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A BRIEF HISTORY OF SYMBOLS, MARKS, LOGOS, TRADEMARKS AND CORPORATE IDENTITY

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TIMELINE 35,000 -15,000 BC First use of symbols Pictographs on walls and caves in France and Spain. 4500 -3500 BC First exact reproduction of images Stamp seals, carved from metal or stones, and were used to impress ownership on clay. Cylinder sear -when rolled across clay created a repetitive pattern Trademarks and Symbols Trademarks and symbols used in commerce before the time of Christ to serve two reasons: 1. For recognition and to single out their products from the competition. 2. For identification, so medieval authorities could trace the product to its maker for recognition or punishment.

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Present Day Trademarks The industrial revolution The introduction of packaging The brand-name advertising: A mark was needed to assist customers in picking out a widely advertised product from a shelf crowded with competitors' products. Corporate Identity The concept of visual coherence dates back to early guilds (weavers, metal smiths, etc.) Professional designers have worked with identity in this country since 1920's But with distinction only since the end of WW2.

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MARK. MARK. Graphic designers have a professional responsibility to be well versed in the spectrum of marks available for solving visual problems. Many classifications systems exist, developed by graphic designers, anthropologists, and psychologists. Most have positive attributes, but taken together they can lead to confusion and redundancy. A few basic terms can effectively classify marks and form a logical working language for designer, client, and printer.

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1. Symbols marks without type used to identify a corporation, agency or institution. Can be legally protected. Advantages: Unique, simple gestalt. Quick impact Disadvantages: Costly to promote, explain. Confusion with other symbols. 2. Pictographs Public symbols. Used to cross language barriers for direction, safety, transportation. Use encouraged by all. Advantages: Substitute for words. International Disadvantages: Confusion with corporate marks. Cultural confusion. 3. Lettermarks Letters from name in type used to identify company, often to shorten long name, not pronounceable. Advantages: Letterforms readable. Abbreviated name. Disadvantages: Costly to promote. 4. Logos Words or words in type that identify company, brand, project, group. Pronounceable. Can be legally protected. Advantages: Phonic, unique, easier to promote Disadvantages: Complex gestaltMARK.

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SYMBOLS Canadian Broadcast Corporation by Burton Kramer, Toronto High degree of abstraction. Bold cap C fragments like a sound wave. Bold, dynamic, and promoted heavily. Positive direction. Wool mark by Francesco Saroglia, Italy. Since 1964 has become one of the worlds most familiar symbols. Abstracted skein of yarn, space, flow, optical strength. CBS by W. Golden, New York, N.Y. Abstract eye, promoted very heavily since about 1951. Extremely high recognition because of exposure frequency. One of the best known marks in U.S.

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