Lesson 3 Week 4 Symbols & Logos

Week 4Lesson 03: Logo & Symbol

Identity Design or Corporate Identity…is the face you put forward to the public.

Symbols & Logos

Do you know who you are?

Can you express your identity?

A logo is a…… graphic representation of

an identity.It is composed of a symbol, illustration and/or

typography ("logotype").

What is a Logo?

In designers' terms, a corporate identity is a defined system of graphic elements that represents your company.

The logo should be integrated throughout all the elements of your business materials:

business cards, stationery, packaging, signage, sales kits, media advertising, promotions, etc.

Symbols & Logos

An identity system ensure consistency.

It should includes, color and paper selections for printing, layout and design of stationery and promotional materials, logos or icons for websites and packaging.

Symbols & Logos

Symbols & Logos | History

The history of logo design dates……back Greek ancient times.

The word "logo" means:

a name, word, symbol or trademark designed for…

…Easy Recognition

Logo History

Logo design history had its beginnings as a ciphers [saife] consisting of a single letter, and later a design or mark consisting of two or more letters combined.

Many early Greek and Roman coins bear the monograms or logos of rulers or towns.

Logo History

Logo History

The most famous of these early logos is the sacred monogram, which is formed by the conjunction of the Greek letters (Khristos = J.Christ).

Logo History

In the 13th century, logo design evolved from simple ciphers to trademarks for traders and merchants. The Middle Ages were extremely prolific in inventing ciphers for ecclesiastical, artistic, and commercial use.

Logo History

The emergence of the information age changed the face of logos and logo design.

Today, the general public has become increasingly aware of visual symbols, especially those used as trademarks.

Company logos are the face of the business, not only to the public, but to its employees and the company itself.

Logos have become the front line of the company, the corporate identity.

Logo History

The mark of a good logo is legibility and good brand recognition.

Because of the diversity of products and services sold by many businesses today, the need for new, unique logos is even stronger.

Since logos are the foundation of a company's visual image, a professionally designed logo is a must.

Symbols and logos are not the same thing…

- A symbol is basically a picture representing an idea, like the name of things. It is often used as public signage.

- A logo is like your name, it is living and it has character. Itnormally belong to a company.

What difference between Symbol & Logo?

Symbols & Logos | Symbols

Symbols (Signage)

Symbols (Signage)

Symbols (Signage)

Symbols (Icons)

Others Symbols…

good examples of how a complicated idea can be reduced to a diagram which economically communicates that idea.

Symbols (Others)

Symbols & Logos | Logos

A logo is a…… graphic representation of an identity.

It is composed of a symbol, illustration and/or typography ("logotype").

A logo should:

1. Attract attention, and then leave an impression

2. Create a look that is unique and distinguishable

3. Reflect the overall "feel" of the company it represents

4. Promote a feeling of authenticity and professionalism

So what is a Logo?

A new business must compete with established companies.

A quality logo is…

…one of the easiest ways to gain credibility and…

… professionalism for a company right from the start.

A business has to attract customers away from competitors. A distinctive logo stands out in peoples minds, and is much easier to remember than a name alone.

A logo adds visual appeal to any document or website, and increases the impact of your promotional materials.

A a logo will be advertising for a company all the time. Everyplace it exists, people will see it from signage to the bank teller who handles a company check.

Why a Logo?

• Visibility

• Distinctiveness / Different

• Simplicity/Universal

• Retention

• Timelessness

What is a Good Logo?

Make the groups!

Research is an important starting point!

Begin by noting and collecting samples of identities you like and don't like, next…

…process to consider is how you will present it to the world. Think about applications of it.

Remember:Your logo will be advertising for your company all the time. Logo and identity are always working for its company, make sure they are projecting the right image.

The logo must be flexible enough to be effective in both large and small spaces.

Creating a Logo Design

•• PositioningPositioning – Compared with other companies, what is the client’s current positioning?

•• PurposePurpose – What is the client’s business? What is the client’s purpose?

•• PersonalityPersonality – What is the client’s chosen style and manner?

BRIEFING QUESTIONSBRIEFING QUESTIONS FOR LOGO RESEARCHFOR LOGO RESEARCH

•• Current audienceCurrent audience – Who is the client’s current audience? Who, where, when, why?

•• Audience goalAudience goal – Does the client want another type of audience? What is the desired demographic?

•• PerceptionPerception – How does the client’s target audience currently view the brand?


•• Desired perceptionDesired perception – How does the client want the audience to view the brand?

•• CompetitionCompetition – How is the client different from its competition?

•• ObjectiveObjective – What is the marketing objective?


Symbol like Nike is very often accompanied by the company or product name in a signature typeface, also known as the logotypelogotype.

In other instances, the logotype alone serves as the firm's identity.

Further enforcing the brand recognition are the signature colors. Colors are usually chosen because of their emotional impact and/or relevance to the specific commodity being offered.


Your logo design should be simple:

People process an image in their mind easier than words alone.

The simpler your logo is, the easier it will be for you to resize and recolor it for various design purposes.

You should have

various logo sizes (small, medium, and large)

a web version and a print version of your logo

a black-and-white and color version


Symbols & Logos | Case Study

Case Study 1: Connexxion

The solution - connexxion - was built around the idea of 'bringing people together', and provided recognisability.

The strength of connexxion lies in its visual identity - it consists of several elements which interact coherently as a whole, but whichcan be disassembled into constituent parts for use in various contexts, without a loss of recognisability and legibility.

The xx element evokes connectedness and unity.


1. Research material


1. Research material


2. 1st draft logos

3. Final selected logo


4. Logo application on different items


5. Logo application on stationery items and brochures


6. Logo application on vehicle, signages and VI


Case Study 2: Hope for African Children

The Landor team was able to express visually the adult-child bond and relationship of caring through a unique graphic using silhouettes of a parent and child. The graphic uses the colors of Africa, and the outline of the continent was shown in the white space between the two silhouettes, creating an image that works two ways. A letter of thanks from the National Executive Director of Childreach/Plan, on behalf of all participating organizations, expressed thanks and referred to the identity as “a wonderfully inspiring and creative job.”

Symbols & Logos | A Pioneer …

Paul Rand, born Peretz Rosenbaum, the graphic designer whose work for many years defined the field of graphic design, died on November 26th, 1996.

During his long career, he established many of the definitions of the term "graphic designer" and was best known for his corporate designs.

He was designer of many covers of Direction magazine from 1938 to 1945, designer of two covers and features in PM/AD magazine as well as on the staff of Weintraub Advertising Agency from 1941 to 1954. In 1939 he was an instructor at the New York Laboratory School and over the course of his career was an instructor at Cooper Union and Pratt Institute. In 1966, he was awarded the AIGA Gold Medal.

A Pioneer of Graphic Design:Paul Rand

His logos for IBM, Westinghouse, United Parcel Service and ABC television are examples of truly successful corporate/designer partnership.

A Pioneer of Graphic Design:Paul Rand

The design accomplishments of Saul Bass (1920–1996) encompass many areas of visual communication: graphic design, movie titles and films, corporate design programs.

For more than five decades, Bass was a design innovator, in the corporate world with logos for AT&T, United Airlines, North American Rockwell and working with directors such as Alfred Hitchcock, Martin Scorsese and Otto Preminger. The scope of Bass’s long and prolific career has influenced legions of designers and filmmakers.

A Pioneer of Graphic Design:Saul Bass

Symbols & Logos | Lifting

Documents

Lesson 3 Week 4 Symbols & Logos