2. WHAT IS A LOGO?
A logo is a graphic mark or emblem commonly used by
commercial enterprises, organizations and even individuals to
aid and promote instant public recognition. Logos are either
purely graphic (symbols/icons) or are composed of the name of
the organization (a logotype or word mark).
3. HISTORY OF LOGOS AND
HOW THEY CAME TO BE
Numerous inventions and techniques have contributed to the
contemporary logo
CYLINDER SEAL - A cylinder seal is a cylinder engraved with a
'picture story', used in ancient times to roll an impression onto a two-
dimensional surface, generally wet clay
7. TRANS-CULTURAL
DIFFUSION
In cultural anthropology and cultural geography, cultural
diffusion, as first conceptualized by Alfred L. Kroeber in his
influential 1940 paper Stimulus Diffusion, or trans-cultural diffusion
in later reformulations, is the spread of cultural items—such as ideas,
styles, religions, technologies, languages etc.—between individuals,
whether within a single culture or from one culture to another. It is
distinct from the diffusion of innovations within a single culture.
8. LOGOGRAM
Logograms are often commonly known also as "ideograms― that
represent ideas directly rather than words
Since logograms are visual symbols representing words rather than
the sounds or phonemes that make up the word, it is relatively easier
to remember or guess the meaning of logograms, while it might be
relatively harder to remember or guess the sound of alphabetic
written words.
9.
10. INDUSTRIAL REVOLUTION
As the industrial revolution converted western societies from
agrarian to industrial in the 18th and 19th centuries, photography
and lithography contributed to the boom of an advertising industry
that integrated typography and imagery together on the page.
Simultaneously, typography itself was undergoing a revolution of
form and expression that expanded beyond the modest, serif
typefaces used in books, to bold, ornamental typefaces used on
broadsheet posters.
11. The arts were expanding in purpose to a differentiation of brands and
products that the growing middle classes were consuming.
] Playful children’s books, authoritative newspapers, and conversational
periodicals developed their own visual and editorial styles for unique,
expanding audiences. As printing costs decreased, literacy rates increased,
and visual styles changed,
The First logo to be trademarked was the Bass red triangle in 1876
A renewal of interest in craftsmanship and quality also provided the
artists and companies with a greater interest in credit, leading to the creation
of unique logos and marks.
12. By the 1950s, Modernism had shed its roots as an avant-garde
artistic movement in Europe to become an international,
commercialized movement with adherents in the United States and
elsewhere. The visual simplicity and conceptual clarity that were the
hallmarks of Modernism as an artistic movement formed a powerful
toolset for a new generation of graphic designers whose logos
embodied Ludwig Mies van der Rohe’s dictum, "Less is more."
Modernist-inspired logos proved successful in the era of mass visual
communication ushered in by television, improvements in printing
technology, and digital innovations.
13. IMPORTANCE OF A LOGO
Logo symbolizes your company and provides an image
nothing else can provide. It is one of the many important yet
missed elements for many businesses. Either the company
doesn’t have one or it isn’t good enough.. It is crucial to have
one for branding purposes and gives your company an
identity.
14. Your identity is an extension of your
business that communicates visually,
through appearance, and emotionally,
through symbolism. Curtailing or ignoring
thought, revision, and growth in the design
process will hurt your finished product and
corporate image.
15. GENERL MILLS - BETTY
CROCKER
General Mills, Inc. is an American Fortune 500 corporation,
primarily concerned with food products. One of the largest FMCG
companies in America.
Earlier called the Washburn Crosby Company .
16. got a lot of mails from its customers asking baking questions.
In 1921, the company thought that it would be better to sign the responses
personally, so they combined the last name of its director, William Crocker, with the
first name "Betty" (chosen because "it sounded cheery, wholesome, and folksy.")
(Source) The famous Betty Crocker signature was penned by a company secretary
who won a contest.
A group of college educated women were hired to develop Betty’s persona. Her
picture and signature appeared in print ads. Cooking demonstrations were organized
showing off Betty’s “solutions to domestic woes.” [...]
On the radio, Betty could speak to her loyal followers. Cooking and Gold Medal
Flour were central to the script. But so were housekeeping, time management,
friends, family, and husbands.
18. BUICK
The Buick Motor Company was founded in 1903 by David Dunbar Buick, a
Scottish-American inventor
Buick, a high school drop out founded a company that later became the world’s
largest auto company, General Motors.
At 15 years of age, Buick dropped out of school to work for a plumbing fixture
manufacturer. When that business failed, Buick and his friend took it over – but
within a few years, Buick had an argument with his partner because he preferred to
spend his time tinkering with car engines. Buick sold his share in the company and
quit
19. CONTD..
With the money, Buick founded the Buick Motor Company and
within a few years ran it to the ground. He was kicked out of the
company by his partner William "Billy" Durant in 1906 and later sold
his stock for a mere $100,000. Had he held on to his shares, it
would’ve been worth well over $100 million today.
20.
21. Early Buick logos were variations of the cursive word "Buick." In
1930s, General Motor Styling researcher Ralph Pew found a
description of the Scottish "Buik" [sic] family crest and decided to use
it as a radiator grille decoration. In 1960, the logo incorporated three
such shields, to represent the three Buick models then built: LeSabre,
Invicta, and Electra.
In 1975, Buick changed their logo to a hawk named "Happy" with
the launch of their Skyhawk line. However, in the late 1980s, as the
Skyhawk car was retired, Buick went back to the tri-shield logo.
22. XEROX
In 1938, Chester Carlson invented a photocopying technique called
electrophotography, which he later renamed xerography
Like many inventions ahead of its time, it wasn’t well received at
all. Carlson spent years trying to convince General Electric, IBM,
RCA, and other companies to invest in his invention but no one was
interested.
23. Until, that is, he went to the Haloid company - manufacture photographic
paper and equipment.
They helped him develop the world’s first photocopier, the Haloid Xerox 914.
The copier were so successful that in 1961, Xerox dropped the Haloid from its
name.
In 2004, Xerox tried to re-invent itself (complete with a new logo). Four years
later in 2008, it tried to get away from the image that it’s only a copier company
and adopted a new logo. The good news is people don’t think of copier when they
see the new logo. The bad news is, they think of a beach ball.
color and black-and-white printers, multifunction systems, photo copiers,
digital production printing presses, and related consulting services and supplies
24.
25. TIPS ON HOW BEST TO
CREATE YOUR LOGO
First of all, the shape of the logo is either a make or break scenario. The
shape either has to correlate with the name or relevant to your business.
Best not to have your logo be something that the customer has to guess to
bring out the traits of your business. Also the shape has to tie in with your
business and something that sticks out so people will remember. For
example, a logo for an eyeglass retailer can be an eyeglass case that is open
with the eyeglass inside. It is easy to remember, sticks to the mind and the
logo forces customer to remember you when they use their cases to get their
eyeglasses out or placing it back in.
26. CONTD..
Color also plays an important role on catching the eyes of viewers. The
color has to be catchy but not awkward for the logo. Finding the color for
your logo can be hard at times to separate yourself from the competition
that may have a similar logo. Just experiment the colors and see what you
like or better yet do a survey with customers and engage with them on the
best color for your logo (your logo is targeting the consumers and what
better answer than from a customer’s standpoint).
27. CONTD..
Once you have the logo you should register the trademark from
trademark infringement. Put the logo next to your Business Name and start
promoting it to create awareness and retention. Put your logo next to the name of
the products offered in your business and start building brand image of your
business. Logo is a must to build brand image because it conveys the qualities
and thoughts of the business to the people.
