Chapter 7 - Logos/ Symbols/ Pictograph

Logos

A logo is a unique identifying symbol.A logo also is called a brand-mark, mark, identifier, logotype, or trademark. A logo plays a key role in the visual identity of a brand, social organization, or company. A visual identity is the visual and verbal articulation of a brand or organization including all pertinent design applications, such as, letterhead, business card, and packaging, among many other possible applications.

Types of Logo

Logos can take the form of a word-mark.
Word-mark (also called logotype) is the name spelled out in unique typography or lettering.

Logos can take the form of a letter-mark. The logo is created using the initials of the brand name.

Logos can take the form of a symbol mark - an abstract or non-representational visual or a pictorial visual. An abstract symbol mark is a representational visual with an emphasis on the intrinsic form, an extraction relating to a real object modified with an abstract emphasis.

A non-representational or non-objective symbol mark is a visual which is a non-pictorial visual that symbolizes the brand or social cause, one that does not relate to a person, place, activity, or an identifiable object.

A pictorial symbol mark is a representational image that symbolizes the brand or social cause; it relates to an identifiable person, place, activity, or object. 

Combination mark is a combination of words and symbols.

Applications for a Logo

A logo should work for all necessary applications.

• Packaging
• Stationery (letterhead, business card, envelope)
• Signage
• Advertisements
• Clothing
• Posters
• Shopping bags
• Menus
• Forms
• Covers

Major Concerns in Logo Design

Concept

• must be based on a design concept, which is the driving idea underpinning what you are depicting and how you are depicting it 

Expression

• must communicate meaning 

Graphic design

• The visual design of the idea must work together as a whole, stable unit

Way-finding Signs

Way-finding signs and systems are used internationally to assist and guide visitors and tourists to find what they are looking for in museums, airports, zoos, and city centers.