the viewer is presented with an interesting question, he will be forced to spend more time with the message and therefore become more intimate with it. Ask questions that can be answered. “If you can’t explain your idea in 1 sentence over the phone, it won’t work.” – Lou Dansiger

Design for Longevity 1.Style and trends might be enticing, but they rarely have lasting emotional resonance. 2.Concentrate on the concept, not the formal qualities.

Design for Longevity Considerations that impact longevity: Is the logo a strong representation of the client, as well as their current and future goals? What kind of fonts are being used? Are they classic or stylish, trendy and short-lived? Is the iconography culture-specific or universal? Is the logo well-crafted and aesthetically appropriate to remain unchanged for years?