Logotypes
- logotypes are a graphic mark or emblem commonly used by commercial enterprises, organizations, and individuals to aid and promote instant public recognition.
- AKA a LOGO
- Egyptian Hieroglyphics, coats of arms, watermarks, and the development of the printing technology have contributed to the techniques of logos.
- the industrial revolution in 18th and 19th centuries - photography and lithography contributed to the boom of the advertising industry.
- typography was undergoing a revolution that expanded beyond the typical types.
- started making advertisements that appealed to the growing middle class instead of just for decoration and artistic reasons.
- children's books, newspapers, periodicals developed their own visual and editorial styles for expanding audiences.
- literary rates increased and visual styles changed.
- expansion of typographic styles and methods of representing businesses.
- the artistic movement in Europe became an international, commercialized movement in the US.
- this simplistic idea was a new generation for graphic designers.
- sometimes, less is more.
- Logos led to success in mass visual communication led along by TV, printing technology, and digital innovations.
- Logos represent companies brands.
- a logo is simple, a person can just see it and know what it is.
- Simple - makes a logo design easily recognizable, versatile, and memorable.
- Memorable - keeping it simple yet appropriate.
- Timeless - will it be affective in 10, 20, 50 years?
- Versatile - works across a variety of media and applications.
- Appropriate - how you position the logo and make sure it is appropriate to the audience.
- Four Color Process - technique for printing with full color. The four colors reproduce all colors of the spectrum when mixed in proper proportion. (CMYK)
- Spot Color - a method of specifying and printing colors in which each color is printed with its own inc. 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 - helps match specific colors.
- Color plays an important role in logo design. COlor can illicit different feelings and emotions from the audience.
- Interpretation of color may vary depending on age, gender, and cultural demoraphics. So color should be carefully considered based on your target audience.
- Colors follow trends. A new vibrant company may want to follow current trends.
- Keep your color palette to two or three colors. The more colors, the more the cost. Too many may cause a chaotic design.
- Combination Mark: graphics with both text and artwork, usually the company name.
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