![Chiswick Lion](https://upload.wikimedia.org/wikipedia/commons/4/41/Chiswick_Lion.png)
A logo (abbreviation of logotype;
) is a
graphic
Graphics () are visual images or designs on some surface, such as a wall, canvas, screen, paper, or stone, to inform, illustrate, or entertain. In contemporary usage, it includes a pictorial representation of data, as in design and manufacture, ...
mark,
emblem
An emblem is an abstract or representational pictorial image that represents a concept, like a moral truth, or an allegory, or a person, like a king or saint.
Emblems vs. symbols
Although the words ''emblem'' and '' symbol'' are often us ...
, or
symbol used to aid and promote public identification and recognition. It may be of an abstract or figurative design or include the text of the name it represents as in a
wordmark
__notoc__
A wordmark, word mark, or logotype, is usually a distinct text-only typographic treatment of the name of a company, institution, or product name used for purposes of identification and branding. Examples can be found in the graphic iden ...
.
In the days of
hot metal typesetting, a logotype was one word cast as a single piece of type (e.g. "The" in ATF
Garamond
Garamond is a group of many serif typefaces, named for sixteenth-century Parisian engraver Claude Garamond, generally spelled as Garamont in his lifetime. Garamond-style typefaces are popular and particularly often used for book printing and bo ...
), as opposed to a
ligature
Ligature may refer to:
* Ligature (medicine), a piece of suture used to shut off a blood vessel or other anatomical structure
** Ligature (orthodontic), used in dentistry
* Ligature (music), an element of musical notation used especially in the me ...
, 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
typeface
A typeface (or font family) is the design of lettering that can include variations in size, weight (e.g. bold), slope (e.g. italic), width (e.g. condensed), and so on. Each of these variations of the typeface is a font.
There are thousands o ...
or
colophon. At the level of
mass communication and in common usage, a company's logo is today often synonymous with its
trademark
A trademark (also written trade mark or trade-mark) is a type of intellectual property consisting of a recognizable sign, design, or expression that identifies products or services from a particular source and distinguishes them from othe ...
or
brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create ...
.
[Wheeler, Alina. ''Designing Brand Identity'' © 2006 John Wiley & Sons, Inc. (page 4) ]
Etymology
Douglas Harper's Online Etymology Dictionary states that the term 'logo' used in 1937 "probably a shortening of
logogram
In a written language, a logogram, logograph, or lexigraph is a written character that represents a word or morpheme. Chinese characters (pronounced '' hanzi'' in Mandarin, ''kanji'' in Japanese, ''hanja'' in Korean) are generally logograms, ...
".
History
Numerous inventions and techniques have contributed to the contemporary logo, including
cylinder seal
A cylinder seal is a small round cylinder, typically about one inch (2 to 3 cm) in length, engraved with written characters or figurative scenes or both, used in ancient times to roll an impression onto a two-dimensional surface, generally ...
s (c. 2300 BCE),
coin
A coin is a small, flat (usually depending on the country or value), round piece of metal or plastic used primarily as a medium of exchange or legal tender. They are standardized in weight, and produced in large quantities at a mint in order t ...
s (c. 600 BCE),
trans-cultural diffusion
In cultural anthropology and cultural geography, cultural diffusion, as conceptualized by Leo Frobenius in his 1897/98 publication ''Der westafrikanische Kulturkreis'', is the spread of cultural items—such as ideas, styles, religions, technolo ...
of
logograph
In a written language, a logogram, logograph, or lexigraph is a written character that represents a word or morpheme. Chinese characters (pronounced '' hanzi'' in Mandarin, ''kanji'' in Japanese, ''hanja'' in Korean) are generally logograms, ...
ic languages,
coats of arms,
watermark
A watermark is an identifying image or pattern in paper that appears as various shades of lightness/darkness when viewed by transmitted light (or when viewed by reflected light, atop a dark background), caused by thickness or density variations ...
s,
silver hallmarks, and the development of
printing technology.
As the
industrial revolution
The Industrial Revolution was the transition to new manufacturing processes in Great Britain, continental Europe, and the United States, that occurred during the period from around 1760 to about 1820–1840. This transition included going f ...
converted western societies from
agrarian to industrial in the 18th and 19th centuries, photography and lithography contributed to the boom of an advertising industry that integrated
typography
Typography is the art and technique of arranging type to make written language legible, readable and appealing when displayed. The arrangement of type involves selecting typefaces, point sizes, line lengths, line-spacing ( leading), ...
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
posters.
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 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.
![BMC 06](https://upload.wikimedia.org/wikipedia/commons/a/ae/BMC_06.jpg)
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 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
Victorian decorative arts
Victorian decorative arts refers to the style of decorative arts during the Victorian era. Victorian design is widely viewed as having indulged in a grand excess of ornament. The Victorian era is known for its interpretation and eclectic revival ...
led to an expansion of typographic styles and methods of representing businesses.
![Bass logo](https://upload.wikimedia.org/wikipedia/commons/9/9b/Bass_logo.svg)
The
Arts and Crafts Movement 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, leading to the creation of unique logos and marks.
By the 1950s,
Modernism
Modernism is both a philosophy, philosophical and arts movement that arose from broad transformations in Western world, Western society during the late 19th and early 20th centuries. The movement reflected a desire for the creation of new fo ...
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
Modernism
Modernism is both a philosophy, philosophical and arts movement that arose from broad transformations in Western world, Western society during the late 19th and early 20th centuries. The movement reflected a desire for the creation of new fo ...
as an artistic movement formed a powerful toolset for a new generation of graphic designers whose logos embodied
Ludwig Mies van der Rohe’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.
Contemporary logos
![Croixrouge logos](https://upload.wikimedia.org/wikipedia/commons/b/b6/Croixrouge_logos.jpg)
The current era of logo design began in the 1870s with the first abstract logo, the Bass red triangle. , 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, 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.
![Cocacola cyrilic](https://upload.wikimedia.org/wikipedia/commons/3/3c/Cocacola_cyrilic.JPG)
Ideograms and symbols may be more effective than written names (logotypes), especially for logos translated into many
alphabet
An alphabet is a standardized set of basic written graphemes (called letters) that represent the phonemes of certain spoken languages. Not all writing systems represent language in this way; in a syllabary, each character represents a syllab ...
s in increasingly globalized markets. For instance, a name written in
Arabic script 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
Red Cross
The International Red Cross and Red Crescent Movement is a humanitarian movement with approximately 97 million volunteers, members and staff worldwide. It was founded to protect human life and health, to ensure respect for all human beings, and ...
(varied as the
Red Crescent
The International Red Cross and Red Crescent Movement is a Humanitarianism, humanitarian movement with approximately 97 million Volunteering, volunteers, members and staff worldwide. It was founded to protect human life and health, to ensure re ...
in Muslim countries and as the
Red Star of David 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 these symbols in their logos.
Brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create ...
ing can aim to facilitate cross-language marketing. Consumers and potential consumers can identify the
Coca-Cola
Coca-Cola, or Coke, is a carbonated soft drink manufactured by the Coca-Cola Company. Originally marketed as a temperance drink and intended as a patent medicine, it was invented in the late 19th century by John Stith Pemberton in Atlant ...
name written in different alphabets because of the standard color and "ribbon wave" design of its logo. The text was written in
Spencerian Script
Spencerian script is a script style based on Copperplate script that was used in the United States from approximately 1850 to 1925, and was considered the American ''de facto'' standard writing style for business correspondence prior to the wid ...
, which was a popular writing style when the
Coca-Cola Logo
Coca-Cola, or Coke, is a carbonated soft drink manufactured by the Coca-Cola Company. Originally marketed as a temperance drink and intended as a patent medicine, it was invented in the late 19th century by John Stith Pemberton in Atlanta ...
was being designed.
Logo design
Since a logo is the visual entity signifying an organization, logo design is an important area of
graphic design. 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 Chase Bank, 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.
The logo design profession has substantially increased in numbers over the years since the rise of the
Modernist movement in the
United States
The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territori ...
in the 1950s. Three designers are widely considered the pioneers of that movement and of logo and
corporate identity
A corporate identity or corporate image is the manner in which a corporation, firm or business enterprise presents itself to the public (such as customers and investors as well as employees). The corporate identity is typically visualized by ...
design: The first is
Chermayeff & Geismar, which is the firm responsible for many iconic logos, such as
Chase
Chase or CHASE may refer to:
Businesses
* Chase Bank, a national bank based in New York City, New York
* Chase Aircraft (1943–1954), a defunct American aircraft manufacturing company
* Chase Coaches, a defunct bus operator in England
* Chase Co ...
Bank (1964),
Mobil Oil
Mobil is a petroleum brand owned and operated by American oil and gas corporation ExxonMobil. The brand was formerly owned and operated by an oil and gas corporation of the same name, which itself merged with Exxon to form ExxonMobil in 1999.
...
(1965),
PBS
The Public Broadcasting Service (PBS) is an American public broadcaster and non-commercial, free-to-air television network based in Arlington, Virginia. PBS is a publicly funded nonprofit organization and the most prominent provider of educat ...
(1984),
NBC
The National Broadcasting Company (NBC) is an American English-language commercial broadcast television and radio network. The flagship property of the NBC Entertainment division of NBCUniversal, a division of Comcast, its headquarters are l ...
(1986),
National Geographic (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
Library of Congress
The Library of Congress (LOC) is the research library that officially serves the United States Congress and is the ''de facto'' national library of the United States. It is the oldest federal cultural institution in the country. The library ...
and the fashion brand
Armani Exchange
Giorgio Armani S.p.A. (), commonly known as Armani, is an Italian luxury fashion house founded in Milan by Giorgio Armani which designs, manufactures, distributes and retails haute couture, ready-to-wear, leather goods, shoes, accessories, and ...
. Another pioneer of corporate identity design is
Paul Rand
Paul Rand (born Peretz Rosenbaum; August 15, 1914 – November 26, 1996) was an American art director and graphic designer, best known for his corporate Logotype, logo designs, including the logos for IBM, United Parcel Service, UPS, Enron, Morn ...
, who was one of the originators of the Swiss Style of
graphic design. He designed many posters and corporate identities, including the famous logos for
IBM,
UPS, and
ABC. The third pioneer of corporate identity design is
Saul Bass
Saul Bass (; May 8, 1920 – April 25, 1996) was an American graphic designer and Oscar-winning filmmaker, best known for his design of motion-picture title sequences, film posters, and corporate logos.
During his 40-year career, Bass wor ...
. Bass was responsible for several recognizable logos in North America, including both the Bell Telephone logo (1969) and successor
AT&T Corporation
AT&T Corporation, originally the American Telephone and Telegraph Company, is the subsidiary of AT&T Inc. that provides voice, video, data, and Internet telecommunications and professional services to businesses, consumers, and government agen ...
globe (1983). Other well-known designs were
Continental Airlines (1968), Dixie (1969), and
United Way
United Way is an international network of over 1,800 local nonprofit fundraising affiliates. United Way was the largest nonprofit organization in the United States by donations from the public, prior to 2016.
United Way organizations raise funds ...
(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.
Logo color
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 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 shouldn't 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.
Choosing an organisation's logo's 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 systematically identified, mapped, and evaluated (O'Connor, 2011).
Logo design process
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 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.
Dynamic logos
In 1898, the French tire manufacturer
Michelin introduced the
Michelin Man
Bibendum (), commonly referred to in English as the Michelin Man or Michelin Tyre Man, is the official mascot of the Michelin tyre company. A humanoid figure consisting of stacked white tyres, it was introduced at the Lyon Exhibition of 1894 wh ...
, a cartoon figure presented in many different contexts, such as eating, drinking, and playing sports. By the early 21st century, large corporations such as
MTV,
Nickelodeon
Nickelodeon (often shortened to Nick) is an American pay television channel which launched on April 1, 1979, as the first cable channel for children. It is run by Paramount Global through its networks division's Kids and Family Group. It ...
,
Google
Google LLC () is an American Multinational corporation, multinational technology company focusing on Search Engine, search engine technology, online advertising, cloud computing, software, computer software, quantum computing, e-commerce, ar ...
,
Morton Salt
Morton Salt is an American food company producing salt for food, water conditioning, industrial, agricultural, and road/highway use. Based in Chicago, the business is North America's leading producer and marketer of salt. It is a subsidiary of h ...
, and
Saks Fifth Avenue
Saks Fifth Avenue (originally Saks & Company; colloquially Saks) is an American luxury department store chain headquartered in New York City and founded by Andrew Saks. The original store opened in the F Street shopping district of Washington ...
had adopted ''dynamic logos'' that change over time from setting to setting.
Internet-compatible logos
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
Credit Agricole
Credit (from Latin verb ''credit'', meaning "one believes") is the trust which allows one party to provide money or resources to another party wherein the second party does not reimburse the first party immediately (thereby generating a debt) ...
, the Dutch clothing retailer
C&A, and the US software corporation
CA Technologies
CA Technologies, formerly known as CA, Inc. and Computer Associates International, Inc., is an American multinational corporation headquartered in New York City. It is primarily known for its business-to-business (B2B) software with a product po ...
, but only one can have the Internet domain name CA.com.
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 reduces the confusion when mingled with other logos in tight spaces and when scaled between media. Social networks like
Twitter
Twitter is an online social media and social networking service owned and operated by American company Twitter, Inc., on which users post and interact with 280-character-long messages known as "tweets". Registered users can post, like, and ...
,
Facebook
Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin Mosk ...
,
LinkedIn
LinkedIn () is an American business and employment-oriented online service that operates via websites and mobile apps. Launched on May 5, 2003, the platform is primarily used for professional networking and career development, and allows job se ...
, and
Google+
Google+ (pronounced and sometimes written as Google Plus; sometimes called G+) was a social network owned and operated by Google. The network was launched on June 28, 2011, in an attempt to challenge other social networks, linking other Google p ...
use such logos.
Design protection
Logos and their design may be protected by copyright, via various
intellectual property
Intellectual property (IP) is a category of property that includes intangible creations of the human intellect. There are many types of intellectual property, and some countries recognize more than others. The best-known types are patents, cop ...
organisations worldwide which make available application procedures to register a design to give it protection at law. For example, in the UK, the
Intellectual Property Office (United Kingdom)
The Intellectual Property Office of the United Kingdom (often referred to as the UK IPO) is, since 2 April 2007, the operating name of The Patent Office. It is the official government body responsible for intellectual property rights in the UK ...
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.
In some countries, especially civil law countries, the
threshold of originality
Threshold may refer to:
Architecture
* Threshold (door), the sill of a door
Media
* ''Threshold'' (1981 film)
* ''Threshold'' (TV series), an American science fiction drama series produced during 2005-2006
* "Threshold" (''Stargate SG-1'') ...
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.
Sports
For many teams, a logo or "
crest
Crest or CREST may refer to:
Buildings
*The Crest (Huntington, New York), a historic house in Suffolk County, New York
*"The Crest", an alternate name for 63 Wall Street, in Manhattan, New York
*Crest Castle (Château Du Crest), Jussy, Switzerla ...
" 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,
Manchester United, the
Toronto Maple Leafs
The Toronto Maple Leafs (officially the Toronto Maple Leaf Hockey Club and often referred to as the Leafs) are a professional ice hockey team based in Toronto. They compete in the National Hockey League (NHL) as a member of the Atlantic Div ...
, or
New York Yankees
The New York Yankees are an American professional baseball team based in the New York City borough of the Bronx. The Yankees compete in Major League Baseball (MLB) as a member club of the American League (AL) East division. They are one of ...
all have a recognizable logo that can be identified by any fan of the respective sport.
See also
*
Graphic design
*
Heraldry
*
Icon
An icon () is a religious work of art, most commonly a painting, in the cultures of the Eastern Orthodox, Oriental Orthodox, and Catholic churches. They are not simply artworks; "an icon is a sacred image used in religious devotion". The most ...
*
Logogram
In a written language, a logogram, logograph, or lexigraph is a written character that represents a word or morpheme. Chinese characters (pronounced '' hanzi'' in Mandarin, ''kanji'' in Japanese, ''hanja'' in Korean) are generally logograms, ...
*
Monogram, a
motif made by overlapping or combining two or more letters or other
grapheme
In linguistics, a grapheme is the smallest functional unit of a writing system.
The word ''grapheme'' is derived and the suffix ''-eme'' by analogy with ''phoneme'' and other names of emic units. The study of graphemes is called '' graphemi ...
s to form one symbol
*
Seal (emblem)
A seal is a device for making an impression in wax, clay, paper, or some other medium, including an embossment on paper, and is also the impression thus made. The original purpose was to authenticate a document, or to prevent interference with a ...
*
Slogan
*
Sound trademark
A sound trademark or sound logo or audio logo is a trademark where sound is used to perform the trademark function of uniquely identifying the commercial origin of products or services.
In recent times, sounds have been increasingly used as trade ...
References
Sources
*
External links
Northern Army Preservation Society A gallery of noted Canadian corporate logos.
{{Authority control
Communication design