mark design communication technology. what is a mark?: marks are visual images used to identify a...
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Mark DesignMark DesignCOMMUNICATION TECHNOLOGY
What is a Mark?:
Marks are visual images used to identify a company, organization, person or event.
Mark designs typically fall into one of the following categories:
- Word Marks- Letter Marks- Symbol Marks- Logo Marks
Types of mark designs:
Word Mark Primary element of the design is the name of
the business.Conveys the name of the business through
the style of the font, colours or embellishments.Fonts are chosen and stylized to suit the type
of business.
Examples of Word Marks:
Types of mark designs:
Letter Mark: Letters form name in typeUsed to quickly identify a company,
often to shorten nameAdvantages: letterforms are readable;
short, recognizable nameDisadvantages: more costly to promote,
heavy visual competition (letters)
Examples of Letter Marks:
Types of mark designs:
Symbol MarkMarks without typeAdvantages: unique, simple, compact,
quick impactDisadvantages: costly to explain and
promote, confusion with other symbols
Examples of Symbol Marks:
Types of mark designs:
Logo MarkSymbol and words used together Advantages: unique, easy recognitionDisadvantages: can be very complex, hard
to update, challenge when resizingThe symbol reflects something about the
personality of the business.This type of mark design is most widely
used.
Examples of Logo Marks:
Examples of Logo Marks:
Elements of Logo Design
CAPTURE PERSONALITYLogo should clearly
express a company’s identity.
Should tell people who they are, what they do, how they work and how they want to be seen by the rest of the world.
Elements of Logo Design
SIMPLICITYPeople are drawn to
clean, uncluttered logos because they can easily recognize it at a glance.
Busy, crowded logos with intricate details or elaborate pictures are distracting.
Elements of Logo Design
PROPORTIONALITYA logo should function as
one complete unit.Width shouldn’t be much
greater than the height.
Logos that are too tall are hard to read when reduced or enlarged.
The design should work well on any sized media – from business card to billboard.
Elements of Logo Design
COLOUR PALETTE80% of the world’s most
recognizable logos use either 1 or 2 colours.
Use 1 to 3 colours to keep things simple
More than three colours is distracting to the eye and less memorable.
Colour should express personality of company.
Look at your industry to see trends (i.e. blue is common for tech. companies)
Elements of Logo Design
FONTSChoose a font that suits the
personality of your business.
Sans Serif fontsClean and easy-to-readTwo-thirds of most logos
use sans serif fonts
FranklinTahomaCentury
Elements of Logo Design
FONTSSerif fonts
More serious looking fontsUsed more for a traditional or classic design
Times
Goudy Georgia
Elements of Logo Design
ORIGINALITYDistinguish your company from
its competitors.Should be unique,
one-of-a-kind.Should be “ownable” – you want
to be able to trademark the logo design.
Elements of Logo Design
PRACTICAL, USEABLE, ADAPTABLE
Too many colours will cost you a fortune every time you need to print business cards or letterhead.
Should be able to easily convert to black and white.
Should be created in vector format so you can resize when needed without loss of image quality.
Elements of Logo Design
PRACTICAL, USEABLE, ADAPTABLE
These “photo” logos will cause problems when scaling to a larger size than the original file.
Will become pixelated and lose quality when scaled larger.
Where to start?
Browse the Internet to find some companies in the same industry.
Look at their logos and determine what you like or don’t like about them.
Decide how the name will appear in the design. All capitals? e.g. ALICE’S Coffee PotAbbreviated? e.g. ACPUnusual spelling? e.g. Alice’s Koffee Pot
Your Assignment…
Create 3 logos/ marks in Microsoft Powerpoint and upload them onto your digital portfolio. Use the slideshow, gallery, or individual image tool on weebly.
IT IS BETTER TO HAVE A LARGE LOGO and SHRINK IT THAN TO HAVE A SMALL LOGO AND ENLARGE IT. You will lose quality as it will pixelate.
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