A logo is generally defined as an iconic symbol designed to represent a company, organization, product, service, and sometimes certain places.

Logos vs. Logotypes

The proliferation of modern economies, communication, and the graphic design industry as allowed many corporations, products, services, agencies and other entities using a sign or emblem as logo.

As a result, only a few of the thousands of signs people are faced with are recognized without a name. The growing number of logos one is faced with each day reduces the effectiveness of each. Thus, the trend in recent years is to rely more heavily on logo systems in which a logo is accompanied with the business name, or where the business name is the entire logo (Logotype)

The disadvantage of relying solely on a logotype is that logos with textual content are restricted to one language, and may severally retard the effectiveness and usability of the mark in a global or multi-cultural market.

Logos

AT&T changed their logo from the encircled bell to the linear sphere in 1984, after an antitrust suit filed by the U.S. Justice Department. AT&T agreed to divest itself from its local telephone operations and became a long-distance telephone company. Saul Bass, the creator of the original AT&T logo was hired again to created the now present logo.

Logotypes

During the 1960’s the Coca-cola company decided to standardize its logotype due to numerous applications that the logotype was being displayed in. Lippincott Mercer was the agency that standardized the logotype as well as its entire identity into what it is today.

Distinct Aspects of a Logo Design:

Logotype/Wordmark/Lettermark:

A typographic symbol that is a powerful visual representation of a company and forms the basis of it’s corporate identity. A logotype consists of text or abbreviated text.

Icon:

An icon refers to a symbol without words that represents a specific brand. symbol / brand-mark

Slogan:

Short memorable phrase used in advertising to describe a company. (Text)

Citibank

This logo was created by Paula Scher in a matter of seconds. The task at hand was to create a logo that merged Travelers and Citibank into one logo. Scher states that even though it took a second to create, it took 35 years and second. Meaning that all of her past experiences led her to the creation of the Citibank logo.

Watch: Artist Series feature – Paula Scher
See: Pentagram Logo Design

Logo Design Considerations

Purpose

Remember that first and foremost good design solves problems. Be sure to understand the purpose of the logo being designed and where it will be used. The Nike Logo works so well because it was conceived with the notion of it appearing on shoes as much as on paper.

Logo vs. Logotype

As explained above, modern Logos my be a true mark with no written letters, only a logotype, or be conceived with both. Whatever is involved in the design, the sum of the parts should always add up to a unified whole. Conversely- the division of the design should always work well alone.

Size

Good logos maintain their clarity, quality, and essence at any size. Simpler is always better, especially in regards to display size.

Color

Color can – and should – play an important role in any logo. And the logo form should be strong enough to work without it. Logo get photocopied on letterhead, faxed in invoices, and converted to grayscale in newspaper print. Remember to consider and design a black and white version of your Logotype.

Usage

Always consider the various medium and printing techniques logos will be made for. Good logos can be translated into many different uses and maintain their integrity in a variety of formats.

For more info, Read: How the Swoosh was made.

Assignment: GRPH210-assignment7.pdf