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  1. ABOUT LOGOS Bernard E. Richardson © Bernard E. Richardson | 2023 Master Teacher & Visual Arts Educator By
  2. What is a logo? A logo is a graphic representation or symbol of a company/business, organization, institution, person, special event, product or service offered. • It is uniquely designed for easy recognition. • It should be a powerful persuasive ambassador for a business, organization, institution or individual.
  3. The logo is part of the branding process. Why need a logo? 2. For Promotion 1. For Identification • A logo is needed to identify the business, organization, institution. • It says who you are. • A logo is needed to say what industry you are in, what type of service you offer. The overall vibe of the business or organization. • Needed for differentiation from similar products.
  4. A good logo is peculiar, practical and simple in design and is effective in conveying the intended message. What makes a good Logo? • It must be bold and simple yet striking in appearance. The qualities of a good logo are: • Simple • Memorable • Timeless • Versatile • Appropriate
  5. The qualities of a good logo • A simple logo design is recognized easily and is easily remembered. • The design is simple and unique. 1. Simple
  6. • A good logo design must be eye catching and visually appealing to the viewer thus making it easy to remember. • Also to be memorable it must be simple and appropriate. 2. Memorable
  7. • A good logo should be timeless meaning that it will transcend through many years. It should be still effective in 10, 20, 50 years. An example is the Coca-Cola logo which has barely changed since 1885 and has remained effective through time. 3. Timeless
  8. • Must be able to work in both horizontal and vertical formats. • A good logo must be able to work in different mediums, format and applications e.g in vector format, pdf, png and jpeg. • Must be able to be worked in black and white as well as in colour. It should be able to be printed in one colour and printed in reverse (i.e. a light logo on a dark background). • Must be able to work at different sizes e.g. be shrunk to pocket size and enlarged to billboard size. 4. Versatile
  9. • A logo should be designed for its intended purpose. The choice of lettering and image used must be appropriate for the intended audience. 5. Appropriate This logo is for an animal park where persons can swim and interact with friendly stingrays in reef setting. The illustration shows a friendly caricature of a stingray splashing in the water. The lettering style used is also ‘free-spirited’ .
  10. CATEGORIES Types of Logos 1. LETTERFORM LOGOS 2. PICTORIAL LOGOS 3. COMBINATION LOGOS Acronyms Monograms Words (word mark) Abstract Icons/Symbols Mascot Emblems TYPES • There are 3 main categories of logos. From these several types of logo designs are created. Event Logos
  11. • Also called ‘letter mark logos’, these logos are made using lettering only. 1. LETTERFORM LOGOS Types of Logos • They are designed using either: a. Acronyms – an abbreviation that forms a new word using the first letter of each word in the phrase e.g. NASA (National Aeronautics and Space Administration).
  12. LETTERFORM LOGOS b. Monograms – a designed created using two or more letters combined like a person’s initials or the first letters of each word of the business or organization. c. Word Mark – which is a logo designed using a word with a specific font style that suits.
  13. A pictorial logo is one that uses a graphic image or symbol that has been simplified or stylized. 2. PICTORIAL LOGOS • The image is either an abstract or Iconic (literal representation) of the organization, company or product. • Referred to as Iconic/symbolic logos. Iconic logos Abstract logo
  14. Logos created using both text and images which represent the company, organization, institution, product etc, in the same design. #3. COMBINATION LOGOS • In a combination logo design, the text/words and image are integrated OR the text/words and image are separate or place next to each other.
  15. • These logos are the oldest type of logos. • The design includes text, a symbol or image inside a geometric shape or border. • The designs are usually more detailed than other types of logos. • Crests, schools and educational institution logos are emblem logos. 3. COMBINATION LOGOS - EMBLEM LOGOS University of Nottingham University of the West Indies Jennings Secondary School
  16. 3. COMINATION LOGOS - EVENT LOGOS • Logos of this type advertise an event and are usually made up of words and images. However what distinguishes them from other logos is that the date of the event is a part of the design and therefore makes it unique .
  17. 3. COMBINATION LOGOS - MASCOT LOGOS • The design must be legible, simplified and unique • It must be fun, playful and friendly and engaging. • The name of the business or the team may be included in the logo design. Mascot logos use an illustrated character or caricature (cartoon) chosen by the organization, business or team that acts as an ambassador.
  18. Resources • Cass, Jacob. (2009). Vital tips for effective logo design. • Kate. (2022). Different types of logos: which one is right for your business. • Light, Brian. 1989. Starting design and communication. Essex: Longman Group UK Limited • Place, Jennifer. 1995. Creating logos and letterheads. Ohio: North Light Books
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