Logo Lesson Five types of Logos Colour Branding

Five types o o o Phonetic Abstract Symbolic Pictogram

Phonetic o Letters only

Abstract o Often the meaning must be learned

Phonetic Abstract o Letters with an abstract

Font Charateristics o o Easy to read Simple colour schemes Thick lettering No “artistic” fonts

Some techniques: o o o o Rotating letters Shifting letters Enlarging letters Fusing Letters Extending Letters Adding a symbol Negative Space

Negative Space

Symbolic o Abstract forms and representational elements

Pictogram o o Intuitive International symbols

Purpose of a Logo o o Used to convey ideas, moods, emotion, experience or information They are an applied art, graphical design Can be big business Air Canada logo cost about $3. 2 million dollars

Identification o Logos are important ways to identify a company. They are like visual employees or representatives of organization they stand for.

Evolving Logo o The Microsoft Logo In 1987, Microsoft adopted its current logo, the so-called "Pacman Logo" designed by Scott Baker. According to the March 1987 Computer Reseller News Magazine, "The new logo, in Helvetica italic typeface, has a slash between the o and s to emphasize the "soft" part of the name and convey motion and speed. " Dave Norris, a Microsoft employee, ran an internal joke campaign to save the old logo, which was green, in all uppercase, and featured a fanciful letter O, nicknamed the blibbet, but it was discarded.

Switch It Up o The Mac Logo Probably the most popular logo is the Picassoinspired Mac logo. It was designed by Tom Hughes and John Casado, art directors on the Macintosh developement team. Originally, the logo for Macintosh looked completely different and was designed by the artist Jean-Michel Folon who was payed with a royalty of $1 for every Macintosh sold (overall over 30 million). But before the release of Macintosh, Steve Jobs changed his mind and had it replaced by the simple and colorful drawing of Hughes and Casado. The "Picasso"-logo was used as welcoming message on all versions of the Mac system software until System 7. 6. 1, where for the first time the Mac Face logo was used instead. With the release of Mac. OS X 10. 2 (Jaguar) the happy Mac and Mac Face logo at startup were replaced by a grey Apple on a white background. http: //www. theapplemuseum. com/

Go Forth and Create o o o Design 5 logos for your media company Compare the designs and see which one works best Hand in your designs and get feedback from the teacher Revise your logo as needed Choose one logo to use for the whole semester. This will be used for your website and media materials you create this term.