Logotype Notes

Logotype 

a graphic mark or emblem used to aid and promote instant public recognition.
-less is more

5 Principals of Effective Logo Design
-simple
-memorable
-timeless
-versitile
-appropriate.

Simple
-makes a logo instantly recogognizable.
-something unexpected and unique without being too overdrawn.

Memorable
-simple yet appropriate.

Timeless
-stand the test of time
-still effective in 10-50 years?

Versatile
-looks good across a variety of media and applications.
-vector format
-is it effective if still printed
   -in one color?
   -in reverse color?
   -postage stamp?
   -as large as a billboard?
-focus on concept and shape.

Appropriate
- logo should be for the appropriate audience.

Four Color Process vs Spot color

Four Color Printing: printing with full color. Also called full color printing. Uses CMYK.
Spot Color: method of specifying and printing colors in which each color is printed with its own ink. Effective when one to three colors is used. Very expensive with more colors. Uses Pantone Matching System.

Choose your color wisely!
-Color plays an important role in logo design.
-It can elicit different feelings and emotions from the audience.
-interpretation of color may vary depending on audience demographics. This should be carefully considered.
-Colors tend to follow trends, like fashion. Vibrant companies may follow trends, but banks and firms may have a more conservative color palette.
-Keep your color palette to two to three colors. It will increase production costs and create a chaotic design.

 Types of Logos

Combination Mark

Definition- logo that utilizes both text and graphics

Iconic/Symbolic

-more abstract.
-memorable.
-instantly recognizable.
-clarity when reproduced in small sizes.
-illustarative in nature either concrete or abstract.

Logotype/Wordmark

-incorporates your brand with a uniquely styled font.