03 IAT 102 Graphic Design 05 Connotation Denotation

03 IAT 102 Graphic Design

05 Connotation / Denotation What’s in a logo?

Reading Practices of Looking

Practices of Looking Denotative: Connotative: Documentary evidence; the literal, descriptive meaning Culturally specific meanings with the cultural and historical context of the image and the viewer’s lived, felt knowledge: all that the image means to them personally and socially

Origin of Logos and Brands A brand began as a permanent sign of ownership of an animal made with a hot poker. It was subsequently used to burn a mark on casks of wine. A “brand-mark” came to mean a “trademark” or “brand. ” Brand was formally adopted as a term in 1929 when Standard Brands (now Kraft) resulted from the merger of several food manufacturers. Content and images taken from: White’s Advertising Design and Typography and Gordon + Gordon’s Digital Graphic Design

What the Logo/Logotype tells the consumer about your product A uniquely styled brand identity creates a recognizable ‘signature’ that creates recognition among consumers and enhances their familiarity with the product. A uniquely shaped signature is also referred to as the brand’s LOGO. The logo can take many forms. It can be based on the brand name in a unique typographic format: LOGOTYPE

There are many well-known logo that serve as examples of styles ranging from simple letter forms to elaborately styled icons and signatures. simple lettering company initials representative symbols

script lettering abstract symbols modified lettering stylized lettering symbol and signature combinations

Maintaining the integrity of the Logo It is important to keep logo as constant as possible. The logo style and proportions should be maintained on all packages, regardless of packaging form, shape, and size. Many companies do not follow this rule. They allow the proportions of the logo to be altered depending on the package proportions, on the vertical or horizontal orientation of the packages, or to accommodate variations in the packaging graphics. This only serves to dissipate brand recognition and can weaken the franchise of the product.

“Words are like faces: the more features we can see, the easier it is to tell who is who. ” Content and images taken from: Spiekermann & Ginger’s Stop Stealing Sheep

Type: capitals + lowercase

Typefaces

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