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Logo Subclasses
Logo Subclasses A brief introduction Logo Subclasses logo [lo·go] 1. a concept that is in line with a positive representation of a group and their beliefs. 2. a graphic representation or symbol of a company name, trademark, abbreviation, etc. 3. a mark uniquely designed for ready recognition. 4. a name, symbol, or trademark designed for easy and definite recognition. Logo Subclasses Cars Circles Cars Crosses Cars Animals Cars Shields Cars Wings Cars Angular Shapes Cars Squares Cars Letters Cars Logo Subclasses Circles Crosses Animals Shields Wings Angular Shapes Squares Letters Logo Subclasses Circles Crosses Animals Shields Wings Angular Shapes Squares Letters NO 03 Professor Per Mollerup [1942- ] Professor of Communication Design at Swinburne University of Technology, Melbourne & Professor at Oslo National Academy of the Arts, Oslo. Marks of [1997] Excellence 03 Profe [1942 - ssor ] Per M oller Profe s Swin sor of Com burne m & Unive unicatio n rsity of Te Design a Profe chno t ssor logy, at Os Melb lo Na ourne tiona l Aca demy of the Arts, Oslo. up 03 Profe [1942 Logo Subclasses - ssor ] Per M oller Profes Swin sor of Com burne m & Unive unicatio n rsity of Te Design at Profes chno sor at logy, Oslo Melbo Natio ur ne nal Ac adem y of th e Arts , Oslo. “A new definition of trademarks and a way of classifying them according to selected qualities. up 03 Profe [1942 Logo Subclasses “A new definition of trademarks and a way of classifying them according to selected qualities. A new Taxonomy of Trademarks. - ssor ] Per M oller Profes Swin sor of Com burne m & Unive unicatio n rsity of Te Design at Profes chno sor at logy, Oslo Melbo Natio ur ne nal Ac adem y of th e Arts , Oslo. up Per Mollerup’s Taxonomic tree of trademarks Trademarks Graphic marks Non-graphic marks Per Mollerup’s Taxonomic tree of trademarks Trademarks Graphic marks Picture marks Letter marks Non-graphic marks Per Mollerup’s Taxonomic tree of trademarks Trademarks Graphic marks Picture marks Figurative marks Non-figurative marks Letter marks Non-graphic marks Per Mollerup’s Taxonomic tree of trademarks Trademarks Graphic marks Picture marks Figurative marks Descriptive marks Metaphoric marks Found marks Non-figurative marks Letter marks Non-graphic marks Per Mollerup’s Taxonomic tree of trademarks Trademarks Graphic marks Picture marks Figurative marks Descriptive marks Metaphoric marks Found marks Non-figurative marks Letter marks Name marks Abbreviations Non-graphic marks Per Mollerup’s Taxonomic tree of trademarks Trademarks Graphic marks Picture marks Figurative marks Descriptive marks Metaphoric marks Found marks Non-figurative marks Letter marks Name marks Proper names Descriptive names Metaphoric names Found names Artificial names Abbreviations Non-graphic marks Per Mollerup’s Taxonomic tree of trademarks Trademarks Graphic marks Picture marks Figurative marks Descriptive marks Metaphoric marks Found marks Non-figurative marks Letter marks Name marks Proper names Descriptive names Metaphoric names Found names Artificial names Abbreviations Initial abbreviations Non-initial abbreviations Non-graphic marks Per Mollerup’s Taxonomic tree of trademarks Trademarks Graphic marks Picture marks Figurative marks Descriptive marks Metaphoric marks Found marks Non-figurative marks Letter marks Name marks Proper names Descriptive names Metaphoric names Found names Artificial names Abbreviations Initial abbreviations Acronyms Non acronyms Non-initial abbreviations Non-graphic marks Logo Subclasses 13 06 AdamsMorioka [1994- ] AdamsMorioka is a graphic design firm with offices in Beverly Hills, California and New York City, founded by Sean Adams and Noreen Morioka. Their work ranges from corporate identities, identity systems, print campaigns and environmental graphics, to motion and digital projects, animation and websites. Logo Design Workbook [2004] 06 Adam [1994 - sMo ] r ioka Adam s Califo Morioka is rn Morio ia and N a graphic e k print a. Their w w York C design firm ity, fo camp ork ra with u a proje cts, a igns and nges from nded by S offices in e nima e tion a nvironme corporate an Adam Beverly H ills ntal g s nd w ebsit raphic identities, and Nore , es. en id s, to motio entity sy stem n and s, digita l Per Mollerup’s Taxonomic tree of trademarks Trademarks Graphic marks Picture marks Letter marks Non-graphic marks AdamsMorioka’s Taxonomic tree of logos Logos Graphic marks Picture marks Letter marks Word marks Non-graphic marks AdamsMorioka’s Taxonomic tree of logos Logos Picture marks/Symbol Letter marks/Monogram Word marks/Logotype AdamsMorioka’s Taxonomic tree of logos Logos Picture marks/Symbol The symbol is the most iconic portion of a logo. At times this logo may exist without the wordmark. The letters and words could be taken away and you would still know what brand it is. Letter marks/Monogram Word marks/Logotype AdamsMorioka’s Taxonomic tree of logos Logos Picture marks/Symbol The symbol is the most iconic portion of a logo. At times this logo may exist without the wordmark. The letters and words could be taken away and you would still know what brand it is. Letter marks/Monogram A design of one or more letters, usually the initials of a name, used to identify a company, publication, person, object or idea. The picture and words could be taken away and you would still know what brand it is. Word marks/Logotype AdamsMorioka’s Taxonomic tree of logos Logos Picture marks/Symbol The symbol is the most iconic portion of a logo. At times this logo may exist without the wordmark. The letters and words could be taken away and you would still know what brand it is. Letter marks/Monogram A design of one or more letters, usually the initials of a name, used to identify a company, publication, person, object or idea. The picture and words could be taken away and you would still know what brand it is. Word marks/Logotype A wordmark uses the company name with propriety letterforms. The letters and pictures could be taken away and you would still know what brand it is. Logo Subclasses 3 AdamsMorioka’s Taxonomic tree of logos Logos Picture marks/Symbol Advantages The benefit of utilising a symbol alone follows the idea - “a picture is worth a thousand words.” The symbol is easier to read on an object such as a computer or hat, than a word mark. Disadvantages If the symbol is separated from the word mark and the mark doesn’t have any equity it may be difficult to recognise and may be mistaken for another brand - in the worst case, a competitor. AdamsMorioka’s Taxonomic tree of logos Logos Letter marks/Monogram Advantages The letter-mark solves both mnemonic and legibility issues. It also remains easier to fit to a design than using the whole name or word-mark. Disadvantages Letter-marks are often masquerading as logos. Generic initials, treated in clever ways may look better on towels and glasses than on a corporate business card. Initials woven together have very little meaning. Most letter-marks depend on largescale audience contact, high advertising spend and repeated viewing for recognition. Designers using letter-marks often try to make the letters form a pictorial association with the product or service, thus suggesting more about the company and giving it a secondary meaning. AdamsMorioka’s Taxonomic tree of logos Logos Word marks/Logotype Advantages The proliferation of logos in the world has made recognition of symbols very difficult. Using the entire name sidesteps the problem with recognition. When asked if the Mobil logo belongs to Mobil, most people would agree that it does. Disadvantages If not handled skilfully, a word-mark alone may be generic and lack mnemonic value. It is also limited to words that can be spoken phonetically, no silent letters or exotic ways of pronouncing etc. That typeface could be bought, modified or created, but should normally only be used when displayed as a logo. To overuse the typeface elsewhere minimizes the power it should have. Quite often when using a word-mark the designer will try to convey some of what the company does. If the company is involved in liquids, they may add the sense of waves flowing through the letters. The focus remains on the word/name but there is a secondary element, which helps suggest more about the brand. How does this help designers? How does this help designers? It gives us options. How does this help designers? A starting point. How does this help you in this assessment? How does this help you in this assessment? It doesn’t. AdamsMorioka’s Taxonomic tree of logos Logos Picture marks/Symbol Advantages The benefit of utilising a symbol alone follows the idea - “a picture is worth a thousand words.” The symbol is easier to read on an object such as a computer or hat, than a word mark. Disadvantages If the symbol is separated from the word mark and the mark doesn’t have any equity it may be difficult to recognise and may be mistaken for another brand - in the worst case, a competitor. 3 Picture marks/Symbols 3 Picture marks/Symbols Don’t start here. 3 Picture marks/Symbols Start here. 3 Picture marks/Symbols Association lists. 3 Picture marks/Symbols Use these. Find more words. 3 Picture marks/Symbols Sketch out ideas. Don’t be precious Next week Three unique approaches circled in red Thank you
