the mark - michael
Transcription
the mark - michael
the mark 05/06 mark Prof. Michael Hardt It is in the nature of [male] beings to mark their territory. Human beings have the same habit. We can assume that marks are as old as mankind. 05/06 mark Prof. Michael Hardt The term ‘mark’ refers to any letter or combination of letters (logotype), pictorial sign (signet, symbol, pictogram…), or non graphic, even non visual sign, or any combination of these used by an individual or an organisation or by its members to identify communications, property and products or to certify products and to distinguish them from those by others. Source: Per Mollerup based on the American legal definition of Trademarks. A mark is an intended sign. 05/06 mark Prof. Michael Hardt Sign Symbol Signet Logotype Logogram Monogram Ideogram Pictogram Icon Brand Signum, [lat.] συµβαλλειν [gr.] Signet, [fr.] Λογοτυποσ, [gr.] Λογογραµµα, [gr.] Μονογραµµα, [gr.] Ιδεογραµµα, [gr.] Πιχτογραµµα, [gr.] Ικον [gr.] [am.e.] de signo symballein sign, standing for s.th. printer or editor sign logotypos letter-combination logogramma word letter (>pictogram) monogramma abbreviated signature ideogramma type-sign visualising a word pictogramma picture sign, image-symbol Ikon stylised image of a thing trademark (from branding cattle) Terminology 05/06 mark Prof. Michael Hardt Taxonomy 05/06 mark Prof. Michael Hardt the mark semiotic categories Semiotic category Principle of division Taxonomic class Material qualities: What the mark shows Dimensions (type and number) Graphic marks Non graphic marks Graphic form Picture marks Letter marks Picture form Figurative Non figurative Letter combination form Name marks Abbreviations Abbreviation form Initial Non initial Initial abbreviation form Acronyms Non acronym Referential qualities: What the mark means Visual reference Descriptive Metaphoric Found Linguistic reference Proper names Descriptive name Metaphoric name Found name Artificial name Source: Per Mollerup, Marks of excellence,99 Table 15 05/06 mark Prof. Michael Hardt the mark 1 Trademarks taxonomy 1.1 Graphic marks 1.1.1 Picture marks 1.1.1.1 Figurative marks 1.1.1.1.1 Descriptive marks 1.1.1.1.2 Metaphoric marks 1.1.1.1.3 Found marks 1.1.1.2 Non figurative marks 1.1.2 Letter marks 1.1.2.1 Name marks 1.1.2.1.1 Proper names 1.1.2.1.2 Descriptive names 1.1.2.1.3 Metaphoric names 1.1.2.1.4 Found names 1.1.2.1.5 Artificial names 1.1.2.2 Abbreviation marks 1.1.2.2.1 Initial 1.1.2.2.1.1 Acronyms 1.1.2.2.1.2 Non acronym 1.1.2.2.2 Non initial 1.2 Non-Graphic Marks Source: Per Mollerup, Marks of excellence,99 Table 16 05/06 mark Prof. Michael Hardt History 05/06 mark Prof. Michael Hardt Marks give orientation about: territory direction owner / identity origin social units … 05/06 mark Prof. Michael Hardt farm marks basing on runes. (here: 1600th century, Danish/Dutch) 05/06 mark Prof. Michael Hardt Marks have been used to identify warriors on a battle field. Early functional identity design. (Coat of arms) Roman warrior 0-40 a.Chr. 05/06 mark Prof. Michael Hardt Marking origin could also claim power. Royal and imperial monograms 800 a.Chr. 05/06 mark Prof. Michael Hardt Basing on the traditions of military signs and coat of arms, noble families used complex signs as corporate identity element over many generations (Family crests). Clearly defined heraldic rules norm the design. This tradition is still in use today. 05/06 mark Prof. Michael Hardt Early modern industrial entrepreneurs copied the heraldic traditions of the nobles to create their trademarks. 05/06 mark Prof. Michael Hardt Monogram Adam Opel around 1862 Historic development from 1899 Development 1970 - 1987 Trademark Opel AG Metaphoric sign 05/06 mark Prof. Michael Hardt Simple marks last longer 05/06 mark Prof. Michael Hardt Simple marks last longer 05/06 mark Prof. Michael Hardt The logo in the future will be more than just 2D. 05/06 mark Prof. Michael Hardt Orientation marks 05/06 mark Prof. Michael Hardt Marks are also used for non-profit reasons. e.g. to organise the traffic. (1950 traffic signs) 05/06 mark Prof. Michael Hardt Despite all regulations and norms there is still a lot of creative freedom for esthetical experiments. 05/06 mark Prof. Michael Hardt Pictograms are used as signs for sport, internationally understood. They developed from decoration to orientation. 05/06 mark Prof. Michael Hardt Marks play an important role in the global communication. 05/06 mark Prof. Michael Hardt Identification marks 05/06 mark Prof. Michael Hardt marks can consist only of colours without form 05/06 mark Prof. Michael Hardt Picture mark figurative metaphoric Lufthansa Germany Designed 1919 05/06 mark Prof. Michael Hardt Logograms or logotypes are key visuals within modern corporate design. juris juristisches Informationssystem der Bundesrepublik Deutschland acronym Design Michael Hardt 1984 05/06 mark Prof. Michael Hardt Requirements 05/06 mark Prof. Michael Hardt Semiotic Sensual perceptive Technical Ethical Visibility Distinction Uniqueness Correlation Description Holding power Remembrance Tone of voice Fashionability Timelessness Likeability Graphic Excellence Applicability Colour reproduction BW reproduction Positive/Negative 2D/3D Scaling up/down Movement Decency Legal protection 05/06 mark Prof. Michael Hardt the finished work: clear definition Design 1909 05/06 mark Prof. Michael Hardt 05/06 mark Prof. Michael Hardt