- a graphic mark or emblem commonly used by commercial enterprises (a.k.a. LOGO)
- logographic languages like egyptian hieroglyphics, coats of arms, and water marks
- this grew more artistic and was used for products to sell to the middle class
- by the 1950s logotype had completely modernized
- logo design is one of the most important and hardest areas to perfect
- people do not stare and analyze logos
- giving logos personality makes them stand out
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5 PRINCIPLES OF LOGO DESIGN
- Simple- makes it easy and recognizable
- Memorable- simple and appropriate
- Timeless- needs to stand still through time
- Versatile- should work with all formats ***vector
- Appropriate- how you show or position should be appropriate for its intended audience
4 COLOR PROCESS v SPOT COLOR
- 4 Color Process- CMYK reproduces all the colors of the spectrum when mixed
- Spot Color- a method of printing in which a color is printed with its own color **best used with only 1 to 3 colors**
- Pantone Matching System-the different colors that are available for spot color printing
*********CHOOSE COLOR WISELY**********
- Color is very important, can make the audience feel different things
- Interpretation of color may vary depending on culture
- Colors follows trends (fashion, music, culture etc...)
Combination mark- graphics with both text and artwork
the goal is to make them look like an adopted family!
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