LOGOlogo design

The meaning of logos…

• What does the Fed Ex logo mean? Obviously it’s a shortening of the name “Federal” and “Express” – each with its own connotations.

• Which are?• Can anyone see the hidden or subliminal logo?

The meaning of logos…

Notice the hidden arrow in between the E and the X.

What does the arrow say or insinuate about FedEx?

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LOGO DESIGN

LOGO DESIGN• What is a logo?

– A logo is an identification mark. It is a symbol that companies (and individuals) use so that others can quickly and easily recognize who and what the company is.

• Logo’s also serve the function of giving some indication of what it is that a person or company does (most logo’s began this way even if the logo no longer shows this easily).

• Logo’s can also help to establish a mood, feeling or emotional association that the company want to portray, such as…

The development of the “logo”

• Logos can be traced to ancient Egyptian cartouches (as early as the 12th century BC).– if you want to be

technical in your definition of what a logo is

The development of the “logo”

• Heraldry and Coat of Arms later came to serve the same purpose on the medieval battlefields of Europe and the Middle East.– Why would easy

identification be of importance on the battlefield?

The development of the “logo”

• The Orient saw a proliferation and refinement in personal family crests.

• Logo design is still a high art in Japan and other Asian countries.

The development of the “logo”

• Logo design in the 20th century has developed into four basic approaches to the design.

• These are…• Alpha-gram• Pictogram• Logotype• Abstract

Alpha-gram• Alpha-grams are

based on letter forms.

• These usually use the first initial or a combination of letters from the name to create the logo.

• This is often used when a companies name is long and/or hard to pronounce.

Pictogram• Pictograms are

symbols which relate to a companies name or its product.

• Pictograms should be easily recognizable.

• As technology advanced, these types of logos may become outdated.

Logotype• A logotype is a logo

created by using the name of the company in whole (or in part).– SUNOCO – Sun Oil Company

• These are usually stylized or decorative and sometimes used in conjunction with a symbol…– but not dependant on the

symbol

Abstract• Abstract symbols are used when no single

image or idea truly represents the company in question.

combinations…

What is a sign?• A sign is an image or a symbol

specifically created to express a known meaning without words.

• Signs are designed to convey complex information or concepts in simple or fast ways.

What is an icon?• An icon is an image that actually

looks like the objects they are supposed to represent.

What is a symbol?• Something that on the surface is its literal

self but which also has another meaning or even several meanings. For example, a sword may be a sword and also symbolize justice.

• A symbol may be said to embody an idea.

• There are two general types of symbols: – Universal symbols that embody universally recognizable

meanings wherever used, such as light to symbolize knowledge, a skull to symbolize death, etc.

– Constructed symbols that are given symbolic meaning by the way an author uses them in a literary work, as the white whale becomes a symbol of evil in Moby Dick.

What is a symbol?

Are symbols universal?

Do the symbols at left seem universal in their

meanings?Could anyone understand

them?

Symbols and their interpretation can vary from region to region, culture to culture and especially from

time/era to time/era.

• Most people (we assume) would recognize these symbols, and what they stand for.

• However…– Would people in non-industrialized countries recognize

these symbols?– Will people in a thousand years, digging up the remains of

Usa, recognize what these symbols mean?

LOGO DESIGN

What makes a good logo?

• Simplicity of design.• Legibility - (can people easily and quickly

recognize the image).• Retention – a symbol which is easy to

remember.• Relationship to product, company or services.

• In addition, longevity is important. – A company doesn’t seem stable if their logo constantly

needs to be changed and updated to remain current.

How do you approach logo design?• Several questions need to be answered first…

– What type of logo will be used (which is most applicable)?

– What does the company do?

– What image does it want to represent (how can different designs represent different images and how can a single design be altered to create different images or personalities)?

– Is it international (why would this be important)?

– Does the company have color considerations?

– How will the logo be used (size considerations)?

YOUR ASSIGNMENT…