LOGOS.

UnderstandinganIDEOGRAMandLOGOTYPE
WhatisaLogo?

LOGOisagraphicalelementthat,togetherwithitslogotype(auniquelyset
andarrangedtypeface)formatrademarkorcommercialbrandfora
company,shop,organization,conference,event,showoraproduct.

Typically,alogo'sdesignisforimmediaterecognitionoftherelated
company.

Thelogoisanimportantaspectofacompany'scommercialbrand,or
economicoracademicentity.

Logoshapes,colors,fonts,andimagesusuallycanbedifferentfromothersin
asimilarmarket.

Logosarealsousedtoidentifyorganizationsandothernoncommercial
entities.

WhatisanIdeogram?

Ideogramisasignoraniconwithoutthenameofthecompanyor
entity.

Therearemanycorporations,products,services,agenciesandotherentities
usinganideogram(sign,icon)oranemblem(symbol)oracombinationof
signandemblemasalogo.

Itissensibletouseanideogramasalogo,evenwiththename.

Currently,theusageofbothimages(ideograms)andthecompanyname
(logotype)toemphasizethenameinsteadofthesupportinggraphicportion,
makingituniquebyitsletters,color,andadditionalgraphicelements.

ExamplesofIdeograms:


PopularLogotypesorIdeograms:

WhyisLogoColorImportant?

Colorisimportanttobrandrecognition,butitshouldnotbeanintegral
componenttothelogodesign,whichcouldconflictwithitsfunctionalityor
theme.

Somecolorsareassociatedwithcertainemotionsthatthedesignerwants
toconveyhencetheyareusedinlogoswithoutthembeingpartofcompany's
othermaterial.

Forinstance,loudcolors,suchasred,thataremeanttoattractthe
attentionofdriversonhighwaysareappropriateforcompaniesthatrequire
suchattention.

IntheUnitedStatesred,white,andblueareoftenusedinlogosfor
companiesthatwanttoprojectpatrioticfeelings.

Greenisoftenassociatedwithhealthfoods,andlightblueorsilverisoften
usedtoreflectdietfoods.Forotherbrands,moresubduedtonesandlower
saturationcancommunicatedependability,quality,relaxation,etc.

Warmcolors(red,orange,yellow)arelinkedtohotfoodandthuscanbe
seenintegratedintomanyfastfoodlogos.

Coolcolors(blue,purple)areassociatedwithlightnessandweightlessness,
thusmanydietproductshavealightblueintegratedintothelogo.

WhatisaDynamiclogo?

Alogothatchangeswithtime,season,modeorpromotioniscalleda
dynamicLogo.

In1898,tiremanufacturer,Michelin,introducedtheMichelinMan,acartoon
figurewhowaspresentedinmanydifferentways,suchaseating,drinking,
andplayingsports.

Bytheearly21stcentury,otherlargecorporationssuchasMTV,Google,
MortonSaltandSaksFifthAvenuehadalsoadopteddynamiclogosthat
changeovertimeandfromsettingtosetting.