so, you want to design a logo?. type logos type logos are nothing but text. some of the most...

So, you want to So, you want to design a logo?design a logo?

Type LogosType Logos

Type logos are nothing but text. Some of the Type logos are nothing but text. Some of the most powerful, most recognized, logos in the most powerful, most recognized, logos in the world are type logos. world are type logos. Coca-Cola and MicrosoftCoca-Cola and Microsoft both use type logos.both use type logos.

A special, preferably unique, A special, preferably unique, fontfont face should face should be used. Why? So that no one else can trade be used. Why? So that no one else can trade on the image that you create with your logo. on the image that you create with your logo. The Coca-Cola logo is a great example. The The Coca-Cola logo is a great example. The "Dynamic Ribbon" font is trademarked. No one "Dynamic Ribbon" font is trademarked. No one else can legally use that font. This protects the else can legally use that font. This protects the image and identity of Coke.image and identity of Coke.


Coca-ColaCoca-Cola This is arguably the most famous This is arguably the most famous

logo in the world. logo in the world. The Coca-Cola CompanyThe Coca-Cola Company has has been using this logo since 1886. been using this logo since 1886. By using a copyrighted font, no By using a copyrighted font, no other company can use this script other company can use this script font.font.

When using a type logo you want When using a type logo you want to modify an existing font, or to modify an existing font, or design a new font so your logo design a new font so your logo will be unique.will be unique.

Incidentally, the Dynamic Ribbon Incidentally, the Dynamic Ribbon script was originally penned by script was originally penned by Frank Robinson, the bookkeeper Frank Robinson, the bookkeeper for the pharmacist who invented for the pharmacist who invented Coke. Robinson also suggested Coke. Robinson also suggested the name Coca-Cola.the name Coca-Cola.


Microsoft is a much younger Microsoft is a much younger company than Coca-Cola, but it company than Coca-Cola, but it also has a very powerful logo.also has a very powerful logo.

A stylized sans serif font is used. A stylized sans serif font is used. The name leans slightly to the The name leans slightly to the right, implying movement and right, implying movement and action. The letters are very close action. The letters are very close and sometimes touch, merging and sometimes touch, merging two forms into one. The letters "f" two forms into one. The letters "f" and "t" for example. Also, the and "t" for example. Also, the letter "o", where it would touch letter "o", where it would touch the "s", has a small triangle the "s", has a small triangle cutout. This cutout also serves to cutout. This cutout also serves to divide the two syllables of the divide the two syllables of the word.word.

Illustrative LogoIllustrative Logo

Illustrative logos do what their name Illustrative logos do what their name implies: they clearly illustrate your implies: they clearly illustrate your company. The logo is a combination of company. The logo is a combination of text and an image that directly represents text and an image that directly represents what your company doeswhat your company does

D'Angelo Sandwich Shop, Chili's D'Angelo Sandwich Shop, Chili's restaurant and Burger King are good restaurant and Burger King are good examples of this.examples of this.


D'Angelo Sandwich ShopD'Angelo Sandwich Shop This chain of sub shops This chain of sub shops

replaces the letter "l" in its replaces the letter "l" in its logo with a sub. Reinforcing logo with a sub. Reinforcing the idea of what type of food the idea of what type of food you can expect to purchase. you can expect to purchase. The font used is very The font used is very decorative and relaxed. When decorative and relaxed. When used in conjunction with the used in conjunction with the folksy drawing of the sub they folksy drawing of the sub they are reinforcing the casual, are reinforcing the casual, take-out atmosphere of the take-out atmosphere of the chain. chain.


Chili'sChili's Not only does the name Not only does the name

of the company make of the company make you think "hot and spicy", you think "hot and spicy", but the use of a chili but the use of a chili pepper as the pepper as the apostrophe reinforces apostrophe reinforces the company name, its the company name, its origins as a Mexican origins as a Mexican food restaurant and the food restaurant and the fun, hip, youthful image fun, hip, youthful image they are trying to they are trying to convey.convey.


Burger KingBurger King At first glance this might At first glance this might

appear to be a graphic based appear to be a graphic based logo. But notice that the name logo. But notice that the name of the company is inside a of the company is inside a hamburger bun. They are hamburger bun. They are reinforcing the core business reinforcing the core business of the restaurant. Subtly the of the restaurant. Subtly the logo says, "We are in the logo says, "We are in the hamburger business. Not hamburger business. Not salads. Not toys. salads. Not toys. Hamburgers."Hamburgers."

Graphic LogosGraphic Logos

Graphic logos include a graphic, often an Graphic logos include a graphic, often an abstraction, of what your company does. abstraction, of what your company does. Barber poles and the medical caduceus symbolBarber poles and the medical caduceus symbol are abstractions that might be in a graphic are abstractions that might be in a graphic logo.logo.

There can be a fuzzy line between illustrative There can be a fuzzy line between illustrative and graphic logos. The Burger King logo can and graphic logos. The Burger King logo can appear to be an abstract circular graphic, appear to be an abstract circular graphic, unless the viewer recognizes that the yellow unless the viewer recognizes that the yellow semi circles are in fact a hamburger bun.semi circles are in fact a hamburger bun.

BMW and CBS have graphic logos.BMW and CBS have graphic logos.

Graphic LogoGraphic Logo

BMWBMW BMW has been using this BMW has been using this

logo since 1920. The logo since 1920. The company began as a builder company began as a builder of high performance aircraft of high performance aircraft engines. The circular design engines. The circular design represents a white airplane represents a white airplane propeller against a blue sky. propeller against a blue sky. Unless you know the history Unless you know the history of the company the symbol of the company the symbol has no particular meaning.has no particular meaning.

Graphic LogoGraphic Logo

CBSCBS The CBS "eye" has been The CBS "eye" has been

in use since 1951. The in use since 1951. The man who created it, man who created it, William Golden, said that William Golden, said that he was inspired by the he was inspired by the hex symbols he saw on hex symbols he saw on barns in rural barns in rural Pennsylvania. He Pennsylvania. He originally conceived of it originally conceived of it as a blinking eye.as a blinking eye.

Common SymbolsCommon Symbols

It may seem like a logical choice to include generic images in your It may seem like a logical choice to include generic images in your logo, but they are usually not a good idea. Why? — You want to logo, but they are usually not a good idea. Why? — You want to use your logo to set yourself apart from the crowd.use your logo to set yourself apart from the crowd.

That doesn't mean that a barber pole, or a medical caduceus, That doesn't mean that a barber pole, or a medical caduceus, should never be used in a logo. Just that you need to think about should never be used in a logo. Just that you need to think about the costs as well as the benefits of using such a generic image.the costs as well as the benefits of using such a generic image.

Chili's restaurant uses a generic image in their logo: a chili Chili's restaurant uses a generic image in their logo: a chili pepper. But it serves two purposes. The image is a homonym for pepper. But it serves two purposes. The image is a homonym for the company name and it informs the viewer that the restaurant the company name and it informs the viewer that the restaurant specializes in Mexican food. The designer's of the logo used the specializes in Mexican food. The designer's of the logo used the symbol as the apostrophe in the company name to further symbol as the apostrophe in the company name to further integrate it into the logo.integrate it into the logo.

ClipartClipart

Clipart are ready made images that you can Clipart are ready made images that you can use. There are lots of places on the web to get use. There are lots of places on the web to get clipart for free. But because the images are clipart for free. But because the images are easily available, someone else might be using easily available, someone else might be using the same image.the same image.

Using clipart can be helpful to you in Using clipart can be helpful to you in brainstorming ideas for your logo, especially if brainstorming ideas for your logo, especially if you are "graphically challenged" — you can't you are "graphically challenged" — you can't draw. But have someone create a unique draw. But have someone create a unique image for you. Or image for you. Or modify the imagemodify the image yourself, so yourself, so that its now unique.that its now unique.

Color SymbolismColor Symbolism

WhiteWhite White is a White is a neutralneutral color. In fact, most people don't even think of white as a color. In fact, most people don't even think of white as a

color. color. PhysicalPhysical White is a brilliant color that can cause headaches for some people. It White is a brilliant color that can cause headaches for some people. It

goes well with any color, and contrasts well with dark colors.goes well with any color, and contrasts well with dark colors. EmotionalEmotional White usually has a positive connotation. In heraldry, white depicts faith White usually has a positive connotation. In heraldry, white depicts faith

and purity. In the high-tech world it suggest simplicity. It is associated with and purity. In the high-tech world it suggest simplicity. It is associated with hospitals, doctors, cleanliness and sterility. Because of the connection hospitals, doctors, cleanliness and sterility. Because of the connection with snow or ice it also implies coolness.with snow or ice it also implies coolness.

Light, cleanliness, purity, simplicity, sterility, goodness, innocence, Light, cleanliness, purity, simplicity, sterility, goodness, innocence, spirituality, virginityspirituality, virginity

CulturalCultural In most Western countries white is the color for brides. In the East, it's the In most Western countries white is the color for brides. In the East, it's the

color for funerals.color for funerals.

Black Black

Black is frequently viewed as the lack of color. Like white it is a Black is frequently viewed as the lack of color. Like white it is a neutralneutral color. It color. It goes well with almost any color.goes well with almost any color.

PhysicalPhysical Black is the ultimate dark color. Photographs often look brighter against a black Black is the ultimate dark color. Photographs often look brighter against a black

background. Very light or bright colors seem even brighter against black. background. Very light or bright colors seem even brighter against black. Black gives the feeling of perspective and dept, a black suit or dress can make you Black gives the feeling of perspective and dept, a black suit or dress can make you

look thinner. But studies have shown a decrease in readability when you use a a look thinner. But studies have shown a decrease in readability when you use a a large amount of text against a black background. large amount of text against a black background.

EmotionalEmotional Black frequently has a negative connotation. But it also implies strength and Black frequently has a negative connotation. But it also implies strength and

authority. There is a further implication of prestige, elegance and formality. In authority. There is a further implication of prestige, elegance and formality. In heraldry, black is the symbol of grief. Black is associated with fear (black death) heraldry, black is the symbol of grief. Black is associated with fear (black death) and the unknown (black holes). But it can also be seen as sexy and sophisticated and the unknown (black holes). But it can also be seen as sexy and sophisticated (the little black dress). (the little black dress).

Power, authority, formality, elegance, somberness, practicality, mourning, death, Power, authority, formality, elegance, somberness, practicality, mourning, death, evil, mysteryevil, mystery

CulturalCultural In most Western countries black is the color of mourning. Among young people, In most Western countries black is the color of mourning. Among young people,

black is often seen as a color of rebellion.black is often seen as a color of rebellion.

Gray Gray

Gray is a Gray is a neutralneutral color. It is a color. It is a tinttint balanced between white and balanced between white and black.black.

PhysicalPhysical Gray and silver work well with cool colors. While actually a Gray and silver work well with cool colors. While actually a neutralneutral

, most people consider it a , most people consider it a coolcool color. color. EmotionalEmotional Gray is conservative. People usually don't have a strong Gray is conservative. People usually don't have a strong

emotional response to it. Although it sometimes is viewed as emotional response to it. Although it sometimes is viewed as cloudy, moody, or sad.cloudy, moody, or sad.

It represents practicality, sadness, security and reliability. It represents practicality, sadness, security and reliability. Charcoal gray carries with it some of the strength and mystery of Charcoal gray carries with it some of the strength and mystery of black without the negative attributes of black. Silver is cool like black without the negative attributes of black. Silver is cool like gray but livelier, and connotes riches.gray but livelier, and connotes riches.

CulturalCultural Silver coupled with turquoise evokes the Southwest (U.S.). Silver coupled with turquoise evokes the Southwest (U.S.).

Brown and BeigeBrown and Beige

Brown, and its Brown, and its tinttint beige, are beige, are neutralsneutrals. . PhysicalPhysical Studies have shown that brown promote the synthesis of Studies have shown that brown promote the synthesis of

serotonin (a neurotransmitter), which in turn reduces tension and serotonin (a neurotransmitter), which in turn reduces tension and irritability. irritability.

EmotionalEmotional Brown a down-to-earth color, literally. Its the color of dirt, wood Brown a down-to-earth color, literally. Its the color of dirt, wood

and stone. This link with nature carries a sense of simplicity and and stone. This link with nature carries a sense of simplicity and stability. Some people view brown as comfortable.stability. Some people view brown as comfortable.

Brown or beige can also be though of as conforming or boring.Brown or beige can also be though of as conforming or boring. Natural, earthy, woodsy. Wholesome. Subtle richness or luxury Natural, earthy, woodsy. Wholesome. Subtle richness or luxury

(leather or dark chocolate).(leather or dark chocolate).

Red Red

PhysicalPhysical Studies have shown that red increases human metabolism by increasing Studies have shown that red increases human metabolism by increasing

respiration and raising blood pressure. Breathing becomes more rapid, appetite respiration and raising blood pressure. Breathing becomes more rapid, appetite increases, and the senses of smell and taste are heightened. This can make it an increases, and the senses of smell and taste are heightened. This can make it an irritating or disruptive color if used too much.irritating or disruptive color if used too much.

EmotionalEmotional Red is the color of fire and is emotionally tied to everything intense or passionate. Red is the color of fire and is emotionally tied to everything intense or passionate.

Love, anger, excitement, fire, speed, blood, aggression, and war can all be invoked Love, anger, excitement, fire, speed, blood, aggression, and war can all be invoked with red. In heraldry, red is used to indicate courage. The fact that red is used in with red. In heraldry, red is used to indicate courage. The fact that red is used in stop lights, fire trucks and warning signs ties the color to a sense of danger. Men stop lights, fire trucks and warning signs ties the color to a sense of danger. Men like to yellow based reds while women are attracted to blue based reds.like to yellow based reds while women are attracted to blue based reds.

Love, romance, danger, power, aggression, war, hate. Passion, courage, vitality, Love, romance, danger, power, aggression, war, hate. Passion, courage, vitality, life. Sexuality, sensuality, desire. Rage, anger.life. Sexuality, sensuality, desire. Rage, anger.

CulturalCultural In the East, red is the color of happiness, good luck and fortune. It is often worn by In the East, red is the color of happiness, good luck and fortune. It is often worn by

brides.brides. In the West, and when used in combination with green, it is a Christmas color. In the West, and when used in combination with green, it is a Christmas color. It is used in many national flags. It is used in many national flags.

Pink Pink

A A warmwarm pastel color. pastel color. PhysicalPhysical EmotionalEmotional Pink carries softer versions of the emotions that Pink carries softer versions of the emotions that redred

infer. Pink is the sweet side of red. It is romantic, where infer. Pink is the sweet side of red. It is romantic, where redred is passionate. is passionate.

Femininity, softness, girlishness.Femininity, softness, girlishness. CulturalCultural It may be politically incorrect, but in the West pink is It may be politically incorrect, but in the West pink is

still perceived as a girlish, feminine color.still perceived as a girlish, feminine color.

Orange Orange

A A warmwarm color. color. PhysicalPhysical Studies have shown that viewing orange increases oxygen supply to the brain. Studies have shown that viewing orange increases oxygen supply to the brain.

This stimulates mental activity; creating a feeling of invigoration. Orange also This stimulates mental activity; creating a feeling of invigoration. Orange also increases appetite while simultaneously reducing blood flow and increasing increases appetite while simultaneously reducing blood flow and increasing relaxation.relaxation.

Like Like redred, orange has very high visibility., orange has very high visibility. EmotionalEmotional As a very warm color it evokes an image of heat. Orange is associated with fall and As a very warm color it evokes an image of heat. Orange is associated with fall and

harvest. It is connected with healthy food (orange juice, vitamin C) and stimulates harvest. It is connected with healthy food (orange juice, vitamin C) and stimulates appetite. In heraldry, orange is symbolic of strength and endurance. As a appetite. In heraldry, orange is symbolic of strength and endurance. As a combination of combination of redred and and yellowyellow, it joins together the emotional features of both , it joins together the emotional features of both colors: the energy of red and the happiness of yellow.colors: the energy of red and the happiness of yellow.

Warm, energetic, enthused, happy, creative, active, stimulating, cozy, fun, cheery.Warm, energetic, enthused, happy, creative, active, stimulating, cozy, fun, cheery. CulturalCultural In the West orange appeals to children, so its very effective when promoting snack In the West orange appeals to children, so its very effective when promoting snack

foods and toys. When used in combination with black it invokes Halloween.foods and toys. When used in combination with black it invokes Halloween. In recent years, orange has been used in the US to color anti-bacterial products.In recent years, orange has been used in the US to color anti-bacterial products.

Yellow Yellow

A A warmwarm color. color. PhysicalPhysical Yellow is known to stimulate mental and muscular activity. This may be why babies Yellow is known to stimulate mental and muscular activity. This may be why babies

cry more in yellow rooms. The transfer of visual cues from the eye to the brain is cry more in yellow rooms. The transfer of visual cues from the eye to the brain is quickened by the presence of yellow. It also causes allergic reactions to happen quickened by the presence of yellow. It also causes allergic reactions to happen more frequently, and creates a temporary fight or flight response in individuals.more frequently, and creates a temporary fight or flight response in individuals.

EmotionalEmotional Like Like redred, yellow has conflicting emotional symbolism. Yellow is the color of , yellow has conflicting emotional symbolism. Yellow is the color of

sunshine and is therefore linked to happiness, optimism and idealism. In heraldry, sunshine and is therefore linked to happiness, optimism and idealism. In heraldry, it originally indicated honor and loyalty. But it is also the color of cowardice and it originally indicated honor and loyalty. But it is also the color of cowardice and deceit. It has been shown that men associate yellow with childishness.deceit. It has been shown that men associate yellow with childishness.

Joy, happiness, cheerfulness, warmth. Spontaneity, caution, danger.Joy, happiness, cheerfulness, warmth. Spontaneity, caution, danger. CulturalCultural In all cultures gold is the color of wealth and money. And it invokes a temporary In all cultures gold is the color of wealth and money. And it invokes a temporary

fight or flight response in people.fight or flight response in people. In the US a yellow ribbon has come to be associated with missing or absent loved In the US a yellow ribbon has come to be associated with missing or absent loved

ones (yellow ribbon around a tree).ones (yellow ribbon around a tree).

Green Green

A A coolcool color. color. PhysicalPhysical Unless specifically trying to evoke Christmas do not use green in conjunction with Unless specifically trying to evoke Christmas do not use green in conjunction with redred. The two . The two

vibrate against each other and are extremely difficult to view. Further, 7 percent of men (and vibrate against each other and are extremely difficult to view. Further, 7 percent of men (and less than 1 percent of women) suffer from red/green color blindness and cannot tell the less than 1 percent of women) suffer from red/green color blindness and cannot tell the difference between the colors.difference between the colors.

Green is the easiest color for the human eye to see has been shown to improve vision.Green is the easiest color for the human eye to see has been shown to improve vision. EmotionalEmotional The color of nature, and as such implies fertility, growth, balance, harmony, and stability. But The color of nature, and as such implies fertility, growth, balance, harmony, and stability. But

like like redred and and yellowyellow it has other emotional implications that conflict. For many people, it implies it has other emotional implications that conflict. For many people, it implies envy, jealousy, evil, reptiles, insects, and bodily functions. In heraldry, green indicates growth envy, jealousy, evil, reptiles, insects, and bodily functions. In heraldry, green indicates growth and hope.and hope.

The environment, wealth, natural, tranquil, health, freshness, loyalty, fertility, ecology, healing. The environment, wealth, natural, tranquil, health, freshness, loyalty, fertility, ecology, healing. Ambition, greed, jealousy, sickness. Newness, naiveté.Ambition, greed, jealousy, sickness. Newness, naiveté.

CulturalCultural In the U.S. green is money and good luck. Green is associated with Spring and (when In the U.S. green is money and good luck. Green is associated with Spring and (when

combined with red) Christmas.combined with red) Christmas. It is the universal color for "go" in traffic lights.It is the universal color for "go" in traffic lights.

Blue Blue

A A coolcool color. color. PhysicalPhysical Blue slows human metabolism and produces a calming effect. This deepens breathing, lowers Blue slows human metabolism and produces a calming effect. This deepens breathing, lowers

the body temperature, decreases sweating, and helps induce sleep. It is also known to the body temperature, decreases sweating, and helps induce sleep. It is also known to suppress appetite, as there are very few (if any) blue foods in nature. Blue and suppress appetite, as there are very few (if any) blue foods in nature. Blue and orangeorange vibrate vibrate against each other and are known to create a jarring effect in viewers.against each other and are known to create a jarring effect in viewers.

More people, and vastly more men than women, claim blue as their favorite color. There are More people, and vastly more men than women, claim blue as their favorite color. There are more shades of blue available in the more shades of blue available in the web safe color paletteweb safe color palette than any other color. than any other color.

EmotionalEmotional This sky/sea color is associated with depth and stability. In heraldry, it symbolizes piety and This sky/sea color is associated with depth and stability. In heraldry, it symbolizes piety and

sincerity. These ties to stability and earnestness make blue a "conservative" color.sincerity. These ties to stability and earnestness make blue a "conservative" color. Deep blues are seen as academic, deep, serious, rich, and regal. Lighter blues are calming, Deep blues are seen as academic, deep, serious, rich, and regal. Lighter blues are calming,

cool, clean, and tranquil.cool, clean, and tranquil. CulturalCultural In the US, blue is the preferred color of large corporations because of its connotations of In the US, blue is the preferred color of large corporations because of its connotations of

knowledge and stability.knowledge and stability. In many cultures blue has connections to religion.In many cultures blue has connections to religion.

Purple or VioletPurple or Violet

A A coolcool color. color. PhysicalPhysical An extremely rare color in nature.An extremely rare color in nature. EmotionalEmotional Purple is a combination of red (energy) and blue (stability). It is associated Purple is a combination of red (energy) and blue (stability). It is associated

with royalty and implies the wealth, power, and luxury of the royalty.with royalty and implies the wealth, power, and luxury of the royalty. It is often chosen to convey creativity and uniqueness. It is associated It is often chosen to convey creativity and uniqueness. It is associated

with creativity and artistry.with creativity and artistry. According to surveys, almost 75 percent of pre-adolescent children prefer According to surveys, almost 75 percent of pre-adolescent children prefer

purple to all other colors.purple to all other colors. Mystery, magic, creativity, uniqueness, royalty, power, spirituality, dignity, Mystery, magic, creativity, uniqueness, royalty, power, spirituality, dignity,

sophistication, luxury, wealth.sophistication, luxury, wealth. CulturalCultural In the West, purple is associated with royalty. There is also a tie to In the West, purple is associated with royalty. There is also a tie to

religious ceremony.religious ceremony.

LavenderLavender

A A warmwarm pastel color. pastel color. PhysicalPhysical EmotionalEmotional Like Like pinkpink, lavender is seen as romantic. But it also , lavender is seen as romantic. But it also

draws on the creative connotation of draws on the creative connotation of purplepurple.. When combined with other pastels, lavender imparts a When combined with other pastels, lavender imparts a

feeling of femininity, daintiness, and a kind of "great–feeling of femininity, daintiness, and a kind of "great–aunt's tea party" nostalgia.aunt's tea party" nostalgia.

When used with cool When used with cool tonestones or or graygray there is an there is an implication of creativity and artistry.implication of creativity and artistry.

Feminine, romance, daintiness. Creativity, uniqueness.Feminine, romance, daintiness. Creativity, uniqueness.

ElementElement

NikeNike

PumaPuma

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