Logotype Notes

• Logotype is a graphic mark or emblem used by commercial enterprises and individuals to promote public recognition
• referred to as LOGO
• includes hieroglyphics, coats of arms, watermarks and development of printing
• in early industrial revolution photography and lithography contributed to advertising 
• in early industrial revolution typography was undergoing expansion and change beyond its traditions used in books
• arts were expanding
• by 1890 the US has 700 lithographic printing firms and employed 8000 people
• childrens books, newspapers, and periodicals
• literacy rates increased as the prices of printing decreased
• by 1950 Modernism became an international movements
• modernism formed a powerful toolset for a new generation of graphic designers
• LESS IS MORE
• logo design is one of the most difficult to perfect
• logos need to be simple, with personality

1. Simple - makes a logo design easily recognizable, versatile, and memorable. 
2. Memorable - keeping it simple yet appropriate.
3. Timeless - will it be affective in 10, 20, 50 years?
4. Versatile - works across a variety of media and applications.
5. Appropriate - how you position the logo and make sure it is appropriate to the audience.

• four colors reproduce all colors of the spectrum when mixed, CMYK 
• Spot Color method of specifying and printing colors in which each color is printed with its own ink, it is effective when only 1-3 colors is used in the design (cost effective) the more colors you add the more expensive it becomes 
• Pantone matching system is used for spot color 
• color plays an important role in logo design, illicit certain emotions in audience
• interpretation of color may vary in different ages, gender, and culture
• colors follow trends
• keep color palette to 2 or 3 colors 
• Combination mark   graphics with both text and artwork usually the company name 
• Iconic symbolic-icons and symbols are uncomplicated images of a particular company, they dont have to have words they can stand alone. 
• Word-mark/lettermark-just using the company name, the visual is the letters. lettermark- using just the initials. Utilize contrast 
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