Chapter 6Logos/Symbols/Pictograms

Objectives (1 of 3)

• Learn the definition of a logo and the types of logos.

• Realize the logo as keystone of a visual identity.

• Address the spirit of the brand, group, or social cause.

• Design logos with relevance to an audience in mind.

• Choose fonts appropriately and creatively.

• Understand the use of a logo in letterhead and stationery applications.

Objectives (2 of 3)

• Become acquainted with practical considerations of logo application.

• Learn historical periods and connotative meaning as applied to choosing fonts for logo design.

• Become familiar with fundamental ways of depicting logos.

• Develop a logo design concept with major considerations in mind.

• Study the definition and potential meaning of a symbol.

Objectives (3 of 3)

• Recognize the various possible configurations of a symbol.

• Grasp how professionals utilize design nomenclature.

• Learn the definition and purpose of a pictogram and pictogram system.

• Communicate meaning through logo, symbol, and pictogram design.

• Convey information through pictograms.• Design an elemental visual.• Skillfully combine type and visuals into a

coherent unit.• Design logos, symbols, and pictograms.

Definition of Logo

• A logo is a unique identifying symbol.

• A logo also is called a brandmark, mark, identifier, logotype, or trademark.

Types of Logos (1 of 6)

• Logos can take the form of a wordmark.– Wordmark

(also called logotype) is the name spelled out in unique typography or lettering.

Logo Designer: Martin Holloway

Types of Logos (2 of 6)

• Logos can take the form of a lettermark.– The logo is created using the initials

of the brand name.

Logo Design firm: Bernhardt Fudyma Design Group

Types of Logos (3 of 6)

• Logos can take the form of a symbol mark -- an abstract or non-representational visual or a pictorial visual.– An abstract symbol

mark is a representational visual with an emphasis on the intrinsic form, an extraction relating to a real object modified with an abstract emphasis.

Logo Design firm: Red Flannel

Types of Logos (4 of 6)

– A non-representational or non-objective symbol mark is a visual which is a non-pictorial visual that symbolizes the brand or social cause, one that does not relate to a person, place, activity, or an identifiable object.

Logo Design firm: Segura Inc.

Types of Logos (5 of 6)

– A pictorial symbol mark is a representational image that symbolizes the brand or social cause; it relates to an identifiable person, place, activity, or object.

Logo Design agency: Kessels Kramer

Types of Logos (6 of 6)

• Combination mark– A combination of words and

symbols

Logo Design firm: Liska + Associates Inc.

Logo and Visual Identity

• A logo plays a key role in the visual identity of a brand, social organization, or company.

• A visual identity is the visual and verbal articulation of a brand or organization including all pertinent design applications, such as, letterhead, business card, and packaging, among many other possible applications.

Visual Identity Design firm: Ideograma

Identity Standards Manual

• Sets up guidelines for how the logo is to be applied to numerous applications, from business cards to point-of-purchase materials to vehicles to web sites

Applications for a Logo

• A logo should work for all necessary applications.– Packaging– Stationery (letterhead, business card,

envelope)– Signage– Advertisements– Clothing– Posters– Shopping bags– Menus– Forms– Covers

Stationery

• A staple of any visual identity is stationery/letterhead.

• Most designers position information at the head, or top, of the page, which is why we call it letterhead.

Stationery Designer: Tommy Ratliff

Practical Considerations for Stationery Design (1 of 3)

• The weight of the paper is very important because the letterhead and envelope must stand up to typewriters, computer printers, pens, and markers.

• Letterhead must be sturdy enough to withstand being folded.

• A business card is usually inserted into one’s wallet and therefore must be a heavier weight paper than the letterhead.

Practical Considerations for Stationery Design (2 of 3)

• When choosing paper, think also about:– Texture– How the color of the paper will work

with the ink’s color– Whether the shape will fit into a

standard envelope

Practical Considerations for Stationery Design (3 of 3)

• Papers and envelopes come in standard sizes.

• A business card should be of a size and shape that fits into a wallet.

• Know about printing processes; visit a good printer.

Font Choices

• Choosing a font for a logo should be based on:– Both form and expression – Denotative meaning of the font and

the connotative meaning (heritage, voice, expressive meaning)

Depicting Logo Shapes• Fundamental ways of depicting shapes or

forms to make form-making easily comprehensible: – Elemental form: Line or flat tone used to

reduce an image or subject to stark simplicity– High contrast: Depiction of forms based on

extreme contrast of light/shadow falling on a three-dimensional form

– Linear: Line used as the main element to depict or describe shape or form

– Texture or pattern: Line or marks used to suggest form, light, texture, pattern, or tone using hatch, cross-hatch, cross-contour, dots, smudges, etc.

Major Concerns

• Concept

• Expression

• Graphic design

Symbol (1 of 2)

• An essential (uncomplicated) visual that represents something else – an idea, concept, or another thing – by association

Symbols (2 of 2)

• A symbol may be designed in any of the following configurations.– Pictorial symbol: representational image of

an object or objects– Abstract symbol: an emphasis on the

intrinsic form of a representational image, an extraction relating to a real object but modified with an abstract emphasis

– Non-representational symbol: a non-objective or non-pictorial visual

– Typographic symbol: letter(s) or word(s)

Pictograms

• A simple picture denoting an object, activity, place, or person

• These signs communicate quickly, and because they are purely visual (non verbal), they cross language barriers

• Although most pictogram are simple, like the ones on restrooms, some have more detail or are more illustrative

Wayfinding Signs

• Wayfinding signs and systems are used internationally to assist and guide visitors and tourists to find what they are looking for in museums, airports, zoos, and city centers.

Example - Pictogram

Summary (1 of 4)

• A logo represents and embodies everything a brand or company signifies, providing immediate recognition.

• Logos can take the form of a wordmark, a lettermark, a symbol mark, or a combination mark.

• A logo plays a key role in the visual identity of a brand, social organization, or company.– A visual identity is the visual and verbal

articulation of a brand or organization, including all pertinent design applications.

Summary (2 of 4)

• A standard manual is a guide to the use of the logo, ensuring recognition and guarding the logo’s value.

• There are some fundamental ways of depicting shapes or forms.

• A logo must be designed appropriately in terms of style, type, shapes, and symbols to express the spirit or personality of the product, service, or organization.

• Learning historical periods and connotative meaning as applied to choosing fonts for logo design allows for greater expression.

Summary (3 of 4)

• A symbol is an essential visual that represents something else – an idea, concept, or another thing – by association. A symbol may be designed in a number of configurations.

• Though nomenclature varies among design professionals and clients, most designers might agree that a symbol carries greater connotative and associative meaning than a sign.

Summary (4 of 4)

• A pictogram is a simple picture denoting an object, activity, place, or person; it is purely visual, non-verbal communication.

• Wayfinding signs and systems are used internationally to assist and guide visitors and tourists to find what they are looking for in museums, airports, zoos, and city centers.