AMC Theaters Arby’s

CNN Lord & Taylor Home Depot Fanta General Mills Hilton Inn

Sprite Jack in the Box Krispy Kreme Lysol Motorola Dunkin Donuts

Johnson/Johnson 7 Up Quaker State Hard Rock Café Safeway Tropicana

United Advil Downy Exxon Goodyear Verizon

A logo (from the Greek logotipos) is a graphic element, symbol, or icon of a trademark or brand.

Logotype is lettering set in a unique typeface or arranged in a particular way.

LogoA typical logo is designed to cause immediate recognition by the viewer.

The logo is one aspect of the brand of a company, with its unique shapes, colors, fonts and images, that are different from others in a similar market or non economic entity.

Color is the most expressive element of art.

What colors express a mood?

What about temperatures?

The field of industrial psychology has a sub-field that studies only the psychology of color.

These are generalized, differing by cultures.

Black: authority, intelligence, evil, grief

White: purity, safety, mourning, creativity

Gray: old age, middle of the road, depression

Red: energy, speed, life, giving

Blue: calm, loyal, dependable, sad

Green: growth, nature, money, luck, envy, fertility

Yellow: happy, optimism, creative thought, cowardice

Orange: energetic, ambitious, nature

Purple: royalty, prosperity, mystery, problem solving

Brown: reliability, stability, friendship, nature, mourning

Logos have been around in one form or another for several thousand years.

The Ancient Egyptians are known to have branded domestic animals with hieroglyphs to mark their ownership.

The Ancient Romans and Greeks marked their pottery to identify the manufacturer.

The great faiths of the world have all adopted symbols for ease of recognition.

Logo:

The Art of Visual Identity

From the 12th century onwards through medieval times, heraldic designs (coats of arms) were used to identify the status and property of the nobility.

In general, however, the most common early logos were trademarks signifying the origin or quality of a craftsman's product. Hallmarks, which testify to the quality of precious metals, are a good example of this practice.

At the start of the 20th century, with the introduction of color printing, we see the birth of the advertising industry.

A graphic designer is a

professional within the

graphic design and graphic

arts industry who

assembles together

images, typography or

motion graphics to create

a piece of design for published, printed or

electronic media, such as brochures and

advertising. The designer works with a client

(customer) to convey a message with words

and symbols.

A logo can be used in many different forms, sizes and contexts. For example, the logo for a hotel could be printed on a letterhead or menu, embroidered onto a napkin or jacket, embossed on metal cutlery or illuminated as a huge neon sign on the side of the building.

A logo should be simple so that it retains its clarity of design in different contexts. If it is too complicated, its details may be lost when it is reduced in scale. Also, a simple logo design is faster to read, easier to remember and consequently more instantly identifiable.

The 'I Love New York' logo by Milton Glaser, one of the most reproduced logos ever, illustrates most of these basic qualities.

The 'I Love New York' logo by Milton Glaser, one of the most reproduced logos ever, illustrates most of these basic qualities.