Logotypes

logotype- graphic mark or emblem commonly used by commercial enterprises, organizations, and even individuals to aid and promote instant public recognition

includes languages such as Egyptian Hieroglyphics

lithography and photography contributed to advertising with typography

typography was going through a revolution itself

art was expanding its purpose- from expression and decoration or artistic storytelling to differentaiation of brands and products the growing middle class were consuming

as printing costs decreased, literacy rates increased and visual styles changed, the Victorian decorative arts lead to an expansion of typographic styles and methods of representing business

1950's- modernism shed its roots as an avant-garde artistic movement in Europe and spread throughout the world, characterized by visual simplicity and conceptual clarity

modernist-inspired logos proved successful in the era of mass visual communication ushered in by television, improvements in printing technology, and digital innovations

logo design is an important area of graphic design and one of the most difficult to perfect because logos are meant to represent companies' brands or corporate identities and foster their immediate customer recognition

less is more because people in real life situations do not stare at and analyze logos.  they just see it and a quick glance will notbe enough to get all the details in a complex logo

a logo needs to be simple but have enough personality to stand out in a crowd

5 Principles of Logo Design
1. Simple
2.Memorable
3. Timeless
4. Versatile
5. Appropriate

make sure it looks good in one color

Four Color Process
technique for printing in full color, for colors reproduce all colors of the spectrum when mixed in proper proportion, also called full color printing
Spot Color- specifying and printing colors in which each color is printed with its own ink.  Spot color printing is effective when the printed matter contains only one to three different colors

Pantone matching system shows ink colors

combination mark- text of company name and artwork together
iconic/symbolic- compelling yet unclomplicated images that are emblematic of a particular company or product, more abstract, less detail
wordmark/lettermark- just use the company name, lettermark uses only initialis