Chapter 2
Related Literature Logo is a distinctive symbol representing a company, object, publication, person, service and idea. Mark is a recognizable symbol used to indicate ownership or origin of goods. Trademark is the name or symbol used to show that a product is made by a particular company and legally registered. Signature is a distinctive mark or combination of visual forms. A graphics standards manual may call for the “signature” to be applied to all brochures. Word mark uses the company name with proprietary typography and letter forms. The advantage of the word marks is that the enormous amount of logo in the current environment has made recognition of difficult symbols. The disadvantage of word marks is that if not handled skilfully, a word mark alone may be generic and may lack mnemonic value. Symbol is the iconic portion of the logo. The benefit using a symbol alone follows the idea “a picture is worth a thousand words”. However, if the symbol is separated from the word mark and the mark does not have equity, it may be difficult to recognize. Monogram is a design of one more letters, usually the initials of a name, used to identify a company, publication, person, object and idea. It solves mnemonic and legibility issues. Identity is the combination of the logo, visual system (typeface, colors, and imagery) and editorial tone from a unique and cohesive message for a company, person, and/or idea. Brand it is very important to remember that identity is not a brand, the brand is the perception formed by the audience about the company, person and its idea. This perception is the culmination of logo, visuals, identity, program, messages, products and actions. In other words, the designer cannot make a brand, only the audience can do this it is however, the designer is the one who forms the foundation of the message with the logo and identity system. Defining the Logotype, until about the 1930s, the majority of logo in America tended to be of the pictorial or literal kinds. Trademark characters such as the Dutch Boy, White Rock girl and the Fisk Tire boy, often reproduced from large oil paintings, were common in more innocent days. Nowadays, the friendly company trademark has matured into hard-edge icon, a “shorthand” version of the “formal script” that was the complex, old-fashioned logo. The Literal logo is often just a nameplate, with a concept having mainly to do with the old English lettering suggesting decorum and lengthy heritage. Monogrammatic logos are an ancient tradition, reaching back to the first time Glug scratched his initial on his club. Abstract logos, when well-designed, succeed just like modern art. Retro logos are taken seriously by some who emulate the aspects of the Victorian or Art Deco styles in their naivete found in much period work.

There are a lot of intriguing and amazing logo designs especially those logos that pull double and triple duty. These kinds, not only present the company or its initials, but also convert them into graphics that identify the company’s products. The viewer of such logo becomes a participant in an interactive project to decipher the riddle of the image but if the design is too clever or difficult to decipher, the logo would have to be considered a failure. “Such details may go unnoticed by 95% of readers, yet I believe such improvements elevate a publication’s overall status and credibility for that discerning 5%.” (Parkinson). Through our subconscious without realizing it we recognize quality rather than the colour or the design or even the whole picture of the logo this way, it attracts people and guide our potential consumers and help them remember the logo easily. Every detail we put on our logos, may it be the colour, the lettering we use and how we put it, is as important as the brand itself. Doing this, it can reach to our target market and telling them that we got what they need through our logo. “We include creativity because if we don’t create an engaging identity, then the consumers won’t even see it.” (Millman). Her solution is to redefine the creation of logo and identity. Creativity is very important to look attractive as well as to attract our potential consumers but the problem is how can we be creative and be distinctive compare to our competitors? Nowadays almost everything has been thought out as creative as it can be so making something new and original is quite a challenge even for veteran specializing in making logos how much more for students like us. The client wants a great idea now. And the creative people around respond. Every creative professional knows the demands of the business and all of us know that the rewards are often intangible. So how do we be creative? Simple, just do your best and be open minded at all time because sometimes the greatest reward is having our peers look at our work and give a nod and say “nice work”. Most people, if not all, do need a pat on the back. Design for Longevity. Every hour we are barraged with an endless array of images and ideas. Our visual landscape is composed of billboards, signs, television, commercials, magazine advertisements, messages on packaging and other forms of visual communication. Almost every one of these messages is combined with a logo but many of these have a little impact and are quickly forgotten. The ideas that connect are the ideas resonate with us emotionally the style and trends may be enticing, but they rarely have a lasting emotional resonance. The logo must be able to convey its message over a long period of time and it must be able to adapt to cultural changes. Identify, don’t explain. We are identified, in good company, with names like John, Roan or Marge instead of being called “The guy who wakes up at 4 to make burgers in the morning” or “The woman who always get to class late.” this is long-winded, confusing and forgettable. In the same way, a logo should not literally describe the client’s business; a logo is an identifier. Many clients would like their logo to describe every aspect of their company. This is natural but it can be very problematic because it can lead to restraining identity. There are many companies who use illustrations, but have been convinced by well-meaning, but underequipped designers that these are logos. A logo is a shortcut, a visual language that is quickly recognizable and memorable while an illustration is a drawing or a photograph which explains the text. “Make more from less.” (Fella, Ed) Be resourceful and imaginative; see things as an asset rather than a liability. Sometimes, small things and all those that we usually ignore can be a big help to us in making a creative logo, they are everywhere in everything if we can just conceptualize and convince our self that, that certain something can be of help. Be seductive. Most people would prefer to be seduced by a mark than repulsed by one. The message must be the most important part of the identity’s design but the form must draw the viewer into it. Making visuals aesthetically seductive is another book, but logos are most successful when they are simple and dynamics. Unfortunately, there has never been a client who considered their company simple. Products, services and companies are inherently complex. Multiple personalities interact, natural evolution changes the internal culture and society at large is constantly shifting. Colour is an important aspect when designing a conceptualizing a logo, people react to colours and can change emotion or their mood depending on what colour they see. But if you know who your target market are then you should also know what colour they’re attracted to and the colour that they hate the most this is also a way to attract potential consumers and lure them in and hopefully buy our products. Burger Machine has a stall and they are known for having one, so having a desirable stand as well as a logo should tell the consumers more than what it says on their signboard. Green is an alive, cool and growing color. Red is exciting, stimulating, loving, powerful and sexy. It can also be assertive, demanding and obvious, possibly even cheap or vulgar. Blue is always a popular color choice and the favourite of the most it is also cool like green, calm, comfortable and collected. It speaks of soft, soaring skies, serene lakes, gentle horizons and the security of hearth, home and flag. Yellow is a sunshine and gold; happy, bright, cheerful, vital, fun-filled and alive. It can also be optimistic, expectancy, relaxation and a wide open armed acceptance of the world. Blue-green is a cool and tasteful color. It is sensitive and respectful but alive and vital yet very quiet.

Resources:
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Carolyn Knight, Jessica Glaser/ 2008, Print and Production Finishes for Bags, Label and Point of Purchase/ Route Suisse 9 CH-1295 Mies, Switzerland/ Roto Vision SA.
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