Logo DesignWhat Makes a Good Logo?

Iconic Logos have 5 important design elements. They are:

1. Describable2. Memorable3. Effective without colour4. Scalable i.e. work when just two

centimetres in size5. Relevant to the industry in

question

Types of Logo

• Wordmark logo – mainly uses text; although, other design elements might be included e.g. Coca-Cola

• Lettermark logo – consists of initials or abbreviations e.g. IBM (Internation Business Machines)

• Brandmark logo – a simple graphic symbol that represents the company in an abstract way e.g. Apple

• A combination mark logo – combines text and a symbol e.g. Hungry Jack’s

Wordmark logos mainly uses text; although, other design elements might be included

1885 version of the logo. The Coca-Cola logo was first advertised in the Atlanta Journal in 1915 and also appeared on the display of Pemberton’s pharmacy.

The Coca-Cola logo was registered as a trademark in 1887 and has since then become the brand’s corporate identity.

Lettermark logo – consists of initials or abbreviations

1924 version of the logo

1948-56 1956

1972

Brandmark logo – a simple graphic symbol that represents the company in an abstract way e.g.

Apple

The first Apple logo 1976

A combination mark logo – combines text and a symbol e.g. Hungry Jack’s

1969 version of the logo

New version of the logo

Which Logo Type to Use?

Wordmark Logo Design • The company is not very well known and you want to

promote the name of the company to a wider audience

 

Lettermark logo Design • Your company name is already known by some

people, which means you have time to teach consumers to recognise

your logo

Brandmark Logo Design

• You need a distinct symbol to put on your product• Your company name is well know enough that

you can afford to teach people to recognise your logo

A combination mark Logo Design

• Your name is reasonably distinctive but not (yet) a household word.

• You want to include both words and an image in your logo

Task

• View tutorial logo design tutorial• Design poster, web logo, letter head• Explain your design choices