Logotypes

Definition- a mark or logo used by companies (mostly) to brand

What should they do?
-Be recognizable
-Convey the right image
-Simple

How did modernism affect logos?
-Logos became more clear and simple, opposed to the complex visuals before the 50s

5 Principles of effective logo design:

1. Simple- more effective for the quickness with which an audience looks at a logo
2. Timeless- will it be effective in 10 or 20 years? make sure it can
3. Versatile- your logo has to look good on any kind of media
4. Memorable- keeping simple and appropriate will make people remember it
5. Appropriate- design for your audience/client, not for yourself

Spot Color
-Method of specifying and printing colors, which each color is printed in its own ink
-Good for only up to three colors
-Uses Pantone Matching System to find colors

Choose Color Wisely
-Color plays an important role in logo design
-Color can illicit different feelings from your audience
-Different demos have different interpretations of colors
-Colors follow trends
-Keep to 2 or 3 colors, for complexity

Combination Mark
-Includes text and visual
-both are integrated

Iconic/ Symbolic
-Abstract
-Extremely simple
-Symbol for company, not what company does
-Visual only

Wordmark/ Lettermark
-Stylized company name
-Typography
-Utilizes only text