Logo History and Design

8/14/2019 Logo History and Design

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http://www.youtube.com/user/UPSWBCampaign#http://www.youtube.com/user/UPSWBCampaign#


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What is a logo?

A logo is the visual representation of acompany or organization, which forms the

foundation of its corporate identity. It is aname, symbol, monogram, emblem,trademark, or other graphic device designedfor easy and definitive recognition by thecompanys audience.

Trust, recognition, and attraction.

Smashlab: Understanding Logo Design: http://www.smashlab.com/files/Understanding_Logo_Design_screen.pdf
http://www.smashlab.com/files/Understanding_Logo_Design_screen.pdfhttp://www.smashlab.com/files/Understanding_Logo_Design_screen.pdf


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Images and words

...for profit and not for profit


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History of logos

Ancient Greece

Early technology of writing and seals Religious and political identification



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History of logos

Industrial technology changes everything.

18th and 19th Centuries: Lithography andtypography bring increased use of trademarksfor merchants and businesses.

By 20th Century, logo design is established part

of printing and advertising.

Meggs, Philip B. (1998).A History of Graphic Design (Third ed.). John Wiley & Sons, Inc..
http://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggs


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What should a logo be?

The trademark should embody in the simplest

form the essential characteristics of the product

or institution being advertised. Paul Rand

Simple (Describable)

Versatile (Scalable and B&W-friendly)

Distinctive (Memorable)

http://www.smashlab.com/files/Understanding_Logo_Design_screen.pdfhttp://www.smashlab.com/files/Understanding_Logo_Design_screen.pdfhttp://www.smashlab.com/files/Understanding_Logo_Design_screen.pdf


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What makes a good logo?

Simple? Versatile?

Distinctive?



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2008 Logo Design Trends

1. Organic 3d: Starts with a very basic

shapes that is applied to a simple

transparency effect.

2. Waves-The New Swooshes:Flexibility,

transfer,quickness and connection.

3. Web 2.0 Logos:So-called the Apple

type logo, rainbow logo,glass Apple

logo bright color, cute icon, effect, simple

font, rounded font.

organic 3d Wave Web 2.0 Apple logo


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4. Transparency: Growth, development,

combination and connection

5. Underground Typography-Minimal

fonts: Minimal Font,catch

attention,provoke a sentiment or

desire ,but create confusion among

conservatives

6. New Rainbow/Color Scale:

Sophistication,technology and freshness.

There are no boundaries- nothing is

impossible

Transparency Minimal FontsColor scale



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7. Sci-fi Fonts: Typographic logos,Straight

edges and simple shapes. less is more

8. Leaves Logos: Synonymous with

creativity and innovative thinking.web

2.0 logo feature leaves making spring-green the preferred web 2.0 color.

9. The Ugly 80s: looks like kid play

around mindlessly. stands out and get

notices,different, never boring

10. The New Crest: Contrast between the

old and new-novelty fonts against

medieval lions, ancient decorations

versus modern object. blending the right

element to strike the right chord

Sci-fi Fonts Leaves 80s The new Crest



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1. Psychedelic Pop Background: Part

60s psychedelic part Optical Art.

2. Origami: Small butbeautiful,Japanese art of folding paper.

3. Tactile Logos:Texture,invoking the

sense of touch

4. Arabesque: Arabic Calligraphy,

beautiful soul of middle East. Theharmonious blend of ancient

calligraphy and modern sans serif fonts

works like a charm.

Psychedelic Pop

BackgroundOrigami

Tactile Arabesque



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5. Classic Modernism: Somber and

calculated,white space is cleverly used.

Fundamental shapes,sharp contrast

6. Pictogram: good to communicate the

message of here I am instead of Let me

tell you about my company

7.80s Geometry Lesson: fine-

tuned,visually stable and very difficult toreproduce.

Classic Modernism Pictogram 80s Geometry



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8. Typographic Logos: Deliver not only

simplicity but also attractiveness.

9. Street Art: Wall paintings, a breath of

fresh air, a welcome relief from digital

computer art.

10. Puzzle Patterns: Using complex

vector graphics to intentionally veer

away from the rules. Undisciplined but

skillful interplay of type.

Typograohy Puzzle PatternStreet Art



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To stand out and be refreshingly different at what ever cost

From an identity point of view, web 2.0 logos failed miserably.

Minimalism is fading , this weakness is paving the way for spectacular remixes to take over

A particular style cannot emerge and expert to stay at top indefinitely.Logo trends have ashort lifespan.

New trends emerge only to be contradicted by others that go the opposite direction.

More will be the new less. Strong visibility and passion are dictating themes.



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Original logo, 1971

Make the belly button less obvious

Slightly alter the facial expression Remove the unattractive shade around tummy Siren - represent the seductive and irresistiblequality of the coffee

http://gourmet-coffee-zone.com/starbucks-logo.html
http://gourmet-coffee-zone.com/starbucks-logo.htmlhttp://gourmet-coffee-zone.com/starbucks-logo.htmlhttp://gourmet-coffee-zone.com/starbucks-logo.html


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Until 1987...

+

Coffee brownscheme, circular ring

surrounding the siren -resemble cigar band

label

Head of Mercury(mythology) - bring

out the theme of swiftspeed for espresso

coffee

http://gourmet-coffee-zone.com/starbucks-logo.html


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From 1987 to 1992

More attractive,

stylized version Chest hidden Text in the circular

band simplified

Cropped the siren, leave ahint of tail

With the introduction of anew blend (Apr, 2008)- Re-

introduced a version of the

original logohttp://gourmet-coffee-zone.com/starbucks-logo.html


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From 1971 to now

http://www.starbucks.com/flash/pikeplaceroast/index.html
http://www.starbucks.com/flash/pikeplaceroast/index.htmlhttp://www.starbucks.com/flash/pikeplaceroast/index.htmlhttp://www.starbucks.com/flash/pikeplaceroast/index.html


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Logo design tips

Simple is sometimes better -

A complex logo can be difficult to reproduce and

more importantly, difficult to remember.

A logo doesnt have to convey what your

company does -

A logo is better designed to be able to adapted to

whatever direction the company takes. Size matters -

Your logo needs to reproduce at a variety of

different sizes, particularly on the smallish side.

http://www.thelogofactory.com/logo-design-tips/
http://www.thelogofactory.com/logo-design-tips/http://www.thelogofactory.com/logo-design-tips/http://www.thelogofactory.com/logo-design-tips/


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Logo design tips

Your logo is for your audience -

Logo is to appeal to your customers, and should

be created with them in mind.

Your logo has to have instant impact -

You probably have a few seconds to grab the

viewers attention. Dont change. (Almost) never -

Brand recognition takes time.

http://www.thelogofactory.com/logo-design-tips/
http://www.thelogofactory.com/logo-design-tips/http://www.thelogofactory.com/logo-design-tips/


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Documents

Logo History and Design