Logotypes

-Graphic mark or emblem commonly used by commercial enterprises, organizations and individuals to aid public recognition.

- Called LOGO

-started being used in 18th and 19th century because of industrial revolution

- various books and advertisements shaped the art style of logotypes

-logos should be simple because people are not going to stare at a logo trying to figure it out

Principles

-Simple: Easy to recognize, not overdone.

-Memorable: keep simple and appropriate

-Timeless: will it still be effective in 50 years?

-Versatile: has to be able to look good on multiple formats

-Appropriate: the position of the logo should be appropriate for its intended audience

Spot color- each color is printed with its own ink

Pantone matching system-

Color gives the audience different emotions.

Interpretation of color may vary depending on age or culture.

color tends to follow trends, like fashion.

keep your color palette to 2 or 3 colors

combination mark- has text and some visual, integrated

Iconic- uncomplicated/abstract

logomark- incorporates the company name into the logo

The Grid- way of organizing content on a page using any combinations of margins, guide lines, rows and columns.
- instituted by modernism
- can assist the audience by braking info. into manageable chunks and establishing relationships.
-a grid consists of distinct set of alignment based relationships that act as guides for distributing elements across the format.
-every design is different, therefore every design will require a different grid structure.
- a grid is used to help clarifythe message being communicated