Logotypes

• 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

5 principles of effective logo design

-simple

-memorable

-timeless

-versatile

-appropriate


four color process
techinique for printing with full color. the four colors reproduce all colors of the spectrum when mixed in proper proportion. also called full colr printing
spot color
method of specifying and printing colors in which each color is printed with its own ink. effective when the printed matter contains only one to three different colors, but it becomes prohibitively expensive for more colors
pantone matching system
colors tend to follow trends just like fashion


combination mark   graphics with both text and artwork usually the company name


iconic/symbolic---compelling yet uncomplicated images that are emblematic of a particular company or product
more abstract...not full detail
really simplifying


wordmark....when you just use the word or company name as a whole...
lettermark-just using initials...