Logo History and Design

What is a logo? • A lo logo go is is the the visu visual al repr repres esen enta tati tion on of of a company or organization, which forms the foundation of its corporate identity. It is a name, symbol, monogram, emblem, trademark, or other graphic device designed for easy and definitive recognition by the company’s audience. • Tru rust, st, re recog cognit nition ion,, and and att attrac ractio tion. n. http://www.smashlab.com/files/Understandi .smashlab.com/files/Understanding_Logo_Design_screen.pdf  ng_Logo_Design_screen.pdf  Smashlab: Understanding Logo Design: http://www

Images and words…

...for profit and not for profit

History History of logos

• Ancient Greece • Ea Earl rly y tec techn hnol olog ogy y of of wri writi ting ng an and d sea seals ls • Re Reli ligi giou ouss and and poli politi tica call iden identi tific ficat atio ion n

Smashlab: Understanding Logo Design: http://www http://www.smashlab.com/fi .smashlab.com/files/Understanding_Log les/Understanding_Logo_Design_screen o_Design_screen.pdf  .pdf 

History of logos

• In Industr dustrial ial technology changes everything. • 18th and 19th Centuries: Lithography and typography bring increased use of trademarks for 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..

What should a logo be? “The trademark should should embody in the simplest simplest form the essential characteristics of the product or institution being advertised.” Paul Rand • Simple (Describable) • Versatile (Scalable and B&W-friendly) • Distinctive (Memorable) Smashlab: Understanding Logo Design: http://www.smashlab.com/files/Understanding_Logo_Design_screen.pdf 

What makes a good logo? Simple?

Versatile?

Distinctive?

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

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, Swooshes:Flexibility, transfer,quickness transfer ,quickness and connection. 3. “Web 2.0” Logos:So-called 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

2008 Logo Design Trends

4. Transparency: Growth, development, combination and connection 5. ”Underground” Typography-Minimal fonts: Minimal Font,catch attention,provoke attention,pr ovoke a sentiment or desire ,but create confusion among conservatives 6. New Rainbow/Color Scale: Scale: Sophistication,technology Sophistication,tech nology and freshness. There are no boundaries- nothing is impossible

Transparency

Minimal Fonts

Color scale

2008 Logo Design Trends 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 springgreen the preferred web 2.0 color. 9. The “Ugly” 80’s: looks like kid play around mindlessly. stands out and get notices,different, notices,differ ent, 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

2009 Logo Design Trends

1. Psychedelic Pop Background: Part 60’s psychedelic psychedelic part Optical Optical Art. 2. Origami: Small but  beautiful,Japanese art of folding paper. paper. 3. Tactile Logos:Texture,invoking Logos:Texture,invoking the sense of touch 4. Arabesque: Arabic Calligraphy,  beautiful soul of middle East. The harmonious blend of ancient calligraphy and modern sans serif fonts works like a charm.

Psychedelic Pop Background

Origami Tactile

Arabesque

2009 Logo Design Trends

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” 7.80’s Geometry Lesson: fine7.80’s tuned,visually stable and very difficult to reproduce.

Classic Modernism

Pictogram

80’s Geometry

2009 Logo Design Trends

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

Street Art

Puzzle Pattern

2009 Logo Design Trends  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 i ndefinitely.Logo .Logo trends have a short 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.

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 irresistible quality of the coffee

Until 1987...

+

• Coffee brown

• Head of Mercury

scheme, circular ring surrounding the siren resemble cigar band label

(mythology) - bring out the theme of swift speed for espresso coffee

From 1987 to 1992

• More attractive, stylized version • Chest hidden • Text in the circular  band simplified

• Cropped the siren, leave a hint of tail • With the introduction of a new blend (Apr, 2008)- Reintroduced introduce d a version of the original logo

From Fr om 1971 to now

http://www.starbucks.c http://www .starbucks.com/flash/pikeplace om/flash/pikeplaceroast/index.html roast/index.html

Logo design tips • Simple is sometimes better A complex logo can be difficult to reproduce and more importantly, difficult to remember. • A logo doesn’t 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 differ ent sizes, particularly on the smallish side.

Logo design tips

• You ourr log logo o is is for for yo your ur aud audien ience ce Logo is to appeal to your customers, and should  be created with them in mind. • Your log logo o has has to hav havee “ins “instan tantt impa impact” ct” You probably have a few seconds to ‘grab’ the viewers attention. • Don’ Don’tt chan change ge.. (Alm (Almos ost) t) nev never er Brand recognition takes time. http://www.thelogofactory.com/logo-design-tips/