Logo Lesson

• Purpose of a Logo
  • logos deal with "visual signs" used to convey ideas, moods, emotion, experience or information
  • they are an applied art, graphical design
  • graphic design must
    • convey mood, idea or experience
    • to a "reader"
    • while satisfying a "client"
  • Can you identify this logo?..........

• History
  • watermark
    • see example on quality paper
    • foolscap gets its name from the 'fools head' watermark originally on that size of paper
  • branding
    • used to identify cattle or swans
  • firemark
    • identified houses which were insured by private fire companies before 'public' fire fighting.
    • firefighters would put out the fires only if the firemark for their company was visible on the front of the house.
  • furniture marks
  • today, fashion statement, product or service identifier
    • may be used as a fashion statement e.g. "NIKE"
    • all types of products and services.

• 5 Types of logo

  1.0 Phonetic

  • letters only

2.0 Phonetic-Abstract

• notice the logo looks like the letter Q (for Quebec) but also has the abstract electrical "lightning"

3.0 Abstract

• for abstract often the meaning must be learned
• (interesting to note that the rings are different thickness in the actual official Olympic logo in order to balance the logo

4.0 Symbolic

• abstract forms and representational elements
• What does this logo represent?

5.0 Pictogram

• international symbols
• must be current in time
• cultural identity required

• Logo Design can be big business
  • Air Canada Logo cost about $3.2 Million dollars
  

  • this involves
    • focus groups
    • logo testing
    • group of artists
    • creative director, art director
    • market research etc.
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