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Encyclopedia > Logo

A logo (Greek λογότυπος = logotypos) is a graphical element, (ideogram, symbol, emblem, icon, sign) that, together with its logotype (a uniquely set and arranged typeface) form a trademark or commercial brand. Typically, a logo's design is for immediate recognition, inspiring trust, admiration, loyalty and an implied superiority.[1] The logo is one aspect of a company's commercial brand, or economic entity, and its shapes, colors, fonts, and images usually are different from others in a similar market. Logos are also used to identify organizations and other non-commercial entities. The word logo turned up in English in 1937, probably a shortening of logogram, meaning a sign or character representing a word (1820), derived from Greek logos word + gram what is written. ... A Chinese character. ... “Font” redirects here. ... “(TM)” redirects here. ... For other uses, see Brand (disambiguation). ... For other uses, see Brand (disambiguation). ...

Contents

Logos today

Red Cross and the Red Crescent ideograms.
Red Cross and the Red Crescent ideograms.

Today there are many corporations, products, services, agencies and other entities using an ideogram (sign, icon) or an emblem (symbol) or a combination of sign and emblem as a logo. Resultingly, only a few of the thousands of ideograms people see are recognized without a name. It is sensible to use an ideogram as a logo, even with the name, if people will not duly identify it. Currently, the usage of both images (ideograms) and the company name (logotype) to emphasize the name instead of the supporting graphic portion, making it unique by its letters, color, and additional graphic elements. Download high resolution version (1600x1200, 759 KB)Red Cross logos at the museum in Geneve File history Legend: (cur) = this is the current file, (del) = delete this old version, (rev) = revert to this old version. ... Download high resolution version (1600x1200, 759 KB)Red Cross logos at the museum in Geneve File history Legend: (cur) = this is the current file, (del) = delete this old version, (rev) = revert to this old version. ... The symbols of the Movement - The Red Cross and the Red Crescent emblems at the museum in Geneva. ... The symbols of the Movement - The Red Cross and the Red Crescent emblems at the museum in Geneva. ...


Ideograms (icons, signs, emblems) may be more effective than a written name (logotype), especially for logos being translated into many alphabets; for instance, a name in the Arabic language would be of little help in most European markets. An ideogram would keep the general proprietary nature of the product in both markets. In non-profit areas, the Red Cross (which goes by Red Crescent in Muslim countries) is an example of an extremely well known emblem which does not need an accompanying name. Branding aims to facilitate cross-language marketing. The Coca-cola logo can be identified in any language because of the standards of color and the iconic ribbon wave. ABCs redirects here. ... Arabic redirects here. ... The Anarchist Black Cross was originally called the Anarchist Red Cross. The band Redd Kross was originally called Red Cross. This article needs to be cleaned up to conform to a higher standard of quality. ... The International Red Cross and Red Crescent Movement is the worlds largest group of humanitarian non-governmental organizations, often known simply as the Red Cross, after its original symbol. ... For other uses, see Brand (disambiguation). ...


Some countries have logos, e.g. Spain, Italy, Turkey and The Islands of The Bahamas, that identify them in marketing their country. Such logos often are used by countries whose tourism sector makes up a large portion of their economy. [--168. ...


Color

Color is important to the brand recognition, but should not be an integral component to the logo design, which would conflict with its functionality. Some colors are formed/associated with certain emotions that the designer wants to convey. For instance, loud colors, such as red, that are meant to attract the attention of drivers on highways are appropriate for companies that require such attention. In the United States red, white, and blue are often used in logos for companies that want to project patriotic feelings. Green is often associated with health foods, and light blue or silver is often used to reflect diet foods. For other brands, more subdued tones and lower saturation can communicate dependability, quality, relaxation, etc.


Color is also useful for linking certain types of products with a brand. Warm colors (red, orange, yellow) are linked to hot food and thus can be seen integrated into many fast food logos. Conversely, cool colors (blue, purple) are associated with lightness and weightlessness, thus many diet products have a light blue integrated into the logo.


Dynamic logos

In 1898, tire manufacturer, Michelin, introduced the Michelin Man, a cartoon figure who was presented in many different ways, such as eating, drinking, and playing sport. By the early 21st century, other large corporations such as MTV, Google and Saks Fifth Avenue had also adopted dynamic logos, that change over time and from setting to setting.[2] Michelin (full name: Compagnie Générale des Établissements Michelin) (Euronext: ML) based in Clermont-Ferrand in the Auvergne région of France, is primarily a tyre manufacturer. ... Michelin logo Compagnie Générale des Établissements Michelin, based in Clermont-Ferrand, France, is primarily a tire manufacturer. ... This article is about the original U.S. music television channel. ... This article is about the corporation. ... Saks Fifth Avenue is a chain of upscale American department stores that is owned and operated by Saks Fifth Avenue Enterprises (SFAE), a subsidiary of Saks Incorporated. ...

Image File history File links This is a lossless scalable vector image. ...

Logo design

Logo design is an important area of graphic design, and one of the most difficult to perfect. The logo (ideogram), is the image embodying an organization. Because logos are meant to represent companies' brands or corporate identities and foster their immediate customer recognition, it is counterproductive to frequently redesign logos. Graphics are often utilitarian and anonymous,[1] as these pictographs from the US National Park Service illustrate. ...

A fictitious logotype: Narrow color range and recognizable design.

When designing (or commissioning) a logo, practices to encourage are to Image File history File links No higher resolution available. ... Image File history File links No higher resolution available. ...

  • avoid going overboard in attempting uniqueness
  • use few colors, limited colors, spot colors
  • avoid gradients (smooth color transitions) as a distinguishing feature
  • produce alternatives for different contexts
  • design using vector graphics, so the logo can be resized without loss of fidelity
  • be aware of design or trademark infringements
  • include guidelines on the position on a page and white space around the logo for consistent application across a variety of media (a.k.a. brand standard manual)
  • do not use a specific choice clip-art as a distinguishing feature
  • do not use the face of a (living) person
  • do not use photography or complex imagery as it reduces the instant recognition a logo demands

Printing technicians around the world use the term spot color to mean any color generated by a non-process color ink; such as metallic, fluorescent, spot varnish, or custom hand-mixed inks. ... Example showing effect of vector graphics versus raster graphics. ... For other uses, see Fidelity (disambiguation). ... “(TM)” redirects here. ... Examples of computer clip arts. ...

Examples

Due to the design, the color, the shape, and eventually additional elements of the logotype, each one can easily be differentiated from other logotypes. For example, a box of Kellogg's cereals will be easily recognized in a supermarket's shelf from a certain distance, due to its unique typography and distinctive red coloring. The same will be true when one is at the airport looking for the booth of the Hertz Rent-A-Car company. The logotype will be recognized from afar because of its shape and its yellow color. For other things with Kellogg in the name, see Kellogg (disambiguation). ... The Hertz Corporation (also known as Hertz Rent A Car or simply Hertz) is the worlds second largest car rental company, with 1,900 locations in the United States and 5,100 worldwide behind Enterprise, but is the largest general use car rental company in the world. ...


Some well-known logos include Apple Inc.'s apple with a bite out of it, which started out as a rainbow of color, and has been reduced to a single color without any loss of recognition. Coca Cola's script is known the world over, but is best associated with the color red; its main competitor, Pepsi has taken the color blue, although they have abandoned their script logo. IBM, also known as "Big Blue" has simplified their logo over the years, and their name. What started as International Business Machines is now just "IBM" and the color blue has been a signature in their unifying campaign as they have moved to become an IT services company. Apple Inc. ... This article is about the fruit. ... This article is about the beverage. ... Pepsi-Cola is a carbonated beverage that is produced and manufactured by PepsiCo. ... For other uses, see IBM (disambiguation) and Big Blue. ...


There are some other logos that must be mentioned when evaluating what the mark means to the consumer. Automotive brands can be summed up simply with their corporate logo- from the Chevrolet "Bow Tie" mark to the circle marks of VW, Mercedes-Benz and BMW, to the interlocking "RR" of Rolls-Royce each has stood for a brand and clearly differentiated the product line. Chevrolet (IPA: - French origin) (also known as Chevy) is a brand of automobile, produced by General Motors (GM). ... VW redirects here. ... This page is about the Mercedes-Benz brand of automobiles and trucks from the DaimlerChrysler automobile manufacturer. ... For other uses, see BMW (disambiguation). ... Rolls-Royce car may refer to vehicles produced by: Rolls-Royce Limited (1906-1973) Rolls-Royce Motors (1973-2003) Rolls-Royce Motor Cars (2003-present) // Rolls-Royce cars Rolls-Royce Limited vehicles 1904-1906 10 hp 1905-1905 15 hp 1905-1908 20 hp 1905-1906 30 hp 1905-1906...


Other logos that are recognized globally: the Nike "Swoosh" and the Adidas "Three stripes" are two well-known brands that are defined by their corporate logo. When Phil Knight started Nike, he was hoping to find a mark as recognizable as the Adidas stripes, which also provided reinforcement to the shoe. He hired a young student (Carolyn Davidson) to design his logo, paying her $35 for what has become one of the best known marks in the world (she was later compensated again by the company). [3] Nike, Inc. ... Swoosh is the symbol of the athletic shoe and clothing manufacturer Nike. ... This article is about the company. ... This article is about the co-founder of Nike, Inc. ... Carolyn Davidson created the famous Nike swoosh as a Portland State University graphic design student for $35 in 1971. ...


Another logo of global renown is that of Playboy Enterprises. Playboy magazine claims it once received a letter at its Chicago, Illinois offices with its distinctive "bunny" logo as the only identifying mark appearing where the mailing address would normally be written. This article or section does not cite its references or sources. ... For other uses, see Playboy (disambiguation). ... Flag Seal Nickname: The Windy City Motto: Urbs In Horto (Latin: City in a Garden), I Will Location Location in Chicagoland and northern Illinois Coordinates , Government Country State Counties United States Illinois Cook, DuPage Mayor Richard M. Daley (D) Geographical characteristics Area     City 606. ...


Corporate identities today are often developed by large firms who specialize in this type of work. However, Paul Rand is considered the father of corporate identity and his work has been seminal in launching this field. Some famous examples of his work were the UPS package with a string (replaced in March 2003) IBM, and NeXT Computer. Paul Rand (born Peretz Rosenbaum, August 15, 1914 – November 26, 1996) was a well-known American graphic designer, best known for his corporate logo designs. ... It has been suggested that Corporate Visual Identity Management be merged into this article or section. ... United Parcel Service, Inc. ... For other meanings, see Next. ...


An interesting case is the refinement of the FedEx logo, where the brand consultants convinced the company to shorten their corporate name and logo from "Federal Express" to the popular abbreviation "Fed Ex". Besides creating a shorter brand name, they reduced the amount of color used on vehicles (planes, trucks) and saved hundreds of thousands of dollars in paint costs. Also, the right pointing arrow in the new logo is a subliminal hint of motion. Federal Express redirects here. ... A subliminal message is a signal or message designed to pass below (sub) the normal limits of perception. ...


Logos in subvertising

See also: Culture jamming and Guerrilla communication

The wide recognition received by the most famous logos provides the brand's critics with the possibility of meme-hacking, a process also known as subvertising, turning the marketing message carried by the logo (either in its pristine form, or subtly altered) into a vehicle for an alternative message, frequently highly critical to the brand in question. An example is the AdBusters' corporate flag, a U.S. flag with the stars replaced by major corporate logos. Culture jamming is a resistance movement to cultural hegemony and the homogenous nature of popular culture, executed by means of guerrilla communication. ... The terms guerrilla communication and communication guerrilla refer to unconventional forms of communication and/or intervention in more conventional processes of communication. ... For other uses, see Brand (disambiguation). ... A meme hack is any person or organization that, relevant to the study of Memetics, uses a slogan to prove an opposite point. ... A subvertisement based on the Coca-Cola logo Subvertising refers to the practice of making spoofs or parodies of corporate and political advertisements in order to make a statement. ... Adbusters is a political magazine, founded by Kalle Lasn and Bill Schmalz that is published in Vancouver, British Columbia, Canada by the Media Foundation. ... Union Jack. ...


Virtually all distinctive design elements related to brands or logos can become subjects to subvertising. The best-known organizations subverting established logos and brands are ®™ark and AdBusters. A subvertisement based on the Coca-Cola logo Subvertising refers to the practice of making spoofs or parodies of corporate and political advertisements in order to make a statement. ... RTMark is an activist art collective that subverts the Corporate Shield protecting US corporations. ... Adbusters is a political magazine, founded by Kalle Lasn and Bill Schmalz that is published in Vancouver, British Columbia, Canada by the Media Foundation. ...


See also

Look up logo in
Wiktionary, the free dictionary.

Wiktionary (a portmanteau of wiki and dictionary) is a multilingual, Web-based project to create a free content dictionary, available in over 151 languages. ... American cultural icons. ... A sound trademark is a non-conventional trademark where sound is used to perform the trademark function of uniquely identifying the commercial origin of products or services. ... The Chi-Rho, a monogram of the first two letters in the Greek word for Christ E and L embroider for clothes and bedding, for a wife by the initials E L or L E A monogram is a motif made by overlapping or combining two or more letters or... In art, a motif is a repeated idea, pattern, image, or theme. ... In typography, a grapheme is the atomic unit in written language. ... 3rd Edition of the Retail Alphabet Game. ... A fictive wordmark illustrating how typographic treatment and color can make a name more visually memorable. ...

References

  1. ^ Wheeler, Alina. Designing Brand Identity ©2006 John Wiley & Sons, Inc. (page 4) ISBN 978-0-471-74684-3
  2. ^ Rawsthorn, Alice. "The new corporate logo: Dynamic and changeable are all the rage", International Herald Tribune, 2007-02-11. Retrieved on 2008-05-21. 
  3. ^ Origin of the Swoosh. Nike, Inc.. Retrieved on 2007-04-13.

The International Herald Tribune is a widely read English language international newspaper. ... Year 2007 (MMVII) was a common year starting on Monday of the Gregorian calendar in the 21st century. ... is the 42nd day of the year in the Gregorian calendar. ... 2008 (MMVIII) is the current year, a leap year that started on Tuesday of the Common Era (or Anno Domini), in accordance with the Gregorian calendar. ... is the 141st day of the year (142nd in leap years) in the Gregorian calendar. ... Nike, Inc. ... Year 2007 (MMVII) was a common year starting on Monday of the Gregorian calendar in the 21st century. ... is the 103rd day of the year (104th in leap years) in the Gregorian calendar. ...

External links

Wikimedia Commons has media related to:
Logos
  • Logo at the Open Directory Project
  • sportslogos.net - Resource web site containing bitmap art for thousands of sports teams (ad-supported site)
  • LogoLounge.com Logo Trends Archive - Resource web site containing articles, trends, and a search of tens of thousands of logos (membership)
The Open Directory Project (ODP), also known as dmoz (from , its original domain name), is a multilingual open content directory of World Wide Web links owned by Netscape that is constructed and maintained by a community of volunteer editors. ...

  Results from FactBites:
 
Logo Design,Company Logo Design,Business Logo Design,Logo Designs By Professional Logo Design Company (888 words)
A company logo design should be unique, identifiable and be able to portray the message about the business the company deals in and the services, which it caters.
A formulated logo design process with a set of objectives is planned keeping in mind the logo design attributes to create a meaningful symbol to communicate with your consumers.
Expert logo designers and concept developers transform ideas into simple sketches; with unique text treatment and distinctive color palette, we deliver your company logo designs adhering strictly to the norms.Your company logo designed by The Logo Land is an expense that will draw benefits for the life of your business.
Logo - Wikipedia, the free encyclopedia (2166 words)
Logo design is commonly believed to be one of the most important areas in graphic design, thus making it the most difficult to perfect.
Other logos that are recognized globally: the Nike "Swoosh" and the adidas "Three stripes" are two well-known brands that are defined by their corporate logo.
The wide recognition the most famous logos receive provides the brand's critics with the possibility of meme-hacking, a process also known as subvertising, turning the marketing message carried by the logo (either in its pristine form, or subtly altered) into a vehicle for an alternative message, frequently highly critical to the brand in question.
  More results at FactBites »

 
 

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