Chapter 6 LogosSymbolsPictograms Objectives 1 of 3 Learn

Chapter 6 Logos/Symbols/Pictograms

Objectives (1 of 3) • Learn the definition of a logo and the types of logos. • Realize the logo as keystone of a visual identity. • Address the spirit of the brand, group, or social cause. • Design logos with relevance to an audience in mind. • Choose fonts appropriately and creatively. • Understand the use of a logo in letterhead and stationery applications.

Objectives (2 of 3) • Become acquainted with practical considerations of logo application. • Learn historical periods and connotative meaning as applied to choosing fonts for logo design. • Become familiar with fundamental ways of depicting logos. • Develop a logo design concept with major considerations in mind. • Study the definition and potential meaning of a symbol.

Objectives (3 of 3) • Recognize the various possible configurations of a symbol. • Grasp how professionals utilize design nomenclature. • Learn the definition and purpose of a pictogram and pictogram system. • Communicate meaning through logo, symbol, and pictogram design. • Convey information through pictograms. • Design an elemental visual. • Skillfully combine type and visuals into a coherent unit. • Design logos, symbols, and pictograms.

Definition of Logo • A logo is a unique identifying symbol. • A logo also is called a brandmark, identifier, logotype, or trademark.

Types of Logos (1 of 6) • Logos can take the form of a wordmark. – Wordmark (also called logotype) is the name spelled out in unique typography or lettering. Logo Designer: Martin Holloway

Types of Logos (2 of 6) • Logos can take the form of a lettermark. – The logo is created using the initials of the brand name. Logo Design firm: Bernhardt Fudyma Design Group

Types of Logos (3 of 6) • Logos can take the form of a symbol mark -- an abstract or nonrepresentational 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. Logo Design firm: Red Flannel

Types of Logos (4 of 6) – A nonrepresentational 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. Logo Design firm: Segura Inc.

Types of Logos (5 of 6) – 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. Logo Design agency: Kessels Kramer

Types of Logos (6 of 6) • Combination mark – A combination of words and symbols Logo Design firm: Liska + Associates Inc.

Logo and Visual Identity • 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. Visual Identity Design firm: Ideograma

Identity Standards Manual • Sets up guidelines for how the logo is to be applied to numerous applications, from business cards to point-of-purchase materials to vehicles to web sites

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

Stationery • A staple of any visual identity is stationery/letterhead. • Most designers position information at the head, or top, of the page, which is why we call it letterhead. Stationery Designer: Tommy Ratliff

Practical Considerations for Stationery Design (1 of 3) • The weight of the paper is very important because the letterhead and envelope must stand up to typewriters, computer printers, pens, and markers. • Letterhead must be sturdy enough to withstand being folded. • A business card is usually inserted into one’s wallet and therefore must be a heavier weight paper than the letterhead.

Practical Considerations for Stationery Design (2 of 3) • When choosing paper, think also about: – Texture – How the color of the paper will work with the ink’s color – Whether the shape will fit into a standard envelope

Practical Considerations for Stationery Design (3 of 3) • Papers and envelopes come in standard sizes. • A business card should be of a size and shape that fits into a wallet. • Know about printing processes; visit a good printer.

Font Choices • Choosing a font for a logo should be based on: – Both form and expression – Denotative meaning of the font and the connotative meaning (heritage, voice, expressive meaning)

Depicting Logo Shapes • Fundamental ways of depicting shapes or forms to make form-making easily comprehensible: – Elemental form: Line or flat tone used to reduce an image or subject to stark simplicity – High contrast: Depiction of forms based on extreme contrast of light/shadow falling on a three-dimensional form – Linear: Line used as the main element to depict or describe shape or form – Texture or pattern: Line or marks used to suggest form, light, texture, pattern, or tone using hatch, cross-hatch, crosscontour, dots, smudges, etc.

Major Concerns • Concept • Expression • Graphic design

Symbol (1 of 2) • An essential (uncomplicated) visual that represents something else – an idea, concept, or another thing – by association

Symbols (2 of 2) • A symbol may be designed in any of the following configurations. – Pictorial symbol: representational image of an object or objects – Abstract symbol: an emphasis on the intrinsic form of a representational image, an extraction relating to a real object but modified with an abstract emphasis – Non-representational symbol: a nonobjective or non-pictorial visual – Typographic symbol: letter(s) or word(s)

Pictograms • A simple picture denoting an object, activity, place, or person • These signs communicate quickly, and because they are purely visual (non verbal), they cross language barriers • Although most pictogram are simple, like the ones on restrooms, some have more detail or are more illustrative

Wayfinding Signs • Wayfinding 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.

Example - Pictogram

Summary (1 of 4) • A logo represents and embodies everything a brand or company signifies, providing immediate recognition. • Logos can take the form of a wordmark, a lettermark, a symbol mark, or a combination mark. • 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.

Summary (2 of 4) • A standard manual is a guide to the use of the logo, ensuring recognition and guarding the logo’s value. • There are some fundamental ways of depicting shapes or forms. • A logo must be designed appropriately in terms of style, type, shapes, and symbols to express the spirit or personality of the product, service, or organization. • Learning historical periods and connotative meaning as applied to choosing fonts for logo design allows for greater expression.

Summary (3 of 4) • A symbol is an essential visual that represents something else – an idea, concept, or another thing – by association. A symbol may be designed in a number of configurations. • Though nomenclature varies among design professionals and clients, most designers might agree that a symbol carries greater connotative and associative meaning than a sign.

Summary (4 of 4) • A pictogram is a simple picture denoting an object, activity, place, or person; it is purely visual, non-verbal communication. • Wayfinding 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.