Logo Research

Logo Types

According to this website, there are three basic types of logos.

http://www.logodesignsource.com/types.html

A logo is a perspicuous glyph or symbolic, identifying mark that conveys origin, identity, or ownership. The main function is to elicit recognition. The object of a logo is to act as a mnemonic device and identifier, to communicate a desired thought or feeling, and to generate a desired emotional response. A thought-provoking logo design can strengthen your brand image and corporate identity, giving you a psychological advantage over your competition. Your logo is the core of your corporate identity, defining and symbolizing the character of your company or organisation. 

Iconic/Symbolic - Icons and symbols are compelling yet uncomplicated images that are emblematic of a particular company or product. They use imagery that conveys a literal or abstract representation of your organization. Symbols are less direct than straight text, leaving room for broader interpretation of what the organization represents. In order for a symbol to be a truly effective logo, it should conform to these maxims:
Instantaneously recognizable.
Memorable.
Clarity when reproduced in small sizes.
Can be illustrative in nature, either concrete or abstract.

Logotype/Wordmark - A logotype, commonly known in the design industry as a "word mark", incorporates your company or brand name into a uniquely styled type font treatment. Type fonts come in thousands of possible variations, shapes, sizes, and styles, each conveying a slightly different impression upon your intended audience. Script fonts imply a sense of formality and refinement. Thick fonts proclaim strength and power, whereas slanted type fonts impart a sense of motion or movement. Type font treatments can also include hand-drawn letters, characters or symbols that have been rendered in such a way as to intrigue the eye and capture the interest. Images can also be integrated into a logotype, often to great visual effect. Of prime consideration when selecting a logotype or wordmark is legibility and ease of recognition, even when reduced to the size required for printing your business cards.

Combination Marks - Combination Marks are graphics with both text and a symbol/icon that signifies the brand image that you wish to project for your company or organization. Concise text can complement an icon or symbol, providing supplemental clarity as to what your enterprise is all about.

There are integrated and stand alone combination marks. For instance, Starbucks logo has the text with the graphic integrated, whereas the AT&T logo has the icon separate from the text.

Some websites say there are three logo types and others say there are five. The below examples are from a website I felt was more accurate on it's description of logotypes and it has five basic logotypes. I included both because each has more detailed information of different things.

http://www.nodinx.com/5-basic-types-of-logos/

Symbol or Icon

This type of logo represents the company in a simple but bold manner. In most cases, the image is abstract and stylized to give visual interest. Most companies that use this type of logo will have a very simple main logo, but may choose to create additional alternative versions that appear a little more flashy. The human mind can easily remember a simple form much easier than a complex one. It’s best to use a simple symbol or icon if you plan on building a large business. You probably recognize symbol logos like Apple, Shell and Mercedes-Benz.

Word Mark

These are uniquely styled text logos that spell out the company or brand name. Many times, custom fonts are created specifically for brands to use across all their marketing and branding collateral. Some examples include Facebook, Disney and Sony.

Letter Mark

Lettermarks are exclusively typographic. They use a symbol representing the company through the use of its initials or the brands first letter. Many companies choose to use this type of logo because their initials can better graphically illustrate the company better than the full name (name is too long), the name is hard to pronounce, or it’s just not distinct enough to carry its own weight. Some companies and organizations that use lettermarks include Hewlett-Packard, Chanel and General Electric.

Combination Mark

These logos combine a wordmark and a symbol or icon to give the flexibility for the use of either or both elements across a variety of applications. A well-designed combination mark looks just as good with the elements separate as it does with them together. You might recognize some combo marks like Hawaiian Airlines, Adidas and Sprint.

Emblem

An emblem logo encases the company name within the design. Some examples include Starbucks, the NFL and Harley-Davidson Motorcycles.

The above are two different pages from websites that describe the basic different logotypes.

Today I went out in Bath and took some photos of examples each of these different logotypes. I realised through doing this it is quite rare to find a symbol or icon logo. This is because the company has to be extremely successful to pull it off for the public need to be aware of what it is without having any writing to tell them. The Combination Mark appeared to be the most common along with the Word Mark.

Here are some of the photos of the logos I found:

Symbol/Icon

I found it difficult to find Symbol Logos for only the hugely famous and successful brands could get away with using one on it's own without text. This is because the symbol itself is enough and known by everyone. 

Word Mark

The above are examples of Word Mark Logotypes. These were fairly common around town for shops and signs. This is because they are very clear to the general public. 

Letter Mark

Combination Mark

Emblem

Indesign Workshops

InDesign workshop 21st Feb

Cmd + N = New document

Facing Pages = Next to each other

This is what comes up when i press cmd+n and so I need to change this to what I want it to be for what I am working on.

This is an example of how you change the margin and the gutter size.

This has two columns, a gutter size of 5mm and all four margins the size of 15 mm.

To change the workspace you are using you need to follow the above steps. The workspace you select will prioritise certain features to enable you to carry out the task requested.

This is the workspace you get for 'Essentials'

And this, is what you get for 'Digital Publishing'. You can see the dramatic difference.

We made a master page and then made a 24pp 120mm2 document. Our name was written in the master page, replicating it 24 times.

We were then asked to use the skills we had learned and test the effects of space using the kerning, tracking and word spacing and also the lowercase, uppercase, italics and boldness. This has been a really useful skill to learn for current projects I am working on. 

InDesign Workshop 28th Feb

Object > Text Frame > Centre

Fill with placeholder text = fill a text box when you need something to work with.

Applying a character style to the text.

Window > Info (F8)

Linking Text boxes

Select red box once and then again to drag the missing text into the next text box.

Drag and hover over text box and drop.

All Documents = Useful Options

14th March

Indesign A6 Document

9pt size & 9 pt leading > No space between lines of text.