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For other uses, see Logo (disambiguation).

A logo (Greek λογότυπος = logotypos) is a graphical element, (ideogram, symbol, emblem, icon, sign) that, together with its logotype (a uniquely set and arranged typeface) form a trademark or commercial brand. Greek (el ελληνική γλώσσα or simply el ελληνικά — "Hellenic" is an Indo-European language, spoken today by 15-22 million people mainly An ideogram or ideograph (from Greek idea "idea" + grafo "to write" is a Graphic symbol that represents an Idea In Typography, a typeface is a set of one or more Fonts designed with stylistic unity each comprising a coordinated set of Glyphs A typeface usually comprises A trademark or trade mark, represented by the symbols ™ and ®, or mark is a distinctive sign or indicator used by an individual A brand is a collection of Images and ideas representing an economic producer more specifically it refers to the descriptive verbal attributes and concrete symbols such as a Typically, a logo's design is for immediate recognition, inspiring trust, admiration, loyalty and an implied superiority. [1] The logo is one aspect of a company's commercial brand, or economic entity, and its shapes, colors, fonts, and images usually are different from others in a similar market. A brand is a collection of Images and ideas representing an economic producer more specifically it refers to the descriptive verbal attributes and concrete symbols such as a Logos are also used to identify organizations and other non-commercial entities.

Contents

Logos today

Red Cross and the Red Crescent ideograms.
Red Cross and the Red Crescent ideograms. The emblems of the International Red Cross and Red Crescent Movement, under the Geneva Conventions, are to be placed on Humanitarian and medical vehicles The emblems of the International Red Cross and Red Crescent Movement, under the Geneva Conventions, are to be placed on Humanitarian and medical vehicles

Today there are many corporations, products, services, agencies and other entities using an ideogram (sign, icon) or an emblem (symbol) or a combination of sign and emblem as a logo. Resultingly, only a few of the thousands of ideograms people see are recognized without a name. It is sensible to use an ideogram as a logo, even with the name, if people will not duly identify it. Currently, the usage of both images (ideograms) and the company name (logotype) to emphasize the name instead of the supporting graphic portion, making it unique by its letters, color, and additional graphic elements.

Ideograms (icons, signs, emblems) may be more effective than a written name (logotype), especially for logos being translated into many alphabets; for instance, a name in the Arabic language would be of little help in most European markets. An alphabet is a standardized set of letters basic written symbols each of which roughly represents a Phoneme, a Spoken language, either Arabic (ar الْعَرَبيّة (informally ar عَرَبيْ) in terms of the number of speakers is the largest living member of the Semitic language An ideogram would keep the general proprietary nature of the product in both markets. In non-profit areas, the Red Cross (which goes by Red Crescent in Muslim countries) is an example of an extremely well known emblem which does not need an accompanying name. The International Red Cross and Red Crescent Movement is an International humanitarian movement with approximately 97 million volunteers worldwide who stated The International Red Cross and Red Crescent Movement is an International humanitarian movement with approximately 97 million volunteers worldwide who stated Branding aims to facilitate cross-language marketing. A brand is a collection of Images and ideas representing an economic producer more specifically it refers to the descriptive verbal attributes and concrete symbols such as a The Coca-cola logo can be identified in any language because of the standards of color and the iconic ribbon wave.

Some countries have logos, e. g. Spain, Italy, Turkey and The Islands of The Bahamas, that identify them in marketing their country. Spain () or the Kingdom of Spain (Reino de España is a country located mostly in southwestern Europe on the Iberian Peninsula. Italy (Italia officially the Italian Republic, (Repubblica Italiana is located on the Italian Peninsula in Southern Europe, and on the two largest Turkey (Türkiye known officially as the Republic of Turkey ( is a Eurasian Country that stretches The Bahamas, officially the Commonwealth of The Bahamas, is an independent sovereign English -speaking country consisting of two thousand Cays and Such logos often are used by countries whose tourism sector makes up a large portion of their economy.

Color

Color is important to the brand recognition, but should not be an integral component to the logo design, which would conflict with its functionality. Some colors are formed/associated with certain emotions that the designer wants to convey. For instance, loud colors, such as red, that are meant to attract the attention of drivers on highways are appropriate for companies that require such attention. In the United States red, white, and blue are often used in logos for companies that want to project patriotic feelings. Green is often associated with health foods, and light blue or silver is often used to reflect diet foods. For other brands, more subdued tones and lower saturation can communicate dependability, quality, relaxation, etc.

Color is also useful for linking certain types of products with a brand. Warm colors (red, orange, yellow) are linked to hot food and thus can be seen integrated into many fast food logos. Conversely, cool colors (blue, purple) are associated with lightness and weightlessness, thus many diet products have a light blue integrated into the logo.

Dynamic logos

In 1898, tyre manufacturer, Michelin, introduced the Michelin Man, a cartoon figure who was presented in many different ways, such as eating, drinking, and playing sport. Michelin (full name SCA Compagnie Générale des Établissements Michelin) ( based in Clermont-Ferrand in the Auvergne Région Michelin (full name SCA Compagnie Générale des Établissements Michelin) ( based in Clermont-Ferrand in the Auvergne Région By the early 21st century, other large corporations such as MTV, Google and Saks Fifth Avenue had also adopted dynamic logos, that change over time and from setting to setting. MTV ( Music Television) is an American Cable television network based in New York City. Google Inc is an American public corporation, earning revenue from advertising related to its Internet search, e-mail, online Saks Fifth Avenue is an upscale American Department store owned and operated by Saks Fifth Avenue Enterprises (SFAE a subsidiary of Saks Incorporated. [2]


Logo design

Logo design is an important area of graphic design, and one of the most difficult to perfect. The term graphic design can refer to a number of artistic and professional disciplines which focus on visual communication and presentation The logo (ideogram), is the image embodying an organization. Because logos are meant to represent companies' brands or corporate identities and foster their immediate customer recognition, it is counterproductive to frequently redesign logos.

A fictitious logotype: Narrow colour range and recognizable design.
A fictitious logotype: Narrow colour range and recognizable design.

When designing (or commissioning) a logo, practices to encourage are to

Examples

Due to the design, the color, the shape, and eventually additional elements of the logotype, each one can easily be differentiated from other logotypes. Clip art in the Graphic arts, refers to pre-made images used to illustrate any medium For example, a box of Kellogg's cereals will be easily recognized in a supermarket's shelf from a certain distance, due to its unique typography and distinctive red coloring. Kellogg Company (often referred to as simply Kellogg or Kellogg's, or even more formally Kellogg's of Battle Creek) is an American multinational The same will be true when one is at the airport looking for the booth of the Hertz Rent-A-Car company. The Hertz Corporation (also known as Hertz Rent A Car or simply Hertz) is the largest general-use Car rental company in the world with 1900 locations The logotype will be recognized from afar because of its shape and its yellow color.

Some well-known logos include Apple Inc.'s apple with a bite out of it, which started out as a rainbow of color, and has been reduced to a single color without any loss of recognition. Apple Inc, ( formerly Apple Computer Inc, is an American Multinational corporation with a focus on designing and manufacturing Consumer electronics The apple is the pomaceous Fruit of the apple tree Species Malus domestica in the Rose family Rosaceae. Coca Cola's script is known the world over, but is best associated with the color red; its main competitor, Pepsi has taken the color blue, although they have abandoned their script logo. Coca-Cola is a carbonated Soft drink sold in stores restaurants and Vending machines in more than 200 countries Pepsi-Cola is a carbonated beverage that is produced and manufactured by PepsiCo. IBM, also known as "Big Blue" has simplified their logo over the years, and their name. International Business Machines Corporation abbreviated IBM and nicknamed "Big Blue", is a multinational Computer Technology What started as International Business Machines is now just "IBM" and the color blue has been a signature in their unifying campaign as they have moved to become an IT services company.

There are some other logos that must be mentioned when evaluating what the mark means to the consumer. Automotive brands can be summed up simply with their corporate logo- from the Chevrolet "Bow Tie" mark to the circle marks of VW, Mercedes-Benz and BMW, to the interlocking "RR" of Rolls-Royce each has stood for a brand and clearly differentiated the product line. Chevrolet (ˌʃɛvroʊˈleɪ - French origin (also known as Chevy) is a Brand of Automobile, produced by General Motors (GM Mercedes-Benz is a German manufacturer of luxury Automobiles Buses coaches and Trucks It is currently a division of the ( BMW) (Bavarian Motor Works is an independent German automobile manufacturer founded in 1916 A Rolls-Royce car may refer to vehicles produced by Rolls-Royce Limited (1906-1973 Rolls-Royce Motors (1973-2003 which was owned

Other logos that are recognized globally: the Nike "Swoosh" and the Adidas "Three stripes" are two well-known brands that are defined by their corporate logo. Nike Inc ('naɪki ( is a major publicly traded sportswear and equipment supplier based in the United States. Swoosh is the symbol of the athletic shoe and clothing manufacturer Nike. WikipediaManual of Style (trademarks, which says "Lowercased trademarks with no internal When Phil Knight started Nike, he was hoping to find a mark as recognizable as the Adidas stripes, which also provided reinforcement to the shoe. Philip H Knight (born February 24, 1938) is an American Billionaire, and the co-founder and Chairman of Nike Inc He hired a young student (Carolyn Davidson) to design his logo, paying her $35 for what has become one of the best known marks in the world (she was later compensated again by the company). Carolyn Davidson is the creator of the Nike Swoosh. Creation of the swoosh Davidson designed the swoosh in 1971 while a Graphic design [3]

Another logo of global renown is that of Playboy Enterprises. Playboy Enterprises Inc ( also organized as New Playboy Inc ( is the company founded by Hugh Marston Hefner to manage the Playboy magazine empire Playboy magazine claims it once received a letter at its Chicago, Illinois offices with its distinctive "bunny" logo as the only identifying mark appearing where the mailing address would normally be written. Playboy is an American Men's magazine, founded in Chicago Illinois, by Hugh Hefner and his associates which has grown into Playboy Chicago (ʃɪˈkɑːgoʊ is the largest City by population in the state of Illinois and the American Midwest of the United States.

Corporate identities today are often developed by large firms who specialize in this type of work. However, Paul Rand is considered the father of corporate identity and his work has been seminal in launching this field. Paul Rand (born Peretz Rosenbaum, August 15 1914 &ndash November 26 1996 was an American Graphic designer best known for his corporate logo designs In Marketing, a corporate identity is the "persona" of a Corporation which is designed to accord with and facilitate the attainment of business objectives Some famous examples of his work were the UPS package with a string (replaced in March 2003) IBM, and NeXT Computer. United Parcel Service Inc ( commonly referred to as UPS, is one of the world's largest Package delivery companies NeXT Computer Inc (later NeXT Software Inc) was an American Computer company headquartered in Redwood City, California that

An interesting case is the refinement of the FedEx logo, where the brand consultants convinced the company to shorten their corporate name and logo from "Federal Express" to the popular abbreviation "Fed Ex". FedEx Corporation ( is a Logistics services company based in the United States. Besides creating a shorter brand name, they reduced the amount of color used on vehicles (planes, trucks) and saved hundreds of thousands of dollars in paint costs. Also, the right pointing arrow in the new logo is a subliminal hint of motion. A subliminal message is a signal or message embedded in another medium designed to pass below the normal limits of the human Mind 's perception

Logos in Subvertising

The wide recognition received by the most famous logos provides the brand's critics with the possibility of meme-hacking, a process also known as subvertising, turning the marketing message carried by the logo (either in its pristine form, or subtly altered) into a vehicle for an alternative message, frequently highly critical to the brand in question. A brand is a collection of Images and ideas representing an economic producer more specifically it refers to the descriptive verbal attributes and concrete symbols such as a A meme hack is altering a Meme to express a point of view not intended or inherent in the original or even opposite to the original Subvertising refers to the practice of making spoofs or parodies of corporate and political advertisements in order to make a statement An example is the AdBusters' corporate flag, a U.S. flag with the stars replaced by major corporate logos. Adbusters Media Foundation (called Adbusters or the Media Foundation is a Not-for-profit, anti-consumerist organization founded in 1989 by Kalle Lasn Flags of the United States The Flag of the United States of America consists of 13 equal horizontal stripes of Red (top and bottom alternating

Virtually all distinctive design elements related to brands or logos can become subjects to subvertising. Subvertising refers to the practice of making spoofs or parodies of corporate and political advertisements in order to make a statement The best-known organizations subverting established logos and brands are ®™ark and AdBusters. RTMark is an activist collective that subverts the "Corporate Shield" protecting US corporations Adbusters Media Foundation (called Adbusters or the Media Foundation is a Not-for-profit, anti-consumerist organization founded in 1989 by Kalle Lasn

See also Culture jamming, Guerrilla communication. A precise definition of culture jamming is elusive It has been called a Resistance movement to Cultural hegemony, whereas some say the defining theme of culture jamming Guerrilla communication and communication guerrilla refer to unconventional forms of communication and/or intervention in public events or discourse for reasons ranging from

See also

References

  1. ^ Wheeler, Alina. Logo extraction puzzles are a class of printed or online games by which a player is provided a series of photographic segments of larger identifiable branding Logos from which A wordmark subset of the term Logotype ' is a standardized graphic representation of the name of a company institution or product name used for purposes of identification Designing Brand Identity ©2006 John Wiley & Sons, Inc. (page 4) ISBN 978-0-471-74684-3
  2. ^ Rawsthorn, Alice. "The new corporate logo: Dynamic and changeable are all the rage", International Herald Tribune, 2007-02-11. The International Herald Tribune is a widely read English language international Newspaper Year 2007 ( MMVII) was a Common year starting on Monday of the Gregorian calendar in the 21st century. Events 660 BC - Traditional founding date of Japan by Emperor Jimmu. Retrieved on 2008-05-21. 2008 ( MMVIII) is the current year in accordance with the Gregorian calendar, a Leap year that started on Tuesday of the Common Events 878 - Syracuse Italy is captured by the Muslim sultan of Sicily.  
  3. ^ Origin of the Swoosh. Nike, Inc.. Nike Inc ('naɪki ( is a major publicly traded sportswear and equipment supplier based in the United States. Retrieved on 2007-04-13. Year 2007 ( MMVII) was a Common year starting on Monday of the Gregorian calendar in the 21st century. Events 1111 - Henry V is crowned Holy Roman Emperor. 1204 - The Fourth Crusade sacks Constantinople

External links

The Open Directory Project ( ODP) also known as dmoz (from directory

Dictionary

logo

-noun

  1. A symbol or emblem that acts as a trademark or a means of identification of an institution or other entity.

Logo

-proper noun

  1. (computing) a programming language that uses turtle graphics to teach children the elements of programming
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