Logo History and Design

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What is a logo?

•

• A

A

lo

logo i

go is th

s the vi

e visu

sual r

al r

epr

es

esen

enta

tati

tion o

on of a

f a

company or organization, which forms the

foundation of its corporate identity. It is a

name, symbol, monogram, emblem,

trademark, or other graphic device designed

for easy and deﬁnitive recognition by the

company’s audience.

•

• T

T

ru

rust,

st,

re

recog

cognit

nition

ion, a

, a

nd

nd att

attrac

ractio

tion.

n.

Smashlab: Understanding Logo Design:

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Images and words…

...for proﬁt and not for proﬁt

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Histor

History of

y of logos

logos

•

• A

An

nc

ci

ie

en

nt

t

G

Gr

re

ee

ec

ce

e

•

• Ea

Earl

rly t

y tec

echn

hnol

olog

ogy o

y of w

f wri

riti

ting

ng

an

and s

d sea

eals

ls

•

• Re

Reli

ligi

giou

ous an

s and po

d po

liti

li

tica

cal id

l iden

enti

tiﬁc

ﬁcat

atio

ion

n

Smashlab:

(5)

H

History of logos

istory of logos

•

• In

Industr

dustrial technology changes everything.

ial technology changes everything.

•

18

thth

_{and 19}

thth

_{Centuries: Lithography and}

typography bring increased use of trademarks

for merchants and businesses.

•

• B

By

y

2

20

0

thth

_{Century, logo design is established part}

of printing and advertising.

Meggs, Philip B.

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What should a logo be?

“The trademark sho

“The trademark should embody in the simpl

uld embody in the simplest

est

form the essential characteristics of

the product

or institution being advertised.” Paul Rand

•

• Simple

Simple

_{(Describable)}

•

• Versatile

Versatile

_{(Scalable and B&W-friendly)}

•

• Distinctive

Distinctive

_(Memorable)

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What makes a good logo?

S

Si

im

mp

pl

le

e?

?

V

e

er

rs

sa

at

ti

il

le

e?

?

Distinctive?

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2008 Logo Design Trends

1.

1. Organic 3d:Organic 3d: Starts with a very basicStarts with a very basic

shapes that is applied to a simple

transparency effect.

2.

2. Waves-The New Swooshes:Waves-The New Swooshes:Flexibility,Flexibility,

transfer

transfer,quickness ,quickness and and connection.connection.

3.

3. “Web 2.0” Logos“Web 2.0” Logos:So-called the “Apple:So-called the “Apple

type logo”, rainbow

type logo”, rainbow logo,glass Applelogo,glass Apple

logo bright color, cute icon, effect, simple

font, rounded font.

o

(10)

4.

4. Transparency:Transparency: Growth, development,Growth, development,

combination and connection

5.

5. ”Underground” Typography-Minimal”Underground” Typography-Minimal

fonts:

fonts: Minimal Font,catchMinimal Font,catch

attention,pr

attention,provoke a ovoke a sentiment orsentiment or

desire ,but create confusion among

conservatives

6.

6. New Rainbow/Color ScaleNew Rainbow/Color Scale::

Sophistication,tech

Sophistication,technology and nology and freshness.freshness.

There are no boundaries- nothing is

impossible impossible T Trraannssppaarreennccyy MiMinniimmaal l FFoonnttss Color scale Color scale

2008 Logo Design Trends

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7.

7. Sci-ﬁ Fonts:Sci-ﬁ Fonts: Typographic logos,StraightTypographic logos,Straight

edges and simple shapes. less is

edges and simple shapes. less is moremore

8.

8. Leaves Logos:Leaves Logos: Synonymous withSynonymous with

creativity and innovative thinking.web

2.0 logo feature leaves making

spring-green the preferred web 2.0 color.

green the preferred web 2.0 color.

9.

9. The “Ugly” 80’s:The “Ugly” 80’s: looks like kid playlooks like kid play

around mindlessly. stands out and get

notices,differ

notices,different, never ent, never boringboring

10.

10. The New Crest:The New Crest: Contrast between theContrast between the

old and new-novelty fonts against

medieval lions, ancient decorations

versus modern object. ”blending the right

element to strike the right chord”

S

Sccii--ﬁ ﬁ FFoonnttss LLeeaavveess 8800ss’’ TThhe e nenew w CCrreesstt

2008 Logo Design Trends

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1.

1. Psychedelic Pop Background:Psychedelic Pop Background: PartPart

60’s psyched

60’s psychedelic elic part Optpart Optical ical Art.Art.

2.

2. Origami:Origami: Small butSmall but

beautiful,Japanese art of

beautiful,Japanese art of folding paperfolding paper..

3.

3. Tactile Logos:Tactile Logos:Texture,invoking theTexture,invoking the

sense of touch

4.

4. Arabesque:Arabesque:Arabic Calligraphy,Arabic Calligraphy,

beautiful soul of middle East. The

harmonious blend of ancient

calligraphy and modern sans serif fonts

works like a charm.

Psychedelic Pop Psychedelic Pop Background

Background OrigamiOrigami

T

Taaccttiillee ArAraabbeessqquuee

2009 Logo Design Trends

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5.

5. Classic Modernism:Classic Modernism: Somber andSomber and

calculated,white space is cleverly used.

Fundamental shapes,sharp contrast

6.

6. Pictogram:Pictogram: good to communicate thegood to communicate the

message of “here I am” instead of “Let me

tell you about my company”

7.

7.80’s Geometry Lesson:80’s Geometry Lesson: ﬁne-

ﬁne-tuned,visually stable and very difﬁcult to

tuned,visually stable and very difﬁcult to

reproduce.

Classic Modernism

Classic Modernism PictogramPictogram 80’s Geometry80’s Geometry

2009 Logo Design Trends

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8.

8. Typographic Logos:Typographic Logos: Deliver not onlyDeliver not only

simplicity but also attractiveness.

9.

9. Street Art:Street Art: Wall paintings, a breath of Wall paintings, a breath of

fresh air, a welcome relief from digital

computer art.

10.

10. Puzzle Patterns:Puzzle Patterns: Using complexUsing complex

vector graphics to intentionally veer

away from the rules. Undisciplined but

skillful interplay of type.

T

Tyyppooggrraaoohhyy Street ArtStreet Art PuPuzzzzlle e PPaatttteerrnn

2009 Logo Design Trends

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To stand out and be refreshingly different at what ever cost

From an identity point of

view, web 2.0 logos failed

view, web 2.0 logos failed miserably.

miserably.

Minimalism is fading , this weakness is

paving the way for spectacular remixes to take over

A particular style

cannot emerge and expert to stay at top i

ndeﬁnitely

ndeﬁnitely.Logo trends have a

.Logo trends have a

short lifespan.

New trends emerge only to be contradicted by others that go the opposite direction.

More will be the new less. Strong visibility and

passion are dictating themes.

2009 Logo Design Trends

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Original logo, 1971

•

Make the belly button less

obvious

•

Slightly alter the facial expression

•

Remove the unattractive shade

Remove the unattractive shade around tummy

around tummy

•

Siren - represent the seductive and

irresistible

quality of the

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Until 1987...

+

•

Coffee brown

scheme, circular ring

surrounding the siren

-resemble cigar band

resemble cigar band

label

•

Head of Mercury

(mythology) - bring

out the theme of swift

speed for espresso

coffee

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From 1987 to 1992

•

More attractive,

stylized version

•

Chest hidden

•

Text in the circular

band simpliﬁed

•

Cropped the siren, leave a

hint of tail

•

With the introduction of a

new blend (Apr, 2008)-

Re-introduce

introduced a

d a version of the

version of the

original logo

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Fr

From 1971 to

om 1971 to now

now

http://www

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Logo design tips

•

• Simple is sometimes better -

Simple is sometimes better

-A complex logo can be difﬁcult to reproduce and

A complex logo can be difﬁcult to reproduce and

more importantly, difﬁcult to remember.

•

• A logo doesn’t have to convey what your

A logo doesn’t have to convey what your

company does

-A

A

logo is better designed to

be able to adapted to

whatever direction the company takes.

•

• Size matters -

Size matters

-Your logo needs to reproduce at a variety of

Your logo needs to reproduce at a variety of

differ

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Logo design tips

•

• Y

Y

ou

our l

r log

og

o i

o is f

s for

or

yo

your

ur

aud

ien

ience

ce

-

-Logo is to appeal to your customers, and should

Logo is to appeal to your customers, and should

be created with them in mind.

•

• Y

Y

our

log

logo h

o has

as to

to hav

have “

e “ins

instan

tant i

t impa

mpact”

ct” -

-You probably have a few seconds to ‘grab’ the

You probably have a few seconds to ‘grab’ the

viewers attention.

•

• Do

Don’

n’

t ch

t chan

ange

ge. (A

. (A

lm

os

ost) n

t) nev

ever -

er

-Brand recognition takes time.

Brand recognition takes time.

http://www.thelogofactory.com/logo-design-tips/

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