Logo’ s

DEFINITION
• A logo is a graphical element (ideogram, symbol,
emblem, icon, sign) that, together with its
logotype (a uniquely set and arranged typeface)
form a trademark or commercial brand.

• A logo's design is for immediate recognition. The

logo is one aspect of a company's commercial
brand, or economic or academic entity.

• Logos are also used to identify organizations and

other non-commercial entities.
 HISTORY
• Numerous inventions and techniques have contributed to
the contemporary logo, including cylinder seals (c.2300
BCE), coins (c.600 BCE), trans-cultural
diffusion of logographic languages, coats of
arms, watermarks, silver hallmarks and the development
of printing technology.

• As the industrial revolution converted western societies

from agrarian to industrial in the 18th and 19th centuries,
photography and lithography contributed to the boom of
an advertising industry that integrated typography and
imagery together on the page.
• The arts were expanding in purpose—from expression and
decoration of an artistic, storytelling nature, to a
differentiation of brands and products that the growing
middle classes were consuming.

• Innovators in the visual arts and lithographic process—such

as French printing firm Rouchon in the 1840s, Joseph
Morse of New York in the 1850s, Frederick Walker of
England in the 1870s, and Jules Ché ret of France in the
1870s—developed an illustrative style that went beyond
tonal, representational art to figurative imagery with sections
of bright, flat colors.
• By the 1950s, Modernism had shed its roots as an avant-
garde artistic movement in Europe & United States and
elsewhere

• The visual simplicity and conceptual clarity that were the

hallmarks of Modernism

• The current era of logo design began in the 1870s with the
first abstract logo, the Bass red triangle.

• Today there are many corporations,

products, brands, services, agencies and
other entities using an ideogram (sign, icon)
or an emblem (symbol) or a combination of
sign and emblem as a logo.
 SIGN
• We see signs everywhere like 'BUY THIS!', 'BUY THAT!',
'DON'T' TOUCH THIS!, 'DON'T TOUCH THAT!',
DANGER, NO SMOKING.
• Signs basically tell us what to do and what not to
• Signs also give us information.
• Samples of various signs:
 SYMBOLS
• A symbol is something such as an object, picture, written
word, or particular mark that represents (or stands for)
Association, Brand or Company.
• Symbols indicate (or serve as a sign for) and represent
ideas, concepts, or other abstractions.

• Sample of Symbols
 What is a Logo?
What Function Does it Serve?
• A logo is the visual identity of a brand, a mark that
represents an organization and makes it instantly
recognizable to an audience

• Identity built on the use of a set of colors, font(s) and

imagery to symbolize a brand and set it apart from others

• Logo should be unique identifying symbol, and should

represent company services, values, characteristics
 Types of Logo’s
• There are a number of ideas floating around about what
a logo really is. If we were to ask most people what a
logo is, they would have a variety of different answers,
but they would probably all be right in one way or
another.

• The reality is, there are a number of different types of

logo “marks” you could choose to utilize for yourself. In
this article, we’ll briefly explain the 5 main types of logos
and show some examples of each you’ll probably
recognize.
 1.Symbol or Icon
• This type of logo represents the company in a simple but
bold manner. In most cases, the image is abstract and
stylized to give visual interest.
• Most companies that use this type of logo will have a very
simple main logo, but may choose to create additional
alternative versions that appear a little more flashy.
• The human mind can easily remember a simple form much
easier than a complex one.
• Examples:
 2.Word Mark
• These are uniquely styled text logos that spell out the
company or brand name. Many times, custom fonts are
created specifically for brands to use across all their
marketing and branding collateral. Some examples include
Facebook, Disney and Sony.
 3.Letter Mark
• Lettermark’s are exclusively typographic. They use a
symbol representing the company through the use of its
initials or the brands first letter. Many companies choose
to use this type of logo because their initials can better
graphically illustrate the company better than the full
name (name is too long), the name is hard to pronounce,
or it’s just not distinct enough to carry its own weight.
Some companies and organizations that use lettermarks
include Hewlett-Packard, Chanel and General Electric.
 4.Combination Mark
• These logos combine a word mark and a symbol or icon
to give the flexibility for the use of either or both elements
across a variety of applications. A well-designed
combination mark looks just as good with the elements
separate as it does with them together. You might
recognize some combo marks like Hawaiian Airlines,
Adidas and Sprint.
 5.Emblem
• An emblem logo encases the company name within the
design. Some examples include Starbucks, the NFL and
Harley-Davidson Motorcycles.
 Elements of Logo Design
 CAPTURE PERSONALITY
• Logo should clearly express a company’s identity.
• Should tell people who they are, what they do, how they
work and how they want to be seen by the rest of the
world.

 SIMPLICITY
• People are drawn to clean, uncluttered logos because
they can easily recognize it at a glance.
• Busy, crowded logos with intricate details or elaborate
pictures are distracting.
 COLOUR PALETTE
• 80% of the world’s most recognizable logos use either 1
or 2 colours.
• Generally 1 to 3 colours are used to keep things
simple
• More than three colours is distracting to the eye and
less memorable

 PROPORTIONALITY
• A logo should function as one complete unit.
• Width shouldn’t be much greater than the height.
• Logos that are too tall are hard to read when reduced
or enlarged.
• The design should work well on any sized media –
from business card to billboard.

 FONTS
• A font that suits the personality of your business.
 ORIGINALITY
• Distinguish your company from its competitors.
• Should be unique, one-of-a-kind.
• Should be “ownable” – you want to be able to
trademark the logo design.

 PRACTICAL, USEABLE, ADAPTABLE

• Too many colours will cost you a fortune every time you
need to print business cards or letterhead.
• Should be able to easily convert to black and white .
• Should be created in vector format so you can resize
when needed without loss of image quality.
Have you ever wonder how the first Apple
logo looks in 30 years back? Did you know
Volkswagen was Hitler’s idea? Or how
the IBM logo changes over the time? Or
where the Mercedes-Benz Brand And The
Three-Pointed Star logo came from?
Logo Design & their Significance.
This logo doesn’t seem to hide much at first sight, but it
gives you a little insight in the philosophy behind the
brand. First of all, the yellow swoosh looks like a smile:
Amazon.com want to have the best Customer
Satisfaction. The swoosh also connects the letters a to z,
meaning that this store has everything from
a to z.
 This is probably one of the best known logos with a
hidden meaning. If you look closely, you'll see an arrow
that's formed by the letters E and x. This arrow
symbolizes speed and precision, two major selling points
of this company.
 Continental is a manufacturer of tyres. You could
actually see this in their logo, because the first two
letters create a 3-dimensional tyre.
Toblerone is a chocolate-company from
Bern, Switzerland. Bern is sometimes
called The City of Bears. They have
incorporated this idea in Toblerone
logo, because if you look closely, you’ll
see the silhouette of bear.
At first glance, this logo looks simply like the initials for
Baskin Robins but if you take a second look, you will
see the number 31 in the acronym (highlighted in a
pink color). This stems from the idea that Baskin
Robbins sells 31 types of ice cream, one for each day
of the month.
Sony vaio is well known brand of laptops. But did you know
that the vaio logo also had a hidden meaning? Well, the
first two letters represent the basic analogue signal. The
last two letters look like a 1 and 0, representing the digital
signal.
Carrefour is one of the biggest European retailers
and its also French of crossroads. The logo
symbolizes this world via two opposite arrows.
They also added the first letter of the name,
because if you look closely you'll see the letter C
in the negative space between the two arrows
 Unilever is one of the biggest producers of food,
beverages, cleaning agents and personal care products.
They produce a huge amount of different products and they
wanted to reflect this in their logo. Each part of logo has a
meaning. For example: the heart represents love , care and
health – feeling good, a bird is a symbol of freedom. Relief
from daily chores – getting more out of life.
 At first, this logo might not make much sense. But if
you look closely, you'll see the number 1 in the
negative space between the F and red stripes. I also
love how this logo communicates feeling of speed.
 The Sun logo is one of the most famous
ambigrams in the world. You can read the brand
name in every direction; both horizontally and
vertically. This logo was designed by Professor
Vaughan Pratt of the Stanford University.
 The NBC (National Broadcasting Company) is one of the
biggest American television networks. I think most of you
have already seen the peacock in this logo. The peacock has
6 different tail feathers, referring to the six divisions at the
time that this logo was created. The peacocks head is flipped
to the right to suggest it was looking forward, not back.
Each & Every letter has its own

Significance -

Concept -

Strategy -
Evolution of corporate brand logos
 APPLE
• When Apple was started, the logo was a complicated
picture of Isaac Newton sitting under a tree. This had
been designed by Jobs and Wayne, with the inscription:
“Newton … A Mind Forever Voyaging Through Strange
Seas of Thought … Alone.”
• Rob Janoff simplifIed the logo, which turned out to be a
great idea. Rob created the ‘Rainbow Apple’
• Janoff, however, said in an interview that though he was
mindful of the “byte/bite” pun (Apple’s slogan back then:
“Byte into an Apple”), he designed the logo as such to
“prevent the apple from looking like a cherry tomato.”
XEROX
The Principles of Effective Logo
Design
The Principles of Effective Logo Design

1. A logo must be simple

A simple logo design allows for easy
recognition and allows the logo to be
versatile & memorable. Good logos
feature something unexpected or
unique without being overdrawn.
The Principles of Effective Logo Design

2. A logo must be memorable

•Following closely behind the principle of

simplicity, is that of memorability.

•An effective logo design should be memorable

and this is achieved by having a simple, yet,
appropriate logo.
The Principles of Effective Logo Design

3. A logo must be timeless

• An effective logo should be timeless

that is, it should stand the test of time.

• Will the logo still be effective in 10,

20, 50 years?
The Principles of Effective Logo Design

4. A logo must be versatile

•An effective logo should be able to

•work across a variety of mediums and
applications.

• For this reason a logo should be designed in

vector format, to ensure that it can be scaled to
any size.
The Principles of Effective Logo Design

5. A logo must be appropriate

How you position the logo should be
appropriate for its intended purpose.

For example, if you are designing a logo for

children’s toys store, it would be appropriate to
use a childish font & color scheme.
 Game Time Folks!

 Logos will appear on the next

screen.

Think about it and try to guess the

brand.
DISNEY

WORLD
WILDLIFE
STARBUCKS

THAI
AIRWAYS

X-BOX
PLAY BOY

REDBULL
 AIR CANADA

ROLEX

BANK OF AMERICA