Logotype

Logotype: (LOGO) a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to air and promote instant public recognition 

• numerous inventions and techniques have contributed to the contemporary logo (Egyptian Hieroglyphics)
• as printing decreased, literacy rates increased, and visual styles changed, the Victorian decorative arts lead to an expansion of typographic styles and methods of representing businesses. 
• the visual simplicity and conceptual clarity were the hallmarks of Modernism as an artistic movement formed a powerful tool set for a new generation of graphic designers
• LESS IS MORE
• modernist-inspired logos proved successful in the era of mass visual communications ushered in by television, improvements in printing technology, and digital innovations
• Logo design is an important area of graphic design, and one of the most difficult to perfect
• this is because logos are meant to represent companies' brands or corporate identities and foster their immediate customer recognition 
• real people in real life situations do not stare at and analyze logos
•  they just "see" it... and a quick glance will not be enough to get all the details in a complex logo
• a logo needs to be simple, but have enough personality that it stands out in a crowd

5 Principles of Effective Logo Design

1. simple (easily recognizable) 
2. memorable (simple yet appropriate) 
3. timeless (will it still be affective over time; not overly trendy) 
4. versatile (needs to work on a variety of media) 
5. appropriate (intended audience) 

Is your logo still effective if printed in...

• in one color
• in reverse color
• the size of a postage stamp
• as a large billboard

Four Color Process (CMYK)
-technique for printing with full color. The four colors reproduce all colors of the spectrum when mixed in proper proportion. Also called full color 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 0one to three different color, but it becomes prohibitively expensive for more colors. 
-Pantone Matching System: everyone and every printer uses these colors only when trying to design with spot colors 


Remember:

• Colors also tend to follow trends but be careful when designing something that is meant to last a long time
• Keep your color palette to two or three. Too many colors will increase your cost of production. As will it may cause a chaotic design. 

Combination Mark: the text and a symbol/icon that signifies the brand image that you wish to project for your company or organization