Logotype

Logotype: A graphic mark or emblem commonly used by commercial enterprises, organizations, and even individuals to aid and promote instant public recognition; commonly referred to as a logo


Less is more.
Modernist-inspired logos proved successful in the era of mass visual communication ushered in by television, improvements in printing technology, and digital innovations.


5 Principals of Effective Logo Design
-Simple- makes a logo design easily recognizable, versatile, and memorable.


-Memorable- Simple and easily recognizable


-Timeless- It should be effective and not outdated in ten, twenty, to even fifty years


-Versatile- Needs to be able to work with media so it should be designed in vector format so they can scale to any size


-Appropriate- How you "position" the logo and is in the style of the intended audience

Four Color Process vs Spot Color

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. CMYK (cyan, magenta, yellow, black)

Spot Color- method of specifying and printing colors in which each color is printed with its 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. Pantone Matching System (PMS) use only 5 colors and every printer in the world has access to these colors (Pantone 1925 C, Pantone 205 C, Pantone 111 C, Pantone 3262 C, Pantone 336 C)

Choose color wisely because it's cost effective, eyecatching, and bright. Color can illicit different feelings and emotions from the audience.

Interpretation of color may vary depending on age, gender, and cultural demographics.

Colors also follow trends, just like fashion.

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- Combination Marks are graphics with both text and a symbol/icon that signifies the brand image hat you wish to project for your company or organization. Concise text can complement an icon or symbol, providing supplemental clarity as to what your enterprise is all about.


Iconic/Symbolic- Icons and symbols are compelling yet uncomplicated images that are emblematic of a particular company of 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

Wordmark/Lettermark- Using the name of the company or just initials of the organization and incorporating them into the design