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of color in this context is due to the mechanics of human visual perception wherein color and contrast play critical roles in visual detail detection. In addition, we tend to acquire various color connotations and color associations through social and cultural conditioning, and these play a role in how we decipher and evaluate logo color. While color is considered important to brand recognition and logo design, it should not conflict with logo functionality, and it needs to be remembered that color connotations and associations are not consistent across all social and cultural groups. For example, in the United States, red, white, and blue are often used in logos for companies that want to project patriotic feelings but other countries will have different sets of colors that evoke national pride.
651:
404:, are completely abstract forms; pictographs are iconic, representational designs; logotypes (or wordmarks) depict the name or company initials. These elements can be combined in a set position and relative size in a logo lock-up, so named because elements are "locked" together and should not be broken apart or resized individually. Because logos are meant to represent companies' brands or corporate identities and foster their immediate customer recognition, it is counterproductive to frequently redesign logos.
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400:. A logo is the central element of a complex identification system that must be functionally extended to all communications of an organization. Therefore, the design of logos and their incorporation in a visual identity system is one of the most difficult and important areas of graphic design. Logos fall into three classifications (which can be combined). Ideographs, such as
258:
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art to figurative imagery with sections of bright, flat colors. Playful children's books, authoritative newspapers, and conversational periodicals developed their own visual and editorial styles for unique, expanding audiences. As printing costs decreased, literacy rates increased, and visual styles changed, the
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only a few of the thousands of ideograms in circulation are recognizable without a name. An effective logo may consist of both an ideogram and the company name (logotype) to emphasize the name over the graphic, and employ a unique design via the use of letters, colors, and additional graphic elements.
495:
Color is a key element in logo design and plays an important and potentially vital role in brand differentiation. Colors can have immense consequences on our moods. They are remarkably dominant to the point that they can psychologically manipulate perspectives, emotions, and reactions. The importance
333:
The current era of logo design began in the 1870s with the first abstract logo, the Bass red triangle. As of 2014, many corporations, products, brands, services, agencies, and other entities use an ideogram (sign, icon) or an emblem (symbol) or a combination of sign and emblem as a logo. As a result,
293:
of late-19th century, partially in response to the excesses of
Victorian typography, aimed to restore an honest sense of craftsmanship to the mass-produced goods of the era. A renewal of interest in craftsmanship and quality also provided the artists and companies with a greater interest in credit,
269:
Innovators in the visual arts and lithographic process—such as French printing firm
Rouchon in the 1840s, Joseph Morse of New York in the 1850s, Frederick Walker of England in the 1870s, and Jules Chéret of France in the 1870s—developed an illustrative style that went beyond tonal, representational
630:
In today's digital interface adaptive world, a logo will be formatted and re-formatted from large monitors to small handheld devices. With the constant size change and re-formatting, logo designers are shifting to a more bold and simple approach, with heavy lines and shapes, and solid colors. This
508:
Designing a good logo often requires involvement from a marketing team teaming with the graphic design studio. Before a logo is designed, there must be a clear definition of the concept and values of the brand as well as understanding of the consumer or target group. Broad steps in the logo design
253:
The arts were expanding in purpose—from expression and decoration of an artistic, storytelling nature, to a differentiation of brands and products that the growing middle classes were consuming. Consultancies and trades-groups in the commercial arts were growing and organizing; by 1890, the US had
369:
in Israel) exemplifies a well-known emblem that does not need an accompanying name. The red cross and red crescent are among the best-recognized symbols in the world. National Red Cross and Red
Crescent Societies and their Federation as well as the International Committee of the Red Cross include
499:
Choosing an organisation's logo color is an important decision because of its long term implications and its role in creating differentiation among competitors' logos. A methodology for identifying potential logo colors within an industry sector is color mapping, whereby existing logo colors are
614:
A company that uses logotypes (wordmarks) may desire a logo that matches the firm's
Internet address. For short logotypes consisting of two or three characters, multiple companies are found to employ the same letters. A "CA" logo, for example, is used by the French bank
678:
govern registered designs, patents, and trademarks. Ordinarily, the trademark registration will not 'make claim' to colors used, meaning it is the visual design that will be protected, even if it is reproduced in a variety of other colors or backgrounds.
487:(1972). Later, he would produce logos for a number of Japanese companies as well. An important development in the documentation of logo design is the study of French trademarks by historian Edith Amiot and philosopher Jean Louis Azizollah.
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had shed its roots as an avant-garde artistic movement in Europe to become an international, commercialized movement with adherents in the United States and elsewhere. The visual simplicity and conceptual clarity that were the hallmarks of
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and imagery together on the page. Simultaneously, typography itself was undergoing a revolution of form and expression that expanded beyond the modest, serif typefaces used in books, to bold, ornamental typefaces used on broadsheet
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700 lithographic printing firms employing more than 8,000 people. Artistic credit tended to be assigned to the lithographic company, as opposed to the individual artists who usually performed less important jobs.
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required for copyright protection can be quite high, so a logo that contains simple geometric shapes or text might not be eligible for copyright protection although it can be protected as a trademark.
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process include research, conceptualization, investigation of alternative candidates, refinement of a chosen design, testing across products, and finally adoption and production of the chosen mark.
310:'s dictum, "Less is more." Modernist-inspired logos proved successful in the era of mass visual communication ushered in by television, improvements in printing technology, and digital innovations.
886:
A. Ramage, "Golden Sardis", King
Croesus' Gold: Excavations at Sardis and the History of Gold Refining, edited by A. Ramage and P. Craddock, Harvard University Press, Cambridge, 2000, p. 18.
698:" is an important way to recognize a team's history and can intimidate opponents. For certain teams, the logo and color scheme are synonymous with the team's players. For example,
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used to aid and promote public identification and recognition. It may be of an abstract or figurative design or to include the text of the name that it represents as in a
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might have little resonance in most
European markets. By contrast, ideograms keep the general proprietary nature of a product in both markets. In non-profit areas, the
1052:
443:(2003), and others. Due to the simplicity and boldness of their designs, many of their earlier logos are still in use today. The firm recently designed logos for the
582:, a cartoon figure presented in many different contexts, such as eating, drinking, and playing sports. By the early 21st century, large corporations such as
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organisations worldwide which make available application procedures to register a design to give it protection at law. For example, in the UK, the
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to industrial in the 18th and 19th centuries, photography and lithography contributed to the boom of an advertising industry that integrated
63:
475:. Bass was responsible for several recognizable logos in North America, including both the Bell Telephone logo (1969) and successor
141:, which is two or more letters joined, but not forming a word. By extension, the term was also used for a uniquely set and arranged
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name written in different alphabets because of the standard color and "ribbon wave" design of its logo. The text was written in
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reduces the confusion when mingled with other logos in tight spaces and when scaled between media. Social networks like
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Ideograms and symbols may be more effective than written names (logotypes), especially for logos translated into many
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as an artistic movement formed a powerful toolset for a new generation of graphic designers whose logos embodied
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1255:
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468:
1194:
Zena O'Connor (2011). "Logo Colour and
Differentiation: A New Application of Environmental Colour Mapping".
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The logo design profession has substantially increased in numbers over the years since the rise of the
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can aim to facilitate cross-language marketing. Consumers and potential consumers can identify the
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in the 1950s. Three designers are widely considered the pioneers of that movement and of logo and
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Since a logo is the visual entity signifying an organization, logo design is an important area of
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Graphic mark, emblem, or symbol used to aid and promote public identification and recognition
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all have a recognizable logo that can be identified by any fan of the respective sport.
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Numerous inventions and techniques have contributed to the contemporary logo, including
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logo. It has been modified to include images within the black areas from time to time.
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459:. He designed many posters and corporate identities, including the famous logos for
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led to an expansion of typographic styles and methods of representing businesses.
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1145:"What Color is Your Anger? Assessing Color-Emotion Pairings in English Speakers"
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The Coca-Cola logo is identifiable in other writing-systems, here written in
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and in common usage, a company's logo is today often synonymous with its
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1045:"What is the difference between a logotype, logomark, and logo lockup?"
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This article is about the graphic mark or emblem. For other uses, see
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in increasingly globalized markets. For instance, a name written in
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systematically identified, mapped, and evaluated (O'Connor, 2011).
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states that the term 'logo' used in 1937 "probably a shortening of
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Logos and their design may be protected by copyright, via various
1223:"The new corporate logo: Dynamic and changeable are all the rage"
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423:, which is the firm responsible for many iconic logos, such as
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made by overlapping or combining two or more letters or other
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Fugate, Jennifer Marie Binzak; Franco, Courtny L. (2019).
899:(1817) pl. 2, illus. in Wagner, Anthony, Richmond Herald,
627:, but only one can have the Internet domain name CA.com.
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In some countries, especially civil law countries, the
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471:. The third pioneer of corporate identity design is
294:leading to the creation of unique logos and marks.
906:
825:, Studio Vista, London, 1969, SBN 289797055, p.54.
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451:. Another pioneer of corporate identity design is
30:"Logotype" redirects here. For the racehorse, see
1193:
1324:
265:bearing the head of a roaring lion with sun rays
1252:"Intellectual Property Office (United Kingdom)"
606:that change over time from setting to setting.
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676:Intellectual Property Office (United Kingdom)
384:, which was a popular writing style when the
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838:© 2006 John Wiley & Sons, Inc. (page 4)
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479:globe (1983). Other well-known designs were
170:Douglas Harper's Online Etymology Dictionary
64:International Bureau of Weights and Measures
1288:(Third ed.). John Wiley & Sons.
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281:The first logo to be trademarked was the
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1021:. The Coca-Cola Company. Archived from
989:"TICoRD'13: Global Product Development"
14:
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574:In 1898, the French tire manufacturer
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1055:from the original on June 24, 2021
623:, and the US software corporation
25:
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1304:
531:(now is the time to drink), 1898
261:A coin from early 6th century BC
237:converted western societies from
103: 'word, speech' and
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1133:Les Marques Francaises 1824–1974
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540:
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1258:from the original on 2013-01-14
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1233:from the original on 2007-02-14
1221:Rawsthorn, Alice (2007-02-11).
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365:in Muslim countries and as the
1196:Color Research and Application
1051:. Design TLC. August 1, 2020.
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619:, the Dutch clothing retailer
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370:these symbols in their logos.
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1314:The dictionary definition of
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1227:International Herald Tribune
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110: 'mark, imprint') is a
7:
1286:A History of Graphic Design
864:Online Etymology Dictionary
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694:For many teams, a logo or "
657:used as a logo on a van in
10:
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1019:Coca-Cola Official Website
1015:"The Coca-Cola logo story"
483:(1968), Dixie (1969), and
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36:
29:
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610:Internet-compatible logos
272:Victorian decorative arts
226:, and the development of
1162:10.3389/fpsyg.2019.00206
836:Designing Brand Identity
684:threshold of originality
421:Chermayeff & Geismar
308:Ludwig Mies van der Rohe
291:Arts and Crafts Movement
208:trans-cultural diffusion
1149:Frontiers in Psychology
903:(Penguin, 1946), pl. I.
805:Oxford University Press
662:
447:and the fashion brand
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801:UK English Dictionary
672:intellectual property
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419:design: The first is
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285:red triangle in 1876.
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235:Industrial Revolution
131:hot metal typesetting
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39:Logo (disambiguation)
1333:Communication design
1254:. UK Patent Office.
769:Swiss Style (design)
481:Continental Airlines
477:AT&T Corporation
388:was being designed.
1100:, pp. 373–374.
1088:, pp. 369–374.
978:, pp. 162–167.
966:, pp. 159–161.
939:, pp. 126–134.
927:, pp. 138–159.
901:Heraldry in England
704:Toronto Maple Leafs
504:Logo design process
445:Library of Congress
441:National Geographic
228:printing technology
137:), as opposed to a
1025:on 28 January 2016
954:, p. 148–155.
860:2022-12-13 at the
750:to form one symbol
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417:corporate identity
409:Modernist movement
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314:Contemporary logos
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151:mass communication
149:. At the level of
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1295:978-0-471-29198-5
1208:10.1002/col.20594
844:978-0-471-74684-3
823:Basic Copyfitting
700:Manchester United
666:Design protection
600:Saks Fifth Avenue
529:Nunc est bibendum
382:Spencerian Script
367:Red Star of David
88:(abbreviation of
16:(Redirected from
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708:New York Yankees
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100:
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89:
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83:
75:Coat of arms
43:
999:26 November
995:. Springers
873:Herodotus.
596:Morton Salt
588:Nickelodeon
392:Logo design
214:languages,
212:logographic
92:; from
1327:Categories
1262:2013-01-05
1237:2008-05-21
1122:Meggs 1998
1110:Meggs 1998
1098:Meggs 1998
1086:Meggs 1998
1074:Meggs 1998
1029:28 January
976:Meggs 1998
964:Meggs 1998
952:Meggs 1998
937:Meggs 1998
925:Meggs 1998
913:Meggs 1998
780:References
491:Logo color
485:United Way
402:Chase Bank
243:typography
220:watermarks
875:Histories
748:graphemes
661:, England
473:Saul Bass
453:Paul Rand
429:Mobil Oil
378:Coca-Cola
359:Red Cross
351:alphabets
323:Red Cross
304:Modernism
299:Modernism
165:Etymology
155:trademark
60:Paul Rand
18:Brandmark
1284:(1998).
1256:Archived
1231:Archived
1181:30863330
1059:June 22,
1053:Archived
993:Springer
877:, I, 94.
858:Archived
740:Monogram
735:Logogram
725:Heraldry
714:See also
641:LinkedIn
637:Facebook
576:Michelin
549:Facebook
533:Michelin
439:(1986),
435:(1984),
431:(1965),
374:Branding
343:Cyrillic
239:agrarian
174:logogram
147:colophon
143:typeface
139:ligature
135:Garamond
124:wordmark
90:logotype
62:and the
1274:Sources
1172:6399154
1155:: 206.
659:Bristol
645:Google+
633:Twitter
621:C&A
411:in the
329:emblems
248:posters
233:As the
180:History
112:graphic
108:(tĂşpos)
101:(lĂłgos)
77:of the
1292:
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1169:
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799:Lexico
794:"logo"
759:Slogan
702:, the
690:Sports
643:, and
598:, and
592:Google
535:poster
467:, and
120:symbol
116:emblem
114:mark,
1338:Logos
855:logo-
744:motif
706:, or
696:crest
425:Chase
263:Lydia
197:coins
159:brand
118:, or
106:τύπος
99:λόγος
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1317:logo
1290:ISBN
1177:PMID
1061:2021
1031:2016
1001:2016
840:ISBN
742:, a
730:Icon
563:The
551:logo
547:Old
325:and
289:The
283:Bass
86:logo
52:NASA
1204:doi
1167:PMC
1157:doi
584:MTV
565:MTV
469:ABC
465:UPS
461:IBM
437:NBC
433:PBS
210:of
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195:),
176:".
157:or
145:or
58:by
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