logos - leigh cotnoirlearn.leighcotnoir.com/wp-content/uploads/2019/01/logos.pdf · logos types and...
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LogosTypes and Characteristics
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What is a logo?
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A logo is the visual representation of a company's (or brand's) values, beliefs, and
functions.
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It is intended to evoke immediate recognition…
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…both intellectual and visceral recognition.
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Five main types of logos:
• Brand Mark (a.k.a. Symbol or Icon)
• Word Mark (a.k.a. Logotype)
• Letter Mark
• Combination Mark
• Emblem
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Brand Mark / Symbol / Icon
• Often visually simple yet stylized so it is easy to remember
• Simplicity also reflects marketing, print, and media constraints
• Commonly employed by large companies.
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Brand Mark / Symbol / Icon
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Brand Mark / Symbol / Icon
Look similar? What’s the difference?
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Brand Mark / Symbol / Icon
Brand: Windows
Company: Microsoft
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Brand Mark / Symbol / Icon
older Apple
newer Apple
Logo Updates
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Word Mark• Often referred to as
"logotypes," word marks spell out the name of a company or brand.
• Custom fonts are often created for word marks so that the company will control the font, thus controlling brand association with the typeface.
• Sometimes letterforms, kerning, tracking baseline shifts, etc. will be altered for stylizations.
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Word Mark
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Letter Mark
• Letter marks are typographically created using initials or representational letters from the company's or brand's name, often because the name is too long, hard to pronounce, or lacks distinction.
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Letter Mark
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Combination Mark
• Combines word mark and symbol logos to associate the name with icon.
• Some companies / brands allow the word mark and symbol to be used separately. Some don't.
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Combination Mark
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Emblem
• Similar to combination marks, emblems often have both text and icon, but they are enclosed in a containing design to appear as a single graphic.
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Emblem